New Delhi, May 31 (IANS) About 41 per cent of advertisements shown between the overs during the 2023 ICC Men’s Cricket World Cup were surrogate ads of smokeless tobacco, according to a recent study by the ICMR-National Institute of Cancer Prevention and Research on World No Tobacco Day on Friday.
World No Tobacco Day is observed every year on May 31 to raise awareness of preventable death and disease caused by tobacco. The theme this year is “protecting children from tobacco industry interference”.
The study, published in the BMJ, showed that the tobacco industry is flouting regulatory policies via surrogate advertising of smokeless tobacco products. This is of significance since India is a major producer and consumer of smokeless tobacco products with over 200 million adult users.
The country also contributes to nearly 80 per cent of deaths attributable to smokeless tobacco products, the study showed.
While Article 13 of the WHO Framework Convention on Tobacco Control (FCT), India’s Cigarettes and Other Tobacco Products Act, 2003 (COTPA) prohibits direct and indirect tobacco advertising, promotion, and sponsorship (TAPS), the tobacco industry spends half a billion dollars annually on the promotion of smokeless tobacco products.
The study showed that the industry “circumvents TAPS restrictions” by making “indirect and direct tobacco product promotion in sports”.
Prof. Monika Arora, Vice-President (Research) at the Public Health Foundation of India, calls the tactic “brand stretching” — a marketing strategy where the industry markets the smokeless tobacco product with a well-developed image in a different product category.
The Professor noted that in addition to FCTC and COTPA rules, the Cable Television Network Rules, 1995, of India also prohibits TV Channels from carrying out an advertisement that directly or indirectly promotes the sale or consumption of cigarettes and other tobacco products.
“These smokeless tobacco products are being advertised as elaichi (cardamom) or pan masala as non-tobacco products. Whereas, their primary products available in the market are tobacco variants with the same brand names and are widely used as smokeless tobacco products,” she said.
“Bollywood and sports celebrities endorsing these products is an area of concern given their massive fan following and adverse influence on adolescents and youth who consider these celebrities as their role models.”
According to data, India has 266.8 million adult tobacco users, which includes cigarette, and bidi smokers as well as smokeless tobacco users buying products in loose form.
Tobacco is a common risk factor for the rising cases of non-communicable diseases like cancer, cardiovascular diseases, and chronic respiratory diseases in India.
The public health expert called for “strict enforcement” of Section 5 of COTPA that underscores the prohibition of direct and indirect forms of Tobacco Advertising Promotions and Sponsorships “to effectively address the issue of glamourisation of smoking”.
“We need to initiate targeted campaigns in schools to dissuade children and adolescents from initiating smoking under the influence of excessive exposure being projected through advertisements, movies, and web series on streaming platforms,” Prof. Monika said.
–IANS
rvt/pgh
Disclaimer
The information contained in this website is for general information purposes only. The information is provided by TodayIndia.news and while we endeavour to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the website for any purpose. Any reliance you place on such information is therefore strictly at your own risk.
In no event will we be liable for any loss or damage including without limitation, indirect or consequential loss or damage, or any loss or damage whatsoever arising from loss of data or profits arising out of, or in connection with, the use of this website.
Through this website you are able to link to other websites which are not under the control of TodayIndia.news We have no control over the nature, content and availability of those sites. The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.
Every effort is made to keep the website up and running smoothly. However, TodayIndia.news takes no responsibility for, and will not be liable for, the website being temporarily unavailable due to technical issues beyond our control.
For any legal details or query please visit original source link given with news or click on Go to Source.
Our translation service aims to offer the most accurate translation possible and we rarely experience any issues with news post. However, as the translation is carried out by third part tool there is a possibility for error to cause the occasional inaccuracy. We therefore require you to accept this disclaimer before confirming any translation news with us.
If you are not willing to accept this disclaimer then we recommend reading news post in its original language.
