Surrogate advertising is the practice of promoting regulated goods like cigarettes and alcohol by disguising them as another product. This sort of advertising uses a product from a closely related category, such as club soda or mineral water in the case of alcohol, or a product from a completely other category, such as music CDs or playing cards. When a brand is mentioned, people may start connecting it with its principal product even when the prohibited commodity (such as alcohol or cigarettes) may be concealed behind another product with the same brand name.