Rajya Sabha Flags Surrogate Ads by Tobacco and Liquor Brands During Excise Bill Debate

Concerns around the advertising practices of tobacco and liquor brands took centre stage in the Rajya Sabha this week, as members criticised the continued use of surrogate advertising and celebrity-led endorsements to sidestep existing marketing restrictions. The issue was raised during discussions on the Central Excise (Amendment) Bill, 2025, which proposes changes to the tax framework governing cigarettes, chewing tobacco and related products.Citing ongoing violations, MPs argued that many companies continue to promote their brands through lookalike extensions such as bottled water labels, music studios, lifestyle platforms and event sponsorships  formats that avoid directly naming prohibited products but achieve the same promotional effect. Legislators said these practices were designed to mislead consumers and weaken the intent of India’s advertising and public-health regulations.

BJP MP Sanjay Seth called for tougher enforcement, urging authorities to completely clamp down on all forms of surrogate advertising. Adding to the criticism, BSP MP Ramji Lal Suman and other members demanded a complete ban on film actors and celebrities endorsing brands associated with harmful or addictive products, even indirectly. Some parliamentarians also advocated for more prominent and widespread broadcasting of anti-cancer and health awareness messaging across television and digital platforms. Although the Bill is focused primarily on fiscal restructuring  especially in light of the upcoming expiry of the GST compensation cess MPs used the debate to press for parallel reforms in marketing regulation. They argued that taxation measures alone would be insufficient without stronger oversight of promotional tactics used by tobacco and liquor companies.

The government has not yet signalled whether it plans to amend existing advertising codes or introduce tighter regulations. However, the strong remarks from members of the Upper House indicate growing political pressure to curb both direct and indirect brand promotions across these tightly regulated product categories.