The Advertising Business in India
Surrogate Advertising
How liquor and tobacco brands advertise banned products indirectly by promoting soda, music CDs or elaichi under the same brand name, and how rules try to stop it.
India bans advertising of alcohol and tobacco. Companies find ways around it.
What surrogate ads are
A brand advertises a different product with the same name, keeping the brand visible.
- Liquor brands advertise soda, water, glasses or music.
- Pan masala brands advertise elaichi (cardamom) or mouth fresheners, linked to gutka brands.
Why it works
Consumers link the brand name to the banned product.
Rules
- The Cable TV Networks Rules ban direct and indirect liquor and tobacco ads.
- CCPA guidelines on misleading ads (2022) prohibited surrogate advertising for banned goods.
- Sports events and film stars have faced criticism for surrogate promotions.
Enforcement
- Enforcement is uneven.
- Brands argue they sell genuine brand extensions.
Betting ads
Similar tactics were used by offshore betting apps, advertising “news” sites with the same names; the government warned against such ads in 2022-23 before the 2025 real-money gaming ban.
A whisky brand runs ads for its "club soda" during a cricket match. Viewers recognise the name as the whisky, which can't be advertised.
Surrogate ads keep banned brands visible.
- Liquor and tobacco ads are banned in India.
- Surrogate ads promote other products under the same brand.
- CCPA guidelines in 2022 prohibited surrogate ads.
- Enforcement remains uneven.
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