The Hindu Business Line : Tobacco: Health Ministry may ban brand extension ads

THE Health Ministry's proposal to disallow advertising of brand extensions could come as a blow to companies promoting products such as apparel, greeting cards or bravery awards using tobacco brand names.

According to highly placed sources, the Government wants to stop tobacco companies from indulging in any kind of surrogate advertising. "It is being proposed that the ban on advertising of tobacco products be extended to these products or services as well. Also, the colours or logo used by the tobacco brand cannot be used in brand extensions," they said.

Putting an end to dazzling shop display boards, the Health Ministry may tighten the norms for outdoor advertising. Logos or brand names of tobacco products may not be permitted on shop hoardings. Instead, a list of products being sold could be displayed.

However, advertising industry sources said that stopping ads of brand extensions is a contentious issue. "Just as the liquor industry has genuine brand extensions, some tobacco companies have invested heavily in genuine products. ITC, for instance, has done so with the Wills Lifestyle range of apparel. It would be unfair if companies are not allowed to promote these extensions," said a senior advertising industry official.

To discourage people from smoking, the Health Ministry is keen that leading characters in films and television serials do not smoke on screen. A study conducted earlier by the World Health Organisation had indicated that 76 per cent of Indian films showed actors and actresses puffing away. WHO had urged the film industry to stop showing such scenes, as they had a negative influence on children.

Since then, the Ministry has held meetings with officials of the Censor Board and representatives of television channels. "We are planning to prohibit showing any character in film or television from using or displaying any tobacco product. In the case of older movies or television shows with smoking scenes, a warning message like `Use of tobacco is injurious to health' should appear, highlighting the harmful effects of tobacco consumption," the sources said.

Besides this, measures may also be considered to ensure that brand names or logos of tobacco products are not visible, even if such brands support international events.

"The Government is working on various suggestions put forward by advocacy groups and media watchdogs. For instance, even after announcing a ban, pan masala and gutka makers are indulging in surrogate advertising on private channels," they added.

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