The government has lifted the strict restrictions on surrogate advertisements, which did not allow tobacco and alcohol companies to advertise their brands on any medium.
It has now allowed tobacco and alcohol companies to advertise their brands on television -- but with stiff restrictions on the content and context of the advertisements. About two weeks back, the government had relaxed the curbs on point of sale of advertisements as well.
According to the new norms, tobacco and alcohol companies can now advertise their brands, so long as the companies do not promote cigarettes or any alcohol products directly or indirectly.
Similarly, the storyboard for the advertisement or even the visuals used should only refer to the product the companies want to advertise. It should not have any reference to smoking or consumption of alcohol.
This would mean, for example, that ITC can advertise its Wills brand of apparel on television and other media, while it has a cigarettes brand under the same name.
The advertisements should not have any reference or phrases that are linked to tobacco and alcohol consumption.
Also, the advertisements should not have the same colours, layouts or presentation associated with cigarettes and alcohol brands. This would mean that the presentation or the message of the advertisement should in no way be related to cigarette or alcohol brands.
These advertisements will go through a stiff evaluation by the government and will need the government's prior approval.
Tobacco and alcohol companies have been petitioning the government to relax advertising norms to permit them to advertise their other brands.
Vijay Mallya's UB Group had asked the government's permission to advertise its Kingfisher Airlines. The government had initially objected to it, as the company also has a popular beer brand under the same name.
Subsequently, the government allowed the company to advertise its airline, without making any direct or indirect reference to the company's beer brand.
