Surrogate marketing in India has become a significant public health concern in recent times. Stricter regulations, increased public awareness, and international collaboration are essential to mitigate its impact.
When excitement runs high in a cricket stadium, the advertisements for some innocuous products such as mouth fresheners and soda dominates the airwaves. Scratch beneath the surface, these ads reveal another reality; these ads are not selling cardamom-flavoured delights or soda or music CDs—they are thinly veiled faces of the tobacco and alcohol industries which are responsible for millions of deaths worldwide. Surrogate marketing has come into focus recently in the wake of a Ministry of Health directive to the Board of Control for Cricket in India (BCCI) and Sports Authority of India. The Ministry has asked both to implement steps to prevent athletes from engaging in surrogate marketing of alcohol and tobacco products.
Surrogate marketing has come into focus recently in the wake of a Ministry of Health directive to the Board of Control for Cricket in India (BCCI) and Sports Authority of India.
Tobacco and alcohol form a large part of non-communicable diseases in India, where tobacco consumption alone accounts for more than 1 million adult deaths every year. The economic burden of tobacco is huge: it has been estimated at 1.04 percent of India's GDP. And with more than 15 percent of the Indian Premier League (IPL) 2024 advertisement volumes occupied by Pan Masala...
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