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    9. Advertising Aspects
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    9. Advertising Aspects

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    Beers, RTDs, Whisky
    India


    This section provides information on regulations on advertising and if there are any restrictions or approval processes.

    9.1 Applicable Advertising Regulation

    • Surrogate Advertising: Promotion of brand extensions such as soda, bottled water, or music CDs, ensuring no direct reference to alcohol. 
    • Advertisements must comply with ASCI guidelines (Advertising Standards Council of India) for ethical promotion [22]. 

    Category

    Alcoholic beverages

    Same as General Food above.

    Product

    1) Beer

    Same as "Category" (alcoholic beverages).

    2) Alcoholic ready-to-drink beverages 

    Same as "Category" (alcoholic beverages) above.

    3) Whisky

    Same as "Category" (alcoholic beverages) above.

    9.2 Specific Restrictions on Advertising

    General Food 

    Prohibited Practices: 

    • Direct advertising of alcoholic beverages in mass media. 
    • Health-related claims unless substantiated and approved by FSSAI [9]. 

    Category

    Alcoholic beverages

    Direct advertising of alcoholic beverages is prohibited in India under ASCI’s advertising code.

    Surrogate Advertising: Alcohol brands can promote associated products (like soda or bottled water), provided the surrogate product exists independently and is not merely a front for the alcohol brand. 

    Ads must avoid [22]: 

    • Showing alcohol consumption
    • Encouraging excessive drinking
    • Depicting alcohol as a solution to personal or social problems

    Product

    1) Beer

    Same as "Category" (alcoholic beverages) above. 

    2) Alcoholic ready-to-drink beverages 

    Same as "Category" (alcoholic beverages) above.

    3) Whisky

    Same as "Category" (alcoholic beverages) above. 

    9.3 Advertising Approval

    General Food

    The Advertising Standards Council of India (ASCI) is the key regulatory body responsible for overseeing advertising content. Additionally, specific permissions may be required from state excise departments if the advertisement has local implications. [22] 

    Approval Process:

    1. Surrogate Advertising: 
      • Surrogate advertisements (e.g., promoting soda or bottled water under an alcohol brand name) must comply with ASCI's guidelines and the Cable Television Networks Rules, 1994. [23] 
      • Documentation Required: 
        • Proof of the surrogate product’s independent existence (e.g., sales data, market presence). 
        • Media plan outlining the advertisement's scope and reach. [23] 
        • A draft of the advertisement script or storyboard for review. 
    2. Digital Advertising:
      • Advertisements on online platforms require age-gating and disclaimers such as "Drink Responsibly." 
      • Platforms may require advertiser self-certification for compliance with ASCI's guidelines. 
    3. State-Level Approvals: 
      • Some states require pre-approval from excise authorities for outdoor advertisements or campaigns promoting alcohol-related products. 

    Category

    Alcoholic beverages

    Same as General Food above. 

    Product

    1) Beer

    Same as "Category" (alcoholic beverages) above. 

    2) Alcoholic ready-to-drink beverages 

    Same as "Category" (alcoholic beverages) above.

    3) Whisky

    Same as "Category" (alcoholic beverages) above. 

    Duration 

    • Approvals from ASCI typically takes 2–4 weeks depending on the completeness of the submission and compliance with the guidelines. 
    • State excise approvals may vary but generally require an additional 2–6 weeks. 

    Costs 

    The cost involves submission fees to ASCI (variable depending on the campaign) and possible fees to state authorities for additional approvals. Penalties for non-compliance, if applicable, can range from INR 1–50 lakh for misleading or unapproved advertisements under the Consumer Protection Act, 2019.

    9.4 Other Notes or Requirements for Advertising

    Digital Advertising: 

    • Ads on digital platforms must include disclaimers like "Drink Responsibly." 
    • Age-gating features should restrict access to users below 18 years. 

    9.5 References

    1. FSSAI Act 2006 

    https://fssai.gov.in/cms/food-safety-and-standards-act-2006.php 

    2. FSSAI Guidelines on Alcoholic Beverages 

    https://www.fssai.gov.in/upload/uploadfiles/files/Gazette_Notification_Alcoholic_Beverages_05_04_2018.pdf

    3. Alimentarius - Alcoholic Beverages Standards

    https://www.fao.org/fao-who-codexalimentarius/en/ 

    4. Alcoholic Beverages Standards Regulation, 2018, updated 28 08 2023

    https://fssai.gov.in/upload/uploadfiles/files/Comp_Alcoholic_Beverages(III)_28_08_2023.pdf

    5. Draft notification on Food Safety and Standards (Alcoholic Beverages) Amendment Regulations, 2023 related to standards of Mead (Honey wine), Craft Beer, Indian liquors and definition of Low Alcoholic Beverages/ RTD, wine-based Beverages and, Country Liquors, etc. 

