The Health Ministry's Directorate General of Health Services plans to ask the Board of Control for Cricket in India (BCCI) to stop airing surrogate advertisements that promote tobacco products.
The BCCI, known as the wealthiest cricket board globally and a major player in the cricketing world, wields considerable influence in the Indian cricket market. Despite its stature, the BCCI is expected to follow certain guidelines and regulations. The move from the Health Ministry suggests a desire to address the issue of surrogate advertisements that are frequently shown during international cricket matches in India.
Although public figures endorse 'elaichi' mouth fresheners, these products are actually produced by tobacco companies, which raises concerns about their potential to attract young audiences and encourage tobacco use.
The Health Ministry is worried that the popularity of cricket matches among young people provides a platform for the indirect promotion of smokeless tobacco through surrogate ads and celebrity endorsements. An official indicated that the DGHS may reach out to the BCCI to tackle this problem and discourage the airing of tobacco-related ads.
A Global Adult Tobacco Survey (GATS) by the World Health Organization in 2016-17 revealed that nearly 1.35 million deaths each year are linked to tobacco use. In light of these alarming figures, the Health Ministry is set to urge the BCCI to halt the broadcast of all surrogate ads promoting tobacco and request stadiums with such advertisements to take them down as well.