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New Delhi, June 1, 2024 — A recent study by the ICMR-National Institute of Cancer Prevention and Research has revealed alarming statistics about the prevalence of surrogate tobacco advertisements during the 2023 ICC Men’s Cricket World Cup. The study, published in the BMJ and released on World No Tobacco Day, found that approximately 41 percent of advertisements shown between overs were for smokeless tobacco products, masked as other non-tobacco items.
World No Tobacco Day, observed annually on May 31, aims to raise awareness about the preventable deaths and diseases caused by tobacco. This year’s theme, “Protecting Children from Tobacco Industry Interference,” highlights the urgent need to shield young individuals from the influence of tobacco marketing.
The study underscores the persistent challenge of regulating tobacco advertising in India, a major producer and consumer of smokeless tobacco products. With over 200 million adult users, India faces a significant public health threat from these products, contributing to nearly 80 percent of global deaths attributed to smokeless tobacco.
Despite regulatory frameworks such as Article 13 of the WHO Framework Convention on Tobacco Control (FCTC) and India’s Cigarettes and Other Tobacco Products Act, 2003 (COTPA), the tobacco industry continues to invest heavily in promotional activities. Annually, the industry spends around half a billion dollars on the promotion of smokeless tobacco products, often circumventing restrictions through indirect advertising.
Prof. Monika Arora, Vice-President (Research) at the Public Health Foundation of India, explained the tactic known as “brand stretching.” This marketing strategy involves promoting smokeless tobacco products under the guise of non-tobacco items like elaichi (cardamom) or pan masala, which share brand names with tobacco variants widely used in the market.
“The tobacco industry is adept at circumventing TAPS (Tobacco Advertising, Promotion, and Sponsorship) restrictions,” Prof. Arora noted. “These advertisements create a smokescreen, making it difficult for regulators to enforce bans effectively.”
The Cable Television Network Rules, 1995, further prohibit TV channels from airing advertisements that promote the sale or consumption of tobacco products, directly or indirectly. However, the study found that smokeless tobacco products are still being marketed in a manner that exploits these regulatory loopholes.
“Bollywood and sports celebrities endorsing these products is a significant concern,” Prof. Arora added. “Their massive fan following and influence on adolescents and youth, who look up to them as role models, can lead to an increase in tobacco use among these vulnerable groups.”
India has a staggering 266.8 million adult tobacco users, including cigarette and bidi smokers, as well as users of smokeless tobacco products. Tobacco use is a major risk factor for non-communicable diseases like cancer, cardiovascular diseases, and chronic respiratory diseases, which are on the rise in the country.
To combat this issue, Prof. Arora called for the strict enforcement of Section 5 of COTPA, which prohibits all forms of tobacco advertising, promotion, and sponsorship. She emphasized the need for targeted campaigns in schools to educate children and adolescents about the dangers of tobacco use and to counter the glamorization of smoking in advertisements, movies, and web series.
“We need to dissuade our young population from initiating smoking under the influence of excessive exposure to tobacco marketing,” Prof. Arora concluded. “Effective regulation and public awareness campaigns are crucial to protect the health of future generations.”
As World No Tobacco Day shines a spotlight on the ongoing battle against tobacco use, the study’s findings serve as a stark reminder of the need for vigilant enforcement of advertising bans and the protection of vulnerable populations from the insidious tactics of the tobacco industry.
