In Part 1 of the blog post series, we explored the complex and multi-layered regulatory framework governing alcohol advertising and packaging in India. We discussed how both central and state laws — shaped by constitutional mandates, statutory provisions, and evolving self-regulatory guidelines — intersect to create a challenging compliance landscape. As we highlighted, the rise of surrogate advertising and the tightening grip of regulators have significantly reshaped industry practices. In this second part, we turn our focus to the fast-evolving regulatory environment specific to digital media, packaging and labelling norms, and the divergent approaches adopted by Indian states. As online platforms become increasingly central to brand communication and consumer engagement, and as product labelling becomes a site of regulatory scrutiny, it is essential to unpack the distinct legal developments shaping the alcohol industry’s future in India.