IPL: ASCI look into advertisements for liquor brand extensions

Advertising standards council of India (ASCI) has received eight complaints of advertisements which potentially violates of ASCI code over the past thirty days. These include beer, whisky, and white liquor brands.

The council has been intensely monitoring the activities of possible surrogate advertising during IPL. They have placed daily updates on the monitoring of alcohol brand extension adverts, instead of weekly feeds. ASCI has sent a note to advertisers within 48 hours of airing of commercials, expecting a response. The key to ASCI’s investigation is to determine what are surrogates for liquor and what constitutes authentic brand extensions.

ASCI’s codes and guidelines about what qualifies as an authentic brand extension:

– For a product brand extension (liquor, tobacco, etc) to be considered authentic, it must be registered with a government authority such as the FDA or FSSAI, etc.

– In-store availability must be at least 10% of that of the leading brand in that   category that the product competes, or sales turnover must exceed Rs 5 crore per annum or Rs 1 crore per annum in each state it is distributed in

– It must have a valid certificate from an independent organization.

Adverts for liquor brand extensions can run on Television if they hold a CBFC certificate.


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