"It was therefore a major mistake"
An image of a Sikh man was used by the NHS for its quit smoking campaign, leading to intervention by Cabinet Minister Wes Streeting.
The campaign was dubbed “Make 2025 the year you quit smoking” and featured a picture of a turban-wearing Sikh man.
The NGO Sikh Federation UK directly contacted Mr Streeting after realising the image was a stock photo provided by Alamy.
Sikh Federation UK pointed out that the photograph was deeply offensive as practising Sikhs are forbidden to smoke.
Gurdwaras and some MPs also contacted Mr Streeting over the matter.
The photograph was swiftly removed and Mr Streeting sent a message to Dabinderjit Singh OBE, the Sikh Federation’s Lead Executive for Political Engagement.
The letter read:
Dear Dabinderjit,
This was an image for a public health campaign that was put on the campaign website and then used by the NHS. As soon as I saw it I understood how inappropriate it was.
It has now been removed and we have asked all partners not to use the image.
I have asked the team to follow up to ensure everyone understands the ask and why this image will have been offensive to Sikhs.
I have also asked for a note setting out how this could have happened to ensure we put steps in place across the board to make sure similar mistakes aren’t repeated.
Thank you very much for raising this. I’m sorry you’ve had to do so.
Please feel free to send this message on to your networks with my best wishes and apology.
All the best,
Wes.
Reacting to Mr Streeting’s action, Mr Singh said:
“Wes realised straight away the image of the turban-wearing Sikh in this ‘quit smoking’ campaign was inappropriate and offensive.
“Sikhs are strictly forbidden to smoke.
“It was therefore a major mistake to show a turban-wearing Sikh in a quit smoking campaign.
“The Sikh himself will be livid his photograph was used.”
“Wes has not only had the image removed, but has asked how the mistake was made and to learn lessons so similar mistakes are not repeated.
“Having MPs like Wes in senior positions in the UK Government who understand the Sikh community and our issues is a massive asset for the government.
“Wes is a genuine friend of the Sikh community and we will be meeting him and a number of Ministers in the New Year to take stock on specific issues concerning the Sikh community where Labour made promises, but progress has been mixed.”
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