Cricket, commerce, and public health: promotion of tobacco, alcohol, and high in fat, sugar, and salt products

TL;DR

This study finds that most ads during the 2023 Cricket World Cup on OTT platforms promoted unhealthy products like tobacco, alcohol, and high-fat, high-sugar, and high-salt foods, especially targeting children.

Contribution

The study reveals the extent of unhealthy product advertising during a major sports event on an OTT platform, emphasizing gaps in current regulations.

Findings

80.9% of advertisements during the Cricket World Cup promoted tobacco, alcohol, or HFSS products.

Surrogate tobacco ads were most common during matches involving the Indian team.

Edible products consumed by children made up 60.6% of unhealthy ads during over-breaks.

Abstract

Increasing incidences of non-communicable diseases globally present a major public health challenge, with tobacco, alcohol, and ultra processed food products high in fat, sugar, and salt (HFSS) contributing significantly to this epidemic. Despite regulatory efforts, loopholes persist, allowing companies to promote such products through surrogate advertisements and new media platforms. This study investigates advertisements aired during the Men's Cricket World Cup 2023 on the Over-the-Top (OTT) platform.

A comprehensive analysis of advertisements aired during the World Cup matches on OTT platform during October-November 2023 was undertaken to assess the extent and type of advertising of alcohol, tobacco and HFSS products. A standardized observation protocol was followed, documenting the frequency, type, and celebrity featured in each advertisement. The observed advertisements were categorized into six segments including surrogate tobacco and alcohol, soft drinks, energy drinks, edible products commonly consumed by children, and other edibles/beverages.

Observations show that 80.9% (n = 1,769) of total advertisements promoted tobacco, alcohol and HFSS products. Notably, surrogate tobacco advertisements were predominantly displayed during matches involving the Indian team, accounting for 86.7% of the total surrogate tobacco advertisements. Edible products commonly consumed by children comprised 60.6% of unhealthy advertisements during over-breaks. Celebrity endorsements, particularly by Bollywood actors and Indian cricketers were common.

Observations reveal a concerning prevalence of advertisements promoting tobacco, alcohol, and HFSS products. Children emerged as a particularly vulnerable target for advertisement-induced consumption behaviors. These findings highlight the need for stricter regulations and effective enforcement to curb the promotion of unhealthy products.