Curbing Surrogate Advertising: CCPA’s Push for Ethical Marketing and Consumer Protection

The Central Consumer Protection Authority (CCPA) has announced the upcoming issuance of comprehensive guidelines aimed at curbing surrogate advertising by liquor brands. Surrogate advertising refers to the practice of promoting banned products, such as alcohol or tobacco, under the guise of another product category, such as club soda, music CDs, or glassware. This regulatory intervention is particularly timely, given the surge of such advertisements during high-profile sporting events like the Indian Premier League (IPL). From a governance perspective, the CCPA’s move is rooted in the Consumer Protection Act, 2019, which empowers the authority to protect consumers from unfair trade practices and misleading advertisements. The core issue lies in the 'deceptive' nature of surrogate ads, which bypass the Cable Television Networks (Regulation) Act of 1995 that prohibits direct liquor advertising. By using brand extensions, companies maintain brand recall and exert social influence without appearing to violate the law. This creates a regulatory challenge: distinguishing between a legitimate brand extension (where a company genuinely sells a secondary product) and a surrogate advertisement designed solely to promote the restricted primary product.