Can DGHS discipline IPL on surrogates?

In a letter earlier this week to India Premier League (IPL) Chairman Arun Singh Dhumal, Director General of Health Services (DGHS) Atul Goel made many a telling point.

- SANDEEP GOYAL

He urged Mr Dhumal to ensure that cricketers do not, directly or indirectly, engage in any form of surrogate advertising for tobacco or alcohol. The director general wrote, "IPL should strictly implement the regulations banning all forms of tobacco/alcohol advertising, including surrogate advertisements, within the stadium premises where the games and related IPL games/events are held as well as during telecast sessions on national television."

He also instructed that there be no "sale of tobacco/alcohol products in all affiliated events and sports facilities." Further stringency was imposed by saying, "Discourage promotion of sportspersons (including commentators) who directly or indirectly endorse products directly or indirectly linked to alcohol or tobacco."

The director general's letter to the IPL chief is music to my ears. For the past 7-8 years, I have been the advertising industry's lone (and often lonely) crusader against surrogate advertising. I was jeered at and laughed at. Many in the industry questioned why I was taking up cudgels against the powerful and well-entrenched tobacco and liquor lobbies.

What did I have to gain? I ignored the taunts and sneers and persisted in my efforts to get the Advertising Standards Council of India (Asci), the industry watchdog, to take action against those flouting the law of the land.