Caught Out! ICC OTT Ads Serve More Junk Than Runs, Says Study

A new ICMR-led study has revealed a worrying trend in digital advertising during the ICC Men’s Cricket World Cup 2023: over 80% of ads streamed on OTT platforms promoted unhealthy products, including tobacco, alcohol, and high-fat, sugar, and salt (HFSS) foods. The research, published in Frontiers in Digital Health, analyzed 341 hours of streaming across 48 matches, exposing the scale of targeted marketing to India’s massive cricket audience.

 

Key Highlights:

 

•⁠  ⁠Alarming Proportion: 80.9% of 2,118 ads promoted unhealthy products, with 90.7% of ads during India matches falling into this category.

 

•⁠  ⁠Surrogate Advertising: Alcohol and tobacco brands used surrogate ads to bypass regulations, targeting 422 million viewers—especially children.

 

•⁠  ⁠Celebrity Endorsements: Nearly 35% of unhealthy ads featured Bollywood or cricket stars, amplifying their reach.

 

•⁠  ⁠Children at Risk: 60.6% of unhealthy ads during breaks promoted products frequently consumed by children, such as chocolates, chips, and noodles.

 

•⁠  ⁠Regulatory Loopholes: Despite existing bans, brands exploited digital platforms to skirt advertising laws.

 

Outlook:

Experts urge immediate policy intervention and stricter digital ad regulations to protect vulnerable viewers—especially children—from the health risks posed by relentless marketing of unhealthy products during major sporting events.

 

Source: Indian Express