Surrogate advertising promotes banned products like cigarettes and alcohol by advertising related but legal products instead. It originated in Britain when liquor advertising was banned in response to protests. Surrogate ads indirectly remind consumers of banned products and help generate sales while minimizing competition. However, they undermine advertising bans and can mislead or unduly influence children. In India, alcohol and cigarette brands use surrogate ads on TV since their direct ads were banned in 1995. Studies show surrogate ads do impact consumer purchasing decisions. While they benefit companies, tighter regulation is needed to curb their misleading nature and social harms.

1. A
Presentation
on
“ Surrogate Advertising”
Presented By
Rubeena.Sk

2. INTRODUCTION
The literal meaning of ‘surrogate advertising’ is duplicating the
brand image of one product extensively to promote another
product of the same brand .it is done when the original product is
not allowed to advertise itself on mass media.

3. DEFINITION
“Surrogate advertising is a form of advertising which is
used to promote banned products, like cigarettes and
alcohol, in the disguise of another product.”

5. Examples….

7. HISTORY OF SURROGATE ADVERTISING
 It is said that birth of surrogate advertising happened in
Britain, where housewives started protesting against
liquor advertisements which provoked their husbands.
 The protest rose to a level where liquor advertising had to
be banned and brand owners seeing no way out decided
to promote fruit juices and soda under the brand name;
the concept later emerged as surrogate advertisements.

8. OBJECTIVES OF SURROGATE ADVERTISING
The real objectives of surrogate advertising is effective
communication between producers & consumers with
the purpose to sell a product or service which could not
do advertise.
These advertisements are
1.Informative
2.Persuasive
3.Reminders

9. ADVANTAGES & DISADVANTAGES
Advantages
• It helps the company to generate sales for banned products.
• It keeps on reminding consumers about the banned products
indirectly.
• If nobody can advertise, then the threat of competition from new
players or new launches by competitiorsis minimized.
Disadvantages
• It beats the purpose of ban on advertisement of harmful products.
• It is harming the society a lot because children cannot distinguish
between the banned products and the advertised product.

10. SURROGATE ADVERTISING IN INDIA
 In India alcohol and cigarettes brands are not allowed to give
advertisements on television. It have been banned since
1995.because of those ads had direct influence on consumers'
purchasing behavior. Thus, India gradually adopted surrogate
advertisements.
 So such companies to focus more on brand extension and thus liquor
companies started sponsoring and hosting glamorous events, yet
many others started distributing t-shirts, caps, key chains, drinking
glasses with the brand name displayed on these products.

11. EFFECTIVENESS OF SURROGATE ADVERTISEMENTS
 According to the inferences drawn from several surveys and
interviews, 50 out of 50 people can understand the actual liquor
or tobacco product being advertised.
 Surrogate advertisements do impact a consumer's buying
decision as well as They also inform consumers about the
leading liquor brands and thus promote sales.

12. CONCLUSION
 Surrogate advertisements are not only misleading , but also false
and dishonest in many cases.
 Government need to regulate the laws regarding surrogate
advertising like more imposition of tax & reduce the number of
liquor shops. Because of youth are being influenced by such ads it
will impact on nation.

13. REFERENCES
 https://en.wikipedia.org/wiki/Surrogate_advertising.ppt
 www.icmrindia.org/.../Banning%20Liquor%20Surrogate%20
Advertising
 https://www.scribd.com/doc/129547924/Surrogate-
Advertising-2
 www.slideshare.net/NITCALICUT_SOMS/surrogate-
advertisement
 www.slideshare.net/NITCALICUT_SOMS/surrogate-
advertisement
 https://www.scribd.com/doc/35158729/Surrogate-
Advertising-Final-Ppt

14. Thank You