NEW DELHI, March 10 (Xinhua) -- The Indian government has directed Indian Premier League (IPL), the cricketing tournament in the country, to ban all forms of tobacco and alcohol promotion, including surrogate advertisements, within the stadium premises and during telecasts of matches, officials said Monday.

The India's federal health ministry, in a letter to IPL Chairperson Arun Singh Dhumal, has sought strict regulation of tobacco and alcohol advertisements and sales during the upcoming tournament scheduled to start from March 22.

"The IPL being India's most viewed sports event, direct or indirect promotion of tobacco/alcohol on any platform linked to sports sends a contradictory message to the public about health and fitness," said the ministry in its letter.

The letter written by Director General of Health Services Atul Goel underlines that since cricketers are role models to the youth in India, they should not be directly or indirectly endorsing products related to alcohol or tobacco.

The letter also urges prohibition on the sale of tobacco/alcohol products in all affiliated events and sports facilities.

Over the years, IPL's brand value has increased due to its popularity, commercial success, and media rights auction. Reports say IPL is currently worth 12 billion U.S. dollars in brand value. Enditem

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