Health Ministry directs BCCI to remove tobacco ads from cricket venues to protect youth

Updated On: July 25, 2024 5:56 am

The Indian government, through the Union Health Ministry, has directed the BCCI to halt the display of tobacco-related advertisements, including surrogate ads, within cricket stadiums. This move aims to protect the youth from the harmful influence of tobacco products and promote a healthier, tobacco-free environment.

The Indian government, through the Union Health Ministry, has taken a significant step to curb the influence of tobacco advertising on the country’s youth. The ministry has directed the Board of Control for Cricket in India (BCCI) to halt the display of smokeless tobacco advertisements, including surrogate ads from gutka brands endorsed by celebrities, within cricket stadiums across the nation.

This move comes amidst growing concerns over the pervasive presence of tobacco-related promotions during popular sporting events, which have been found to indirectly target young audiences. The government’s stance aligns with existing regulations under the Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules, which prohibit the direct or indirect promotion of tobacco products in various media platforms.

Prevalence of Tobacco Ads in Cricket Stadiums

Recent studies have shed light on the alarming prevalence of tobacco-related advertisements during cricket matches in India. A study conducted by the Indian Council of Medical Research (ICMR) and the global health organization Vital Strategies, published in the British Medical Journal in May 2024, revealed that a staggering 41.3% of all surrogate ads for smokeless tobacco brands were displayed during the last 17 matches of the 2023 cricket world cup.

These advertisements often masquerade as promotions for “elaichi” (cardamom) or other mouth fresheners, in an attempt to circumvent the existing legal restrictions on tobacco advertising. However, the government has recognized the true nature of these ads and their potential to indirectly influence the youth, who are avid followers of the sport.

The Government’s Directive to the BCCI

The Union Health Ministry, through its Directorate General of Health Services (DGHS), has formally communicated its directive to the BCCI, urging the cricket governing body to cease the display of these tobacco-related advertisements within cricket stadiums. The ministry has emphasized the significant impact that cricket matches have on the young population, as these events are widely popular among the youth.

An official, who wished to remain anonymous, stated, “Cricket matches are widely popular among the young population. There have been instances where surrogate ads for smokeless tobacco products are displayed, alongside celebrity endorsements. This inadvertently attracts youths.”

The government’s move is part of a broader effort to enforce stricter regulations on tobacco advertising, particularly in environments frequented by young people, such as sports stadiums. By targeting the display of surrogate advertisements, the ministry aims to mitigate the influence of tobacco promotion on India’s youth population.

Existing Regulations and the Tobacco Industry’s Tactics

India has already taken a comprehensive approach to tackle the use of smokeless tobacco products, with the implementation of Section 5 of the Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules, 1995. These regulations prohibit both direct and indirect advertising of tobacco products on film, television, and, more recently, OTT platforms.

However, the tobacco industry has often resorted to creative tactics to circumvent these laws, such as promoting their products under the guise of “pan masala” or “mouth fresheners.” Dr. S.K. Arora, the former head of the Delhi Tobacco Control Cell, noted, “These advertisements are actually well-known tobacco/gutka brands advertisements and to circumvent laws, they are being done in the name of Pan masala, Elaichi and other eatables.”

During his tenure, Dr. Arora issued numerous show-cause notices to Bollywood and cricket stars who were endorsing these surrogate advertisements, effectively curbing their prevalence in many cases.

The Impact on Youth and Public Health

The government’s crackdown on tobacco advertisements in cricket stadiums is a significant step in addressing the broader public health concerns linked to tobacco use. According to the Global Adult Tobacco Survey, tobacco-related causes account for nearly 1.35 million deaths annually in India.

The presence of these advertisements, often endorsed by popular celebrities and former cricketers, has a profound impact on the youth, who are impressionable and susceptible to such indirect marketing tactics. By removing these ads from cricket venues, the government aims to protect the younger generation from the harmful influence of tobacco products and promote a healthier, tobacco-free environment.

Challenges and the Way Forward

The finance minister faces several challenges in implementing this directive, as the tobacco industry may attempt to find new ways to circumvent the regulations. Additionally, ensuring the complete removal of these advertisements from all cricket venues across the country will require coordination and enforcement efforts by the BCCI and the relevant authorities.

However, the government’s commitment to public health and the well-being of the youth is unwavering. The ministry’s initiative underscores a broader strategy to enforce stricter regulations on tobacco advertising, particularly in environments frequented by young people, such as sports stadiums.

Conclusion

The Union Health Ministry’s directive to the BCCI to halt the display of tobacco-related advertisements, including surrogate ads, within cricket stadiums is a significant step in protecting the country’s youth from the harmful influence of tobacco products. This move aligns with the government’s broader efforts to enforce stricter regulations on tobacco advertising and promote a healthier, tobacco-free environment.

By targeting the prevalence of these advertisements during popular sporting events, the government is taking a proactive approach to safeguard the well-being of the younger generation and address the pressing public health concerns linked to tobacco use. The successful implementation of this directive will be crucial in realizing the government’s vision of a tobacco-free India and ensuring a brighter future for all citizens.