GS4 · UPSC Mains

Surrogate advertising — a marketing technique that promotes a product or service restricted or banned from direct advertising, such as alcohol and tobacco, by advertising a legal product like soda, water, or music CDs from the same brand — has been around for a long time. While the practice has faced criticism in the past, it has recently gained fresh attention as several famous film stars have begun endorsing these surrogate products. Public health advocates and certain sections of society are worried about this trend. They argue that when celebrities get involved, the ads become much more influential, especially among the younger audiences. These critics believe that even if the ads don’t directly promote harmful products, they still make them seem more acceptable. As a result, there is a fear that such advertising could indirectly lead to higher consumption of those items, which could bring more health problems, especially among the youth. On the flip side, companies and the celebrities they work with claim they are not doing anything wrong. They point out that they are only endorsing legal products, and they have every right to advertise them. For them, this type of advertising is about keeping the brand alive and competing in a market with tight regulations. They also argue that restricting these ads could harm businesses, affecting jobs and overall economic growth. The debate continues, with each side presenting its own set of compelling arguments. a. What are the ethical concerns associated with surrogate advertising? b. Suggest a course of action that addresses the concerns of both the stakeholders involved. Justify your answer.

20 marks · 250 words · 4 toppers answered this · seen 2025

GS4 · Case studies on the above issues GS4 · Public/civil service values & ethics in public administration — status & problems; ethical concerns & dilemmas; conflict of interest

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