14 liquor ads pulled down after I&B threat

Knowing the I&B Ministry’s allergy to the Spirit word and faced with the threat of a blackout in the wake of its threat to conform to t...

Knowing the I&B Ministry’s allergy to the Spirit word and faced with the threat of a blackout in the wake of its threat to conform to the advertising and programme code, the Indian Broadcasting Federation (IBF) has dropped 14 liquor commercials with immediate effect.

One of the last exercises the present DDA Vice Chairman Anil Baijal undertook in his previous ministry was to issue an ultimatum to the Indian broadcasters — Conform to the advertising code or perish.

As the missive was shot off to the IBF (an association of all broadcasters) it has done precisely that. The Federation has identified 14 liquor/surrogate liquor commercials. They are 8 pm apple juice (Army generals exchanging drinks), Bacardi Breezer, Bagpiper Hero (clippings of the films from Hero), Bagpiper Soda, Haywards 5000, Imperial Blue, Johnnie Walker, McDowell’s Signature, Macquintosh Apple Juice, Royal Stage Mega Movie, Smirnoff Breakout Zone, Whytehall Party, Sandpiper non-alcoholic malt beverage and knockout Beer.

‘‘All these commercials will be dropped immediately,’’ sources at the Federation said. The Cable Television Network (Regulation) Act, 1995, clearly states that airing of any advertisements which promote directly or indirectly or indirectly production, sale or consumption of liquor would be a violation of the Act.