February 11, 2026

Business

Media coverage of the foreign policy Indian governments

Atish Singh January 4, 2026
Indian Foreign Policy

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to achieve the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

Foreign Policy

Introduction

Indian foreign policy holds serious implications for the country’s global standing, international relations, and national interests. The role of media in covering foreign policy is crucial, as it shapes public perception, offers perspectives about diplomatic endeavors, and fosters informed discussions on global affairs. This section examines the dynamic use of media in covering Indian foreign policy, exploring key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Covering Indian foreign policy requires journalists to navigate complex international relations, balance diplomatic sensitivities, and provide accurate analysis. Journalists play a vital role in informing the public about India’s engagement with the world, the country’s positions on global issues, and the impact of foreign policy decisions. By upholding journalistic ethics, critically analyzing policies, and seeking diverse perspectives, journalists contribute to informed public debates on India’s role in the international arena.

1. Shaping Public Perception

Media coverage plays a significant role in shaping public perception of India’s foreign policy and its global engagements. Journalists have the responsibility to present accurate and comprehensive coverage that elucidates the government’s positions, diplomatic strategies, and international commitments. By providing balanced and contextualized reporting, media outlets influence public understanding of India’s role in the world.

2. Analyzing Diplomatic Strategies

Journalists covering foreign policy must analyze and interpret the diplomatic strategies employed by India. This involves examining bilateral and multilateral engagements, analyzing key speeches and statements by political leaders, and evaluating the objectives and outcomes of diplomatic efforts. By providing insightful analysis, journalists contribute to a deeper understanding of India’s diplomatic endeavors.

3. Diverse Perspectives and Expert Opinions

Media coverage of Indian foreign policy should incorporate diverse perspectives and seek insights from experts in international relations, diplomacy, and regional studies. Journalists should engage with analysts, diplomats, and scholars to provide nuanced perspectives and foster informed discussions. These diverse viewpoints enhance the depth and quality of media coverage, offering readers a more comprehensive understanding of complex global issues

4. Balancing National Interests and Global Responsibilities

Coverage of Indian foreign policy necessitates balancing national interests with global responsibilities. Journalists should critically analyze how India’s foreign policy decisions impact national security, economic growth, and regional stability. They should also explore how India navigates its international commitments, such as sustainable development goals, human rights, and global cooperation, while safeguarding its own interests.

Prominent Recent Examples

Recent examples of media coverage of Indian foreign policy include the India-China border tensions, India’s participation in international climate change negotiations, and India’s diplomatic engagements in the Indo-Pacific region. Journalists played a crucial role in reporting on these developments, providing analysis, expert opinions, and real-time updates. Accurate and timely reporting on these matters contributed to informed public discussions and a better understanding of India’s foreign policy priorities.

1. Communication and Public Diplomacy

Media coverage plays a significant role in communicating India’s foreign policy positions to both domestic and international audiences. Journalists act as intermediaries, conveying diplomatic messages, explaining policy decisions, and projecting India’s image on the global stage. Through responsible reporting and accurate representation, journalists contribute to effective public diplomacy, promoting India’s interests and values worldwide.

2. Contextualizing Geopolitical Dynamics

Media coverage of Indian foreign policy should place it within the broader geopolitical context. Journalists should analyze the evolving global landscape, major international trends, and regional dynamics to provide a comprehensive understanding of India’s foreign policy decisions. This contextualization enables readers to grasp the strategic considerations, alliances, and interests that shape India’s engagements with other nations.

3. Diplomatic Disputes and Conflict Resolution

Foreign policy coverage often involves reporting on diplomatic disputes and efforts towards conflict resolution. Journalists play a crucial role in examining the root causes, historical context, and potential solutions to such conflicts. By providing in-depth analysis, interviewing experts, and reporting on peace-building initiatives, media coverage contributes to public awareness and encourages dialogue and understanding.

4. Tracking International Agreements and Treaties

Media coverage should closely monitor India’s participation in international agreements, treaties, and forums. Journalists should analyze the implications of such engagements on national interests, economic cooperation, and global governance. By reporting on India’s commitments and outcomes of international negotiations, media coverage enhances public understanding of India’s role in shaping the global agenda.

5. Evaluating Public Diplomacy Initiatives

Indian foreign policy often includes public diplomacy initiatives aimed at promoting the nation’s image, culture, and values abroad. Journalists should evaluate the effectiveness and impact of these initiatives in shaping international perceptions of India. By critically examining the outcomes and public responses to public diplomacy efforts, media coverage contributes to a broader understanding of India’s soft power and its influence in the global arena.

Conclusion

Media coverage of Indian foreign policy holds immense significance in informing, shaping, and fostering public understanding of India’s global engagements. Journalists, armed with journalistic integrity, critical analysis skills, and a commitment to unbiased reporting, play a pivotal role in providing accurate, insightful, and balanced coverage. By comprehensively covering foreign policy, media students can contribute to informed public discourse, promote transparency, and actively participate in shaping India’s role in the global arena.

Case study on Iran Nuclear Deal

Introduction

Media is key to determining public opinion, influencing political discourse, and ultimately impacting the formation of national and foreign policies. The negotiation and implementation of the Iran Nuclear Deal is a recent example of how important the media is in making policy. This complex and highly debated agreement between Iran and world powers was heavily influenced by media coverage, which shaped public perception, influenced political decision-making, and ultimately impacted the policy outcome.

Background

The Iran Nuclear Deal, officially known as the Joint Comprehensive Plan of Action (JCPOA), was an agreement signed in 2015 between Iran and the P5+1 group of countries (United States, United Kingdom, France, Germany, Russia, and China) along with the European Union. The aim of the deal was to curb Iran’s nuclear program in exchange for the lifting of economic sanctions.

Role of Media in Policy Formation

Throughout the negotiation and implementation process of the Iran Nuclear Deal, media coverage played a pivotal role in shaping the direction and outcome of the policy. Several key aspects highlight the influence of media:

1. Shaping Public Opinion

Media coverage significantly influenced public opinion regarding the Iran Nuclear Deal. Different media outlets presented varying perspectives, ranging from support for diplomacy and engagement to skepticism and criticism. News articles, opinion pieces, and televised debates provided information and analysis that shaped public perception of the agreement, impacting public support or opposition.

2. Framing the Narrative

Media framing played a critical role in shaping the narrative surrounding the Iran nuclear deal. Journalists and media organizations framed the deal based on their ideological and geopolitical perspectives. Some portrayed the agreement as a historic diplomatic achievement, emphasizing its potential to prevent Iran from obtaining nuclear weapons. Others framed it as a flawed and dangerous compromise, highlighting potential risks and loopholes.

3. Influencing Political Decision-Making

Media coverage influenced political decision-making processes surrounding the Iran Nuclear Deal. Political leaders and policymakers closely monitor public opinion as they make policy choices. The media’s portrayal of the deal and its perceived public reception influenced the positions taken by political leaders, impacting their support, opposition, or willingness to negotiate.

4. Shaping International Relations

Media coverage of the Iran Nuclear Deal had a significant impact on international relations. The portrayal of the agreement in global media influenced how other countries, including key stakeholders in the deal, perceived and responded to it. Media coverage helped shape the international community’s view of the agreement, influencing its implementation and potential future diplomatic engagements.

