Tobacco Ads in cricket stadium. (Photo Source: BCCI)
In a latest development, the Union Ministry of Health and Services is planning to ask the Board of Control for Cricket in India (BCCI) to discontinue advertisements of tobacco and tobacco products’ advertisements inside the stadiums during cricket matches.
Across stadiums that host cricket matches in the country, hoardings of tobacco products manufacturers has been a common feature since a long, long time. While advertising them directly is illegal by law, brands have come up with surrogate advertisements. Under surrogate ads, companies often claim to sell mouth fresheners and similar products with similar packaging and name, which often conveys a company’s main goal to the target consumer.
Under relevant sections of the Cigarettes and Other Tobacco Products Act and the Cable Television Network Rules, 1995, the promotion and endorsement of any consumable tobacco products in India is strictly prohibited, and is also applicable to OTT and other digital streaming platforms. However, surrogate ads have acted as an alternative method for the manufacturers to continue with their endorsements.
Also Read: BCCI issues clarification after fraudulent advertisements promise entry into NCA
“Cricket matches widely popular among young population. There have been multiple instances wherein surrogate smokeless tobacco ads are being displayed during cricket matches and celebrity endorsement happening. This tends to indirectly attract the youths. The health ministry’s DGHS (Directorate General of Health & Services) may communicate to the BCCI urging them to stop showing tobacco related ads in any form,” said an official as quoted by Mint.
Can’t take any action on brands, celebrities due to surrogate ads: Dr S K Arora
Dr S K Arora, a former Delhi Government official, said that celebrities including former and active cricketers are often seen promoting such products to the audience through circumvention of the laws, and hence, the authorities have not been able to take any actions against them.
“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 my tenure as Delhi State Tobacco Control head, I had issued a lot of show cause notices to Bollywood and Hollywood stars and cricket stars when the Pan Masala advertisements were in rampant and were effectively stopped in several cases, and now they mostly campaign tobaccos in the name of flavoured Elachi,” Arora said.
“We have enough laws under COTPA, Food Safety Standards Authority of India and others to punish them but every time they get away from punishments because of their stature and lack of rigorous implementation of these laws,” he added.
Notably, the advertisement banners are handled by state associations and not BCCI directly. Additionally, broadcasters and streamers are responsible for TV or digital ads. As a result, it may be assumed that upon receiving a directive from the concerned ministry, the board may forward it to the related parties to follow suit.