To tighten control over brand extensions related to restricted categories such as liquor and tobacco, the Advertising Standards Council of India (ASCI) has reinforced its guidelines for the ‘Qualification of Brand Extension Products and Services.’ The amendments, detailed in Chapter III Clause 3.6(a) of the ASCI code, respond to recent high-profile sporting events in India featuring lavish celebrity endorsements. ASCI’s earlier adjustments to brand extension guidelines prompted the need for