Surrogate advertising is when a brand or product message is incorporated into an advertisement for another product. It is often used to circumvent bans on direct advertising, such as for alcohol and tobacco, and to cultivate an image of social responsibility. Some countries have begun prosecuting companies for subverting advertising bans.
Surrogate advertising is advertising that incorporates a brand or product message within an advertisement ostensibly for another brand or product. For example, a cigarette company might run public service announcements related to a topic such as lung cancer, using the company logo or distinctive brand colors in the ads so that people are exposed to the company’s brand without seeing an explicit announcement for the company’s product. The company would justify the advertisement by arguing that it is an example of social responsibility.
There are several reasons why companies use ersatz advertising. One of the most common reasons is to circumvent the ban on direct advertising of certain products. Many countries have laws restricting the advertising of alcohol and tobacco, for example, so companies use ersatz advertising to market their products. Techniques used could include advertising another product of the same brand name, sponsoring community events, posting public service announcements, or sponsoring sports teams. All of these activities do not technically violate the ban on direct advertising, but still introduce consumers to the company’s brand.
Surrogate advertising can also be used when companies want to cultivate an image of social responsibility. For example, many health advocates have criticized the advertising of sweets offered during children’s cartoons. A company could roll out commercials during these timeslots and instead air a series of public service announcements about a balanced diet, with the ads bearing the company’s branding.
Pharmaceuticals are another product with advertising restrictions. Historically, pharmaceutical companies were not allowed to advertise prescription drugs. This regulation has been relaxed in some countries, but some restrictions have been left in place. The use of ersatz advertising allows companies to circumvent these regulations. For example, the manufacturer of an asthma drug might sponsor advertisements that are informative about management of the condition, with the brand name of the drug scattered throughout the advertising to familiarize consumers with the brand and to imply that the drug plays an important role in the management of the asthma. asthma.
Some nations have expressed concern about ersatz advertising and have begun prosecuting companies that use such advertising to subvert bans on explicit advertising. If a government can prove that a company has crossed a regulatory line with its advertisements, it can force the advertising campaign to be pulled and the company could be required to pay a fine. Ad agencies have been known to be innovative and smart, and are likely to adjust to tighter government scrutiny.
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