| Summary: | Background and challenges to implementation
Cinema
influences children of young impressionable mind. A LANCET
publication revealed that viewing smoking scenes in movies promotes
smoking initiation among adolescent. The findings indicated that the effect of
exposure to movie smoking was stronger on the adolescent than parental smoking. The Government of India and
the WHO supported study on “tobacco in movies and impact on youth” also revealed
that after the ban on all forms of Tobacco Advertisement
Promotion and Sponsorship in 2003, by India there was nearly 50% increase in smoking
scene by lead character and more than 50% increase in tobacco products/brands
placement. Considering the influence of movies on youths in India, the Government of India in 2005, banned the depiction tobacco usage in Films. Subsequently, The Tobacco-free Film Rules were legally challenged by the film industry for alleged violation of freedom of speech and expression. There was also difference of opinion between the Health Ministry and Information & Broadcasting Ministry. This resulted in deferment in implementation of Rules.
Intervention or response
The two
Ministries through inter-ministerial consultations reached on an agreement have an effective law to curb TAPS through films. The Government of India also responded strongly while defending the new warnings in the court cases. Finally with
the intervention of the Supreme Court of India the Film Rules in its modified
form were implemented from 2 nd October 2012.
Results and lessons learnt
The Film rules
mandate that to depict tobacco product or its usage in any film, an editorial
justification will be given by the producer explaining the necessity of such
scenes. Also a anti-tobacco disclaimer and health spots in the
beginning and middle of the films and display of anti-tobacco health
message during such scenes have been made mandatory.
Conclusions and key recommendations
Through strong political commitment and coordinated advocacy and legal efforts, its is possible to restrict depiction of tobacco use in films.
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