BACKGROUND: With 692 million digital technology users in India, the paper is an attempt to explore the current regulations , impact and challenges. COTPA bans TAPS along with mandating anti-tobacco health spots, CTNR 1994 prohibits all advertising and Advertising Standard Council bans all surroragte advertisement of tobacco products. Facebook, Whatsapp, Instragram prohibit listing of tobacco products for selling and buying and Google and IOS prohibit advertisement for tobacco and e-cigarettes in their search engine.BACKGROUND AND IMPLEMENTATION CHALLENGES: With 692 million digital technology users in India, it has transformed how people communicate, learn, and work. COTPA, 2003 prohibits all forms of tobacco advertisement promotion and sponsorship in line with WHO FCTC. CTNR 1994 prohibit direct and indirect advertising and Advertising Standard Council of India bans surrogate advertisement of tobacco products. Through an amendment in COTPA, 2003 it is made compulsory for every publisher of online curated contents displaying tobacco products to display anti-tobacco health spots, warning and audio-visual disclaimer. Platforms like Facebook, Whatsapp, Instragram prohibit listing of tobacco products for selling and buying. Google and IOS prohibit ads for tobacco and e-cigarettes in its search engine
METHODS: A systematic desk review of existing literature, policy documents, and government reports was conducted to examine the current regulatory framework. Secondary data from public health surveys, government databases, and icredible websites analyzed.
RESULTS: Despite the presence of marketing bans, tobacco companies continue to exploit social media and e-commerce platforms to target younger audiences through indirect advertising, influencer marketing, and the promotion of “lifestyle” content. The rapid evolution of digital technologies, including the rise of social media apps and streaming services, further complicates regulatory efforts. Delivery platforms like Dunzo, Blinkit and Swiggy have played around the law and are selling tobacco products. In August 2018, the New York Times investigated Big Tobacco’s social media and Instagram influences and found 123 hashtags associated with companies’ tobacco products, which had been viewed a staggering 25 billion times.
CONCLUSIONS: The current regulations are not fully effective due to enforcement gaps, technological advancements, and the creative tactics used by tobacco companies to circumvent the law. There is a need of development of more specific guidelines for digital marketing, implementation of stronger monitoring and enforcement mechanisms, along with fresh guidelines for Influencer Advertising in Digital Media along with legislation to regulate Artificial Intelligence advancement. Additionally, continuous adaptation of regulations to keep pace with emerging digital trends is essential to reducing the influence of tobacco marketing on young people and achieving better tobacco control outcomes.