Surrogate advertising promotes banned products like cigarettes and alcohol through related products. It started in Britain when liquor advertisements were banned due to protests. Brand owners then promoted fruit juices and sodas under the same brand names. Surrogate advertisements by liquor companies were likely banned due to criticism, as directly advertising banned intoxicating products undermines regulations and can mislead consumers.

2.  It is a form of advertising which is used to
promote banned products like
cigarettes and alcohol.
 This type of advertising uses a product of
close category.
 The banned product may not be
projected directly but masked under the
another product.

3.  It started in BRITIAN.
 When housewives started protesting
against liquor advertisements.
 The protest rose to a level where liquor
advertising had to be banned.
 Brand owners decided to promote fruit
juices and soda under the same brand
name.

4.  Do you think surrogate advertisements
by liquor companies were banned
because of the criticism they received?
Give reason to support your answer.
Discuss advantages and disadvantages
of surrogate advertising.

5.  According to our point view the surrogate
advertisement should be banned.
 According to TV Cable ACT 1995” no
broadcaster is permitted to show an
advertisement which promotes directly or
indirectly, sale or consumption of
cigarettes, tobacco products, wine,
alcohol, liquor or other intoxicants…”
 It clearly shows that taking advantage of
loopholes.
 Why the same brand name is used to
promote the products like soda or mineral
water.

6.  After all these are the companies
responsible for public health
deterioration.
 Now a new clause has been added:
“any advertisement for a product that
uses a brand name which is also used for
cigarette, tobacco product, wine,
alcohol, liquor or any other intoxicant will
not be permitted”.
 According to ASCI( Advertising
Standards Council Of India) surrogate
advertisement are harmful.

7.  Very much beneficial for domestic
players.
 Recently entered MNC started facing
ADVANTAGES
difficulties in brand building.
 The ban also affect the entry decision to
various MNCs.
 Apart from reducing competition it also
has increased the margins
 The ban severely affect the sale.
 Brand building has become very much
DISADVANTAGES.
difficult.
 TV channels not able to get revenues.
 Small domestic companies are
acquired by various MNCs for its brand.