    https://comments.fssai.gov.in/Bestviewwl.aspx?NOTIFICATION_ID=4345 

    6. FSSAI Food Additives Regulations (2011) 

    https://www.fssai.gov.in/upload/uploadfiles/files/Food_Additives_Regulations.pdf 

    7. FSSAI Packaging and Labelling Regulations, 2011 

    https://www.fssai.gov.in/upload/uploadfiles/files/Compendium_Labelling_Display_23_09_2021.pdf 

    8. FSSAI Food Safety and Standards Act, 2006 (Chapter 9 – Penalties and Offenses)

    https://www.indiacode.nic.in/bitstream/123456789/7800/1/200634_food_safety_and_standards_act,_2006.pdf 

    9. FSSAI Nutrition and Health Claims Regulations, 2018 

    https://fssai.gov.in/upload/uploadfiles/files/Gazette_Notification_Advertising_Claims_27_11_2018.pdf 

    10. FSSAI proposed standards Claims 

    https://fssai.gov.in/upload/uploadfiles/files/Notice_Comments_Alcoholic_Beverages.pdf 

    11. FSSAI Food Safety and Standards (Advertising and Claims) Regulations, 2018 

    https://fssai.gov.in/upload/uploadfiles/files/Compendium_Advertising_Claims_Regulations_04_03_2021.pdf

    12. BIS FMCS - Foreign Manufacturer Certification Scheme 

    https://www.bis.gov.in/fmcs/certification-process/products-under-fmcs/ 

    13. Custom clearance process 

    https://www.icegate.gov.in

    14. Direct and Indirect Taxes 

    https://www.cbic.gov.in/

    15. Pesticide residue FSSAI Pesticide and Contaminant Regulations (Food Safety and Standards (Contaminants, Toxins, and Residues) Regulations, 2011) 

    16. Consumer Protection Act, 2019 Specifies penalties for misleading advertisements, including alcohol-related campaigns

    https://legislative.gov.in/

    17. BIS standards for packaging materials (e.g., IS 15410 for food-grade plastics)

    https://www.services.bis.gov.in/php/BIS_2.0/bisconnect/standard_review/Standard_review/Isdetails?ID=NzUxMg%3D%3D 

    18. IS 3752 Specification for Beer 

    https://services.bis.gov.in/php/BIS_2.0/bisconnect/standard_review/Standard_review/Isdetails?ID=MTAzNDc%3D

    19. IS 6613: Standards for distilled beverages 

    https://www.services.bis.gov.in/tmp/rp_19122023_658141877ea41.pdf 

    20. Haryana Excise law

    haryanatax.gov.in

    21. Delhi Excise Law 

    excise.delhi.gov.in 

    22. Advertising Standards Council of India (ASCI): ASCI oversees advertising content to ensure ethical practices, including compliance for surrogate advertising of alcoholic beverages. For detailed guidelines

    https://www.ascionline.in/wp-content/uploads/2024/04/Code-Book_Codes_Webready.pdf 

    23. Cable Television Networks (Regulation) Act, 1995: This act prohibits direct advertising of alcohol on cable TV and sets conditions for surrogate advertising

    Home | Ministry of Information and Broadcasting 

    24. Food Safety Mantra Blog on FSSAI Alcoholic Beverages Standards: A helpful summary of the FSSAI and excise-related guidelines for alcohol advertising

    Alcoholic Beverages | FSSAI Guidelines | Food Safety Mantra Blog 

    25. Consumer Protection Act, 2019: Specifies penalties for misleading advertisements, including alcohol-related campaigns

    Legislative Department | Legislative Department | India 

    26. Alcohol test 

    https://fssai.gov.in/upload/uploadfiles/files/Order_Manual_Analysis_Alcoholic_Beverages_20_07_2021.pdf

    https://www.fssai.gov.in/upload/uploadfiles/files/Compendium_Alcoholic_Beverages_Regulations_04_03_2021.pdf

    27. Food Safety and Standards (Approval for Non-Specified Food) Regulations, 2017

    https://fssai.gov.in/upload/uploadfiles/files/FAQs_FSS_Approval_NonSpecified_Ingredients_06_05_2020.pdf

    28. FSSAI Food Licensing and Registration System 

    https://foscos.fssai.gov.in/about-flrs

    29. Food Import Clearance System 

    https://fics.fssai.gov.in 

    30. ReFoM portal 

    https://sites.fssai.gov.in/refom/ 

    31. Food safety and standard (Import) Regulation, 2017 

    https://www.fssai.gov.in/upload/uploadfiles/files/Compendium_Food_Import_Regulations_05_06_2022.pdf 

    32. Microbiological standards 

    https://www.fssai.gov.in/upload/uploadfiles/files/20_%20Appendix%20B.pdf 

    33. Shipment declaration 

    https://www.dgft.gov.in/CP/ 

    34. ISO 5555: Standard for testing phenolic compounds in wines 

    35. ISO 15192: Standard for beer quality testing, including compounds like esters and aldehydes 


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