5. Ethical Considerations

Ethical considerations for journalists reporting on policies with significant international implications like the Iran Nuclear Deal include:

6. Accuracy and Fairness

Journalists have a responsibility to provide accurate and fair reporting, presenting multiple perspectives and avoiding undue bias. Reporting should be based on verified information and expert analysis to ensure an informed public discourse.

7. Contextual Understanding

Journalists should strive to provide context and background information to enhance public understanding of complex policy issues. This includes explaining the historical, geopolitical, and strategic factors that shape policy decisions and their potential consequences.

8. Transparency and Accountability

Journalists should hold political leaders and policymakers accountable for their actions and decisions. This involves investigating and reporting on potential motives, interests, and consequences of policy choices, promoting transparency and accountability in policy-making processes.

Conclusion

The Iran Nuclear Deal serves as a recent example highlighting the significant role of media in the formation of national and foreign policies. Media coverage influenced public opinion, framed the narrative, influenced political decision-making, and shaped international relations.

Ethical considerations, such as accuracy, fairness, contextual understanding, and accountability, play a crucial role in ensuring responsible journalism in the coverage of policies with far-reaching implications. Understanding the media’s influence in policy formation is vital for individuals to engage in informed and critical discussions and for policymakers to consider the broader impact of media narratives.

It is important for journalists to approach policy-related coverage with integrity, avoiding sensationalism and providing accurate, balanced, and nuanced reporting. In doing so, they can help foster a well-informed public discourse and contribute to the democratic process.

Additionally, media consumers must develop media literacy skills to critically evaluate news coverage, recognize bias, and seek multiple perspectives. By engaging with diverse sources of information and maintaining a discerning approach, individuals can form their own well-rounded opinions and actively participate in shaping national and foreign policies.

Ultimately, the example of the Iran Nuclear Deal illustrates how media coverage can significantly influence the formation of policies with global implications. Recognizing and understanding the power of media in shaping public opinion and political decision-making is essential for both journalists and citizens. By promoting responsible journalism and media literacy, we can strive for a more transparent, informed, and inclusive policy-making process that addresses the complex challenges of our interconnected world.

Media coverage of the defence policy Indian governments

Atish Singh January 4, 2026
Indian Defense Policy

Introduction

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to find the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

Defence Policy

Introduction

The realm of Indian defense policy is crucial for national security and has far-reaching implications for the country’s geopolitical standing. The role of media in covering defense policy is of paramount importance, as it is instrumental in determining public perception, fostering transparency, and promoting informed debates. This section examines the complex role of media in covering Indian defense policy, highlighting key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Journalists must delicately balance national security considerations with the public’s right to know when reporting on defense policy. Journalists play a critical role in providing accurate, timely, and comprehensive coverage of defense policies, armed forces, and national security challenges. By upholding journalistic principles of objectivity, verification, and accountability, journalists can contribute to an informed public discourse and ensure responsible reporting on defense matters.

1. Navigating National Security and Transparency

Coverage of Indian defense policy poses a unique challenge for media outlets due to the sensitive nature of national security. Journalists must delicately balance the need for transparency with the need to protect sensitive information that could jeopardize national interests. Striking a balance between the public’s right to know and the imperative of protecting classified information is a crucial responsibility for journalists covering defense policy.

2. Geopolitical Context and Strategic Implications

Media coverage of Indian defense policy should place it within the broader geopolitical context. Journalists must analyze the strategic implications of defense policies, taking into account regional dynamics, alliances, and emerging global trends. This contextualization enhances public understanding of the country’s defense posture and its implications for national security.

3. Expert Insights and Analysis

Coverage of defense policy necessitates seeking expert opinions and analysis from military strategists, defense analysts, and security experts. Journalists should engage with these experts to provide nuanced perspectives, offer historical context, and assess the efficacy of defense policies. Expert insights contribute to a more comprehensive understanding of defense matters and help bridge the gap between technical jargon and public comprehension.

4. Safeguarding National Interest

Media coverage of defense policy requires journalists to exercise caution and responsibility in protecting the national interest. Sensationalism or speculative reporting on sensitive defense matters can have adverse consequences, impacting national security and compromising the effectiveness of military operations. Ethical considerations and fact-checking are key to guaranteeing accurate and responsible reporting.

5. Prominent Recent Examples

Recent developments such as the acquisition of advanced defense equipment, border tensions, and military modernization efforts have garnered significant media attention. Journalists play a pivotal role in covering these events, providing analysis, expert opinions, and real-time updates to the public. Accurate and unbiased reporting on such incidents contributes to informed public discussions and helps foster trust in the media’s role as an informant during critical moments.

6. Defence Procurement and Accountability

Media coverage should scrutinize defense procurement processes, including contracts, acquisitions, and offsets. Journalists should investigate potential irregularities, conflicts of interest, and the transparency of procurement practices. Holding the government and defense establishments accountable ensures efficient utilization of public funds and enhances the overall efficacy of defense policy implementation.

7. Balancing National Security and Public Interest

Journalists covering defense policy must strike a delicate balance between national security imperatives and the public’s right to be informed. While ensuring the protection of sensitive information, journalists have a responsibility to keep the public informed about defense matters that directly impact their safety, national resources, and strategic interests. This delicate balancing act requires meticulous verification, responsible reporting, and adherence to ethical standards.

8. Bridging the Civil-Military Gap

Coverage of Indian defense policy can contribute to bridging the civil-military gap by facilitating a deeper understanding of the armed forces among the general public. Journalists should try to show the military’s roles, problems, and contributions in a way that makes people appreciate, respect, and empathize with them. Media coverage can create a sense of unity and national pride by making the experiences of armed forces personnel more relatable and showing how dedicated they are.

9. Embedding Journalists in Defence Operations

In some cases, journalists may be embedded with defense forces during operations to get firsthand accounts and insights. This practice allows journalists to report on defense operations with accuracy, authenticity, and a more profound understanding of the complexities involved. Embedding also enables journalists to showcase the professionalism and sacrifices of the armed forces while adhering to agreed-upon operational security guidelines.

10. Advocating for Transparency and Accountability

Media coverage should advocate for transparency and accountability in defense policies and decision-making processes. Journalists play an important role in looking into cases of corruption, mismanagement, or inefficiency in the defense establishment. By bringing these kinds of problems to light, media coverage can help create a culture of openness, responsible government, and constant improvement in the defense sector.

Media coverage of Indian defense policy serves as a critical pillar of democracy by providing citizens with vital information about national security, military operations, and defense strategies. Journalists, as responsible and ethical conduits of information, play a pivotal role in ensuring accurate, balanced, and comprehensive reporting. By adhering to journalistic principles and addressing the unique challenges of covering defense policy, media students can contribute to informed public discourse, transparency, and accountability in matters of national security.

Media coverage of the economic policy Indian Governments

Atish Singh January 4, 2026
Indian Economy

MEDIA COVERAGE OF INDIAN GOVERNMENT’S

Introduction

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to find the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

A. ECONOMIC POLICY

Introduction

The Indian economy is a dynamic and complex landscape, where government policies hold significant implications for millions of citizens. The role of media in covering economic policy is crucial, as it shapes public perception, influences investor sentiment, and provides valuable insights to stakeholders. This section delves into the nuanced use of media in the coverage of Indian economic policy, analyzing key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Journalists covering economic policy face the challenge of simplifying complex economic concepts while maintaining accuracy and depth. Reporting on economic policies demands a careful balance between technical details and their impact on people’s lives. Journalists play a critical role in providing unbiased analysis, examining the consequences of policies, and facilitating informed public discussions. Their ability to uncover crucial information, critically evaluate economic decisions, and present diverse viewpoints is instrumental in shaping the public’s understanding and fostering an environment of accountability.

