KOLKATA: Sparking a new controversy, the streaming service SonyLIV runs commercials for liquor brands between breaks. It appears the liquor brands which can’t use television or print, are utilising OTT platforms in the absence of advertising codes. The OTT platforms don’t have any advertising code yet for their original content.

According to a Mint report, the liquor brand Diageo India promoted its 180 ml pocket-size flasks called 'Hipsters' which launched last year for scotch whiskey brands Black Dog, Black & White, and Vat 69.

However, it displayed the ad with a disclaimer that it should not be shared with people below the legal drinking age. The brand has shown on-screen during the cricket tournament that young consumers are pouring whiskey from a flask to make a chilled drink on multiple occasions when the drink can be enjoyed.

"It is in accordance with the Diageo Marketing Code and Diageo Digital Guidelines, that guide for all communications that go out across any platform," a company spokesperson said as quoted by Mint.

Advertising Standards Council of India (ASCI) secretary-general Shweta Purandare said these matters are beyond the scope of ASCI. According to ASCI, such matters are best examined and dealt with by the concerned regulators.