Surrogate Advertising: A Deceptive and Harmful Practice That Needs to be Stopped

- Surbhi Mishra

Surrogate advertising is a deceptive practice that is often used to circumvent the restrictions on advertising certain products like tobacco, alcohol, and gambling. This practice misleads consumers into thinking that they are being marketed a different product, while in reality, they are being indirectly targeted to consume the restricted product.

This technique has a harmful impact on society, especially young people who are vulnerable to such advertisements. It creates a false sense of normalcy around the consumption of harmful products and promotes unhealthy behaviours. It also undermines the efforts of policymakers and health organisations who are working towards creating a healthy and safe environment for people.

It is the responsibility of the advertising industry to ensure that their advertising practices are ethical and do not harm society. Therefore, it is imperative that strict regulations are put in place to prevent surrogate advertising. The industry must be held accountable for their actions, and they should not be allowed to bypass the law by using such deceptive tactics. The authorities should take strict action against surrogate advertising and hold those responsible accountable for their actions. We must work together to create a society that healthy behaviours and discourages harmful practices. 

- Surbhi Mishra
Indian Institute of Mass Communication, Dhenkanal 


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