The abuse of alcohol and its addictive nature has led to its production, promotion and consumption being regulated in many countries. In a highly regulated market, alcohol manufacturers have adopted surrogate advertisements as a tool to promote their products. An empirical study was conducted in North Goa to understand consumers' perception towards liquor advertisements using surrogates. Majority of the respondents did not approve of the ban on surrogate advertisements even though they perceived such advertisements as unethical. However, they expressed concern about the negative impact of the telecast of such advertisements.

As liquor production is re- stricted and the price of the product is highly regulated by the Government, place and promotion become more important elements of the marketing mix. Several liquor companies use surrogate advertisements as an important part of their promotion strategy. The emergence of mass media has helped in this non-personal promotional strategy, with a wider reach and cost-effectiveness.

Most of the companies selling non specialized products also have adopted non-personal channels over personal channels. Usually, non specialized products include products which do not require special set of skills or knowledge to buy, use and dispose. Fast moving consumer goods, over-the-counter drugs, etc., are non specialized goods. Over the years, many specialized products have been included in the category of non specialized products due to increased awareness and knowledge about the products. Non-personal presentation of ideas, goods or services in any paid form by an identified sponsor is called an advertisement. Advertisements help companies to inform, pursue, remind or reinforce knowledge about their products or services. Advertisement has a universal appeal, right from pan masala to political parties.

As a result, it has become the responsibility of the governments to avoid certain sections like children getting exposed to advertisements of products or services which are injurious to health or promotion of false information and puffery. Puffery is the use of promotional statements to express subjective views; for example, a statement such as "We serve the world's best coffee" by a restaurant.

Across the world, advertising of tobacco and alcohol products are highly regulated. The laws regulate and monitor the content, timing and placement of the advertisements for such products. For instance, health-related advertisements along with promotion of false advertisements are viewed seriously in the US. Whereas, in Europe, many countries ban advertisements targeting children below twelve years and telecast of any advertisements five minutes before or after a children's program.

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