PSL: Demand for Policy on Surrogate Advertising

Title: PSL and the Growing Demand for a Policy on Surrogate Advertising

KARACHI: PSL franchisees have demanded a policy on surrogate advertising. In the governing council meeting, the matter of surrogate advertising was also considered during the PSL. In the eighth edition, most of the teams had put logos of certain companies on their shirts, whose real business was being declared as gambling.

Introduction

The Pakistan Super League (PSL) has become a cultural phenomenon in Pakistan, capturing the hearts of cricket enthusiasts across the nation. Beyond the thrilling cricketing action, the PSL has also been a platform for brands to promote their products and services. However, in recent years, concerns have arisen regarding the use of surrogate advertising in the league. Surrogate advertising refers to the promotion of banned or restricted products through the promotion of another unrelated product. This article explores the issues surrounding surrogate advertising in the PSL and the growing demand for a comprehensive policy to regulate it.

 

The PSL: More than Just Cricket:

Since its inception in 2015, the PSL has grown to become one of the most popular T20 cricket leagues in the world. It has not only showcased top-notch cricketing talent but has also provided a unique blend of entertainment, music, and fan engagement. The league's success has attracted significant investment from various brands looking to tap into the massive viewership and fanbase. Multan Sultans captain Muhammad Rizwan had hidden the sponsor logo on his shirt with a sticker in the qualifier match, the franchises want no such situation to happen for which the PCB has been asked to formulate a clear policy.

 

Advertising in the PSL:

Advertising is an integral part of any major sports league, and the PSL is no exception. Brands have recognized the PSL's potential as a platform to reach a diverse and engaged audience. As a result, they have poured significant resources into advertising during PSL matches, making it a lucrative market for advertisers.

However, a concerning trend has emerged in recent years – surrogate advertising. Surrogate advertising involves the promotion of products indirectly by advertising unrelated products. In the context of the PSL, this often means brands using the league as a platform to promote products that are banned or restricted by law, such as alcoholic beverages or tobacco products.

 

The Surrogate Advertising Challenge:

Surrogate advertising is a complex issue with various dimensions. On one hand, it allows brands to circumvent laws and restrictions on the promotion of certain products, thereby undermining public health and safety efforts. On the other hand, it can be argued that banning surrogate advertising altogether might infringe on the rights of companies to advertise their legal products and services.

In the case of the PSL, surrogate advertising has taken multiple forms. For instance, brands have used PSL matches as a backdrop to promote alcoholic beverages by prominently displaying their logos and slogans on players' jerseys, stadium boards, and even during broadcast advertisements. While the sale and consumption of alcohol are regulated and restricted in Pakistan, the association with a popular sports league allows these brands to indirectly market their products.

Similarly, tobacco companies have used PSL matches to promote smokeless tobacco products. The use of such products is a known health hazard, and their advertising is banned in many countries, including Pakistan. However, through surrogate advertising tactics, these products have managed to gain visibility during PSL matches.

 

The Public Health Concern:

One of the primary concerns surrounding surrogate advertising in the PSL is its impact on public health. Pakistan, like many other countries, has stringent regulations in place to limit the advertising and consumption of tobacco and alcohol. These regulations are driven by a genuine concern for the health and well-being of the population, as both tobacco and excessive alcohol consumption are linked to a range of serious health issues, including cancer, cardiovascular diseases, and addiction.

Stop teams from hiding players' logos, advice to give the money for free tickets to the board itself (Photo: Express Web)

He got the reply that the policy is already there, documents should be submitted to prove that the sponsoring company has nothing to do with the gambling business, such companies will be allowed to sponsor, those who cannot submit the documents. Fearing a possible backlash from the players, board officials asked the franchises to convince them themselves.

The presence of these products, even indirectly, during PSL matches can send mixed messages to the public. It can normalize the consumption of these products and make them appear socially acceptable, especially to young and impressionable viewers. This goes against the spirit of public health campaigns and efforts to curb tobacco and alcohol use.

 

The Ethical Dimension:

Beyond the legal and public health concerns, surrogate advertising in the PSL also raises ethical questions. Cricket is a sport that has a massive influence on the culture and values of society. It is a game that is followed by millions, including impressionable youth who look up to cricketers as role models. When cricket becomes a medium for promoting products that are detrimental to health, it sends a troubling message.

It was answered that the players signed a central contract with the board, which prevented them from refusing to advertise for authorized companies.

Cricketers, as ambassadors of the sport, also bear some responsibility. Many cricketing legends enjoy celebrity status, and their endorsements carry significant weight. When they endorse products or wear logos during matches that indirectly promote harmful substances, they inadvertently become a part of the problem.

 

The Growing Demand for a Policy:

Given the multifaceted challenges posed by surrogate advertising in the PSL, there is a growing demand for a comprehensive policy to regulate and address these issues. The key stakeholders in this debate include the Pakistan Cricket Board (PCB), advertisers, sponsors, government authorities, and the public. Here are some key points of discussion:

1. Transparency: There is a call for transparency in sponsorship deals and advertising agreements between the PSL and brands. This includes disclosing any indirect promotion of banned or restricted products.

2. Stricter Enforcement of Regulations: Existing regulations on the advertising of tobacco and alcohol need to be strictly enforced during PSL matches. This includes monitoring and penalizing violations.

3. Public Awareness Campaigns: Public health organizations and government bodies can run campaigns to educate the public about the dangers of surrogate advertising and its impact on society.

4. Cricketer Accountability: Cricketers can play a role by carefully considering the brands they endorse and raising ethical concerns when necessary.

5. Clear Guidelines: The PCB could establish clear guidelines on the types of brands and products that can be associated with the PSL, ensuring they align with public health and ethical standards.

 

Conclusion

The issue of surrogate advertising in the Pakistan Super League is a complex and multifaceted challenge that requires careful consideration and action. While advertisers seek to promote their products, it is essential to balance their interests with public health, ethical concerns, and the cultural impact of cricket. A well-thought-out policy, involving all stakeholders, can strike this balance and ensure that the PSL remains a celebration of cricket, entertainment, and positive values while safeguarding the well-being of the public.