MUMBAI: The Government is planning to take action against tobacco and liquor companies indulging in ‘surrogate’ advertising in print, electronic and outdoor media.

The Ministry of Information and Broadcasting has recently issued a Notification amending the Cable Television Networks Rules, 1994 to the effect that no advertisement shall be permitted, which promotes directly or indirectly production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants.

Failure to comply will entail action as per the provisions of the Cable Television Networks (Regulation) Act, 1995 and rules framed there-under.

As far as the Press in India is concerned, the Press Council of India has laid norms for Journalistic Conduct. The Press Council Act 1987 states that – no advertisement shall be published, which promotes directly or indirectly production, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants.

Incidentally many a Bollywood actors appear in ads of products, which fall under surrogate advertising. Recently Suniel Shetty and Sanjay Dutt have been seen in the new Haywards Soda ad, whereas Ajay Devgan has done ads for Bagpiper Soda.