Impact of Surrogate Advertising on Indian Adolescents

Surrogate advertising, a marketing technique where brands promote prohibited products under the guise of related goods or services, has gained significant traction in India. This study surveys the effect of such advertising on adolescents, a highly impressionable demographic. Using data collected from 500 adolescents aged 13-18 across urban and rural regions of India, this research highlights the prevalence, perception, and potential behavioral impacts associated with exposure to surrogate advertisements. The results indicate a notable awareness of such advertisements and a positive correlation between exposure and perception toward the associated restricted products. Recommendations for policy reform and awareness campaigns are provided

Advertising · Business · Business Strategies and Innovation · Innovation and Socioeconomic Development · Psychology · Technology Adoption and User Behaviour