The Cable TV Networks (Regulation) Amendment Bill 2000 came
into effect on 8th September 2000. The Union Minister of
Information & Broadcasting, Mr. Arun Jaitley, made this
announcement.
Liquor & Tobacco Ads:
Liquor & Tobacco advertisements are now banned on all channels
transmitted or retransmitted in India. Earlier, only channels
uplinked from India had to adhere to this code. As a result,
Doordarshan and a handful of other channels that uplinked from
India through VSNL were prohibited from accepting Liquor &
Tobacco ads. Earlier, these constraints did not apply to leading
channels such as Zee TV, Sony TV and STAR because they uplinked
from outside the country, even though their primary target
audience was in India. Some of these channels received up to 30%
of their ad revenues from Liquor & Tobacco advertisements. The
government now seeks to provide a level playing field for all
channels, including Doordarshan.
Surrogate Advertisements:
In the past, liquor advertisers have often resorted to surrogate
advertisements where the brand name of a product normally
associated with Liquor is advertised as another product e.g.
Kingfisher Mineral Water or a soda that is named after a whisky.
Surrogate advertisements can also indirectly advertise or
promote a product without actually displaying the product. The
I&B ministry has taken a serious view of this and the new
amendment prohibits all advertising that ‘directly or
indirectly'promotes the production, sale or consumption of
tobacco, cigarettes and alcohol. |
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