1. Setting the Narrative: Media’s Agenda-Setting Power

Media outlets possess the power to shape the narrative around economic policies. Through careful selection of stories, framing, and emphasis on specific aspects, they influence public perception and the priorities of economic debates. Journalists, as agenda-setters, hold a responsibility to prioritize issues of national importance, provide nuanced perspectives, and avoid sensationalism while covering economic policy.

2. Interplay between Politics and Economics

The coverage of economic policy often intersects with political considerations. Media coverage tends to focus on the political implications of economic decisions, highlighting winners and losers, and scrutinizing the government’s approach. Journalists must navigate this complex terrain, offering objective analysis while avoiding partisan biases and maintaining the necessary independence to critique policies irrespective of political affiliations.

3. The Role of Experts and Analysts

Media coverage of economic policy frequently incorporates expert opinions and analysis. Journalists rely on economists, financial experts, and policy analysts to provide insights and interpret the potential impacts of policies. Engaging a diverse range of experts allows for a comprehensive evaluation of economic policies and fosters a more informed public discourse.

4. Balancing Complexity and Accessibility

Economic policies are often intricate, involving technical jargon and complex concepts. Journalists face the challenge of presenting these policies in a manner that is accessible to a broad audience without oversimplifying or diluting the core issues. Skillful storytelling, clear explanations, and relatable examples help bridge the gap, ensuring that the complexities of economic policy are understood by the public.

5. Recent Prominent Examples

Recent economic policy developments in India have garnered significant media attention. Examples include the introduction of the Goods and Services Tax (GST), demonetization, and various reforms such as the Insolvency and Bankruptcy Code (IBC). Media coverage of these policies highlighted their potential impact on businesses, employment, and overall economic growth. Journalists played a critical role in analyzing the consequences, soliciting expert opinions, and scrutinizing the government’s approach.

6. Sensitizing Socioeconomic Impact

Media coverage of economic policy should strive to shed light on the socioeconomic impact of government decisions. Journalists have a responsibility to go beyond abstract economic indicators and explore the real-world consequences of policies on different sections of society. By highlighting stories of individuals and communities affected by economic policies, media coverage can bring forth the human dimension and foster empathy among the public.

7. Diverse Perspectives and Stakeholder Engagement

Media coverage should aim to incorporate diverse perspectives and engage with various stakeholders affected by economic policies. This includes seeking input from businesses, labor unions, think tanks, and grassroots organizations to provide a holistic view of the impacts and potential alternatives. By representing a range of voices, journalists can contribute to a more inclusive and well-rounded analysis of economic policies.

8. Monitoring and Accountability

Media plays a crucial role in monitoring the implementation and effectiveness of economic policies over time. Journalists should follow up on policy outcomes, track progress, and assess whether the intended objectives are being achieved. By holding the government accountable for its economic decisions, media coverage acts as a vital check and balance, ensuring transparency and responsible governance.

9. Data Journalism and Fact-Checking

Economic policy discussions heavily rely on data and statistics. Journalists equipped with data journalism skills can effectively analyze and present complex economic information to the public. Fact-checking economic claims and scrutinizing government data adds credibility to media coverage and safeguards against the spread of misinformation or propaganda.

10. Economic Policy as a Public Interest Issue

Media coverage of economic policy should frame it as a matter of public interest rather than a purely technical or academic subject. Journalists can highlight the links between economic policies and broader societal issues such as poverty, inequality, employment, and environmental sustainability. By contextualizing economic policy within the larger socioeconomic context, media coverage can foster public engagement and promote an informed public dialogue.

The media’s coverage of Indian economic policy plays a pivotal role in informing, engaging, and empowering citizens. Journalists, armed with journalistic integrity, analytical skills, and a commitment to responsible reporting, have the ability to shape public understanding, influence policy debates, and hold the government accountable. By comprehensively covering economic policies, aspiring journalists can contribute to a more informed citizenry, promote transparency, and actively participate in shaping India’s economic future.

The field of advertising is governed by codes of ethics, regulatory bodies, laws, and regulations.

Atish Singh January 3, 2026
Advertising ethics

The Advertising Standard Council of India (ASCI)

Introduction

The Advertising Standards Council of India (ASCI), established in 1985, has adopted a Code for Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the marketplace. It stands for the protection of the legitimate interests of consumers and all concerned with advertising—advertisers, media, advertising agencies, and others who help in the creation or placement of advertisements.

The ASCI is a voluntary, self-regulatory council established in 1985 to promote responsible advertising and to enhance public confidence in advertisements. Complaints against misleading advertisements can be filed with this body. Adverts that contravene the provisions of the following acts of the government or various state governments are not acceptable:

  • The ASCI’s Code for Self-Regulation 1985 (the ASCI Code);
  • The Code for Commercial Advertising on Doordarshan and All India Radio;
  • The Drugs and Magic Remedies Act 1954;
  • The Emblems and Names Act 1950;
  • The Indecent Representation of Women Act 1986;
  • The Trademarks Act 1999;
  • The Consumer Protection Act 1986;
  • The Cable Television Network Amendment Act 2011;
  • The Drugs and Cosmetics Act 1940;
  • The Prize Competitions Act 1955;
  • The Press Council Act 1978;
  • The Cable Television Network Rules 1994;
  • The Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations 2002;
  • The Bar Council of India Rules are formulated under the Advocates Act 1961;
  • The Cigarettes and other Tobacco Products Act 2003; and
  • The Food Safety and Standards Act 2006.

Advertising Agencies Association of India (AAAI)

Introduction

The Advertising Agencies Association of India (AAAI) is the official, national organization of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation by working towards the following objectives:

  • To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste.
  • To benefit Indian advertisers by promoting their sales, increasing productivity, and enhancing profitability to stimulate business and industrial activity.
  • To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners.
  • To benefit the nation by harnessing advertising for the good of the country, its institutions, and its citizens to cooperate with the government in promoting its social objectives and in the task of nation-building.
  • To question advertising that is wasteful and extravagant to make it possible for the small entrepreneur to grow through advertising and to compete with the biggest to encourage market and media research to serve society by meeting its social responsibilities.
  • We aim to stimulate young individuals’ interest in the communication industry, support educational and training initiatives, and disseminate beneficial information to our members. Non-members are also provided this service for a fee.
  • To establish a common platform in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising.
  • To establish a forum where representatives of advertisers, advertising agencies, media owners, and the government can meet on mutual ground and examine problems of mutual concern.
  • To offer effective cooperation and liaison with government officials and bodies for the purpose of broadening their understanding of the role of advertisers, advertising, and advertising agencies.
  • To work together with government agencies to talk about issues like taxes, radio and TV advertising, laws, political campaign advertising, and regulations on ads for pharmaceuticals, tobacco, or alcohol, as well as other similar sensitive topics.

