Follow UsThe Ministry of Health and Family Welfare (MoHFW) has written to the president of the Board of Control for Cricket in India (BCCI), strongly advising to take “positive measures” to stop surrogate advertisements of tobacco and alcohol products.
The letter from Prof. (Dr.) Atul Goel, the Director General of Health Services in the MoHFW, is addressed to Roger Binny, the BCCI president. It entrusts the BCCI, as the custodian and controller of cricket and cricketers in India, with understanding the health issues related to tobacco use and preventing its players and tournaments from becoming an enabling medium for tobacco use.
It’s notable here that Indian cricket and cricketers have been a big target of tobacco companies because of the eyeballs it brings. As a result, many former Indian cricketers continue to advertise tobacco products. It’s also not uncommon to spot hoardings of tobacco companies all across the country during international and Indian Premier League (IPL) matches.
Moreover, according to a study conducted by a group of experts from the Indian Council of Medical Research (ICMR) and Vital Strategies, of the total 41.3% of surrogate advertisements featuring smokeless tobacco brands, a whopping 39.9% were shown during games featuring India during the 2023 ODI World Cup.
“Taking a considerate view of the issue, the BCCI may take positive measures to prevent these surrogate advertisements of tobacco and or alcohol-related products by sportspersons,” the letter says.
“Few suggested measures are - signing an anti-tobacco Declaration of Interest form, not promote/advertise in stadiums or events hosted or partnered by BCCI, issuing directives to sportspersons under BCCI’s ambit to refrain from surrogate promotion/partnership/advertisement of tobacco and related products.
"Also it is hereby requested not to allow such surrogate advertisements by other celebrities in sporting events of the BCCI, such as IPL. I hope you appreciate that celebrities engaging in these surrogate advertisements are followed as role models by millions of youth not only within the country but across the world.”
The MoHFW stressed that taking the recommended steps would encourage people to give up tobacco and understand the harm it’s causing their bodies. With the players having huge influence over the populace, the MoHFW felt it’s imperative that the BCCI take this matter seriously and act on it.
Until recently, tobacco companies (like Wills, Benson & Hedges, etc.) were the primary sponsors of elite cricket tournaments and series worldwide. Indian cricketer Sachin Tendulkar has narrated incidents in the past where he was offered a blank cheque by tobacco companies to advertise for them, but he refused.
The BCCI has yet to respond to this letter publicly or announce any action plan regarding the issues mentioned in the letter.
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