Union health ministry requests BCCI and SAI to take positive steps on tobacco ads

To combat the indirect promotion of tobacco products, the Union Health Ministry has called upon two major sports bodies in India to take proactive measures against surrogate advertisements. The Board of Control for Cricket in India (BCCI) and the Sports Authority of India (SAI) have been urged to address this growing concern, particularly in cricket events and through sports personalities.

The director-general of health services, Atul Goel, expressed his concern at the commonness of surrogate advertisements for tobacco and alcohol-related products during popular sporting events like the Indian Premier League (IPL).

In letters addressed to BCCI president Roger Binny and SAI director-general Sandip Pradhan, Goel highlighted the negative impact of such promotions, especially given the influence of cricketers and actors on the youth.

“It is disheartening to see surrogate advertisements of tobacco and/or alcohol-related products by some of the most well-known cricketers and also famous actors during cricketing events such as IPL. These personalities are role models for millions of youth across the country,” Goel wrote.

This appeal lies in India's ongoing efforts to reduce tobacco consumption. The Cigarettes and Other Tobacco Products Act (COTPA) of 2003, implemented in 2004, banned direct advertisements of tobacco products and smoking in public places. However, tobacco companies have found loopholes through surrogate advertising, often using products like "elaichi" (cardamom) to promote brand recall.

Also read: Union Health Ministry to ask BCCI to stop displaying Pan Masala, Tobacco ads inside stadiums

Measures will reinforce a positive image of sportspersons: Atul Goel

To address this issue, Goel has proposed several measures. He suggested that both BCCI and SAI issue directives to sportspersons and cricketers under their reach, urging them to refrain from participating in surrogate promotions or advertisements of tobacco-related products. Additionally, he recommended against promoting or advertising such products in stadiums or events hosted by these organizations.

“Such measures will not only help in reducing the consumption of tobacco especially among the youth but also reinforce a positive image of sportspersons as advocates of health and fitness,” he concluded.

Also read: BCCI issues clarification after fraudulent advertisements promise entry into NCA

The Health Ministry's initiative aligns with concerns raised by public health experts. Anoushka Saini, a medical student at Maulana Azad Medical College, New Delhi, pointed out in a recent blog post that surrogate products raise brand awareness for products that companies legally sell, but cannot advertise.