A few years ago, many Indians awoke to the presence of a respected Hollywood star on their front pages and towering billboards throughout their cities, endorsing a product synonymous with various smokeless tobacco items like gutka and pan masala. Cultural subtleties were undoubtedly overlooked, as the actor later clarified his unawareness of the implications, asserting his commitment to cancer awareness following the loss of two family members to the disease. He vowed never to willingly promote anything related to tobacco.
More recently, stars from Bollywood and Tollywood distanced themselves from tobacco product promotions. This shift can be attributed not only to an increased understanding of the lethal effects of tobacco but also to a growing awareness of surrogate advertising. Why should these public announcements by entertainment industry members command our attention? Let’s delve into some well-known facts in the public domain.
India boasts 266.8 million tobacco users, constituting the world’s second-largest consumer base, encompassing both smokers and smokeless tobacco users. According to the World Health Organization (WHO), 12 percent of the world’s smokers reside in India. These statistics illuminate the significant health challenges directly and indirectly caused by tobacco use. Approximately 1.2 million deaths annually are linked to second-hand smoke (SHS), with non-smokers exposed facing a heightened risk of heart disease (25–30%) and stroke (20–30%). The economic toll is substantial, with cancer, heart disease, and stroke treatments being costly, exacerbating the burden on economically disadvantaged segments of society. The national economic cost attributed to tobacco use for individuals over 35 reached a staggering ₹1,773.4 billion between 2017-2018.
The government has implemented various laws to curb tobacco usage, including larger graphic warnings, sale restrictions near educational institutions, designated smoking areas (DSAs), bans on public smoking, fines for spitting chewed tobacco, and a prohibition on direct or indirect tobacco advertisements. One crucial area requiring immediate attention is surrogate advertising and the role of celebrity endorsements.
Manufacturers exploit brand extensions to establish associations and advertise, as observed in “mouth freshener” ads sold under the same brand name with minimal differentiation. Consumers, particularly the youth, are subtly enticed to make positive associations, while celebrities may be misled into endorsing a tobacco-free sister product, believing they aren’t breaking any laws.
Despite the government’s strict ban on direct or indirect tobacco advertising, brand extension promotions exploit a legal loophole. Most would agree that this practice is ethically questionable. Ignoring this aspect would be a regrettable neglect of social responsibilities, especially by influential public figures who need to be more accountable.
A simple endorsement can undo years of government efforts and investments in controlling tobacco use to save lives and families from the burden of deadly diseases. The influence of popular culture, especially among those at the top, continues to sway individual behavior, considering that over 50 percent of smokers start before the age of 10, and one-third of youth experiment with tobacco due to Tobacco Advertising, Promotion, and Sponsorship (TAPS).
Tobacco is the only consumer product globally that kills every second user, according to the WHO. As a cancer surgeon, I’ve witnessed its impact not only on patients but also on their families, with avoidable deaths compounded by financial burdens and other challenges.
Creative expression and freedom of speech should align with the right to life and good health. If we don’t address tobacco use, we could face death tolls exceeding those of Covid-19 annually. The older tobacco epidemic, exacerbating Covid-19 and other illnesses, persists. In light of this, maintaining the spirit of collective action is crucial.
Our country has a significant youth population, already concerned about global issues like climate change. The costs of tobacco drain resources that could be used to improve the world. Role models shouldn’t underestimate their contributions. I hope to see them leading from the front, using their voice to leave behind a legacy of a tobacco-free and smoke-free India for the future.
