Surrogate advertisements on liquor and tobacco products will no more be aired on the television as the I&B Ministry plans to check direct/indirect promotion of harmful substances.
In plain words, advertisements on Bagpiper soda, Kingfisher mineral water, McDowell soda, Bacardi Blast CDs and other products from the liquor stables will not be allowed on TV. In a circular dated April 12, the Ministry warns broadcasters of severe action if brand names associated with liquor or tobacco are advertised.
Drawing attention to Section 7 (clause 8) of Cable Television Networks Act, the circular emphasizes that advertisements promoting direct or indirect production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants shall not be permitted.
Officials in the Ministry, however, described the note as routine’’. Given that liquor commercials spend close to Rs 100 crore annually on the electronic media, channels are taking a dim view of the Government’s attempts to squeeze the ad revenue further.
The Indian Broadcasting Foundation (IBF), an organisation representing all broadcasters, is annoyed at the suo-motu decision. In the last two years, we were given the impression that self-regulation was the best form of censorship,’’ IBF officials said. In fact, the IBF had even set up a committee to look into commercials made by liquor companies.
Members of the committee said the fact that the Ministry did not complain (until now) was proof that no violations had taken place. It will be far more practical to allow such advertisements after 11 pm if the Government thinks commercials will have a negative impact on the viewer,’’ sources said.
It was during former I&B Minister Sushma Swaraj’s tenure that the Ministry set up a committee to look into surrogate advertising of tobacco and liquor products.
