Anti Tobacco Day: Should Celebrities Be Accountable for Their Endorsements?

More than one million adults lose their lives every year in India because of tobacco use, according to National Institute of Health. This accounts for about 9.5 per cent of total deaths in the country each year.

India faces a dual burden when it comes to tobacco usage – in form of smoking tobacco and non-smoking tobacco. As of 2020, about 28.6 per cent of total adults in the country use tobacco in some form.

In order to raise awareness about the harmful effects of tobacco use and encourage campaigns aimed at discouraging tobacco use, May 31st is observed as Anti-Tobacco Day across the globe.

Ban on Advertising of Tobacco Products

Considering the harmful effects of tobacco, the World Health Organisation launched a global anti-tobacco movement under which it adopted WHO Framework Convention on Tobacco Control (FCTC) in 2003. One of the key provisions of FCTC is ban on all forms of advertising of tobacco products. About 180 countries have ratified FCTC including India, making advertising or promoting use of tobacco products illegal in the country.

However, the tobacco selling companies have found a loophole around this, giving birth to Surrogate Advertising.

What is Surrogate Advertising?

Were you watching the recently concluded IPL? If you were, then you were subjected to Surrogate Advertising of Kamala Pasand. There were several ads featuring various popular cricketers including Kapil Dev, Virender Sehwag, Chris Gayle, and Sunil Gavaskar among others promoting Kamala Pasand Pan Masala or Kamala Pasand Elaichi.

Surrogate Advertising is basically advertising by brands selling products like alcohol or tobacco, with an aim to keep the brand name in public eye and maintain brand loyalty without directly advertising harmful products.

The Role of Celebrities in Surrogate Advertising

The role of celebrities is very crucial for effective surrogate advertising. When popular faces like bollywood stars and famous sports persons endorse these brands, the public find them more appealing. This is why brands like Rajnigandha and Vimal have roped in popular celebrities like Ajay Devgan, Tiger Shroff and even Anushka Sharma and Priyanka Chopra who have landed their faces to several philanthropic causes and are otherwise known for their altruistic responsibility.

The involvement of celebrities in surrogate advertising raises significant ethical questions. Celebrities have a powerful influence on public behavior and attitudes, and their endorsements can significantly impact consumer choices. When they lend their names and faces to brands associated with tobacco products, even indirectly, they contribute to the normalization and acceptance of these harmful products.

There is a growing call for celebrities to exercise greater social responsibility and consider the broader impact of their endorsements. Given the well-documented health risks associated with tobacco use, promoting brands linked to tobacco, even through surrogate products, can be seen as endorsing these risks. Celebrities are in a unique position to influence public perceptions and behaviors, and they should leverage this influence to promote positive, healthy choices.

While the ban on direct tobacco advertising is a significant step forward, the persistence of surrogate advertising indicates a need for stricter regulations. Governments and regulatory bodies must close the loopholes that allow tobacco companies to bypass advertising bans through surrogate products. This could involve:

1. Broadening the Scope of Bans: Expanding the definition of tobacco advertising to include any products that share branding with tobacco products.

2. Celebrity Accountability: Implementing guidelines and penalties for celebrities who endorse brands associated with harmful products.

3. Public Awareness Campaigns: Increasing public awareness about the tactics used by tobacco companies and the health risks associated with tobacco use.

Anti-Tobacco Day serves as a crucial reminder of the ongoing battle against tobacco use and the need for continued vigilance and innovation in tobacco control strategies The fight against tobacco is far from over, and it requires the collective efforts of governments, public health organizations, and individuals, including those in the public eye. By understanding the tactics used by the tobacco industry and advocating for stronger regulations, we can work towards a future where tobacco use is significantly reduced, and public health is prioritised.