- For a brand extension of a product (liquor, tobacco, etc) to be considered genuine, it must be registered with an appropriate government authority such as the Food and Drug Administration and the Food Safety and Standards Authority of India etc.
- In-store availability must be at least 10% of that of the leading brand in the category that the product competes, or sales turnover must exceed Rs 5 crore per annum or Rs 1 crore per annum in each state it is distributed in.
- It must have a valid certificate from an independent organisation for such turnover and distribution data.
- Advertising for such brand extensions cannot feature what is prohibited by law or banned products. Neither can the advertising allude to or hint at products that cannot be advertised.
- As per the law, advertisements for liquor brand extensions can run on TV if they have a CBFC certificate. The IPL broadcaster for TV has confirmed to ASCI that all advertisements are checked for CBFC clearance so that they are not in violation of the Cable TV and Network Act. Keeping that in mind, ASCI has processed complaints on advertisements appearing in OTT, digital and print media.
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