A 2018 fact sheet released by the World Health Organisation estimated that about 9.5 percent of all deaths in India were tobacco-related.
Published Aug 03, 2024 | 11:53 AM ⚊ Updated Aug 03, 2024 | 11:53 AM
As per the global adult tobacco survey (GATS), 199.4 million adults in India consumed smokeless tobacco. (Shutterstock)
The Union Health Ministry has urged the Board of Control for Cricket in India (BCCI) and the Sports Authority of India (SAI) to take measures to prevent surrogate advertisements of tobacco and alcohol by sportspersons, saying they are role models for millions of youth not only in the country but across the world.
In a letter to BCCI President Roger Binny and Director General (DG) of SAI Sandip Pradhan, Director General of Health Services (DGHS) Dr Atul Goel on Thursday, 1 August, said that sportspersons, especially cricketers, are role models for youngsters for promoting a healthy, active and productive lifestyle.
“The BCCI is entrusted with objectives of laying down policies, roadmap, guidelines for the promotion of the game of cricket (and its governance) keeping in mind the players and cricket fans of India… and it is disheartening to see surrogate advertisements of tobacco and/or alcohol related products by some of the well-known cricketers and also famous actors during cricketing events such as IPL (Indian Premier League),” Goel said.
“Taking a considerate view of the issue, the BCCI may take positive measures to prevent surrogate advertisement of tobacco and/ or alcohol-related products by sportspersons,” he stated.
The DGHS suggested measures such as getting players to sign an anti-tobacco ‘Declaration of Interest’ form; he urged that these sports bodies not promote/advertise tobacco or alcohol and related products in stadiums or events hosted or partnered by BCCI; he suggested that directives be issued to sports persons under BCCI’s ambit to refrain from surrogate promotion/partnership/advertisement of such products.
He wanted these bodies to also ensure that other celebrities do not advertise such products at sports events. “Also, it is hereby requested not to allow such surrogate advertisements by other celebrities in sporting events of BCCI, such as the IPL. I hope you will 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,” Goel said.
He said such measures would help reduce the consumption of tobacco especially amongst youth and reinforce a positive image of sportspersons as advocates of health and fitness, upholding the highest standards of integrity and responsibility in sports.
Advertisements of pan masala brands such as Vimal, Pan Bahar, Raj Niwas, Baba, Shikhar, etc, are common in sports arenas, placed strategically to catch the focus of television cameras. Former cricketers Virendra Sehwag, Sunil Gavaskar, and Kapil Dev have appeared in advertisements for cardamom marketed under some of these brands, thus indirectly promoting the gutka, since in the market the product is sold as gutka. Since advertising for tobacco and alcohol is banned in the country, brands resort to such surrogate advertising.
Surrogate advertising is a practice where a brand promotes a different product or service as a means to indirectly promote a product that may be banned or restricted by law or regulations.
The gutka brands use surrogate advertising by promoting a “mouth freshener” or “herbal product” with a similar name. That is one way to maintain brand visibility and recognition, while complying with laws that restrict or ban the direct advertising of tobacco products.
On the other hand, these products — gutkas — are highly addictive and carcinogenic, making them responsible for oral cancer and other severe negative health effects.
Interestingly, states in India started prohibiting gutka in 2012, and by the end of 2013, it was banned nationwide. But it’s easily available in any roadside shop. A 2018 fact sheet released by the World Health Organisation estimated that about 9.5 percent of all deaths in India were tobacco- related.
The DGHS said tobacco use is the one risk factor common to the four main groups of non-communicable diseases — cardiovascular disease, cancer, chronic lung disease and diabetes. India ranks second in tobacco-related deaths worldwide, with nearly 13.5 lakh preventable deaths recorded each year. Also, tobacco related cancer constitutes 33 percent of all cancer cases in India with almost 50 percent in males and 17 percent in females being attributed to tobacco.
Various surveys have found that the age of initiation for tobacco consumption in India is as low as seven years, Goel said in the letter.
To address the issue of tobacco control, the government of India launched the National Tobacco Control Programme (NTCP) in 2007-08 with an aim to create awareness about the harmful effects of tobacco consumption, to reduce the production and supply of tobacco products and ensure effective implementation of the provisions under the Cigarettes and Other Tobacco Products Act (COTPA), 2003 and the Prohibition of Electronic Cigarette Act (PECA), 2019.
It also aims to help people quit tobacco use, and facilitate implementation of strategies for prevention and control of tobacco advocated by WHO Framework Convention of Tobacco Control.
In 2022, a staggering 1,99,65,054 cancer cases were reported worldwide, resulting in 97,36,520 tragic deaths. The most prevalent types of cancer globally include lung, breast, and colorectal cancers. Lung, colorectal, and liver cancers top the list in terms of fatalities. Surprisingly, in India, which documented 14,13,316 cancer cases and 9,16,827 cancer-related deaths, a specific type of cancer, less common on a global scale, emerges as a major concern.
Lip and oral cavity cancer ranks second — behind breast cancer — among prevalent cancers in India. In 2022 alone, 1,43,759 cases and 79,979 deaths were reported. Chewing of tobacco and pan often manifests as ulcerative lesions, initially presenting with pain.
“Primarily, oral cancer is associated with habits such as tobacco chewing and the use of gutka. In the case of gutka, individuals place them inside their mouths. This involves holding it with the thumb under the lip. In the past, chewing tobacco leaves and betel nuts were prevalent. The process involved crushing the betel nut leaves and placing them in the mouth, typically between the lip and the lower gum. Cheek cancers were then more common,” Dr AN Vaidheeswaran, Director and Senior Consultant Radiation Oncologist at Kauvery Hospital, Chennai told South First.
When an individual chews gutka, the mixture is directly absorbed into the body through the oral cavity. Upon mixing with saliva, it turns a deep red colour and can produce a more intense “high”. “This can lead to a false sense of well-being, euphoria, a warm sensation in the body, sweating, increased salivation, palpitations, heightened alertness, tolerance to hunger, and increased capacity and stamina to work,” Dr Rajesh Sharma, Health Economist from National Institute of Technology, Kurukshetra, told South First.
He added that when a person is working in brick kilns or similar tough environments where the worker has to suppress the urge to eat food for hours, he consumes gutka. It is easily available and can give a euphoria and tolerance to hunger. A pouch of gutka costs about ₹4 and the product is mostly consumed by toiling persons who might need to suppress hunger.
“When young people watch the high achieving sportspersons and Bollywood stars using these gutka brands, they think they too must emulate them. It is a huge burden on the health infrastructure,” Dr Sharma said.
(Edited by Rosamma Thomas)
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