– DR. RAJIV KUMAR GHOSH (BHMS, MPH)
In India more than a quarter of the population, and half of the men, consume tobacco in some form every day.This widespread usage has given rise to serious public health concerns, as tobacco is a major risk factor for cancers, cardiovascular diseases, and respiratory illnesses. Despite decades of awareness campaigns, these numbers continue to persist.
Each year the World Health Organization, observes the “World No Tobacco Day” on 31st May to raise awareness of the dangers of tobacco use and to advocate for effective policies to reduce tobacco consumption. This year’s theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products”, highlights the subtle aggressive strategy adopted by Tobacco and Nicotine industries to influence different generations – especially the youth.
The Modern Face of Tobacco
Gone are the days when tobacco advertisements were limited to newspapers or cigarette posters on billboards. Today the industry has evolved, disguising harmful products with sheen of glamour, health, and trendiness. The tobacco industry now leverages the power of celebrity endorsements, digital influencers and flavored products to create an illusion that these substances are not only harmless but also fashionable. The advertisements are designed to portray a sense of superiority associated with their consumption. Taglines similar to “choice of royalty” or “crafted for the elite” are designed to create a false sense of superiority around its use. Products are often presented in shiny, upscale packaging, frequently resembling silver-coated Elaichior similar mouth fresheners, blurring the line between harmless and harmful.
The Mukesh Ad vs. Modern Marketing
The contrast between impactful public health campaigns and manipulative commercial promotions is stark. For over a decade the National Tobacco Control Programme has run the “Mukesh” advertisement featuring Mukesh Harane, from Maharashtra, who suffered and died as a result of his chewing Tobacco addiction. Since its release in 2011, this ad has been widely viewedon television, in movie theatres, and across various platforms. While such messages resonate with many, their harmful effect is being diluted by a flood of glamorous advertisements that misrepresents harmful tobacco products. These modern ads often show young successful individuals consuming tobacco products wrapped in flashy packaging, leaving a dangerously misleading impression that tobacco can be part of healthy or desirable lifestyle, which is completely misleading.
Tobacco advertisement regulations in India and how do the industry outsmart it?
In 2003, the Cigarettes and Other Tobacco Products Act(COTPA) banned tobacco advertising with the exception of “point of sale” and “on-pack” advertising.
Since the tobacco industry or the companies cannot directly market their products, they have adopted surrogate marketing strategies.Surrogate marketing can be said as a way of presenting the product they intend to sell secretly. Instead of marketing the product they focus on building brand recognition and often feature splashy images and prominent personalities to widen their audience base.
Such ads often show products that exactly imitates the tobacco packaging but mentions a proxy name for the product such as “Elaichi”.
Efforts from the Government to curb surrogate Marketing of Tobacco Products?
The law in India is clear under the section 5 of the Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003 (COTPA) the advertisement of cigarettes and other tobacco products, and including any advertisement that indirectly suggest or promote the use or consumption of Tobacco products. Ideally this should cover surrogate marketing as well, but unclear definition makes it fall into a gray area that is often exploited by companies.
A recent positive development was seen when the Ministry of Health and Family Welfare (MOHFW) had instructed the Indian Premier League (IPL) to ban all forms of tobacco and alcohol promotions, including surrogate advertisements, during the tournament. It is a highly commendable initiative as cricket players are widely regarded as role models especially by youth. Their direct or indirect association with any form of tobacco or alcohol products sends a wrong message and significantly contributes to normalizing and glamorizing substance use.
THE WAY FORWARD
According to a 2021 World Health Organization report, nearly a third of countries including India still face challenges in fully banning tobacco advertising, promotions, and sponsorship. While the law is clearly defined in India, but enforcement of surrogate marketing bans needs further strengthening.
To truly counter the industry’s reach, we must:
• Encourage youth education and digital media literacy to expose deceptive marketing.
• Empower public health campaigns that speak in the language of today’s generation—creative, relatable, and bold.
To curb Tobacco consumption let us reaffirm our commitment to a tobacco-free future. Let us pledge to protect our health, safeguard our communities, and build a world where tobacco is nothing more than a relic of the past. Together, we can overcome the challenges posed by tobacco and create a healthier, brighter future for generations to come.
(Dr. Rajiv possess a qualification, Master of Public Health and designated as District Public Health Officer (South Andaman) under the Directorate of Health Services, Andaman and Nicobar Islands, and has a keen interest in Tobacco Control).
