I&B Ministry
MIB issues advisory to curb surrogate advertising
NEW DELHI: Surrogate Advertising has been a very old debate in the India’s advertising industry. An alcohol brand can advertise in the garb of music CD or a gutka brand can talk about the great taste of saffron and circumvent the advertising code. The rule thus aims at prohibiting surrogate advertisements while at the same time allowing advertisements of genuine brand extensions subject to specified conditions.
Rule 7(2)(vih)(A) of the Advertising Code enshrined under Cable Television Networks Rules, 1994 prohibits direct or indirect advertisements of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants. However, advertisements of genuine products sharing a brand name or logo of such products are permissible subject to specified conditions prescribed therein.
Time and again, industry people and government institutions have debated the matter on various industry platforms but not much output has come. Several activists and common citizens have also complained about surrogate ads from various categories running on national television but not much could have been done about it.
Over the years, brands have circumvented the rule to create a massive reach of their products via their brand extensions.
The latest advisory issued by the Ministry of Information and Broadcast states that such ads have to be first previewed by Central Board of Film Certification before telecast and deemed to be fit for consumption.
“Second proviso of Rule 7(2)(vhi)(A) provides that such advertisement has to be previewed and certified by Central Board of Film Certification as suitable for unrestricted public exhibition and are in accordance with stipulated conditions,” stated the advisory.
The focus of this advisory was mostly on brands related to the cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants. The advisory clearly stated that “It is accordingly advised that all advertisements of the nature referred to at para 2 above strictly follow the stipulations contained in the Rules and are previewed and certified by Central Board of Film certification (CBFC) before being telecast on Television.”
The decision is expected to create a strong impact on the brands for this industry because many of these players have emerged as the top advertisers of the country.
I&B Ministry
MIB halts news TRPs for four weeks over sensational US-Iran conflict coverage
Government flags panic-mongering in television war coverage
NEW DELHI: India’s Ministry of Information and Broadcasting directed the Broadcast Audience Research Council India (BARC) to suspend television ratings for news channels for four weeks amid concerns over sensational coverage of the ongoing conflict involving the United States and Iran.
According to media reports, the move intends to curb excessive dramatisation in television reporting that could trigger unnecessary public anxiety.
Officials have observed that several news broadcasters are amplifying developments in the conflict in ways that may fuel panic among viewers. By temporarily halting the publication of viewership data, the ministry hopes to ease the competitive pressure on channels to chase ratings through sensational content.
The suspension will remain in effect for one month for now. During this period, television news channels will continue to broadcast as usual, but their audience measurement figures will neither be counted nor released.
Authorities will monitor both the evolving geopolitical situation and the tone of television coverage during the pause. The four-week suspension could be extended if the government believes the risk of panic-mongering or sensational reporting persists.
