Navigating the Fine Line Stakeholder Consultation on Brand Extension vs. Surrogate Advertisements

Navigating the Fine Line Stakeholder Consultation on Brand Extension vs. Surrogate Advertisements The Department of Consumer Affairs (DoCA), in collaboration with the Advertising Standards Council of India (ASCI), organized a Stakeholder Consultation meeting in Mumbai to address the complex issues surrounding surrogate advertising and brand extensions. With a focus on safeguarding public health and consumer rights, the meeting aimed to establish clarity on the distinction between brand extensions and surrogate advertisements.

Navigating the Fine Line Stakeholder Consultation on Brand Extension vs. Surrogate Advertisements

Understanding the Issue

Surrogate advertisements, which promote products in restricted categories, pose a significant challenge to consumer rights. These ads often use subtle messaging to indirectly promote banned products, undermining regulatory guidelines and consumer protection measures. The consultation sought to address this issue by fostering discussions among key stakeholders from government bodies and regulatory authorities.

Key Points of Discussion

1. Clear Distinction

   • The consultation emphasized the importance of maintaining a clear distinction between brand extensions and restricted products.
   • Advertisements should focus solely on the product being promoted and avoid any references to prohibited items.
   • Visuals, phrases, and presentations should not hint at or promote banned products in any form.

2. Compliance with Guidelines

   • Stakeholders discussed the need for strict adherence to the Guidelines for Prevention of Misleading Advertisements and Endorsements.
   • Surrogate advertisements should align with these guidelines to prevent misleading practices and ensure consumer protection.

3. Regulatory Measures

   • Participants highlighted the importance of enforcing existing laws and regulations to curb surrogate advertising practices.
   • Stringent measures will be implemented to address non-compliance, with a commitment to taking decisive actions against violators.

4. Transparency and Accountability

   • Enhancing transparency in advertising practices and strengthening enforcement mechanisms were key areas of focus.
   • The stakeholders emphasized responsible advertising practices to build trust and credibility among consumers.

Conclusion

The Stakeholder Consultation meeting served as a platform for constructive dialogue on the critical issue of surrogate advertising. By bringing together stakeholders from government bodies, regulatory authorities, and industry experts, the meeting aimed to devise effective strategies for combating surrogate advertisements and promoting responsible advertising practices. We will make concerted efforts to uphold consumer rights, safeguard public health, and maintain integrity in advertising standards moving forward.

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