Tobacco advertising, promotion and sponsorship and its effects on indian youth: a review

Tobacco in any form has an injurious impact on health. This paper reviews the existing literature relevant to the specific context of Tobacco Advertizing, Promotion and Sponsorship (TAPS), relation between TAPS and tobacco consumption behavior of youth in India and the gaps in the existing tobacco legislation in India, using online databases and exploring grey literature. Since direct advertisement and promotion of tobacco in any form is legally banned in India since 2004, tobacco industries have adopted unique strategies for TAPS to attract youth, especially. Albeit tobacco manufacturers claim that they do not target youth; studies show that there exists a direct link between the exposure to tobacco marketing practices found appealing by youth and an increase in the likelihood of their tobacco consumption behaviors. Research exploring linkages between TAPS as a whole and the youth tobacco consumption behaviour are missing and needs to be prioritised. The research findings reflect the weak enforcement of Section 5 of the Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act (COTPA), 2003 and calls for an immediate action for the policy makers. Anti-tobacco policies should involve public health education especially targeting youth, making them aware of the myriad ways adopted by tobacco companies to attract them towards tobacco experimentation and use. The tobacco legislation should be enforced stringently ensuring that the tobacco industry would not target youth.