Surrogate ads fuel tobacco use: Docs
Ranchi: On the occasion of World No Tobacco Day on Friday, health experts in Jharkhand, expressed their concern over the role of celebrity-endorsed surrogate advertisements of tobacco products in fuelling the rise of tobacco consumption in the state, particularly among the youth.
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The experts identified celebrity advertisements as a significant factor contributing to the trend, posing a major challenge to tobacco-control efforts.
According to the latest Global Adult Tobacco Survey India report, a staggering 47.9% of individuals initiate consumption of tobacco products between the ages of 20 and 34 years in Jharkhand, surpassing the national rate of 44.7% in this category. While 26.2% start to use in the age group of 18-19 years, against the national rate of 19.4%, and 19.2% start in the 15-17 years age group.
In the state, 38.9% of adults use tobacco products of any form, out of which 59.7% are men, and women users amount to 17%.
Dr Ajit Kumar Kushwaha, associate professor and head of the surgical oncology department at Rims, said that the young generation, especially from rural areas, is getting addicted to tobacco consumption, both smokeless and smoked.
"Around 70-80% of patients who come to oncology department of Rims are below the age of 35 years. Youths from rural areas, who mostly use smokeless tobacco products such as pan masala, gutkha, and khaini, make up a huge chunk of the segment. One of the major reasons behind the increase is that the surrogate advertisements are displayed on various platforms, where celebrity players and film stars, who have a huge influence among the youth, endorse the products.
Although they advertise the products as mouth fresheners, on the ground, the consumers are consuming tobacco with that, which is fuelling the ailments among youths," Kushwaha added.
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