Surrogate Advertising: What Lies Behind?

What comes to your mind when you hear phrases like “Men Will Be Men” or “Bolo Zubaan Kesari,”? Probably not Fancy CDs or silver-coated cardamoms. A majority of us associate these lines with alcohol or tobacco brands. But what if advertisements have deceived us into viewing and understanding them differently? Surrogate advertising is a sly marketing tactic used to present goods or services that are subject to limitations on direct advertising. It entails promoting a brand or a related product that isn’t the same as the one that is restricted, to increase awareness and visibility,

The Cigarettes and Other Tobacco Products Act (COTPA) of 2003 and the Cable Television Networks (Amendment) Act of 2000 govern surrogate advertising primarily in India, which strictly prohibits the promotion of any kind of intoxicant, such as alcohol or tobacco. In light of these regulations, how do consumers find out about new alcoholic beverages and how do businesses make money from selling them? On a small scale, it might appear to be an illegal business, but it isn’t. How do these companies follow the law and yet be successful? Thus, discussions about the ethics and legality of subtly endorsing particular goods or services through advertisements for other goods are sparked by surrogate advertising in India.

The goal of using surrogate advertising is to get around laws prohibiting the promotion of particular goods. It can mislead consumers by highlighting a brand or product that is different from the intended one, according to critics, making it deceptive. How surrogate advertising could jeopardize efforts to promote public health is another ethical concern. For example, this kind of promotion for alcoholic drinks can increase brand awareness, encourage a culture of drinking, and exacerbate health problems associated with alcohol consumption. Furthermore, it’s seen as an attempt to subtly influence consumers by taking advantage of legal loopholes in the advertising industry, which raises questions about the ethics and trustworthiness of the target audience.

A typical advertisement features a company promoting a product that it wants people to purchase and use. The advertisement stays away from irrelevant dialogue and discusses the product directly, using its generic name multiple times. For example, if “Nescafe” advertises, it will just discuss coffee and use the word “coffee” in the commercial. Surrogate advertising, on the other hand, does not promote the actual product that businesses want customers to purchase and utilize. Rather, their goal is to establish a bond between customers and a stand-in product. To maintain the surrogate’s focus, these advertisements refrain from discussing the promoted product in detail. Because of this, the advertisements employ non-product-related language to constantly remind viewers of the surrogate whenever they come across the brand name.

Superficially, there might be just false information or deceit going on, and people with sound judgment won’t fall for it. But these brands’ lines make people think of the surrogate product rather than the real one that is being promoted. These advertisements draw children as well as adults to these substances. They may think that by consuming the product, they will become like celebrities because they see their favourite actors in these advertisements. Unfortunately, it’s difficult for the average person to tell whether actors are voluntarily endorsing a surrogate product or if they are unaware that they are. Some, like Amitabh Bachchan, withdrew their endorsement of a company when they found out it pushes illegal goods.

India is the world’s fourth-largest alcohol consumer, despite the prohibition on liquor advertisements, demonstrating the potency of this kind of marketing. People who consume due to addiction, peer pressure, or just for fun, or who are ignorant of the negative effects, all contribute to this trend. People still experience health issues even though a quick Google search reveals the harmful effects of alcohol, tobacco, and pan masala, including negative effects on work performance, financial difficulties, decreased sexual performance, cancer risks, pregnancy complications, and even death. In addition, diseases and tobacco-related premature deaths cost India’s economy 1% of its GDP.

In India, surrogacy is a contentious topic that has sparked debates about its morality and legality. Government agencies and regulatory bodies are proactively enforcing laws and preventing deceptive advertisements. As customers, we must exercise extreme caution. We ought to be aware of the real motivations behind commercials. In order to balance corporate interests, protect consumer rights, and preserve public health, responsible advertising practices and public awareness are essential.