In India a large number of companies have used surrogate advertising, including Bacardi Blast music CD's, Bagpiper Club Soda, and Officers Choice playing cards,[1][2] though the practice has since been banned under Central Consumer Protection Authority guidelines since June 2022.
Tobacco companies got around this rule by incorporating new subsidiaries that matched the names of their key products, which in turn sponsored events such as the du Maurier Ltd. Open tennis tournament.
In addition to this, the Indian government holds the notion that these products are especially harmful to a person's mental health, making them lazy and unmotivated.
The Indian government and health ministry continued to push for stronger restrictions on the advertising of tobacco and liquor until its eventual complete ban in 1995.
[7] Some of the first evidence of surrogate advertising was seen by the Indian tobacco Company ‘Azad Bidi, which sponsored an international cricket match in India.
[7] In India, extensive surveys resulted in similar findings which showed that liquor ads had a direct influence on consumers' purchasing behavior.
Many leading tobacco companies in India rely on surrogate advertising to indirectly market their products while adhering to legal restrictions.
With significant financial resources at their disposal, these companies often enlist high-profile celebrities to feature in these advertisements, thereby enhancing their reach and appeal.
[9] On 7 October 2022, the consumer affairs ministry of India issued notices to 6 alcohol and tobacco brands due to their surrogate advertising.
[14] An Indonesian football team was the focus of an inquiry in 2023 due to officials regarding their sponsors as a gambling company, despite being registered as a news site.