The AAAI today is truly representative, with a huge number of small, medium, and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country. It is thus recognized at all forums—advertisers, media owners and associations, and even the government—as the spokesperson for the advertising industry.

Comparative advertising

Atish Singh January 3, 2026
comparative advertising

Introduction

Comparative advertising is one of the latest techniques to grab consumers’ attention. Comparative advertising, otherwise known as advertising war, is a process where a particular company compares its product with a competitor to show why its product is superior. Comparative advertisement sometimes helps consumers to choose the better product, but sometimes it could mislead the consumers and create confusion.

Comparative advertising is terrifying for marketers. Of course everyone wants to showcase their brand as superior to their competitor, but often it’s found that’s not true. ASCI (Advertising Standard Council of India) is an independent body to bring advertising discipline amongst advertisers and is very active and prompt with their actions.

Comparative advertising may also lead to defamation and compensation cases. And if wrong claims are made, then a single lawsuit can eat years of brand profits or change the existence of the company that makes false claims. Comparative advertising displays a comparison of two different brands on numbered variants like price and quality by referring to the alternative brand by name, visual illustrations, or other distinctive attributes. Advertisers employ this technique to increase their visibility in the market and to promote their product.

Legal provision (ASCI)

Comparative advertising is legal to the extent that it does not hamper the reputation of the competitor’s mark and is in accordance with the honest practices in industrial matters. A person while advertising his goods can compare the advantages of his goods over the goods of his competitor, but he cannot say that his competitor’s goods are bad, as this may lead to disparagement of the goods of his competitor. A person cannot use any false or misleading statement while promoting his goods.

The Advertising Standards Council of India has specified certain norms or guidelines that should be kept in mind while promoting their goods through ads in its Code of Conduct, 1985. The guidelines state as follows:

  • Honest representation;
  • Must not be offensive in any way to the general public;
  • Ads must not in any way hamper competition.
  • Ads must not be used for the promotion of products hazardous or harmful to society or to individuals, particularly minors, to a degree unacceptable to society at large.

Cases Study

A few points of caution are also given by the High Courts in the same regard in order to raise awareness among the producers of their rights and limitations, allowing them to prevent all kinds of legal liabilities.

The Delhi High Court in Reckitt & Coleman of India v. Kiwi T.T.K.1 explained the concept of disparagement in regard to comparative advertising, stating that “a manufacturer is entitled to make a statement that his goods are the best and also make some statements for puffing of his goods, and the same will not give a cause of action to the other traders or manufacturers of similar goods to institute proceedings, as there is no disparagement or defamation or disparagement of the goods of the manufacturer in so doing. However, a manufacturer is not entitled to say that his competitor’s goods are bad so as to puff and promote his goods and concluded that comparative advertising cannot be permitted, which discredits or denigrates the trademark or trade name of the competitor.

There is no specific legislative mechanism regulating comparative advertising in India; therefore, the precedents set by various courts are followed while adjudging such matters. Though the courts rule in favor of the liberty to advertise, they do not hesitate in granting injunctions and imposing damages against infringers.

Ad wars: India’s most notable brand battles

Amul Vs HUL (2017)

Amul found itself strapped in legal trouble when Hindustan Unilever Limited (HUL) sued them for disparagement. At the root of the dispute were two advertisements comparing Amul’s “ice creams” to other “frozen desserts”—claiming that the former uses “real milk” while the latter does not.

Complan Vs Horlicks (2017)

The Defendant (HEINZ INDIA PRIVATE LIMITED), on 11th November 2017, published an advertisement for its “COMPLAN” branded health food drink in the newspaper “The Telegraph” (in its Kolkata and Patna editions). The advertisement compared one cup of COMPLAN with two cups of a competing brand, “HORLICKS,” with a disclaimer at the bottom of the page that read, “One cup of Complan (33 g) provides 5.94 g of protein, while two cups of Horlicks (27*2=54 g) give 5.94 g of protein based on the recommended pack dosage….” The Defendant also used a tagline that states, “From Now On, Only Complan.” The Plaintiff (HORLICKS LIMITED) claimed that the Defendant’s advertisement was intentionally and deliberately disparaging its health food drink product, HORLICKS.

Reckitt Benckiser Vs HUL (2013)

Reckitt Benckiser launches Dettol Kitchen and follows it up with a TV ad comparing the cleaning product with HUL’s Vim. HUL appealed to the Calcutta High Court for a stay order, saying the ads were untrue, but it was denied.

It then hit back with ads on front pages of mainline dailies claiming Lifebuoy works better than Dettol antiseptic liquid—HUL’s ad says it has been ‘issued in public interest.’

Hyundai Vs Maruti Suzuki (2012)

Traditional Japanese and Korean rivalry came to the fore again when Korea’s Hyundai Motor went ballistic with its marketing campaign ‘Trendsetter vs. Follower’ on claims of a much-superior small car, the EON, over the newly launched Alto 800 from Maruti Suzuki.

Micromax Vs Samsung (2012)

Micromax took a not-so-subtle dig at Samsung, with its latest ad campaign styled as a ‘sequel’ to Samsung’s Galaxy Y TVCs. The films brought out the product features through dialogue delivered by spunky kids, ending with the same question: “Aapke paas nahi hai, Uncle?”

Micromax responded with a series of films that pick up where the Samsung ads end; the last few words spoken in the Samsung ads are the first words in the Micromax ads. The plot, theme, script, and appearance of the ads have been crafted to look similar to the Samsung ads, so much so that at first glance, one assumes it is a sequel to the Samsung campaign.

2012: The Times of India Vs The Hindu (2012)

TOI launched ‘the Wake Up!’ campaign last year, featuring Chennai readers being put to sleep by a newspaper full of boring news. In an attempt to hit back hard, The Hindu told its readers to ‘Stay Ahead of the Times’ by reading news that was relevant to current affairs instead of Bollywood and celebrity gossip. Television commercials as well as print ads kept the battle between the two publications going.

2012: Micromax Vs Apple (2012)

Micromax took a jab at iPhone with the tagline “i (can afford this)” for its A 70 smartphone, priced at Rs 8,000. When Apple launched the iPhone 4S, Micromax went a step further, releasing new ads for the A75 model that used the tagline “i (can afford this) Phone 4S(ure).”

Ford India’s ‘Swap the drive’ campaign (2011)

Ford India’s ‘Swap the Drive’ campaign in 2011 challenged multiple players. Through this campaign, Ford engaged directly with owners of nine competing car brands, who were given the opportunity to swap their vehicles with models for a week-long test drive. The company then created ads that showed these consumers’ comparisons of their own vehicles vs. Ford’s, prominently featuring the names of rival brands such as Maruti Swift, Maruti Dzire, and Toyota Fortuner.

Hindustan Unilever Vs P&G (2010)

In HUL’s Rin commercial, a pack of Tide Natural, the brand owned by rival Procter & Gamble, was prominently displayed with a voiceover, “Tide se kahin behtar safedi de Rin.”

And HUL’s Clinic All Clear Shampoo spoofed P&G’s Head & Shoulders when it showed Bollywood actress Bipasha Basu searching for a girl with zero dandruff. One girl who does have dandruff mentions the name of her shampoo, making a muted reference to Head & Shoulders.

