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Abstract
In 21st century, the role of advertising in marketing and society has become a controversial issue. Consumers reckon that advertising often violates ethics. Hence, in competitive world, advertisers are adopting unethical practices to compete with the competition. The purpose of this paper to know the role of surrogate advertising relating alcohol marketing. Marketers usually use surrogate advertisements and brand extensions for propagating the banned products like liquor and tobacco. In a country like India, a large portion of the income of population is spent for harmful products like cigarettes and alcohol which in the long run is leading to a lot of health hazards. Surrogate advertising has always been under controversies and it has become social issue.