New Delhi: A recent study conducted by the Indian Council of Medical Research (ICMR) in collaboration with global public health organization Vital Strategies has revealed a significant prevalence of smokeless tobacco (SLT) advertisements during cricket matches. The study found that 41.3% of all SLT product ads were broadcast during these matches.
Key Findings
Of these advertisements, 40% were aired during matches involving the Indian cricket team, while 37.8% were shown during games featuring teams from South Asia, including Afghanistan, Bangladesh, Pakistan, and Sri Lanka. The main product promoted through these ads was cardamom, with two SLT brands, Vimal and Kamla Pasand, leading the surrogate advertising efforts. Vimal’s promotions were driven by popular Bollywood celebrities, whereas former cricketers endorsed Kamla Pasand.
Methodology
The study, published in the British Medical Journal in May, involved five trained researchers who meticulously gathered data while watching the last 17 World Cup matches. The total viewing time amounted to approximately 126 hours, with each match averaging 7 hours and 47 minutes of streaming.
Global Reach and Impact
The ICC Men’s Cricket World Cup 2023, hosted by India and broadcast on Star Sports, featured ten countries: Afghanistan, Australia, Bangladesh, England, India, the Netherlands, New Zealand, Pakistan, South Africa, and Sri Lanka. This 46-day tournament garnered over a trillion minutes of worldwide viewership. The SLT industry strategically targeted matches involving one of the five South Asian countries, capitalizing on the massive audience.
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Regulatory Challenges
Despite stringent regulations, such as Article 13 of the WHO Framework Convention on Tobacco Control (FCTC) and India’s Cigarettes and Other Tobacco Products Act, 2003 (COTPA), which ban all tobacco advertising, promotion, and sponsorship, the tobacco industry continues to circumvent these laws through indirect promotions, especially in sports. In India, the COTPA law and Cable Television Network Rules prohibit tobacco advertisements in films and television shows, a regulation extended to over-the-top (OTT) platforms since September 1, 2023.
Health Implications and Industry Tactics
Smokeless tobacco is consumed by over 350 million people across 70 countries, with India being a major producer and user. Over 200 million adults in India use SLT products, contributing to nearly 80% of SLT-related deaths globally. The tobacco industry invests around $500 million annually in promoting SLT products, despite the associated health risks.
Cricket and Advertising Policies
In 2023, the Board of Control for Cricket in India (BCCI) established a list of brand categories, including tobacco, that are completely banned from sponsorship applications. However, the study suggests that surrogate advertising through international cricket tournaments enables the industry to market its products globally, violating FCTC Article 13. The study advocates for a complete ban on any form of direct and indirect tobacco brand association in sports, urging national and international sports boards to take stringent measures.
The findings of this study underscore the urgent need for stricter enforcement of tobacco advertising bans in sports. The persistent presence of SLT ads during high-profile cricket matches highlights the tobacco industry’s relentless efforts to circumvent regulations and promote its products, posing significant public health risks.