Nestle Vs Cadbury (2009)

Nestle launched a spoof on a Cadbury ad with the tagline “Khao bina tareekh dekhe,” directly challenging Cadbury, which had advertised its brand with the tagline “Meetha hai khana aaj pehli tareekh hai.”

Complan vs Horlicks (2008)

In September 2008, GSK’s Horlicks showed Horlicks as a better and cheaper option than Complan in terms of nutritional value and market price.

Limitations for comparative advertising

Comparative advertising shall be permitted when the following conditions are met:

  • It should not be misleading.
  • There is a comparison between the goods and services, which are for the same needs and the same purpose.
  • It compares those goods and services where there are relevant features, which may include price.
  • It does not create any confusion in the market between the advertiser and a competitor or between the advertiser’s trademarks, trade names, other distinguishing marks, goods, or services and those of a competitor.
  • In the reputation of trademarks of a competitor, there is no unfair advantage.

Shocking Advertising & Controversial Advertising

Atish Singh January 3, 2026
Shocking and Controversial advertising

A. Shocking Advertising

Introduction

Shock advertisements can be shocking and offensive for various reasons, and violations of social, religious, and political norms can occur in many different ways. The use of shocking content in advertising appeals has been widely adopted. It is effective and possibly leads to increased brand awareness and an increase in sales volume.

Shock advertising is defined as the use of intentional, offensive, controversial, and attention-grabbing advertising to sell a particular product or idea. Resulting from this definition, there are seven types of shock appeals that marketers can use to shock the audience.

  1. Disgusting images that include images containing blood, killing, body parts, cavities, disease, parasites, death, or bodily harm.
  2. The images may also contain sexual references, such as masturbation, nudity, or sexual acts.
  3. Vulgarity/obscenity refers to the use of swear words, rude gestures, or racial captions.
  4. Vulgarity applies to pictures/acts that are distasteful, lack sophistication, and are crude, for example, farting or nose picking.
  5. Indecency, also known as indecency, refers to a breach of social decency and etiquette.
  6. Moral offensiveness occurs when images depict innocent people or animals being harmed, showcase uncalled-for violence or sex, involve individuals who provoke violence (such as Mussolini, Hitler, or Mao Tse-tung), display unfair behavior, or feature children in uncomfortable situations.
  7. Religious restrictions occur when marketers inappropriately use religious or spiritual symbols or individuals.

Impact of Shock on the audience

Advertisers, psychiatrists, and social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads evoke stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior. Moreover, consumers are more likely to remember shocking advertising content over advertising content that is not shocking. But if a consumer finds a certain kind of advertising content threatening or disturbing, the message will be filtered out. An example of this is a heavy smoker who could be filtering out a picture of a cancer-sick lung since the content could be perceived as disturbing and uncomfortable.

Advertisements that exploit negative emotions to induce shock do not elicit positive emotions in the audience. Therefore, using shock advertising may evoke negative feelings whenever customers see the brand logo or company name, leading to discomfort alongside brand recall.

In case of a cause or an issue, using shock advertising can work by getting the attention the cause deserves and getting people interested in contributing or working for it. It can sensitize people to other cultures and ways of life. Causes like child abuse, domestic violence, lung cancer, AIDS, and animal rights (PETA) have used shock advertising very effectively in the international context. This implies that consumers will filter out advertising content they deem threatening or disturbing.

Shocking advertisements in India

BF. Controversial Advertising

Introduction

In their natural state, people don’t think many deep thoughts and keep themselves occupied with immediate tasks and mildly pleasant ideas that keep them safe from fear or worry whenever they can.

Advertising has long been recognized—and criticized—as an efficient way to persuade us to spend our money. But sometimes the “Mad Men” have chosen to take a risk, go beyond the “soft sell,” and seek to challenge the way we think.

They have flirted with race, religion, sexual orientation, and more to make people question their belief systems—and boost their brand at the same time. As any idea that is calculated to wound the feelings and arouse anger, disgust, or outrage in the mind of a reasonable person can be viewed as offensive, it’s not hard to see why one man’s controversial idea is another man’s offensive idea. As practically everyone thinks he/she is a reasonable person, it’s not straightforward to cross that fuzzy line.

The controversial advertisements can be shocking and offensive for a variety of reasons, and violations of social, religious, and political norms can occur in many different ways. They can include a disregard for tradition, law, or practice (e.g., lewd or tasteless sexual references or obscenity), defiance of the social or moral code (e.g., vulgarity, brutality, nudity, feces, or profanity), or the display of images or words that are horrifying, terrifying, or repulsive (e.g., gruesome or revolting scenes or violence).

Some advertisements may be considered shocking, controversial, or offensive not because of the way that the advertisements communicate their messages but because the products themselves are “unmentionables” not to be openly presented or discussed in the public sphere. Examples of these “unmentionables” may include cigarettes, feminine hygiene products, or contraceptives.

However, there are several products, services, or messages that could be deemed shocking or offensive to the public. For example, advertisements for weight loss programs, sexual- or gender-related products, clinics that provide AIDS and STD testing, funeral services, groups that advocate for less gun control, and casinos, which naturally support and promote gambling, could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling. Shocking advertising content may also entail improper or indecent language, like French Connection’s “fcuk” campaign. There are some controversial advertisements in India, as follows.

1. This Footwear Ad

Milind Soman and Madhu Sapre posed naked for this brand with nothing but shoes and a python on them. Social activists as well as animal rights activists caused a huge furor over this advertisement.

2. This denim print ad

To drive the concept of second skin home, a popular denim brand shot a print ad that featured three hot models clad in their jeans and skin-colored innerwear. At first glance, it seemed as if the models were topless. Furthermore, to promote this brand, Akshay Kumar asked Twinkle Khanna to unbutton his jeans when he walked the ramp at Lakme Fashion Week 2010.

3. Jewelry print ad:

Lastly, the ad was forced to be pulled down after receiving heavy criticism on social media for featuring a dark-skinned kid who is struggling to hold a parasol on top of Aishwarya Rai’s head. There have been accusations of the ad being racist in nature and promoting child labor.

4. Levis

In 2008, Kangana Ranaut in the Levi’s ‘Stuck On You’ campaign stopped people in their tracks. The fashionista appears atop a shirtless model in one of the photos.

5. Fair & Handsome Cream

Bollywood’s King Khan came under fire for endorsing a skin-lightening cream product a couple of years ago. The advertisement led to an online campaign titled Dark and Beautiful, which urged not only the star but also the brand to stop promoting and encouraging fairness creams. A lot of people backed the campaign’s cause, including Aamir Khan, who said that he would never promote such products. But King Khan kept mum on the whole controversy and still promotes the brand.

6. Candy Ad

A candy commercial got Big B in hot water when he was shown pelting stones at a mango tree. According to the Advertising Standards Council of India, children could imitate his actions, leading to dangerous consequences. The advertisement was later taken down.

Impact of controversial advertisement on society

When one thinks of advertising, one normally thinks of advertising that coerces or persuades one to try a product. But there is another form of advertising, used less often but used amazingly well in certain campaigns where immediate attention and discussion are needed, namely controversial advertising.

Defined traditionally as advertising that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”  Controversial advertising generally uses disturbing and graphic imagery and slogans that disturb in order to draw immediate attention to the issue at hand.

