Surrogate Advertising: A Creative Tactic

Surrogate advertising has emerged as a clever workaround for brands restricted by prohibitions on direct advertising of sin goods like tobacco and alcohol. In India, companies have been promoting legal products under established brand names to circumvent advertising bans, a strategy that initially originated in Britain due to social pressures. Brands like Pan Masala often exploit the loophole of promoting non-existent products, while others bundle their legal items with tobacco products to boost sales. Regulations permit these practices as long as brands can demonstrate substantial sales for their extensions, yet many companies find ways to manipulate figures, showing the challenges faced by authorities in enforcing these advertising laws.