The examples and perspective in this article deal primarily with India and do not represent a worldwide view of the subject.(April 2023) |
Surrogate advertising is a form of advertising which is used to promote products which are banned or limited from advertising under government regulations, such as cigarettes and alcohol via advertising another product produced by the same company in order to raise brand awareness. A product in a fairly close category may be advertised, such as club soda or mineral water in the case of alcohol, or products in a completely different category, such as music CDs or playing cards. The intention is that when the brand name is mentioned, people will associate it with its main product. In India a large number of companies have used surrogate advertising, including Bacardi Blast music CD's, Bagpiper Club Soda, and Officers Choice playing cards, [1] [2] though the practice has since been banned under Central Consumer Protection Authority guidelines since June 2022. [3]
The origin of surrogate advertising can be traced to Britain, where housewives protested against liquor advertisements which appealed to their husbands. Companies circumvented the ban by instead promoting fruit juices and soda under the same brand names. [4]
In Canada, in 1988 tobacco product manufacturers were banned from directly advertising their products, but were permitted to continue sponsoring events, on condition that any promotional material reference only the corporate name of the manufacturer and not the brand names of their products. Tobacco companies got around this rule by incorporating new subsidiaries that matched the names of their key products, which in turn sponsored events such as the du Maurier Ltd. Open tennis tournament. The subsidiaries adopted the respective trade dresses of the products as their corporate colours, which were also used in event imagery, and on various promotional products like T-shirts and towels. [5] This form of marketing was eventually prohibited by the Canadian government effective October 1, 2003. [6]
India has held a strong stance on the ban on advertising tobacco and liquor products since 1995. The ban was enforced after extensive research from the Indian Ministry of Health found that cigarettes and liquor have adverse effects on a person's health. In addition to this, the Indian government holds the notion that these products are especially harmful to a person's mental health, making them lazy and unmotivated. The combination of these factors led to an eventual ban on advertising these products throughout its media channels. [7]
However, the negative outlook on advertising these products can be traced back to 1975, when the Indian government introduced the Cigarette advertising act, forcing tobacco companies to display health warnings on the packaging and advertisements for cigarettes. The Indian government and health ministry continued to push for stronger restrictions on the advertising of tobacco and liquor until its eventual complete ban in 1995. However, the increase in population saw the sales of tobacco and liquor increase at an exponential rate. Therefore, companies were forced to seek alternative means of advertising, which led to the eventual creation of surrogate advertising in India. [7]
Some of the first evidence of surrogate advertising was seen by the Indian tobacco Company ‘Azad Bidi, which sponsored an international cricket match in India. [7] In India, extensive surveys resulted in similar findings which showed that liquor ads had a direct influence on consumers' purchasing behavior. Soon afterwards, the Cable TV Regulation Act banned liquor and cigarette advertisements; thus, India gradually adopted surrogate advertisements. [4]
Such companies usually either go for brand extension and promote the extended products, or promote certain products which might not be available in the market. The excessive pressure of the ban forced companies to focus more on brand building and thus liquor companies started sponsoring and hosting glamorous events, yet many others started distributing t-shirts, caps, key chains, and drinking glasses with the brand name displayed on these products. [8] [2]
Surrogate advertising mandates a requirement for the product being marketed to have a revenue model associated with it. [8] On 7 October 2022, the consumer affairs ministry of India issued notices to 6 alcohol and tobacco brands due to their surrogate advertising. Central Consumer Protection Authority (CCPA) has sent notices to Premium Black, Sterling Reserve, Seagram's Imperial Blue, Vimal Pan Masala, Rajnigandha Pan Masala and Kamala Pasand Pan Masala and told them to give answers on violating advertising guidelines. CCPA also asked them to discontinue these ads with immediate effect. [9]
Many Betting websites, and mobile apps do surrogate advertising in India. For example, they open similar name websites as apps to advertise their main betting company. Some examples include 1xBet running 1XNews, and 1XBat, extensively advertised as sporting blog and sportswear brands respectively. 1xBet signed Indian former cricketer Yuvraj Singh as their brand ambassador. Fair Play, and Betway also use similar type of tactics, to attract people to their main betting app, website. They are using national TV channels such as Star Sports etc. and YouTube channels, online media for advertising. But due to weak Indian laws these illegal betting apps are running and advertising in India. [10] [11]
Mission Winnow is owned by Phillip Morris International to get around the tobacco sponsorship ban, especially in Formula 1 for Scuderia Ferrari. [12]
An Indonesian football team is having an inquiry due to officials deem the sponsorship as a gambling company, whilst according to football team officials, it's registered under a news site. [13]
According to the inferences drawn from several surveys and interviews, 42 out of 50 people can understand the actual liquor or tobacco product being advertised. [14]
Surrogate advertisements do impact a consumer's buying decision as well. They also inform consumers about the leading liquor brands and thus promote sales. [8]
With the Indian government now enforcing a ban on surrogate advertisements, companies are turning to event sponsorship, event organising, corporate films and more and more innovative integrated marketing communications strategies, though surrogate advertising is still a common practice. [15]
Brand extensions, which are the expansion of a company towards products it did not sell previously, are allowed and somewhat common. The main difference between this practice and surrogate advertising is that surrogate advertising does not want to sell the supposed new product and it actually wants to promote a product whose advertising is prohibited. [16]
Gutka, ghutka, guṭkha or betel quid is a chewing tobacco preparation made of crushed areca nut, tobacco, catechu, paraffin wax, slaked lime and sweet or savory flavourings, in India, Pakistan, other Asian countries, and North America.
