We applaud you for making the conscious decision to terminate the contract with a Paan Masala brand and returning the entire amount received towards promotional duties.
This shows your concern for protecting children and young people, the intended targets of such surrogate advertising. Over the years, the Tobacco Control advocates have been steadily gaining ground in its fight against cigarettes, bidi, pan masala, gutka, and other addictive tobacco products. However, that progress is under continuous threat from underhanded marketing tactics such as surrogate advertising of seemingly innocuous ‘mouth fresheners’ from brands widely seen selling Paan Masala in India and overseas.
We understand that you were unaware that the intended promotion fell under surrogate advertising and further appreciate your proactive approach to educating yourself along with the many millions who look up to you as a definitive role model. Celebrity-led endorsements are often designed with a premium appeal, but the intent is to capture the attention of the masses. The specific use of television advertising has the undeniable benefit of reaching people outside the audience set for whom the advertisement was purchased, such as impressionable adolescents.
Tobacco use is a major risk factor for many chronic diseases, including cancer, lung disease, cardiovascular disease and stroke. It is one of the major causes of death and disease in India and accounts for nearly 1.35 million deaths every year. It leads not only to loss of lives but also has heavy social and economic costs. The total economic costs attributed to tobacco use from all diseases in India in the year 2017-18 for persons aged 35 years and above amounted to INR 177341 crore (USD 27.5 billion). We take upon this opportunity to appreciate your prompt corrective action in the interest of public health which has set an example for other public figures to follow.
We once would like to thank you for joining us in our fight against addictive and
carcinogenic products and their promotion on popular platforms through surrogate
advertising.
We urge you to help us combat the existing infodemic in health information and support the growing network of tobacco control advocates. Our future depends on our ability to make the right decisions right now.
Undersigned: Dated:13/10/2021
Suneel Vatsyayan,
Chairperson,
Nada India Foundation
https://movendi.ngo/blog/2016/01/10/indiscreet-alcohol-endorsement-by-celebrities-is-health-hazard/
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