Walking the Fine Line: Why India Must Close the Surrogate Advertising Loophole

For nearly three decades, India has lived with a peculiar contradiction. On paper, the country may be prohibiting the advertising of alcohol and tobacco. In practice, however, the public sphere is saturated with “club sodas,” “music CDs,” “glassware,” “water bottles,” and “brand philosophies” that bear an uncanny resemblance to whisky, rum, and cigarette brands.

This is the world of surrogate advertising—a regulatory grey zone that has allowed harmful products to maintain cultural visibility while technically complying with the law. The result is a system that undermines public health, confuses consumers, and erodes the credibility of regulatory institutions.

Today, as the Government of India is reportedly drafting sweeping new rules ( See here, here and here ) to impose a blanket ban on surrogate advertising, the moment is ripe to examine why this loophole must finally be closed. Alcohol at any level is injurious to health

The Anatomy of a Surrogate Ad

A recent (27 March 2026) newspaper advertisement in a popular Mumbai daily featuring a cricket icon is a perfect example. The copy celebrates “walks” rather than “runs,” culminating in the unmistakable tagline: KEEP WALKING.

No bottle is shown. No alcohol is mentioned. Yet the brand recall is immediate.

This is not creativity; it is strategy.........

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