India is preparing to introduce strict new rules for liquor advertising. The regulations could lead to celebrities and companies being banned or fined if they endorse tobacco or liquor ads that are considered misleading.
**Summary**
**India to Ban ‘Surrogate’ Liquor Ads; Final Rules Expected in a Month**
– New regulations to target misleading liquor and tobacco ads
– Celebrities may face bans; companies could face fines
India is set to implement new regulations to address liquor advertising. The updated rules will not only prohibit direct liquor ads but also ban “surrogate” ads—where products like water or music CDs are used to indirectly promote liquor brands. This change could compel companies like Carlsberg, Pernod Ricard, and Diageo to revise their marketing strategies.
Under the new rules, companies and celebrities involved in misleading tobacco and liquor ads could face fines and bans. These measures aim to curb deceptive advertising practices, with the final rules expected to be announced within a month.
India is about to introduce stringent rules on liquor advertising, including a ban on “surrogate” ads and sponsorships that indirectly promote alcohol. The final regulations are expected within a month.
Nidhi Khare, a senior official, stated that misleading ads and those using indirect promotion methods, such as endorsing products like water or CDs, will be scrutinized. Celebrities endorsing such ads could face bans, and companies could face fines.
For instance, Carlsberg’s ad for Tuborg water features film stars at a party, echoing its beer ads, while Diageo’s popular ad for Black and White ginger ale uses imagery from its scotch brand. These practices could be affected by the new rules, which are poised to reshape marketing strategies in India’s $45 billion alcohol market.
India, with its growing affluence and large population, is an attractive market for major brewers. Carlsberg, Diageo, and Pernod Ricard hold significant market shares, and the new rules will impact their advertising tactics. The regulations propose fines up to 5 million rupees ($60,000) and bans on endorsements for up to three years for violations.
The World Health Organization supports strict alcohol advertising bans as a public health measure. India’s rules align with global best practices, aiming to eliminate misleading ads and sponsorships that use brand extensions to indirectly promote alcohol.
The draft rules specifically target ads that use designs or logos similar to alcohol brands, and past warnings to companies like Pernod have led to these new measures. While India supports brand extension ads, they must clearly represent the actual product without creating a misleading impression of promoting alcohol.