Causes or issues that require public opinion mobilization primarily employ controversial advertising. It can be used effectively to cut clutter, create buzz, and get a social service message across. In fact, public service campaigns and social issues use controversial advertising to the greatest effect. Causes like child abuse, domestic violence, lung cancer, AIDS, and animal rights (PETA) have used controversial advertising very effectively in the international context.

Some brands, like United Colors of Benetton, have also used controversial advertising to communicate social messages, thus associating the brand with a social image rather than keeping it purely a fashion brand. The advertising for this brand has been consistently provocative, with a newborn baby, a dying AIDS patient, and such images being used in its campaigns. The visuals often have no relevance to the product and are considered by some to be graphic, gory, and tasteless. In fact, Benetton is seen as the company that pioneered the concept of controversial advertising in the late 1980s.

Some controversial advertising might not use gory visuals but might use language or metaphors that are not acceptable culturally and which might be controversial. For instance, the fashion brand French Connection got its moment of fame when it abbreviated French Connection, UK, and got a word, FCUK, which it used.

The controversial advertising has been much discussed among media watchers and with those who study the psychology behind advertising. According to scientists, controversial ads bring out stronger feelings among consumers, with the ad getting more attention, remaining in the memory, and influencing behavior as well. Incidentally and not surprisingly, advertising that is controversial tends to be recalled better than regular advertising.

Shock advertising is a double-edged sword. It can generate interest in the brand, or it can generate extremely passionate and negative feelings towards the brand, which could impact the brand negatively. Benetton, for instance, used religious taboos (a picture of a priest and nun kissing), cultural taboos (the visual of a Black woman feeding a white baby), a death row inmate’s thoughts, and an AIDS patient on his deathbed. These images are ones that force the viewer to confront and deal with their inherent biases and prejudices and can result in negative feelings for the brand.

On the flip side, the advertising has resulted in positive feedback for the brand for talking about difficult issues and taking a stand on social and environmental issues. To quote Oliviero Toscani, the photographer for some of the most controversial ads Benetton produced, about the ad of the man dying from AIDS, his attempt was “to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no one dared to show AIDS patients.” At that point, when no one was talking about AIDS, this ad was considered radical.

Another brand that has courted international controversy is the Calvin Klein jeans ads, which had young models in very soft porn poses, with some models as young as 15. In India, the Tuff Shoes campaign, which showed models Milind Soman and Madhu Sapre with a snake wrapped around them, courted an obscenity case and controversy but definitely got attention. However, most advertising in India does tend to play it safe.

Shock advertising is used to effect in campaigns like anti-tobacco and smoking campaigns, where visuals of diseased lungs or of cancerous tumors are used to put people off smoking. Visuals of smokers’ faces and lips being hooked through with fishhooks were used to show that they were hooked on smoking. Other campaigns for Child Abuse Awareness, for instance, show disturbing visuals of an assaulted child to encourage awareness about this issue.

The Breast Cancer Fund internationally ran a poster campaign that showed women in lingerie in poses like lingerie ads, but with mastectomy scars in place of their breasts. Many publications refused to run these ads, but they were a shocking reminder to women to check their breasts regularly. For a brand, shock advertising is a little dangerous because of the potential negative fallout. But for a cause or an issue, using shock advertising can work by getting the attention the cause deserves and getting people interested in contributing or working for it or modifying their behavior accordingly.

The positive impact of shock advertising, when it deals with social and cultural taboos, is that it can sensitize people to other cultures and ways of life.

A negative fallout of shock advertising is that continuous exposure to it desensitizes us, and it becomes a blind spot. To remain relevant, shock advertising should constantly innovate, be topical, and be something that touches a core belief or value in a way that shakes up the viewer.

Surrogate Advertising

Atish Singh January 3, 2026
Surrogate advertising

Surrogate Advertising

Introduction

Surrogate advertising relates to advertising by duplicating the brand image of a product to promote another product of the same brand, the advertising for which is otherwise banned. In such advertisements, though the companies directly advertise a different product, they intend to advertise indirectly a banned product such as liquor or tobacco. Consumers associate such advertisements with the corresponding banned product. The products are thus indirectly advertised. This type of advertising uses a product of a fairly close category, such as club soda or mineral water in the case of alcohol, or products of a completely different category (for example, music CDs or playing cards) to hammer the brand name into the heads of consumers.

The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product (the alcohol or cigarette). In India there is a large number of companies doing surrogate advertising, from Bacardi Blast music CDs and Bagpiper Club Soda to Officer’s Choice playing cards.

India is not first when it comes to banning controversial adverts or adverts showcasing alcoholic drinks, cigarettes, or other tobacco products. Surrogate advertising first started in Britain, where housewives started protesting against the liquor company and forced them to promote fruit juice and soda under the same brand. This has led to a steady inflow of surrogate advertising in India.

Who oversees ‘surrogate ads’ in India for alcohol?

Activists seek government action against those who advertise liquor brands

Mineral water, sodas, music, and sports franchises are among the common avenues taken by alcohol manufacturers to advertise their brands. So what is new in this?

Nothing. But what is befuddling those in power as well as the moral police is how “”surrogate advertising’ can be monitored in the absence of overarching legislation.

At the Centre, the buck is passed on between ministries and sometimes to respective states. This is even as consumer activists urge the government to frame central legislation, even if effective implementation will rest with the state governments. In fact, the self-regulating Advertising Standards Council of India (ASCI) already has a code for brand extensions.

“Surrogate advertising is not allowed as per law, but we have been urging the government to start taking legal action against liquor brands that violate these providers and are habitual offenders,” said Bejon Misra, founder of the Consumer Online Foundation.

Regulation of such advertising appeared to fall under the jurisdiction of at least five ministries—Consumer Affairs, Health, Information & Broadcasting (I&B), IT, and Social Justice and Empowerment. “There are ambiguous court rulings on the matter where alcohol manufacturers state that the logo is the identity of the brand and using it on products other than alcohol is a legitimate business activity. So it’s mainly down to legal interpretation and in time will need to be settled by courts to establish a stated position,” a senior government official told Business Line.

He added any concerted effort to clamp down on the practice would have to be led by the Health Ministry, which took the lead in curbing cigarette/tobacco advertising.

Another official pointed out that Section 2(r) of the Consumer Protection Act, 1986, outlined ‘unfair trade practices’ for sales maximization of a good or service and provided legal recourse for consumers if suppliers were found to have engaged in misleading advertisements.

“Though it does not explicitly mention surrogate advertising, sellers could be prosecuted depending on how a case is presented. That said, if mineral water advertised by an alcohol company meets requisite standards, it’s a murky area,” he said, adding new legislation might not serve any purpose and could lead to inter-sectoral conflicts.

Direct advertising of alcoholic beverages is banned in India, but private channels have often permitted surrogate advertising.

“We need to have a comprehensive Central Law that regulates various aspects of alcohol consumption and promotion,” said Monika Arora, Health Promotion & Associate Professor, Public Health Foundation of India.

Source: https://www.thehindubusinessline.com

Surrogate advertising products in India

The impact of surrogate advertising

Brand experts define it as the leveraging of existing brand equity, while agencies call it an exercise to create awareness and brand recall of products on the negative list. The government, on the other hand, comes down heavily on the intriguing concept of surrogate advertising. The anti-tobacco lobby is going strong worldwide, and the list of negative products in every country is on the rise.

