The ban extends both to stadium premises as well as a live telecast on television. Tobacco and alcohol are significantly responsible for the rising burden of non-communicable diseases in the country. “India ranks second in tobacco-related deaths worldwide; with nearly 14 lakh annual deaths while alcohol is the most common psychoactive substance used by Indians,” the health ministry official said. The letter stated that “cricket players are role models for the youngsters” and that promoting tobacco or alcohol products by them can have a poor impact on youngsters’ minds. It also sought to “discourage the promotion of sportspersons (including commentators) who directly or indirect endorse products directly or indirectly linked to alcohol or tobacco”. It asked IPL to share a “social and moral obligation to promote public health and support health initiatives of the government’. The IPL is India’s most viewed sports event and is slated to begin on March 22. It is the second season of the Indian Premier League.