Promotions Under The Garb Of Surrogacy Or Genuine Brand Extension? - Explained
Live LawIn India, To primarily target misleading Promotion of consumption of liquor, tobacco, and other intoxicants has been prohibited for decades. Under the garb of brand extensions, the brands circumvented the prohibition on surrogacy, and it was now imperative to distinguish between a masked product and a genuine brand extension. While there are polarizing views on the airline being a product of surrogate advertising or brand extension, some in the advertising industry considered Mr. Mallya as a real surrogate in the liquor category. The liquor brands which claim to be advertising their non-restricted products under brand extensions reached out to the Government to provide a clear and concise definition of ‘surrogate advertising’ and ‘brand extensions’. Clarifications on definitions of ‘surrogate advertising’ and ‘brand extensions’ would also be key as to how brands are able to advertise going forward.
History of this topic
Surrogate advertising via CSR route under CCPA’s scrutiny
Live Mint
New rules to target proxy ads to promote liquor
Hindustan Times
Deceptive Marketing Practices: Exploring Legal Dimensions Of Surrogate Advertisements And Consumer Misleading
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