Are regulators finally waking up to surrogates?

After a prolonged wait, ASCI has taken action to regulate surrogate ads, but it may be insufficient to rein in a complex advertising ecosystem

For five long years, or more, I have been fighting a persistent battle against liquor surrogates, earning myself the sobriquet of a “lone crusader”. I have written open letters to at least half-a-dozen chairpersons of the Advertising Standards Council of India (ASCI) over the years, actively engaging with them regarding specific complaints against erring brands, and given tens of media interviews to highlight the transgression of the law. I have petitioned the various ministries in the Government of India — consumer affairs, food, information & broadcasting; even the Central Board of Film Certification (CBFC), the Food Safety and Standards Authority