Updated on Wednesday, March 18, 2009, 00:00 IST

New Delhi, March 18: The government has allowed Tobacco and Alcohol brands to advertise their other products on television but banned display of their "prohibited product" during telecast.

The Information and Broadcasting (I&B) Ministry had brought the recent changes while amending the Cable Television Networks (Regulation) Act.

A long pending demand of the advertisement industry, the Ministry has allowed surrogate advertising for cigarette, tobacco, alcohol and brands of any other intoxicants.

"No depiction, direct or indirect reference, nuances of phrases promoting and showing situations typical of promoting the prohibited product have been put as pre-conditions for advertisers to follow," a Ministry official said.

The government has also instructed advertisers to submit certified audit reports citing that the product bearing the same brand of the prohibited substance is available in "reasonable quantity" and at "substantial" number of outlets.

"All the advertisements, which are found to be brand extensions, would be previewed and certified by the Central Board of Film Certification prior to their telecast," said I & B joint secretary Zohra Chatterji.

Denying that the move will help promote alcohol and tobacco brands, Ministry sources said that the "relaxation" has been granted in keeping with "genuine demands of the advertisement industry".

Bureau Report