BENGALURU: Bengaluru Metropolitan Transport Corporation (BMTC) buses have been wrapped in advertisements that indirectly promote gutkha and chewing tobacco that are claimed and advertised as ‘elaichi’. “After the ban on gutkha ad, companies are making a mockery of the law”, said S J Chander, Convener of the Consortium for Tobacco Free Karnataka.
These ads have triggered a fresh public debate in Bengaluru on surrogate advertising promoting gutkha and chewing tobacco that are already rampantand. BMTC officials have maintained that the corporation does not permit tobacco advertising. “These advertisements are of elaichi, not pan masala. We don’t allow tobacco or similar product advertisements on our buses,” an official said.
Public health experts argue that such branding plays on long-standing associations. “This has been going on since 2011” said Chander, pointing out that pan masala and tobacco are commonly sold in two sachets at the same shops, “Everyone knows people buy them together, to make gutkha. Only the packaging has changed, not the practice.”
Chander argued that advertising ‘kesar’ is a psychological trick. “Why would anyone spend crores to promote kesar? People don’t buy kesar after seeing the ad, they buy gutkha.”
Dr Thriveni B S, a Public Health Specialist said, “This is being projected as cardamom or as flavoured mouth freshener. Despite letters from the Health Department, such ads continue on buses and have now expanded to entire bus wraps, likely for higher revenue. Officers must be sensitive and protect public interest and health by stopping indirect promotion of harmful tobacco products.”
Y G Muralidharan, founder of the Consumer Rights Education and Awareness Trust (CREAT) and public health activist, said the issue goes beyond one brand.
“The real problem is weak enforcement. Complaints are made, fines are collected, and the very next day sales resume,” he said, adding that surrogate advertising has become rampant despite disclaimers.
Expers said the human cost is borne by the poorest like daily-wage workers and other labourers. Oral cancer leads to one of the most painful deaths, said Muralidharan and also highlighted the public spitting and health concerns that follow.
With viral videos showing citizens tearing such ads off KSRTC buses, the controversy reflects a growing public demand that public transport spaces not be used, even indirectly, to normalise products proven to harm health.
A letter from health department to KSRTC and BMTC dated 04/05/2023 clearly states that advertisements of tobacco and pan masala products of brands like Vimal, Cool Lip and RMD should be refrained on buses. Direct and indirect advertising of tobacco products is a violation of Section 5 of the COTPA and World Health Organisation’s FCTC Article 5.3.