Surrogate advertising is a strategy of advertising a product that can not be advertised openly. In Surrogate Advertising, advertisers create advertisement(s) that help in building a brand and often involve popular celebrities without naming the actual product that is being indirectly advertised. Surrogate advertising is used to promote regulated products, like cigarettes, Gutkha, alcohol and Betting apps, websites in the disguise of another product. This type of advertising uses a product of a fairly close category, such as club soda or mineral water in case of alcohol. products of a completely different category (for example, music CDs or playing cards) to promote the brand name of a product. This advertising tactic banks on brand recall, generate curiosity and lead people to their main product by advertising. They use similar name to their main product for their surrogate advertising campaigns, example - 1xBet use 1XNews and 1XBat. Some online betting platforms such as 1xBet, Dafabet and Betway have been advertising themselves as professional sports blogs and sports news websites. Dafabet and Betway doing surrogate advertising by Dafa News mobile app and Betway (sport analysis, news) app resp. Studies have shown that viewers of these advertisements understand the real product being advertised on television, online or offline. (en)