{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,7,30]],"date-time":"2025-07-30T15:51:41Z","timestamp":1753890701675,"version":"3.41.2"},"reference-count":24,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2025,6,26]],"date-time":"2025-06-26T00:00:00Z","timestamp":1750896000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Digit. Health"],"abstract":"Background<\/jats:title>Increasing incidences of non-communicable diseases globally present a major public health challenge, with tobacco, alcohol, and ultra processed food products high in fat, sugar, and salt (HFSS) contributing significantly to this epidemic. Despite regulatory efforts, loopholes persist, allowing companies to promote such products through surrogate advertisements and new media platforms. This study investigates advertisements aired during the Men's Cricket World Cup 2023 on the Over-the-Top (OTT) platform.<\/jats:p><\/jats:sec>Methods<\/jats:title>A comprehensive analysis of advertisements aired during the World Cup matches on OTT platform during October-November 2023 was undertaken to assess the extent and type of advertising of alcohol, tobacco and HFSS products. A standardized observation protocol was followed, documenting the frequency, type, and celebrity featured in each advertisement. The observed advertisements were categorized into six segments including surrogate tobacco and alcohol, soft drinks, energy drinks, edible products commonly consumed by children, and other edibles\/beverages.<\/jats:p><\/jats:sec>Results<\/jats:title>Observations show that 80.9% (n<\/jats:italic>\u2009=\u20091,769) of total advertisements promoted tobacco, alcohol and HFSS products. Notably, surrogate tobacco advertisements were predominantly displayed during matches involving the Indian team, accounting for 86.7% of the total surrogate tobacco advertisements. Edible products commonly consumed by children comprised 60.6% of unhealthy advertisements during over-breaks. Celebrity endorsements, particularly by Bollywood actors and Indian cricketers were common.<\/jats:p><\/jats:sec>Conclusion<\/jats:title>Observations reveal a concerning prevalence of advertisements promoting tobacco, alcohol, and HFSS products. Children emerged as a particularly vulnerable target for advertisement-induced consumption behaviors. These findings highlight the need for stricter regulations and effective enforcement to curb the promotion of unhealthy products.<\/jats:p><\/jats:sec>","DOI":"10.3389\/fdgth.2025.1503680","type":"journal-article","created":{"date-parts":[[2025,6,26]],"date-time":"2025-06-26T05:28:25Z","timestamp":1750915705000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Cricket, commerce, and public health: promotion of tobacco, alcohol, and high in fat, sugar, and salt products"],"prefix":"10.3389","volume":"7","author":[{"given":"Prashant Kumar","family":"Singh","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rupal","family":"Jain","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Vandana","family":"Tamrakar","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sanchita","family":"Roy Pradhan","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sagarika","family":"Rout","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chandresh Pragya","family":"Verma","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Amit","family":"Yadav","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Upendra","family":"Bhojani","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yatan Pal Singh","family":"Balhara","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Shalini","family":"Singh","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1965","published-online":{"date-parts":[[2025,6,26]]},"reference":[{"year":"","key":"B1","article-title":"Noncommunicable diseases. (2023)"},{"year":"","key":"B2","article-title":"Noncommunicable Diseases, World Health Organization. (2024)"},{"year":"","key":"B3","article-title":"Set of recommendations on the marketing of foods and non-alcoholic beverages to children (2010)"},{"key":"B4","doi-asserted-by":"publisher","first-page":"59","DOI":"10.1016\/j.foodpol.2013.10.011","article-title":"The impact of food advertisements on changing eating behaviors: an experimental study","volume":"44","author":"Rusmevichientong","year":"2014","journal-title":"Food Policy"},{"key":"B5","doi-asserted-by":"publisher","first-page":"187","DOI":"10.1146\/annurev-publhealth-040218-043816","article-title":"The use of excise taxes to reduce tobacco, alcohol, and