“Surrogate advertising is a reflection of the hypocritical society that we live in. Some products are good enough to be sold but not good enough to be advertised. A marketer has to sell his product and will find means to promote it. I don’t blame him.”

Says Santosh Desai, Executive Vice President, McCann Erickson, “There seems to be an inherent double standard in the government’s policy. If something is unrecognizably bad and cannot be advertised, then why sell it at all and earn tax revenue on it as well? I feel that the case of the government allowing liquor companies to operate but not advertise is like a baby who is given birth to but is thereafter not looked after.”

Meenakshi Madhvani, CEO of Carat, a company that manages brands such as Bacardi and UDV, concurs. “If selling liquor is a legal business, then why is advertising liquor not?” she questions. “This is a case of the government having its cake and eating it too. If liquor brings in so much revenue to the government, why should it not be advertised?” she adds.

Although the withdrawal of surrogate liquor advertisements would cause a decline in the revenues for television channels, the drop would not be as substantial. Says Madhvani, “As a whole, the spending on liquor as a category is not as much. Therefore the impact on ad revenues would not be very marked.’

But the views of Zia Mody, Advocate, and member of ASCI differ. “Liquor companies have found an indirect way of getting over the ban on advertising through surrogate advertising. The government may allow certain vices, but that does not mean that it would be forced to encourage them as well. Advertising liquor would be encouraging it.”

Bharat Kapadia, Associate Publisher and Partner, Chitralekha Group, and member of ASCI, opines, “Liquor companies try to find loopholes to advertise their brands. Via this surrogate advertising, consumers can be misguided, which is why the I&B ministry needs to take care of such advertising.”

Raj Nayak, Executive VP, Star Network, also touches upon the same. “Although we would follow the government’s final take on this, the distinction between surrogate advertising and a real brand extension is what is called for.”

Amongst liquor majors that have been advertising their line extensions are Bacardi International and Radico Khaitan. While Bacardi has been advertising its Bacardi Blast Summer Party Music Album,” Radico Khaitan has started marketing apple juice under the 8 PM brand. While the McDowell Mera No. 1 ad campaign is used to sell their soda, United Breweries is selling its mineral water under the “Kingfisher” brand.

Weasel claims advertising

Atish Singh January 3, 2026
weasel claim advertising

Introduction

According to Richard Nordquist, a weasel word is a modifying word that undermines or contradicts the meaning of the word, phrase, or clause it accompanies, such as “genuine replica.” This term is also referred to as weaselism.

More broadly, “weasel word” may refer to any word that’s used with the intention to mislead or misinform. The term was coined by author Stewart Chaplin in 1900 and popularized by Theodore Roosevelt in a speech in 1916. The weasel claim is the most popularly used advertising trick. The words are phrases used in advertising (or press releases) that convey an impression of meaning without actually saying it.

It involves using “weasel words,” or words that are meant to trick the audience into thinking the product is better than it really is. Words such as “virtually,” “fights,” and “helps” are all weasel words.  The weasel claim uses weasel words to take what could be a solid claim and make it worthless by weakening any bold assertion with words such as “helps,” “probably,” “refreshes,” “fights,” “strengthens,” “virtually,” “like,” “almost,” and so on. Example:

  • Steakies taste almost as delicious as they sound.
  • Head & Clean helps stop dandruff completely.
  • Persil makes your dishes virtually spotless.
  • Probably the best beer in the world.
  • We could make you look like a real celebrity.

Weasel advertisements in India

Uses of weasel advertising

We use weasel words to instill an idea in readers’ minds that surpasses the actual claim. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality without making a definite, absolute, or concrete claim that could be open to challenge.

  1. Help to: In conjunction with ‘can’ (see below), ‘help to’ positions your product or service as part of the solution to a problem without taking sole credit. For example, Crunchaflakes can help to reduce weight as part of a calorie-controlled diet.
  2. Can and could: Use ‘can’ and ‘could’ for indefinite claims that you want to sound definite. For example, while traditional fan heaters have an average lifetime of 10–15 years, the Room Heater 32 can keep on pumping out heat for decades.
  3. Hundreds and thousands: Look again at the example above. What period does ‘decades’ actually denote? Dunno, but it sounds like ages—just as words like ‘dozens,’ ‘hundreds,’ and ‘thousands’ sound like big quantities.
  4. Fractions: Closely related is the word ‘fraction,’ as in ‘now available at a fraction of the original price.’ 99/100ths is a fraction, but your audience will think of the ones they learned at school, like 1/2, 1/3, and 1/4, which will make them think you’re offering a huge discount.
  5. Relative improvement: Whiter teeth. Improved search engine rankings. Increased sales. Shinier hair. Whatever it is you’re offering to do, make it relative and unquantified, not absolute and specific. That way, even the tiniest improvement fulfills the promise.
  6. Up to: ‘Up to’ or ‘as much as’ are used when you want to quote a numerical or statistical claim but can only substantiate it within a certain range.
  7. ‘As much as’ and ‘as little as: For a rhetorical twist, use ‘as much as’ or ‘as little as’ to imply that the figure you’re quoting is particularly high or low. For example: The iPhone is now available for as little as £35 per month.

Subliminal Advertising

Atish Singh January 3, 2026
subliminal advertising

Subliminal Advertising

Introduction

A subliminal message is a signal or message embedded in another object, designed to pass below the normal limits of perception. These messages are indiscernible by the conscious mind but allegedly affect the subconscious or deeper mind. Subliminal techniques have occasionally been used in advertising and propaganda; the purpose, effectiveness, and frequency of such techniques are debated.

Can words flashed quickly on a screen make you want to purchase a product? Can a hidden image persuade you to spend your hard-earned cash on something you don’t need? This topic will explore the questions surrounding subliminal advertising.

History of Subliminal Advertising

In the 1950s, a researcher named James Vicary coined the term to describe what he claimed he found in his Popcorn Experiment. He argued that sales of concessions had increased based on the split-second flashing of visual stimuli, suggesting people make these purchases. Vicary later retracted his claim, but the thought was an intriguing one for the public. Can we be made to take actions based on information received below our conscious awareness? People asked themselves, “How frightening is that?”

Years later, when a 1973 ad for a board game named Husker Du included the flashing of the words ‘Get It,’ the ad was removed from the air. The incident led to the Federal Trade Commission’s official stance against the ads. The Commission saw these ads as deceptive and banned the practice of using subliminal ads, even though there wasn’t definitive research to prove the effects. Even now, the question of whether we are affected by subliminal marketing is up for debate.

Definition

According to Business Dictionary, “Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions.”

Subliminal advertising advocates would say that if you’d seen those words flashed at you for a fraction of a second, you’d be more likely to do as they say. The claim is that our brain has picked up the message even if we haven’t.

As you read those exclamations now, you probably wondered what they were doing at the beginning of your lesson. But what if you hadn’t perceived them at all, if they’d flashed on your screen as visual stimuli, and you couldn’t even remember you’d seen them? Stimuli such as images may activate our brain even if we don’t fully perceive what is happening.

The argument goes that you’d feel more compelled to consume the tasty treats as a result of these subliminal visual stimuli. And the weird part is, you wouldn’t even know why you were craving them because the messages were below the threshold of your perception.

