Cricket, India’s most beloved sport, has long been a platform for various advertisements. However, a concerning trend has emerged: the prevalence of surrogate tobacco advertisements during matches. These ads, often disguised as promotions for seemingly innocuous products like mouth fresheners, have become a common sight at cricket grounds across the country.
Government’s Plan of Action
In response to this growing issue, the Indian government is reportedly planning to take decisive action. The Directorate General of Health Services (DGHS), under the health ministry, is set to request the Board of Control for Cricket in India (BCCI) to halt the display of advertisement hoardings for smokeless tobacco brands, including surrogate ads by gutka companies.
Celebrity Endorsements: A Double-Edged Sword
One of the most troubling aspects of these surrogate ads is the involvement of Bollywood stars and former cricketers. These influential figures are often seen endorsing ‘elaichi’ (cardamom) mouth fresheners, which serve as a front for tobacco products. This celebrity association makes these ads particularly appealing to young audiences, inadvertently promoting harmful tobacco consumption.
The Alarming Statistics
A study conducted by the Indian Council of Medical Research (ICMR) and Vital Strategies, published in the British Medical Journal, revealed that 41.3% of all surrogate ads for smokeless tobacco brands in 2023 were displayed during the last 17 matches of the ODI World Cup. This statistic underscores the magnitude of the problem and the urgent need for intervention.
Health Concerns and Youth Impact
The government’s move is primarily motivated by health concerns, particularly the impact on young people. Cricket matches are immensely popular among the youth, and the indirect promotion of tobacco products through surrogate advertising poses a significant risk to public health. According to the World Health Organization, tobacco accounts for nearly 1.35 million deaths in India every year.
Looking Ahead: A Tobacco-Free Cricket Future
By urging the BCCI to stop displaying tobacco-related ads in any form, the government aims to create a healthier environment for cricket enthusiasts. This initiative could mark a significant step towards reducing tobacco consumption among young people and promoting a cleaner, more responsible image for India’s favorite sport.
