Study Exposes How World Cup Ad Breaks Turned Into Public Health Threats

As millions of Indians tuned in to the ICC Men’s Cricket World Cup 2023 on OTT platforms, researchers fromICMR-NICPR watched closely, not the game, but the ads. Match after match, they tracked every brand, product, and celebrity appearing on screen. Their goal was clear: find out how often unhealthy products were promoted during one of the country’s most-watched events.

What they found was disturbing.

Out of 2,118 ads aired during the tournament, 1,769 promoted harmful products. That’s over 80% of all advertisements. These included tobacco, alcohol, sugary drinks, energy drinks, and ultra-processed food products linked to obesity, diabetes, and heart disease.  

“Our selection of the ICC Men's Cricket World Cup 2023 was strategic,” said Dr Prashant Kumar Singh, lead author and senior scientist at ICMR-NICPR.

“The tournament had over one trillion viewing minutes globally and 422 million viewers in India alone. It gave us a clear window into current advertising practices.”

Ads Targeted Indian Viewers

The problem was worse during India’s matches. Surrogate ads for smokeless tobacco aired during 86.7% of breaks between overs in India’s games. These ads were almost invisible during matches involving other countries. This shows that advertisers were targeting Indian viewers when they were most likely to pay attention.

"Your observation about the stark disparity in surrogate tobacco advertising is absolutely correct,” Singh told Ground Report.

“Surrogate smokeless tobacco ads aired during 86.7% of breaks in India’s matches. That trend was much lower in games played by other countries. This shows deliberate targeting of Indian audiences.”

According to the study, surrogate smokeless tobacco (SLT) ads were shown most often during India’s matches. These ads appeared in 86.7% of breaks between overs—almost nine out of ten times. This pattern was missing or barely visible in matches between other countries. Advertisers aimed these ads at Indian viewers during peak moments.

Non-communicable diseases (NCDs) like heart disease, diabetes, cancer, and lung disorders now cause 74% of all global deaths. That’s 41 million lives lost each year. Key drivers of these diseases include tobacco, alcohol, sugary drinks, and ultra-processed foods. 

The World Health Organisation has flagged these products as major health risks. It urges countries to restrict their marketing, especially to children. It also calls for a global ban on tobacco ads, both direct and indirect.

 But these rules were designed for old media like TV and newspapers. Today, digital ads reach massive audiences through influencers, streaming platforms, and live sports. These channels often fall outside the law. 

Junk Food Ads Target Kids

The study also found that ads for food products commonly eaten by children appeared most often. These included chips, colas, and snacks high in fat, salt, and sugar. According to the study, these items made up 60.6% of all unhealthy food ads shown during breaks.

“Children are very vulnerable to advertising,” Singh said. 

“Our study found that 60.6% of unhealthy food ads during breaks were for items commonly consumed by children—chips, sugary drinks, snacks high in salt and fat. This exposure can shape long-term behaviour and health risks.”

Celebrity endorsements added to the problem. While 65.5% of ads between overs ran without celebrities, the rest featured big names. Bollywood actors appeared in 17.5% of these ads, and cricketers in 17%. Cricketers endorsed 27.4% of the unhealthy products on the live match screen, where ads popped up at the bottom with scores. The study found that this kind of branding leaves a lasting impression, particularly on younger viewers.

Loopholes Help Harmful Ads Spread

India bans direct ads for tobacco and alcohol. But companies still reach audiences by promoting other products under the same brand, such as bottled water or cardamom. This is known as surrogate advertising. The study reveals extensive use of this method throughout the tournament.

“Despite laws like COTPA that ban tobacco advertising, companies use surrogate tactics to dodge the rules,” Singh said. 

“OTT platforms create a regulatory grey area. Existing ad laws were designed for TV and newspapers. Streaming services fall outside their scope.”

In India, the Food Safety and Standards Act bans misleading food ads. The law also restricts direct ads for tobacco and alcohol. But there’s no rule stopping companies from promoting junk food products high in salt, fat, and sugar. 

OTT platforms make this even easier. Unlike traditional TV, digital streaming services face weaker regulations. According to the study, this allows companies to dodge stricter rules and push harmful products more freely.

The problem isn’t limited to India. The study mentions that companies across the world use similar tactics. They influence policy, pay influencers, and place products in shows and films to reach younger audiences. Some cities have taken action. London banned junk food ads on public transport in 2019. Amsterdam did the same in metro stations a year earlier. India still lacks such rules for digital media.

Study calls for stronger ad rules

“India must update its legal frameworks to include OTT and digital platforms,” Singh said.

“Streaming services should face regular monitoring. Enforcement must include penalties to close the gap between policy and practice. “Children need specific protections. We also need to hold global sports bodies accountable for the kind of ads they allow during major events.”

According to the study, India needs to take immediate steps:

• Extend ad laws to include OTT platforms
  

• Enforce stronger bans on surrogate ads
  

• Protect children from targeted junk food marketing
  

• Monitor streaming platforms and punish violations
  

The study warns that if ad regulations don’t catch up with digital platforms, public health goals will suffer. India has pledged to cut premature deaths from non-communicable diseases by 25% by 2025. That target will be hard to reach if companies continue to promote harmful products during major events.

The 2023 ICC Men’s Cricket World Cup gave these companies a golden opportunity. The tournament clocked over one trillion viewing minutes worldwide. In India alone, 422 million people watched. The India-Australia final was the most-watched ICC match ever. 

The study doesn’t just point to the problem, it offers solutions.

According to the researchers, India needs to:

• Update ad rules to include OTT and digital platforms
  

• Strengthen bans on surrogate ads
  

• Set strict limits on marketing aimed at children
  

• Monitor streaming services regularly
  

• Enforce penalties for violations
  

• Limit celebrity endorsements for harmful products
  

The study points to examples from other cities. London banned junk food ads on public transport. Amsterdam blocked such ads in metro stations. India can adapt similar rules for its digital space.

Parents also play a role. They need to be aware of how advertising shapes behaviour. Media literacy and open conversations with children can reduce the impact.

The researchers warn that if harmful ads keep airing during major events, India’s goal to cut early deaths from lifestyle diseases by 25% by 2025 will be difficult to meet. They say strong enforcement and accountability are key to closing the gap between existing laws and what people actually see on screen.

The study makes it clear: major sporting events are now a battleground for public health. What happens in ad breaks matters just as much as what happens on the pitch.

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