UK government apologises for offensive anti-smoking poster featuring Sikh man

The UK government has issued a formal apology following the release of a controversial NHS poster.

The advertisement, which has since been removed from the NHS website, featured a stock image of a Sikh man wearing a turban alongside the caption: “Make 2025 the year you quit smoking.”

The inclusion of a Sikh man in the poster drew criticism due to the Sikh Code of Conduct, which strictly prohibits the use of tobacco and other intoxicants. Under these religious guidelines, Sikhs are forbidden from engaging with such substances, even inadvertently, making the campaign’s message particularly insensitive.

Although the poster bore NHS branding, it is understood that it was commissioned by the Department of Health and Social Care (DHSC) as part of their Better Health campaign, rather than by the public health service itself. Health Secretary Wes Streeting addressed the issue directly, acknowledging the misstep in a statement to the Sikh Federation UK. He described the poster as “inappropriate” and “offensive,” underscoring the government’s regret over the incident.

The Department of Health and Social Care has faced criticism for the oversight, with calls for greater cultural sensitivity in future public health campaigns. Advocacy groups and members of the Sikh community have urged the government to ensure that their messaging aligns with the diverse beliefs and practices of all communities in the UK.