​Due diligence: On surrogate advertising

The article discusses the Maharashtra FDA's efforts to curb surrogate advertising, particularly for tobacco products, by targeting celebrity endorsers. It highlights the legal framework involving the Cigarettes and Other Tobacco Products Act (COTPA), Food Safety and Standards Act (FSSA), and Consumer Protection Act (CPA) 2019. The Delhi High Court's stance on the burden of proof in surrogate advertising cases is also mentioned, emphasizing the need for regulatory bodies to prove their suspicions rather than relying solely on brand registration. The piece underscores the public health implications, especially India's high oral cancer burden, and the challenges of a fragmented regulatory regime.