The word 'surrogate' means 'substitute'. Thus surrogate advertising means substitute advertising. Advertisers use surrogate advertising to mislead people especially while endorsing alcoholic drinks and cigarettes. In order to protect public health, the Government of India in 1995 and again in 2002, banned advertising of these products and therefore manufacturers use surrogate advertising to achieve their ends. Examples of surrogate advertising are Royal Stag CDs, Carlsberg glasses, Bagpiper Club soda, etc.
Tobacco, Gutka and liquor companies sponsor awards, sports events and even teams. For example Red and White Bravery Awards, Manikchand Awards, Royal Challengers, etc.
As the objections to surrogate advertising get louder and government pressure increases to curb advertising liquor, tobacco companies are now shifting their focus of advertising these products through promotions such as event sponsorships.
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