In a significant development impacting both viewers and broadcasters, the Board of Control for Cricket in India (BCCI) and the Union Health Ministry have collaboratively decided to prohibit surrogate tobacco advertisements at cricket venues nationwide. Cricket holds a special place in India, transcending mere sports to a revered status akin to a religion, attracting a diverse audience spanning various age demographics.

Crackdown on Tobacco Ads

The Union Health Ministry is set to request the BCCI to cease the promotion of all tobacco and gutka advertisements within cricket stadiums, as reported by LiveMint. This move aims to combat the targeted influence on the youth by these advertisements, deemed detrimental to their well-being. The new ruling mandates the exclusion of any present or former cricketer, as well as Bollywood personalities, from endorsing these hazardous substances on billboards.

Stricter Regulations

Once formalized, this decision will enforce a ban on tobacco products under the Cigarettes and Other Tobacco Products Act (COTPA) and the Cable Television Network Rules. The prevalence of surrogate smokeless tobacco ads during cricket matches, coupled with celebrity endorsements, has been identified as a concerning trend that indirectly lures the younger audience towards such products.

Health Ministry's Stand

An excerpt from the recent BCCI report highlighted the popularity of cricket matches among the youth and the imperative to eliminate tobacco-related ads from this platform. The Directorate General of Health Services (DGHS) is expected to communicate with the BCCI to cease the display of such advertisements in any format, emphasizing the need to shield youngsters from these harmful influences.

Addressing the Issue

Recognizing the ongoing efforts in India to curb tobacco advertisement proliferation, officials acknowledge the necessity for more proactive measures in safeguarding the youth from such predatory marketing tactics. Dr. SK Arora, the former head of the Tobacco Control Cell in the Delhi government, shared insights on the stringent regulations implemented during his tenure, ensuring that neither Hollywood nor Bollywood celebrities could endorse tobacco products. The decision reflects a collective commitment to prioritize public health and counter the adverse effects of tobacco advertising.