A staggering 80.9 per cent of all advertisements aired on over-the-top (OTT) platforms during the International Cricket Council (ICC) Men’s World Cup held in India in October-November 2023 promoted tobacco, alcohol, and high-fat, sugar and salt (HFSS) products, a study has found.The study led by the Indian Council of Medical Research-National Institute of Cancer Prevention and Research (ICMR-NICPR) was published recently in the journal Frontiers in Digital Health.Dr Prashant Kumar Singh, lead author and senior scientist at ICMR-NICPR, told The Indian Express that the study provides the first systematic evidence from a low- and middle-income country showing how sporting events have become vehicles for promoting products that contribute to non-communicable diseases.A team of experts from ICMR-NICPR, Vital Strategies, Institute of Public Health Bengaluru, and AIIMS New Delhi conducted the research. Five trained researchers independently recorded data for cross-verification to ensure rigour and reduce biases.“As India aims to reduce premature non-communicable disease (NCD) deaths by 25 per cent by 2025, we cannot allow commercial interests to undermine public health through unregulated digital platforms. Immediate policy intervention is crucial,” said Dr Shalini Singh, senior author and director of ICMR-NICPR. She also stressed that their findings revealed a concerning loophole in digital advertising regulation.“While we have strict laws against tobacco and alcohol advertising, companies are exploiting OTT platforms through surrogate advertisements, particularly targeting the massive Indian cricket audience. With 422 million viewers exposed to these promotions, this represents a public health crisis hiding in plain sight,” said Dr Singh.Key findingsThe analysis of 341 hours of streaming across 48 matches revealed disturbing patterns of targeted marketing such as that 80.9 per cent of all advertisements (1,769 out of 2,118) promoted unhealthy products, 90.7 per cent of advertisements during India matches belonged to the unhealthy products category, and 86.7 per cent of surrogate tobacco advertisements were specifically aired during matches involving India.Story continues below this adIt also found that 60.6 per cent of unhealthy advertisements during over-breaks targeted products commonly consumed by children. A total of 422 million viewers in India were exposed to these promotions. Celebrity endorsements were common, with 17.5 per cent featuring Bollywood actors and 17 per cent featuring cricket celebrities.Children particularly vulnerableThe study identified children as especially vulnerable targets, with edible products commonly consumed by them comprising the highest frequency of unhealthy advertisements during cricket breaks. Products included chocolates, potato chips, noodles, and biscuits – all heavily marketed during peak viewing times.Despite existing laws such as the Cigarettes and Other Tobacco Products Act (COTPA), 2003, and the Cable Television Networks Regulation Act, 1995, that prohibit direct tobacco and alcohol advertising, the study revealed that companies successfully circumvent these restrictions through surrogate advertising on digital platforms.“The research showed a stark disparity in advertising patterns – surrogate tobacco advertisements were predominantly displayed during India matches (86.7 per cent) while being negligible during other countries’ matches, indicating targeted marketing strategies,” Dr Singh said.Story continues below this adResearchers called for immediate action, updated regulatory frameworks to encompass digital and OTT platforms, stricter enforcement mechanisms for surrogate advertising, specific protections for children given their vulnerability to advertisement-induced behaviours, and comprehensive monitoring of OTT platforms with clear consequences for non-compliance.