The Hindu Business Line : I&B and Health Ministries to discuss ban on surrogate advertising

New Delhi, April 16 What’s surrogate will be decided in a week’s time. Banned from channels through a notification of the Ministry of Information and Broadcasting, advertisements of bravery awards, holiday packages and good times’ clothing and non-alcoholic drinks from liquor and tobacco companies will be reconsidered. Because, broadcasters argue, the label of surrogate could now apply to airlines and cricket teams.

“The broadcasters have expressed their concerns. And I will look into them, after talking with the Health Ministry,” said Mr P.R. Dasmunsi, Minister of Information and Broadcasting, on his way out from a meeting with representatives of Zee, Star, BBC, CNN and Discovery.

The Government issued the notification on January 30, coinciding with the death anniversary of Mahatma Gandhi, on request from the Minister of Health, Mr Anbumani Ramadoss. And although the ban is unlikely to go, Mr Dasmunsi promised to consider the concerns of broadcasters who claim to risk losing more than Rs 200 crore in advertising.

Led by the Indian Broadcasting Federations’ President, Mr Jawahar Goel, a team of senior media representatives argued that businesses, as justified and strong extensions of the original brand have existed with the permission of the Government and that it was not in their means to judge the raison d’etre of Kingfisher’s mineral water or soda, Royal Stag Mega cricket, White Mischief Holidays.

Broadcasters have since the notification aired ads cleared by the Central Board of Film Certification according to an earlier 2006 regulation. According to a senior official, the Ministry has also not taken note of any violation since the ban.