The Union Health Ministry plans to urge the Board of Control for Cricket in India (BCCI) to stop displaying advertisements for smokeless tobacco within cricket stadiums. These ads, often surrogate promotions from gutka manufacturers endorsed by Bollywood celebrities and former cricketers, have been prevalent during cricket matches.
Prevalence of Surrogate Ads
- Study Findings:
- A study by the Indian Council of Medical Research (ICMR) and global health organization Vital Strategies, published in the British Medical Journal in May, revealed that 41.3% of all surrogate ads for smokeless tobacco brands in 2023 were displayed during the last 17 matches of the cricket world cup.
- These ads are frequently disguised as promotions for ‘elaichi’ mouth fresheners produced by tobacco product makers.
Health Ministry's Action
- Communication with BCCI:
- The Directorate General of Health Services (DGHS), under the health ministry, is set to communicate with the BCCI, urging them to cease broadcasting surrogate advertisements promoting tobacco.
- An official emphasized the influence of cricket matches on the youth, stating that these ads tend to attract young viewers indirectly.
Legal Framework
- COTPA and Cable Television Network Rules:
- Section 5 of the Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules, 1995, prohibit direct and indirect advertising of tobacco products in film and television.
- Since September 1, 2023, this ban has also extended to OTT platforms, making India the first country to implement such a measure.
Conclusion
The Health Ministry's push to halt surrogate tobacco ads in cricket stadiums highlights the ongoing efforts to reduce tobacco consumption and protect young viewers from indirect tobacco promotions. By urging the BCCI to comply with existing regulations, the ministry aims to ensure a healthier and safer environment for sports enthusiasts.
