Archive · 30 Jun 2025
Study: Cricket World Cup OTT Ads Mostly Promoted Unhealthy Products
During the ICC Cricket World Cup in 2023, many ads on streaming services were for unhealthy things like alcohol, tobacco, and junk food.
A study found that a lot of ads were for these products, especially during India's matches.
The ads targeted many viewers, including children, promoting products like candy and chips.
Researchers are worried because these ads could make people less healthy.
They suggest that the rules about what ads can be shown online should be updated and enforced to protect people, especially kids.
A study found that nearly 81% of ads on OTT platforms during the ICC Cricket World Cup 2023 promoted unhealthy products.
The research, led by ICMR-NICPR, analyzed 341 hours of streaming across 48 matches.
90.7% of advertisements during India matches promoted unhealthy products, while 86.7% of surrogate tobacco ads aired during India matches.
Children were identified as especially vulnerable, with many ads targeting them with unhealthy food items.
Researchers have called for updated regulations and stricter enforcement on digital advertising to protect public health.
- Who
- The study was led by the Indian Council of Medical Research-National Institute of Cancer Prevention and Research (ICMR-NICPR).
- What
- A study revealed that a large percentage of ads during the ICC Cricket World Cup 2023 on OTT platforms promoted unhealthy products.
- When
- During the ICC Men’s World Cup held in October-November 2023.
- Where
- OTT platforms in India.
- Why
- To examine the impact of advertising on public health, especially concerning the promotion of unhealthy products during sporting events.
Public Health Advocates
Advertising Companies
Advertising Regulation
Public Health Advocates
Digital platforms are being exploited for harmful advertising.
Advertising Companies
Companies should have the freedom to advertise their products as they see fit.
- Percentage of Unhealthy Ads
- 80.9%
- Total ads analyzed
- 2,118
- Hours of Streaming Analyzed
- 341
- Number of Matches Analyzed
- 48
- Viewers Exposed
- 422 million (India)
- Celebrity Endorsement
- 17.5% Bollywood, 17% Cricket Celebrities