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I&B issues directive to TV channels over surrogate and scroll ads
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The Ministry of Information & Broadcasting has issued directive to all the television channels asking them to cease broadcast of surrogate advertisements. These surrogate ads are for the products that make use of names or logos which are also used for cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants.

In the statement Ministry says, “The notification of 27 February 2009 cannot be cited as an excuse for airing such advertisements in violation of Rule 7(2)(viii)(A) of the Cable Television Networks Rules 1994 as the guidelines under the amended Rules have not been finalised.”

The release further says, “It is also clarified that certificates issued by the Central Board of Film Certification (CBFC) under the Ministry’s notification of 9 August 2006 will also not be accepted as these are null and void in view of subsequent amendment of Rule 7(2)(viii) of the Rules.”

Following this announcement, I&B has directed all the channels, including the news and current affairs channels, to immediately stop carrying such advertisements.

A separate statement from the Ministry has also asked all the television channels “to stop violating Rule 7(10)” wherein the advertisements broadcast on the channel should be clearly distinguishable from the programme and should not in any manner interfere or mix with the programme.

Thus directive follows complaints filed with the Ministry over advertisements carried in scrolls wherein it becomes difficult for the viewers to differentiate between the news/programmes.

Source: MediaMughals.com

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