The Cable Television Network (Regulation) Amendment Bill, in force September 8, 2000, completely prohibits cigarette and alcohol advertisements. However, it is evident that we are living in a media dark era. The industry circumvents the bans on advertising by surrogate advertising, and the images in alcohol advertising have changed from voluptuous pin-ups (targeting the traditional market of middle-aged male consumers) to depictions of a ‘good life’, aimed clearly at women and youth.
The ongoing Indian Premier League (IPL) tournament has more liquor ads than one can count. There are ads for Seagram’s Royal Stag, Royal Challenge, Signature, Black & White and why (ASCI) Advertising Standards Council of India turning a blind eye to this charade of surrogate ads that are openly selling liquor, and nothing else?