The government cracks down on deceptive advertising.

To prevent people from being exploited or harmed by misleading advertisements, the Central Consumer Protection Authority (CCPA) has issued new guidelines for preventing them across all platforms — regardless of form, format, or medium — and has outlawed surrogate advertising entirely. The new guidelines also include standards for commercials that attempt to entice consumers with ‘discounts’ and ‘free’ offers, as well as advertisements aimed at children.

Surrogate advertising is important because it promotes regulated products like cigarettes and alcohol in the guise of other products like music CDs, soda, and pan masala.

The notification, which went into effect on Friday, defines manufacturers’, advertisers’, advertising agencies’, and endorsers’ responsibility to stop misleading advertisements by conducting due diligence on the products and services they promote. It prohibits advertisements from exaggerating a product’s or service’s features in such a way that children develop unrealistic expectations of them. According to the guidelines, making claims of health or nutritional benefits that have not been scientifically substantiated by a recognized organization is now prohibited.