Sobering reality: Three liquor firms served notices for surrogate ads

In its warning, the MCA had said that "during recent sports events that were televised globally", many instances of surrogate advertising had been noticed

The Ministry of Consumer Affairs (MCA) has issued show cause notices to three major liquor companies - United Breweries (UB), Radico Khaitan, and Allied Blenders & Distillers (ABD) - for purported violation of rules that ban surrogate advertising, promoting a ‘forbidden’ item under the guise of advancing some other product.

To circumvent rules against the promotion of alcohol, liquor brands integrate other products from their brand portfolio in the narrative, leveraging surrogate advertising.

The notices have been issued, following the ministry’s public warning on August 31 wherein it had said “many alcoholic spirits and beverages are being advertised under the