Table of Contents
THE CONTEXT: The Indian Premier League (IPL) captivates millions with its massive viewership, making it a prime advertising platform. The commercials aired during the intervals are predominantly for firms with a nationwide reach and substantial sales, majorly dominated by gambling apps and “elaichi” or “masala” products. This raises questions about our consumption patterns and the ethics of surrogate advertising for oral tobacco.
ISSUES:
- High Prevalence of Tobacco Use in India: According to the Global Adult Tobacco Survey (GATS 2017), 29% of people over 15 in India consume tobacco. There are twice as many oral tobacco consumers (21% of the adult population) as those who smoke tobacco (10.7%) .
- Health Impacts of Tobacco Consumption: India has the highest prevalence of mouth cancer and head-neck cancer, with rates increasing at a compound annual growth rate of 23%. This increase parallels the rising use of pouched tobacco.
- Shift from Smoking to Oral Tobacco: The Indian state has implemented bans on smoking in public spaces and increased cigarette prices, which led to a shift towards oral tobacco consumption. Despite prohibitions on gutka (masala mixed with tobacco) since 2011, enforcement is challenging, and the bans are often contested in court.
- Addictiveness of Nicotine: Nicotine is highly addictive, making it difficult for users to quit. The GATS survey indicates that 92% of tobacco consumers are aware of its harmful effects, and many wish to discontinue but cannot be due to addiction.
- Surrogate Advertising of Oral Tobacco: The advertisements for “elaichi” and “masala” products during IPL matches are a form of surrogate advertising for oral tobacco. This practice is legal but raises ethical concerns, as it indirectly promotes tobacco use without the required disclaimers.
- Need for Education and Prevention: The real hope for reducing tobacco use lies in education and preventing nicotine addiction. There has been a modest decrease in tobacco consumption in India between the GATS surveys of 2010 and 2017, particularly among younger age groups. Education is crucial to dissuade the youth from adopting tobacco.
THE WAY FORWARD:
- Stricter Advertising Regulations: The government could mandate that all advertisements for gambling apps include clear, prominent disclaimers about the risks of gambling, like those required for tobacco products. Additionally, any product construed as a surrogate for tobacco should be banned from advertising during IPL broadcasts.
- Enhanced Public Awareness Campaigns: The Ministry of Health could collaborate with IPL broadcasters to air public service announcements (PSAs) during commercial breaks, highlighting the dangers of oral tobacco and gambling addiction. To maximize impact, these PSAs could feature popular cricket players and celebrities.
- Promotion of Healthier Alternatives: Brands offering health and wellness products, such as fitness equipment, healthy snacks, and mental health services, could be given incentives to advertise during IPL matches. This could be achieved through tax breaks or reduced advertising rates.
- Corporate Social Responsibility (CSR) Initiatives: Companies could be required to allocate a percentage of their advertising budget to fund programs that help individuals quit tobacco and gambling. For instance, a company advertising “elaichi” products could sponsor free nicotine replacement therapy programs.
- Strengthening Enforcement of Existing Laws: State governments could increase funding for regulatory bodies to conduct regular inspections and crack down on illegal gutka sales. A dedicated task force could also be established to monitor and enforce these bans more effectively.
THE CONCLUSION:
Tobacco devastates families and consumers, leading to numerous preventable deaths. The real hope for reducing tobacco use lies in education and preventing nicotine addiction. Our idols need to join us in spreading the message that tobacco is addictive and the greatest long-term threat to young people’s health.
UPSC PAST YEAR QUESTIONS:
Q.1 To ensure effective implementation of policies addressing water, sanitation and hygiene needs, the identification of beneficiary segments is to be synchronized with the anticipated outcomes’ Examine the statement in the context of the WASH scheme. 2017
Q.2 Is conscience a more reliable guide when compared to laws, rules, and regulations in the context of ethical decision-making? Discuss. 2023
Q.3 Without commonly shared and widely entrenched moral values and obligations, neither the law nor democratic government nor even the market economy will function properly. What do you understand by this statement? Explain with illustration in the contemporary times. 2017
Q.4 Our attitudes towards life, work, other people, and society are generally shaped unconsciously by the family and social surroundings in which we grow up. Some of these unconsciously acquired attitudes and values are often undesirable in the citizens of modern democratic and egalitarian societies. (a) Discuss such undesirable values prevalent in today’s educated Indians. (b) How can such undesirable attitudes be changed, and socio-ethical values be cultivated in the aspiring and serving civil servants? 2016
Q.5 Social values are more important than economic values. Discuss the above statement with examples in the context of the inclusive growth of a nation. 2015
MAINS PRACTICE QUESTION:
Q.1 The dominance of advertisements for gambling apps and ‘elaichi’ or ‘masala’ products during IPL matches raises concerns about consumption patterns and ethical advertising practices. Discuss the implications of such advertising on public health and consumer behavior. How can regulatory frameworks be strengthened to address these issues?
SOURCE:
https://www.perplexity.ai/search/The-IPL-has-.25mUSP0QRij2sfoYCFNAQ
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