How Bidis Are Reaching Consumers Online

Our new report reveals that India's unregulated bidi industry is exploiting the rapid growth of social media to market and sell their products to consumers. This report summarizes 8 months of data from TERM, exposing how and through which social media platforms bidis are most commonly marketed to consumers in India.

Image source - Saha Beedi

Situation Reports

TERM monthly situation reports offer a summary of tobacco marketing activities, which provide concrete evidence of tobacco marketing and gaps in efforts to restrict it. The following reports serve as a technical assistance tool for governments and civil society:

Tobacco Marketing

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Each year, the industry spends millions of dollars on marketing to increase tobacco consumption, particularly among youth. To address this, the World Health Organization (WHO) has recommended restrictions on tobacco advertising, promotion and sponsorship (TAPS) to reduce consumption. Article 13 of the WHO Framework Convention on Tobacco Control (WHO FCTC), which is the first international public health treaty focusing on tobacco control, mandates a comprehensive ban on all forms of TAPS. To date, 182 countries have ratified the treaty.

Read more about WHO FCTC Article 13

In India, all forms of TAPS are prohibited under Section 5 of the Cigarettes and Other Tobacco Products (COTPA): Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution Act, 2003.

Read more about Section 5 of COTPA


TERM began as a tool on Facebook to monitor and collect cases of tobacco marketing. The tool allows the public to report tobacco marketing that they have come across, including surrogate advertising, point-of-sale ads, marketing in films and television, and advertising near schools. As an extension to the Facebook campaign, in July 2021, a real-time digital media surveillance system with situational reports was launched that tracks online tobacco marketing activities from social media, online conversations, and media coverages to strengthen existing tobacco control policies. To know more-

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