New Delhi: The Govt of India is poised to enforce stringent regulations prohibiting surrogate liquor advertisements and event sponsorships, significantly affecting prominent companies such as Carlsberg, Pernod Ricard, and Diageo. These rules are aimed at curbing indirect alcohol promotion through related products and include penalties for both the companies and the celebrities who endorse them.
The new regulations could levy fines on companies and impose bans on celebrities for endorsing deceptive advertisements related to tobacco and alcohol. According to reports, the final rules are anticipated within a month, underscoring that any attempts to evade advertising guidelines will not be allowed.
Offenses will incur fines of up to INR 5 million and bans on endorsements lasting from one to three years. These changes mark a major transformation for India’s $45 billion annual liquor market and are endorsed by the World Health Organization as a beneficial public health initiative.
