The Ministry of Consumer Affairs, Food and Public Distribution on Wednesday directed advertising agencies to ensure strict compliance of guidelines on surrogate advertisements.

The Department of Consumer Affairs has directed to Advertising Association of India, Indian Broadcasting Foundation, Broadcasting Content Complaints Council, News Broadcasters and Digital Association, Advertising Standards Council of India, PHD Chamber of Commerce and Industry, Federation of Indian Chambers of Commerce and Industry, Confederation of Indian Industry, ASSOCHAM, International Spirits and Wines Association of India and Indian Society of Advertisers to ensure strict compliance of the guidelines for the prevention of misleading advertisement and endorsement for misleading advertisement, especially the provisions pertaining to surrogate advertisements.