Marlboro is an American brand of cigarettes owned and manufactured by Philip Morris USA within the United States and by Philip Morris International outside the US except Canada where the brand is owned and manufactured by Imperial Tobacco Canada. Marlboro's largest cigarette manufacturing plant is located in Richmond, Virginia.
Virginia Slims is an American brand of cigarettes owned by Altria. It is manufactured by Philip Morris USA and Philip Morris International.
Benson & Hedges is a British brand of cigarettes owned by American conglomerate Altria. Cigarettes under the Benson & Hedges name are manufactured worldwide by different companies such as Rothmans, Benson & Hedges, Philip Morris USA, British American Tobacco, or Japan Tobacco, depending on the region. In the UK, they are registered in Old Bond Street in London, and were manufactured in Lisnafillan, Ballymena, Northern Ireland, before production was moved to Eastern Europe in 2017.
Silk Cut is a British brand of cigarettes, currently owned and manufactured by Gallaher Group, a division of Japan Tobacco. The packaging is characterised by a distinctive stark white packet with the brand name in a purple, blue, red, silver, white or green square.
L&M is an American brand of cigarettes, currently owned and manufactured by Altria and Philip Morris International. The name comes from the tobacco company founded in 1873 called Liggett & Myers, predecessor of today's Liggett Group, in which L&M was originally produced.
Nicotine marketing is the marketing of nicotine-containing products or use. Traditionally, the tobacco industry markets cigarette smoking, but it is increasingly marketing other products, such as electronic cigarettes and heated tobacco products. Products are marketed through social media, stealth marketing, mass media, and sponsorship. Expenditures on nicotine marketing are in the tens of billions a year; in the US alone, spending was over US$1 million per hour in 2016; in 2003, per-capita marketing spending was $290 per adult smoker, or $45 per inhabitant. Nicotine marketing is increasingly regulated; some forms of nicotine advertising are banned in many countries. The World Health Organization recommends a complete tobacco advertising ban.
Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with nicotine advertising, alcohol advertising is one of the most highly regulated forms of marketing. Some or all forms of alcohol advertising are banned in some countries. There have been some important studies about alcohol advertising published, such as J.P. Nelson's in 2000.
Philip Morris International Inc. (PMI) is an American multinational tobacco company, with products sold in over 180 countries. The most recognized and best selling product of the company is Marlboro. Philip Morris International is often referred to as one of the companies comprising Big Tobacco.
Doral is an American brand of cigarettes, currently owned and manufactured by the R.J. Reynolds Tobacco Company.
Merit is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA in the United States and Philip Morris International outside the United States.
Cigarette smoking for weight loss is a weight control method whereby one consumes tobacco, often in the form of cigarettes, to decrease one's appetite. The practice dates to early knowledge of nicotine as an appetite suppressant.
Tobacco marketing targeting African-Americans refers to the practice of customizing tobacco products and advertising techniques specifically to African-American consumers. It is most commonly analyzed through the consumption of mentholated cigarettes, as it represents 47% of black adult smokers and 84% of adolescent black smokers.
Smoking in India is one of the oldest industries and provides livelihood to more than five million people directly and indirectly. India is the second-largest producer of tobacco in the world. Smoking has been known since at least 2000 BC when cannabis was smoked and is first mentioned in the Atharvaveda. Fumigation (dhupa) and fire offerings (homa) are prescribed in the Ayurveda for medical purposes and have been practiced for at least 3,000 years while smoking, dhumrapana has been practiced for at least 2,000 years. Tobacco was introduced to India in the 17th century. It later merged with existing practices of smoking.
Advertisements in schools is a controversial issue that is debated in the United States. Naming rights of sports stadiums and fields, sponsorship of sports teams, placement of signage, vending machine product selection and placement, and free products that children can take home or keep at school are all prominent forms of advertisements in schools.
Philip Morris is an American brand of cigarettes, currently owned by Philip Morris International. Cigarettes are manufactured by the firm worldwide except in the US, where Philip Morris USA produces tobacco products.
As nicotine is highly addictive, marketing nicotine-containing products is regulated in most jurisdictions. Regulations include bans and regulation of certain types of advertising, and requirements for counter-advertising of facts generally not included in ads. Regulation is circumvented using less-regulated media, such as Facebook, less-regulated nicotine delivery products, such as e-cigarettes, and less-regulated ad types, such as industry ads which claim to discourage nicotine addiction but seem, according to independent studies, to promote teen nicotine use.
The history of nicotine marketing stretches back centuries. Nicotine marketing has continually developed new techniques in response to historical circumstances, societal and technological change, and regulation. Counter marketing has also changed, in both message and commonness, over the decades, often in response to pro-nicotine marketing.
TV advertisements by country refers to how television advertisements vary in different countries and regions.
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