Over 40 pc ads in Cricket World Cup 2023 promoted smokeless tobacco brands: Study
economictimes.indiatimes.comCricket World Cup 2023 were surrogate promotion of smokeless tobacco brands, according to a study that has called for a complete ban on promoting tobacco products in all sports. According to the study conducted by a group of experts from the Indian Council of Medical Research (ICMR) and Vital Strategies, of the total 41.3 per cent surrogate advertisements of smokeless tobacco (SLT) brands, 39.9 per cent were telecast during India's matches and 37.8 per cent during matches featuring one or both teams from South Asia (Afghanistan, Bangladesh, Pakistan and Sri Lanka).
Cardamom was the main product promoted through such advertisements.
«Two SLT brands, Vimal and Kamla Pasand, contributed to the surrogate SLT advertisements. While the promotion of the Vimal brand was entirely led by prominent Bollywood celebrities, former cricketers led the surrogate advertisements for Kamla Pasand,» the study that was published in the British Medical Journal in May said.
The International Cricket Council's (ICC) Men's Cricket World Cup 2023 was hosted by India and officially broadcast on television channel Star Sports. Ten countries (Afghanistan, Australia, Bangladesh, England, India, the Netherlands, New Zealand, Pakistan, South Africa and Sri Lanka) participated in the 46-day tournament, which received over a trillion viewing minutes globally.
The study examined the surrogate SLT brand advertisements during the tournament.
Smokeless tobacco is consumed by more than 35 crore people across 70 countries covering all World Health
