Cricket

Pan Masala Advertising at Green Park Stadium: A Balancing ActThe Green Park Stadium in Kanpur, known for its pan masala production, has witnessed a reduction in the advertising space given to smokeless tobacco brands during the ongoing India-Bangladesh Test match. While billboards and electronic displays still feature brands like 'Shikhar' and 'Vimal,' the space allocated to them has been significantly diminished compared to previous matches.UPCA officials maintain that these brands are promoting mouth fresheners, not pan masala. However, the absence of the word "elaichi" (cardamom) on the advertisements raises questions about whether this is a form of surrogate advertising. Surrogate advertising involves using a brand's name and essence to promote banned or restricted products.The Cigarettes and Other Tobacco Products Act (COTPA) of 2003 prohibits direct advertising of tobacco products. However, it does not explicitly address surrogate advertising. This loophole has allowed pan masala brands to indirectly promote their products through advertisements for mouth fresheners or other non-tobacco items.The revenue generated from pan masala advertising has traditionally accounted for a significant portion of the income from international matches. However, UPCA has taken a financial hit by reducing the advertising space for these brands.BCCI vice president Rajeev Shukla has refrained from labeling the advertisements as surrogate, stating that the brands are not explicitly promoting tobacco. However, the union health ministry has urged the BCCI and the Sports Authority of India (SAI) to prevent surrogate advertising of tobacco and alcohol by sportspersons.The issue of tobacco control in India is a serious concern. India is the second largest tobacco producer and exporter in the world, and tobacco-related deaths account for nearly 13.5 lakhs fatalities annually. The National Tobacco Control Programme (NTCP) was launched in 2007-08 to raise awareness about the harmful effects of tobacco consumption.

The Union Health Ministry has expressed concern over the prevalence of surrogate advertisements of tobacco and alcohol by sportspersons, particularly cricketers. In a letter to the Board of Control for Cricket in India (BCCI) and the Sports Authority of India (SAI), Director General of Health Services (DGHS) Dr. Atul Goel urged these organizations to take measures to prevent such practices.Dr. Goel emphasized that sportspersons, especially cricketers, serve as role models for millions of youth both in India and globally. He expressed dismay over the use of surrogate advertisements by well-known cricketers and actors during cricketing events like the Indian Premier League (IPL).The DGHS suggested several measures to address this issue, including:* Requiring sportspersons to sign an anti-tobacco 'Declaration of Interest' form* Prohibiting the promotion or advertisement of tobacco and alcohol products in stadiums or events hosted or partnered by the BCCI* Issuing directives to sportspersons under the BCCI's ambit to refrain from surrogate promotion of tobacco and related productsDr. Goel also requested the BCCI to prevent such surrogate advertisements by other celebrities in sporting events. He highlighted the negative impact of these advertisements on youth, who often idolize celebrities and may be influenced by their actions.The DGHS emphasized the severe health consequences of tobacco use, which is a major risk factor for non-communicable diseases such as cardiovascular disease, cancer, chronic lung disease, and diabetes. India has the second-highest number of tobacco-related deaths worldwide, with nearly 13.5 lakh preventable deaths recorded annually.To address this issue, the government of India launched the National Tobacco Control Programme (NTCP) in 2007-08. The NTCP aims to raise awareness about the harmful effects of tobacco consumption, reduce the production and supply of tobacco products, and implement the provisions of the Cigarettes and Other Tobacco Products Act (COTPA), 2003, and the Prohibition of Electronic Cigarette Act (PECA), 2019.

The Union Health Ministry is considering a directive to the Board of Control for Cricket in India (BCCI) to ban tobacco-related advertisements at cricket venues. This move aims to curb the indirect targeting of youth through surrogate advertising of smokeless tobacco products.According to a report by Live Mint, tobacco products endorsed by former cricketers and Bollywood celebrities are frequently displayed on hoardings at cricket matches. These advertisements, often disguised as promotions for pan masala or other edibles, circumvent existing laws prohibiting direct or indirect tobacco advertising."Cricket matches are popular among young people, and surrogate smokeless tobacco ads during matches, often endorsed by celebrities, indirectly attract them," said an official quoted in the report. "The Health Ministry's DGHS may communicate to the BCCI urging them to stop showing tobacco-related ads in any form."India has implemented comprehensive measures to combat smokeless tobacco use, but more needs to be done. The broadcast of tobacco advertisements is prohibited under Section 5 of the Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules.Dr. S.K. Arora, former head of the Tobacco Control Cell at the Delhi government, highlighted the prevalence of disguised tobacco advertising. "These advertisements are well-known tobacco brands, but they are marketed as pan masala or other eatables to circumvent laws," he said. "We effectively stopped several such campaigns during my tenure."The Health Ministry's potential directive to the BCCI is a significant step towards protecting youth from the harmful effects of tobacco use. By eliminating tobacco-related advertisements at cricket venues, the government aims to reduce the exposure of young people to these products and promote a healthier lifestyle.