By Akansha Srivastava

As pan masala brands topped advertising charts this IPL season, the advertising watchdog on Tuesday flagged the violations of guidelines by those brands despite repeated reminders.

According to TAM's latest data on IPL, Vishnu Packaging (Vimal Elaichi Pan Masala) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi) were among the top advertisers during the first 31 matches of the T20 league.

While pan masala brands don't directly advertise tobacco, they use surrogate products such as mouth fresheners to build brand recall of the main product line.

Commenting on the pan masala category featuring among the top advertisers during IPL 2024, Manisha Kapoor, CEO and Secretary General of the Advertising Standard Council of India, said, "While we have issued letters to these brands in the past as well, it would be necessary for the law to step in cases of consistent violations."

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