As per the Maharashtra Prohibition Act and the Advertising Standards Council of India any promotion, which solicits the use of or offer an intoxicant banned. (Photo: Pixabay/Representational Image)

Mumbai: The Mira-Bhayandar Municipal Corporation (MBMC) has cracked the whip against the illegal display of liquor brands by wine shops and other watering holes in the city. Following clear directives from higher-ups in the Thane (rural) police, the anti-encroachment wing led by Sanjay Donde, launched a drive on Saturday, to pull down the illegally installed signboards by liquor vends to promote various booze brands.  

As per the Maharashtra Prohibition Act and the Advertising Standards Council of India any promotion, which solicits the use of or offer an intoxicant banned. A large number of booze vends mostly wines and beer shops have installed illuminated signages, promoting various brands of liquor and beer. “Such advertising gimmicks sans any proxy product, explains their audacity to lure gullible people especially youngsters to the watering holes and become addicts,” alleged Shabbir Kanorwala, RTI activist.