Advertising can manipulate our emotions, with or without making the process hidden. To balance out the tremendous power of advertising, a person can aim to consider and question how the company is trying to position the product and then weigh whether he really needs what is being sold. This is a big part of why subliminal advertising is considered deceptive. When something is below our level of perception, we miss out on the opportunity to consider the message being communicated to us.

Subliminal Messages

A subliminal message is an affirmation or message, either auditory or visual, presented below the normal limits of human auditory or visual perception.

For example, the subliminal signal might be inaudible to the conscious mind because it is below the conscious threshold of hearing (but audible to the unconscious or deeper mind) or might be an image transmitted briefly and unperceived consciously and yet perceived unconsciously.

While this definition assumes a difference between conscious and unconscious—this might be misleading in the understanding and use; it may be more true to suggest that the subliminal message (sound or image) is perceived by deeper parts of what is a single integrated mind.

How do subliminal messages work?

It is suspected and usually tested in psychological studies that subliminal messages gain their potential ability to influence from the fact that they may be able to circumvent the conscious awareness and its critical functions.

For example, if you were listening to a subliminal session for weight loss and you were able to hear the affirmation “I am slim and trim,” your conscious mind would say to itself, “What a load of crap; I am fat and hate my body.” The idea is that since you are unable to criticize the affirmation when you cannot consciously hear it, it is accepted by the subconscious mind without comment or rebuttal.

This route to influence or persuasion would be akin to auto-suggestion or hypnosis wherein the subject is encouraged to be (or induced to be) relaxed so that suggestions are directed to deeper parts of the mind; some observers have argued that the unconscious mind is incapable of critical refusal of hypnotic or subliminal suggestions.

Research findings so far do not support the conclusion that subliminal suggestions are peculiarly powerful. Although this might be because most of the studies into subliminal suggestions or influence involve a one-off subliminal stimulus, and then behavior is measured to test any influence. Usually, if at all, the response of subjects is small and weak.

Subliminal Perceptions in Marketing

An organization’s marketing is effective when it delivers a message that sticks in consumers’ minds and influences them to buy. Consumers experience subliminal perception from marketing messages that influence them without their conscious knowledge. Subliminal influence on consumer buying behavior has been studied and debated for decades. Many marketers include subliminal words and images in advertising, while others don’t make it a priority.

1. Subliminal Marketing

Subliminal messages influence consumers only under certain conditions. “Subliminal” means “below the threshold,” so subliminal messages are aimed at consumers’ subconscious minds. Many marketers include subliminal references to sex, power, happiness, hunger, or wealth in their print, online, and television ads or in brand logos.

For example, one print ad for Coca-Cola featured frost that some argued was subtly shaped in the image of a naked woman on the top of a can. Presumably, that image would shift the perception of the drink and make it more attractive to the target market. In another example, the Amazon logo features a smiley face that connects the letters A and Z in Amazon as if to suggest that consumers can find anything from A to Z and always be happy doing business with Amazon.

2. Creating Preferences

Subliminal marketing can influence consumers to prefer your product if they don’t already have a strong preference for a competing product.

For example, in a 2011 study published in the “Journal of Consumer Psychology,” researchers tested whether a subliminal message of an iced-tea brand could influence viewers’ choices when they were given the option to drink iced tea or bottled water at the end of an experiment. The data determined that only thirsty viewers were influenced, and only those who either didn’t prefer iced tea or didn’t prefer either choice were influenced to choose the iced tea because of the subliminal message.

3. Motivation Necessary

Consumers have to have heard of the brand in a subliminal message and be motivated to do what the subliminal message suggests in order to be influenced by subliminal perception. For example, if you don’t own a dog, watching a subliminal message to “Buy Brand-X dog food” flashed quickly at intervals throughout a movie won’t influence you to buy dog food.

The subliminal message may influence you, however, to choose Brand X over Brand Y if you already plan to buy dog food after watching the movie. At the same time, the subliminal message about Brand-X will likely have no influence on a dog food-buying consumer if the consumer strongly prefers Brand-Y or has never heard of Brand-X before.

4. Subliminal Exposed

While implanting subliminal messages in marketing can help sway some undecided consumers, many marketers don’t see the need. Compelling marketing that moves conscious thoughts and emotions does more to keep consumers coming back to a brand they already like. Additionally, any subliminal impact of ads and logos on consumers’ minds is diminished when the supposed subliminal messages or images are exposed.

For example, when you’re told that the frost on a cola can in an ad is shaped like a woman, the subliminal image no longer serves its purpose. Once your subliminal trick is revealed, the words or images become just another part of the overt marketing message consumers will consciously think about regarding your brand.

Puffery Advertising

Atish Singh January 3, 2026
Puffery Duracell and Fevicol Advertising

Puffery

Introduction

According to the Legal Dictionary, puffery is a form of advertising in which a product or service is praised as being superior to all others like it, without any evidence to back up the claim. This is done for the sole purpose of attracting buyers that might not otherwise give the product or service any attention.

Puffery can normally be found in advertising or promotional materials about a specific product or service, though it is often employed by politicians and other people attempting to gain favor. Puffery is legal, so long as it does not escalate to what would be considered misrepresentation. For example, undeserved or exaggerated praise; publicity consisting of such praise and others.

What is puffery?

Puffery is a statement or claim that is promotional in nature. It’s usually subjective and not to be taken seriously. Advertisers try to persuade people to buy a product or service through various methods. A company may deliver an entertaining message about its product, compare the product to a similar item, list facts about the product, or make vague claims about the product that cannot be proved or disproved. This last method is known as “puffery”; the advertiser “puffs up” the product to seem like more than it is.

Puffery is not illegal and is a common method used in advertising. Examples of these include claiming that one’s product is the “best in the world” or something completely unbelievable, like a product claiming to make you feel like you’re in space. For example:

Duracell

We all know that a toy rabbit powered by a Duracell battery will not keep going and going and going. Even if puffery’s only function is to entertain, that would be sufficient reason not to discourage it.

Fevicol (“Fevicol ka mazboot jod hai Tootega nahi!” by Fevicol)

The impact of puffery advertisement on the audience is as follows:

Consumers tend to buy the product on the basis of puffed-up ads but at times end up being dissatisfied. The product does not live up to their expectations.

At times, puffery has a negative impact on the consumers, where instead of being brand loyal, they end up being brand averse.

Some other examples of ‘puffery’ in advertising:

  • “Red Bull Gives You Wings”
  • “Feels like you’re sleeping on a cloud.”
  • “It’s a meal fit for a king.”
  • “It’ll blow your mind.”
  • “World’s best coffee.”

The above slogans are all ‘puffery’; we don’t know what it’s like to sleep on a cloud.  Who knows what a meal fit for a king is? “Blow your mind” is obviously not to be taken literally, and there is no way of substantiating if you’re serving the world’s best coffee.

Puffery enables an advertiser to grab consumers by their collars and say, “Hey, have I got a great product for you!” If firms are discouraged from placing in their ads all but the driest factual claims, consumers will be forced to spend more of their time and resources discovering which products are available.

One consequence will be diminished product innovation. Because consumers are more familiar with established products than with new products, puffery is pivotal to the marketing of new products. Fewer resources will be devoted to product innovation if firms encounter greater legal risks in bringing new products to consumers’ attention. Established products experience less intense competition as fewer products enter the market. Product quality declines.

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