Surrogate Advertisements – Meaning of

“Surrogate” has been defined in Wharton’s Law Lexicon Dictionary, Seventeenth Edition, 2018 at page 1824:

        “One that is substituted or appointed in the room of another, as by a bishop, chancellor, Judge etc., especially an officer appointed t o dispense licences to marry without banns;

        A substitute: especially, a person appointed to act in place of another.”

        P. Ramanatha Aiyar’s The Law Lexicon, Fourth Edition 2017 at page 1862 defines the word ‘Surrogate’:

        “Is one that is substituted or appointed in the room of another; as by a Bishop, Chancellor, Judge etc.

        A person or thing acting in place of another.”

        ‘Surrogate’ has been defined in Stroud’s Judicial Dictionary of Words and Phrases, Eighth Edition at page 2904:

        “Is he who is appointed in the stead of another, most commonly of a bishop or his chancellor.”

            The Concise Oxford Dictionary of Current English, Eighth Edition 1990 at page 1228 defines ‘surrogate’ as :

        “a substitute, especially, for a person in a specific role or office.”

        ‘Surrogate’ has been defined in Black’s Law Dictionary, Eighth Edition at page 1485:

        “A substitute especially, a person appointed to act in the place of another.”

        The above definitions broadly show that “Surrogate” means a “Substitute”. Surrogate Advertisements are like Advertisements which duplicate the brand image of one product to promote another product of same brand. ‘Surrogate’ or ‘Substitute’ could either resemble the original product or could be a different product altogether but it is marketed under the established brand name of original product. Surrogate advertisements are resorted by Product Owners to promote and advertise the products and brands when the original product cannot be advertised on mass media. Struggle Against Pain v. State of U.P., 2019 (3) AWC 2930.

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Filed under Commercial Law, Surrogate Advertisements

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