The Information and Broadcasting Ministry is heading for a showdown with top televisions channels over the airing of proxy advertisements on liquor brands.
NEW DELHI: The Information and Broadcasting Ministry is heading for a showdown with top televisions channels over the airing of proxy advertisements on liquor brands, terming it an attempt to "fool the authorities" by promoting products banned from being advertised in the country.
The ministry has recently slapped notices on at least 31 news and entertainment channels for telecasting such advertisements on 12 brands of liquor. The channels were allegedly promoting liquor brands, including Gilbey's Green Label, Bacardi, Old Tavern, 100 Pipers, Royal Stag, Royal Challenge and Haywards.
If proven guilty, the channels will have to pay heavy penalty. They may even face temporary suspension, a senior ministry official told IANS.
Citing violations under the prescribed Cable TV Networks (Regulation) Act, the official said the advertisements featured the brand names of liquor while promoting mineral water, soda, music CDs and cassettes.
"We cannot be fooled easily and will look for substantive evidence," he said.
The government, which banned the advertisements of liquor and tobacco from May 1, 2004, had faced a similar situation earlier when tobacco companies had come up with disguised ads to promote cigarette brands. The advertisements, which promoted the brands through sports gears and apparels and also music cassettes, were subsequently stopped from being shown.
The act states: "Advertisements that promote directly or indirectly the production, sale or consumption of cigarettes, tobacco production, wine, alcohol, liquor or other intoxicants will not be permitted."
According to the official, several channels were airing the ads "despite previous warnings".
"We have been forced to issue show cause notices as these violations continue to happen," he said.
Though the advertisements have been completely withdrawn by four leading channels, the broadcasters argue that the products are "genuine".
"Of course we will have to give them a chance to present their case," said the official. An information and broadcasting ministry committee will lend an ear to what the channels have to say on the matter.
However, officials in the ministry feel that the channels will come up with their own defence on the issue of surrogate products with the backing of the big brands. "That is why we are planning a legislation that will eventually streamline the monitoring and enforcement process," the official added.
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