I&B Ministry
I&B ministry set to take a close look at surrogate advertising
Manufacturers of liquor and tobacco products advertising on various TV channels under the garb of surrogate advertising, beware.
The information and broadcasting ministry is in the process of setting up a high-powered multi-ministerial committee to look into the issue of surrogate advertising. What’s more, this time the government will also crack down on those brands that use historical events like the famous Dandi march during pre-independence days.
On the hit list, still being finalised, are big companies advertising high profile products that, under the Indian laws, are banned from being advertised. The list may include the ad related to Dandi salt, Kamdhenu `sariyas’ (iron strip rods), Bacardi Blast music cassettes and CDs and various brands of mineral and drinking water being manufactured by liquor/beer companies. The total ad spend of surrogate advertising on television is estimated at Rs 900 million annually.
“The multi-ministerial committee, under the chairmanship of additional secretary in the I&B ministry, will be constituted soon within a few days. The agenda of the committee will be to look into the issue of surrogate advertising and define what constitutes such advertising which is quite rampant and is an insult to public sensibilities,” a senior government official told indiantelevision.com yesterday.
A senior executive of a media company running several popular Hindi and English language channels admitted that if the government is serious on cracking down on such surrogate advertising, it will have some impact on the advertising revenues as liquor companies in particular are in overdrive through surrogate ads.
Indicating that for the first time a serious look is being given to this issue, the government official said that the committee will include representatives, no less than that of a joint secretary level in the government, from ministries of empowerment, law and justice, home affairs and finance. “Apart from these, there will representation from the Advertising Standards Council of India (ASCI) and various NGOs through the ministries,” the official said.
It seems that stung by the inadequacy of broadcasters to address this particular issue, the government has decided to take the initiative. “After identifying some TV commercials in particular which are on air and offend sensibilities, the committee will recommend to ASCI to direct ad agencies concerned to withdraw those commercials within a stipulated period of time which will be very short,” the official explained.
The Dandi salt and Kamdhenu ‘sariyas’ have been identified as commercials, which use historical events to promote products. For instance, the latter highlights the tension between India and Pakistan and the Agra meeting of Pakistan President and the Indian Prime Minister to promote the products.
The punchline of the commercial: we wish strong relationships were built the way the way our products help build strong buildings. “Such instances are deplorable and will not be tolerated,” the government official said.
The broadcasters in the past had attempted to address the issue of surrogate advertising, but nothing concrete had come out of those initiatives.
I&B Ministry
CBFC speeds up film certification; average approval time cut to 22 days
Over 71,900 films cleared in five years as digital system shortens approval timelines
MUMBAI:Â The Central Board of Film Certification (CBFC) has significantly reduced the time taken to certify films, with the average approval timeline now down to 22 working days for feature films and just three days for short films.
Operating under the Ministry of Information and Broadcasting, the statutory body certifies films for public exhibition in line with the Cinematograph Act, 1952 and the Cinematograph (Certification) Rules, 2024. The rules prescribe a maximum certification period of 48 working days, though the adoption of the Online Certification System has sharply accelerated the process.
Over the past five years, from 2020-21 to 2024-25, the board certified a total of 71,963 films across formats. Of these, the majority fell under the U category with 41,817 titles, followed by UA with 28,268 films and A with 1,878 films. No films were certified under the S category during the period.
Film approvals have also steadily risen in recent years. The CBFC cleared 8,299 films in 2020-21, a figure that peaked at 18,070 in 2022-23 before settling at 15,444 films in 2024-25. During the same period, 11,064 films were certified with cuts or modifications.
Despite the high volume of certifications, outright refusals remain rare. Only three films were denied certification over the last five years, with one refusal recorded in 2022-23 and two in 2024-25.
The board may recommend cuts or modifications if a film violates statutory parameters relating to the sovereignty and integrity of India, security of the state, friendly relations with foreign states, public order, decency or morality, defamation, contempt of court or incitement to an offence.
Filmmakers can challenge CBFC decisions in court. Data shows that such disputes remain limited but have seen some fluctuation. Between 2021 and 2025, a total of 21 certification decisions were challenged before High Courts, with the number rising to 10 cases in 2025.
Responding to a question in the Rajya Sabha, minister of state for information and broadcasting L. Murugan shared the data. The question was raised by Mallikarjun Kharge.
With faster timelines and a largely digital workflow, the certification process appears to be moving at a far brisker pace, signalling a shift towards quicker clearances for India’s growing film output.
