New Delhi, Oct 29 (IANS) Coming down on media establishments that publish liquor advertisements despite a ban, the Delhi High Court Thursday said violators would have to pay a hiked penalty of up to Rs.10 lakh.
A division bench comprising Chief Justice Ajit Prakash Shah and Justice S. Muralidhar was informed by Delhi government counsel Nazmi Waziri that the excise act has been modified and any media house publishing liquor advertisements will have to pay more penalty - from Rs.200 up to Rs.10 lakh.

“The act is amended and will be approved by the government in the coming winter session,” Waziri informed court.

According to the new amendment, apart from the fine, the media house head will also have to undergo six months’ imprisonment if found guilty.

The court was hearing a public interest petition by an NGO, Nirmal Sahara, which pointed out that some media houses are publishing liquor advertisements despite the ban.

“Publishing of such advertisements is completely illegal and is prohibited by law,” the bench said and issued directions to the government to implement this amended act soon.

The bench also said, “Despite the ban some media houses publish the advertisements to remain in the mainstream money earning process. This violation is the result of cut-throat competition between the media houses.”

The government also informed the court that the amended act will also restrain petrol pump owners from selling beer and other alcoholic products.