Indiantelevision.com Team

(15 March 2008 9:00 pm)

NEW DELHI/MUMBAI: The Indian broadcasting and advertising fraternity is irate about plans by the government to stop surrogate advertisements, which broadcasters term as ‘brand extension’.

In a recent meeting, the Indian Broadcasting Foundation (IBF) is understood to have criticized moves by the Information and Broadcasting ministry to remove the provision for certification of such advertisements by the Central Board for Film Certification (CBFC) provided for in the Cable TV Networks (Regulation) Act 1995.

It is learnt that the Ministry now plans to remove this clause and directly examine cases of complaints of surrogate advertising. This follows the verbal assurance given by I&B Minister Priyaranjan Dasmunsi to Union Health Minister A Ramadoss to look into the matter following a letter from the latter.

IBF president Jawahar Goel and Dish TV MD told indiantelevision.com that it would be legally wrong for the government to forcibly stop telecast of those advertisements relating to brand extension which had been cleared by the CBFC.

Both Goel and IBF director of finance Naresh Chahal said that IBF had sought a meeting with the minister to discuss the issue to prevent any ugly controversy.

"We have requested the I&B ministry for another discussion. Soon IBF delegates will have the meeting with the ministry where we'll discuss the issue further," said Chahal.

Last month, I&B minister Priyaranjan Dasmunsi said that appropriate law amendments would be made to curb the "menace" of surrogate advertising.

Earlier, Dr Ramadoss had confirmed that Dasmunsi had told him that all surrogate ads would be barred from appearing in any form of media and stricter measures of surveillance would be put in place to identify such ads.

In his letter of late last month, Dr Ramadoss had asked the I&B Ministry to take appropriate action to ensure that such "indirect advertisements of wine, alcohol, liquor and any tobacco products are stopped forthwith in the interest of public health".

He had named brands like Bagpiper, McDowells, Johnny Walker, Haywards, Derby, Royal Challenge and Kingfisher which he said had been advertising for liquor in the guise of ads of sodas, CDs, and mineral water.

Commenting on the issue, Chahal said: "What the I&B ministry calls surrogate ads have all been approved by the CBFC. In addition, the advertisers have got the licence from various government bodies."

Chahal added, "Kingfisher, Wills Lifestyle, etc have spent billions of rupees to establish their brands. How can they be barred from advertising?"