Surrogate ads to be reviewed by Central Board of Film Certification before telecast on TV: MIB

The Ministry of Information and Broadcasting (MIB) has advised that surrogate advertisements will be previewed and certified by the Central Board of Film Certification (CBFC) before they are allowed for public viewing on television.

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The MIB has been getting references from time to time about surrogate advertisements of prohibited products on private satellite TV channels. This Ministry's previous directive (No.804/36/2010-BC.III) dated June 17, 2010, is also relevant in this regard.

Rule 7(2) (vih) (A) of the Advertising Code enshrined under Cable Television Networks Rules, 1994, prohibits direct or indirect advertisements of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants. However, advertisements of genuine products sharing brand name or logo of such products are permissible, subject to specified conditions prescribed therein. The rule thus aims at prohibiting surrogate advertisements and at the same time allowing advertisements of genuine brand extensions subject to specified conditions.

The second provision of Rule 7(2) (vih) (A) says such advertisements have to be previewed and certified by CBFC as suitable for unrestricted public exhibition and are in accordance with stipulated conditions.

So accordingly, the MIB has advised that all advertisements of the nature referred to at para two above strictly follow the stipulations contained in the rules and are previewed and certified by the CBFC before being telecast on television.

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