Advertise a peg, be fined Rs 10 lakh

Delhi government to fine media organisations hefty for carrying surrogate liquor advertisements

It is bad news for liquor brands that had found innovative methods to advertise their products, including producing music CDs and organising fashion shows.

The Delhi Government has decided to slap an exorbitant fine of Rs 10 lakh on newspapers, magazines or any form of media that publishes any surrogate advertisement promoting liquor brands.

The information was revealed by the state government during a court hearing following a petition demanding a complete ban on surrogate liquor advertisements. The petition was filed by an NGO, Nirmal Sahara, which demanded a ban on such advertisements saying there is no regulatory mechanism to check the contents of advertisement the media carries. The petition was filed by the NGO following an advertisement in a reputed national magazine of a known liquor brand.

While informing the Delhi High Court, the Delhi Government further explained that necessary amendments have already been made in the Delhi Excise Act. The new law has prescribed a fine of Rs 10 lakh or a jail term of six months or both. The earlier fine was a mere Rs 200.
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Appearing for the city government, Standing Counsel Najmi Wajiri submitted before the Division Bench of Chief Justice A P Shah and Justice S Muralidhar that the state government's proposed excise bill has been approved by the Centre and the same will be finally placed before the Delhi Cabinet for approval.

The Delhi government also said the new law will be sent for ratification very soon. The law also means the proposal to allow the sale of liquor at petrol pumps has been buried permanently.

"It's a wonderful step which will act as a deterrent to the sale of liquor. The fine of Rs 200 was too less," said a senior Delhi government official, on condition of anonymity. Earlier, the Bench had sought a response from the Press Council of India over the issue. The counsel representing the Press Council told the court that it did not have any power to take action against any newspaper, magazine or electronic media for publishing such advertisements.