Ensure strict compliance of surrogate Ad norms: Centre

The Department of Consumer Affairs has directed industry bodies to ensure strict compliance of the guidelines for prevention of misleading advertisement especially the provisions pertaining to surrogate advertisements. Violators will face 'stern action', it said in a note.

"It has been observed that many alcoholic spirits and beverages are being advertised under the garb of music CDs, club soda and packaged drinking water whereas the chewing tobacco and gutkha has taken the veil of fennel and cardamom," said the department. "Moreover, many such brands are employing major celebrities that accentuates the negative impact on the impressionable youth."

The guidelines state that no surrogate advertisement or indirect advertisement shall be made for goods or services whose advertising is otherwise prohibited or restricted by law.