IPL to face crackdown on Tobacco and Alcohol ads – Centre pushes for clean sports – Brand Wagon News
In a recent development, Dr. Atul Goel, Director General of Health Services, has formally requested a prohibition on all tobacco and alcohol advertising associated with the IPL. In the letter dated March 5, addressed to IPL Chairman Arun Singh Dhumal and the Board of Control for Cricket in India (BCCI), Goel emphasised the need to eliminate such promotions during matches, related events, and national television broadcasts.
According to media reports, Goel highlighted India’s significant burden of non-communicable diseases (NCDs), which account for over 70% of annual deaths. He identified tobacco and alcohol use as key risk factors, noting that India ranks second globally in tobacco-related deaths, with nearly 1.4 million fatalities each year. Additionally, alcohol is cited as the most commonly used psychoactive substance in the country.
The letter also called for a complete ban on the sale of tobacco and alcohol products at all affiliated events. Stressing the importance of responsible messaging, Goel urged the IPL and other sports bodies to discourage players from endorsing alcohol or tobacco-related products, whether directly or indirectly. Given the influential status of cricket players as role models for the youth and the IPL’s prominence as India’s largest sports platform, he underscored the league’s social and moral responsibility to promote public health and align with government initiatives.
India is the world’s third-largest alco-bev market by volume, trailing only China and the United States. The market is projected to grow from Rs 1,70,000 crore in FY15 to Rs 5,00,000 crore by FY28, according to CNBC. Meanwhile, the revenue generated in the tobacco products market in India is estimated to be $14.0 billion in 2025, with an expected annual growth rate of 4.30% (CAGR 2025-2029), as reported by Statista.
While alcohol and tobacco advertising expenditure remains below 2% of India’s total advertising spend, these industries allocate substantial budgets for marquee properties such as the IPL. However, with stringent regulations coming in, companies may reduce advertising expenditures by 20-30% for brand extensions. In line with its broader anti-tobacco campaign, the government has also introduced new draft regulations to enforce stricter messaging on online curated content (OCC) platforms, including video-on-demand services like Netflix and Amazon Prime Video. These proposed rules require OCC platforms to include non-skippable anti-tobacco health spots, lasting a minimum of 30 seconds, at the beginning and midway through any content that features tobacco use.
Despite regulatory challenges, alcohol brands have historically leveraged surrogate advertising strategies to maintain visibility. Financial Express earlier reported that the Indian alco-bev market is projected to reach $52.7 billion in 2024, encompassing both at-home and out-of-home consumption. Further media reports suggest that alcohol brands are adapting to restrictions by exploring alternative marketing avenues. In 2022, alcohol advertising expenditure declined by 17% compared to the previous year, with television ad spend decreasing by 23%, while digital media ads saw a 10% year-over-year increase, as per data from BevIndustry.