sugary beverage consumption","volume":"40","author":"Chaloupka","year":"2019","journal-title":"Annu Rev Public Health"},{"year":"","key":"B6","article-title":"Marketing of unhealthy foods and drinks. (2024)"},{"year":"","key":"B7","article-title":"Guidelines for implementation of Article 13. (2013)"},{"key":"B8","doi-asserted-by":"publisher","first-page":"290","DOI":"10.2471\/BLT.18.220087","article-title":"Commercial determinants of health: advertising of alcohol and unhealthy foods during sporting events","volume":"97","author":"Ireland","year":"2019","journal-title":"Bull W H O"},{"year":"","key":"B9","article-title":"Ministry of Health and Family Welfare, Government of India. Food Safety and Standards Act, 2006"},{"key":"B10","doi-asserted-by":"publisher","first-page":"100315","DOI":"10.1016\/j.lansea.2023.100315","article-title":"Are advertising policies affirmative in restricting the marketing of foods high in fat, salt and sugar (HFSS) in India?: evidence from SWOT analysis","author":"Bassi","year":"2024","journal-title":"Lancet Region Health-Southeast Asia"},{"article-title":"Public health advocates demand warning labels, ban on junk food ads","year":"","author":"Perappadan","key":"B11"},{"volume-title":"The Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act","year":"2003","key":"B12"},{"year":"","key":"B13","article-title":"Cable Television Networks Regulation Act and Rules. (1995)"},{"year":"","key":"B14","article-title":"\u2018Need to curb surrogate ads across industries to protect consumer rights: Govt\u2019, The Indian Express"},{"key":"B15","doi-asserted-by":"publisher","first-page":"185","DOI":"10.1177\/02537176221123221","article-title":"Tobacco industry and surrogate advertising in South East Asia region: moves and countermoves","volume":"45","author":"Bhatia","year":"2023","journal-title":"Indian J Psychol Med"},{"volume-title":"SAFER technical Package: Five Areas of Intervention at National and Subnational Levels","year":"2019","key":"B16"},{"key":"B17","doi-asserted-by":"publisher","first-page":"e13386","DOI":"10.1111\/obr.13386","article-title":"Policies to restrict unhealthy food and beverage advertising in outdoor spaces and on publicly owned assets: a scoping review of the literature","volume":"23","author":"Chung","year":"2022","journal-title":"Obes Rev"},{"key":"B18","doi-asserted-by":"publisher","first-page":"S152","DOI":"10.1542\/peds.2016-1758V","article-title":"The effect of advertising on children and adolescents","volume":"140","author":"Lapierre","year":"2017","journal-title":"Pediatrics"},{"key":"B19","doi-asserted-by":"publisher","first-page":"245","DOI":"10.1016\/S0140-6736(18)31258-3","article-title":"Time to deliver: report of the WHO independent high-level commission on NCDs","volume":"392","author":"Nishtar","year":"2018","journal-title":"Lancet"},{"key":"B20","doi-asserted-by":"publisher","first-page":"752","DOI":"10.1093\/ntr\/ntad260","article-title":"Tobacco imagery in Indian over-the-top (OTT) Media and its compliance with existing tobacco laws: a content analysis","volume":"26","author":"Pulicherla","year":"2024","journal-title":"Nicotine Tobacco Res"},{"key":"B21","first-page":"1","article-title":"Information technology (guidelines for intermediaries and digital Media ethics code) rules 2021","volume":"3","year":"2021"},{"article-title":"India has over 800 mn internet users; most use tech for OTT services: Study, Business Standard","year":"","author":"Shinde","key":"B22"},{"key":"B23","first-page":"65","article-title":"Celebrity influences on young consumers: guiding the way to the ideal self","volume":"1","author":"Yurdakul-\u015eahin","year":"2013","journal-title":"Izmir Rev Soc Sciences"},{"journal-title":"Joint News Release","article-title":"FIFA And WHO extend collaboration to promote health through football","year":"2023","key":"B24"}],"container-title":["Frontiers in Digital Health"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fdgth.2025.1503680\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,6,26]],"date-time":"2025-06-26T05:28:26Z","timestamp":1750915706000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fdgth.2025.1503680\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,6,26]]},"references-count":24,"alternative-id":["10.3389\/fdgth.2025.1503680"],"URL":"https:\/\/doi.org\/10.3389\/fdgth.2025.1503680","relation":{},"ISSN":["2673-253X"],"issn-type":[{"type":"electronic","value":"2673-253X"}],"subject":[],"published":{"date-parts":[[2025,6,26]]},"article-number":"1503680"}}