Reuters reported advertisements that could be mistaken for tobacco or alcohol ads will be prohibited in the future under new rules. In addition, restrictions will apply to advertisements for products that could reveal alcoholic beverage brands. Companies cannot use labels, designs, patterns, or logos similar to those of alcoholic products when selling other beverages.
Violations will result in fines of up to 5 million rupees ($59,660), and related advertising companies could face up to three years of advertising bans, the report said.
The Indian government currently bans direct alcohol and tobacco advertising, leading companies to use surrogate marketing techniques to promote alcohol sales.
For example, Denmark-based brewer Carlsberg launched a bottled water product in India and used advertisements featuring celebrities at parties. The company also used beer advertising slogans from other countries such as "Tilt your world" and "Drink Responsibly."
British firm Diageo introduced a ginger ale drink with the same name as its Scotch whisky product, "Black & White," and used the same Yorkshire Terrier dog mascot.
India's alcoholic beverage market is expected to continue growing. The country is the world's 8th largest alcoholic beverage market with annual sales of $45 billion, according to Reuters. Its per capita alcohol consumption, which was 5 liters per year in 2019, is projected to reach 7 liters per year by 2030, the news agency said.
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