The Union health ministry in India is taking a stand against surrogate tobacco advertising, specifically targeting gutka ads that feature Bollywood celebrities and former cricketers. These ads often promote ‘elaichi’ mouth fresheners, which are essentially a front for smokeless tobacco products. A recent study by the Indian Council of Medical Research (ICMR) and Vital Strategies revealed that a significant portion of surrogate smokeless tobacco (SLT) ads were displayed during the recent cricket World Cup, raising concerns about the impact on young viewers.
The health ministry plans to request the Board of Control for Cricket in India (BCCI) to prohibit the display of such advertisements at cricket stadiums. Several popular cricket tournaments, including the IPL, have been plagued by these ads, which promote gutka – a mixture of pan masala and chewing tobacco. The ministry is particularly concerned about the influence these ads have on young people who often idolize the celebrities endorsing them.
The Directorate General of Health Services (DGHS) under the health ministry will urge the BCCI to stop broadcasting surrogate advertisements that promote tobacco. An official, speaking on condition of anonymity, highlighted the widespread popularity of cricket among youth and the concerning trend of celebrity endorsements for smokeless tobacco. They emphasized the ministry’s commitment to addressing this issue and preventing tobacco advertising in any form.
India has implemented comprehensive measures to combat smokeless tobacco consumption, but the government believes more needs to be done to enforce strict regulations on tobacco advertising. Notably, tobacco companies often disguise their gutka products as ‘pan masala’ to circumvent existing bans on tobacco advertising. These surrogate advertisements use similar names and packaging to subtly promote gutka products.
The Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules, 1995 explicitly prohibit the display of direct and indirect tobacco advertising in film, television, and other media. This ban was recently extended to over-the-top (OTT) platforms, making India the first country to implement such a comprehensive measure. Dr. S K Arora, a senior chest specialist and former Tobacco Control Cell head at the Delhi government, stated that these surrogate advertisements are a blatant attempt to circumvent existing laws. He pointed to past instances where he issued show cause notices to Bollywood and cricket stars for promoting pan masala, which effectively curbed these advertisements. However, he stressed that these celebrities continue to promote tobacco products under the guise of flavored ‘elaichi’ products, taking advantage of their influence on young audiences.
Dr. Arora highlighted the need for stricter enforcement of existing laws to prevent such advertising and hold celebrities accountable for their role in promoting tobacco products. He emphasized that despite the presence of laws, celebrities often escape punishment due to their status and the lack of rigorous implementation. Queries sent to the health ministry and BCCI for comment remain unanswered at the time of publication.
