New CCPA Guidelines Target Celebrity Endorsements Of Alcohol & Tobacco Ads
CCPA's draft guidelines propose fines of up to Rs 50 lakh to combat surrogate advertising practices
The Central Consumer Protection Authority (CCPA) is formulating new regulations to prohibit celebrities and influencers from promoting alcohol and tobacco products through surrogate advertising. Reports indicate that these guidelines may impose fines of up to Rs 50 lakh for violations related to surrogate advertisements.
Under the proposed rules, celebrities and influencers who engage in surrogate advertising could face a penalty of Rs 10 lakh for a first offense, escalating to Rs 50 lakh for subsequent violations.
The draft guidelines emphasise that celebrities and social media influencers should refrain from promoting restricted products including alcohol and tobacco. Those endorsing items such as soda, bottled water, CDs, USB drives or clothing must ensure that these products do not feature messaging, branding or packaging closely resembling any alcohol or other restricted brands.
India enforces a complete ban on advertising tobacco and alcohol. However, liquor brands often find ways to bypass this ban by promoting soft drinks or other products. The new regulations seek to prevent brands from subtly endorsing restricted items by associating them with permissible products.
Recently, the CCPA issued notices to Bacardi, Pernod Ricard, United Breweries, Radico Khaitan and William Grant & Sons for allegedly promoting alcohol indirectly by advertising non-alcoholic products that bear similar branding.
