anti-tobacco lobby

Anti-tobacco messages in films and TV shows are effective, but need better implementation: Study

The research called for better enforcement of the Film Rule under the Cigarettes and Other Tobacco Products Act.

Advisories and warning messages used in films to dissuade the use of tobacco and its products serve effective “when properly implemented” – a study conducted under the Ministry of Health and Family Welfare to evaluate the implementation of the ‘Film Rule’ under the Cigarettes and Other Tobacco Products Act has said.

“The size and popularity of India’s film and TV industry has the power to influence the behaviour and attitudes of millions of people...There is an urgent need for better implementation and enforcement of the rule across all media,” read the study titled ‘Evaluation of Tobacco-Free Film and Television Policy in India’. It was conducted by Vital Strategies with assistance from WHO Country Office for India and published on Friday.

“Our objective in this study is to understand the importance of the ‘Film Rule’ and the current gap in implementation,” said Country Director of Vital Strategies Dr Nandita Murukutla. “The tobacco industry spends billions to mislead consumers by depicting its use as glamorous or popular. When tobacco is depicted in films and TV programmes, it is doing the tobacco industry’s work for them.”

The Film Rule under the Cigarettes and Other Tobacco Products Act makes it mandatory to include three forms of warning messages – anti-tobacco health spots, audio-visual disclaimers and static health warning messages – whenever tobacco products are shown in films and TV programmes.

While 22% of the TV programmes studied depicted tobacco, only 4% of the shows were found to have implemented two of the three elements of the Film Rule. At least 99% of the films surveyed with tobacco scenes were found to have implemented at least one of the three elements of the Film Rule, and only 27% complied with all three elements. Audiences interviewed indicated that the anti-tobacco messages were easy to understand, while a section of them said it made them consider quitting.

The study involved observing more than 413 hours of randomly selected TV shows across 45 channels and interviews with 3,080 people. The research recommended organising a consultation with national stakeholders to come to a consensus on a way forward to improve the implementation of the Film Rule, which was brought into effect on October 2, 2012.

The ministry’s Global Adult Tobacco Survey – India found that 35% of people in the 15 and above age group consume tobacco in some form; 38% of adults in rural areas and 25% of them in urban areas use tobacco in some form. More than 20 crore Indians were found to prefer smokeless forms of tobacco, which include gutkha, zarda, paan masala, paan with tobacco and khaini.

We welcome your comments at letters@scroll.in.
Sponsored Content BY 

When house hunting is as easy as shopping for groceries

The supermarket experience comes to a sector where you least expected it.

The woes of a house hunter in India are many. The dreary process starts with circling classifieds in newspapers and collecting shiny brochures. You flip through the proposed and ready designs that launch a hundred daydreams on the spot. So far so good. But, every house hunter would attest to the soul-crushing experience of checking out a disappointing property.

The kitchen of a 2BHK is carved from the corner of the hall, the 3BHK is a converted 2BHK, the building looks much older than in the pictures…. after months of reading the fine line, and between the lines, you feel like all the diagrams and highlights seem to blur into each other.

After much mental stress, if you do manage to zero in on a decent property, there’s a whole new world of knowledge to be navigated - home loans to be sifted through, taxes to be sorted and a finance degree to be earned for understanding it all.

Do you wish a real estate platform would address all your woes? Like a supermarket, where your every need (and want) is catered to? Imagine all your property choices nicely lined up and arranged with neat labels and offers. Imagine being able to compare all your choices side by side. Imagine viewing verfied listings and knowing what you see is what you get. Imagine having other buyers and experts guiding you along every step while you make one of the most important investments in your life. Imagine...

MagicBricks has made every Indian house hunters’ daydream of a simplified real estate supermarket a reality. Now you have more than a pile of brochures at your disposal as the online real estate marketplace brings you lakhs of choices to your fingertips. Instead of bookmarking pages, you can narrow down your choices by area, budget, house type etc. Just so you aren’t hit by FOMO, you can always add a suburb you’ve been eyeing or an extra bedroom to your filter. But there’s more to a house than just floor space. On MagicBricks, you can check for good schools in the vicinity, a park for evening walks or at least an assured easier commute. Save time and energy by vetting properties based on the specs, pictures and floor plans uploaded and have all your niggling concerns addressed on the users’ forum.

Shortlisted a property? Great! No need to descend down another spiral of anxiety. Get help from reliable experts on MagicBricks on matters of legalities, home loans, investment, property worth etc. You can even avail their astrology and Vastu services to ensure an auspicious start to life in your new home or office. With its entire gamut of offerings, MagicBricks has indeed brought the supermarket experience to real estate in India, as this fun video shows below.

Play

Get started with a simplified experience of buying, renting and selling property on MagicBricks here.

This article was produced by the Scroll marketing team on behalf of MagicBricks and not by the Scroll editorial team.