The Ministry of Health
and Family Welfare released two new anti-tobacco spots titled ‘Child’ and ‘Dhuan’ to be screened in movies
and TV whenever smoking scenes are depicted, under Cigarettes and Other Tobacco Products (Prohibition of
Advertisement and Regulation of Trade and Commerce, Production, Supply and
Distribution) Act (COTPA) rules, here today. These will be effective from 2nd October, 2013. These spots have been
dubbed in 16 Indian languages for a pan India coverage. It is mandatory for
cinema halls to prominently display these spots whenever smoking scenes are
shown as part of the movie. These spots were released to media by Sh C K
Mishra, Addl. Secretary, Ministry of Health and Family Welfare.
As per the Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation
of Trade and Commerce, Production, Supply and Distribution) Act (COTPA) rules,
the anti-tobacco health spots and disclaimers are being provided by Ministry of
Health & Family Welfare. Two spots ‘Mukesh’ and ‘Sponge’ depicting harmful
effect of usage of smokeless and smoking forms of tobacco, were used with
effect from 2nd October 2012.
Speaking at the media launch of the two new
spots, Sh C K Mishra, Addl. Secretary, Ministry of Health and Family Welfare
stated that since 2nd October 2013 marks the completion of five
years of implementation of smoke-free laws in India, the launch of the these
two spots, ‘Child’ and ‘Dhuan’ reinforces
the Government’s emphasis on the issue of secondhand smoke and implementation
of smoke-free policies in India. While the narrative at present is more on
control on smoking, the Ministry will soon move towards the smokeless form of
tobacco. He said that the ban on gutka was a major achievement in the direction
of banning the use of tobacco in the country.
‘Child’
and ‘Dhuan’ have been developed to warn
about the health costs of smoking and second hand smoke and of the penalties to
be faced by violating the smoke free law.
‘Child’ focuses on the health risks of smoking and secondhand smoke,
while ‘Dhuan’ especially models the behavior expected of business managers,
advocates, enforcement officials, smokers and non-smokers. The spots have been
developed by World Lung Foundation (WLF).
Tobacco use
is an emerging health hazard and is the leading cause of death and disease in
the world today, which is entirely preventable. Globally approximately 6
million people die each year as result of diseases caused by tobacco
consumption. If urgent action is not taken, the death toll could rise to more
than eight million by 2030. It is estimated that nearly 8-9 lakh people die
every year due to diseases related to tobacco use in India with 5500 youth starting tobacco use every day. About 50% of all cancers in males and 25% of
all cancers in females can be attributed to tobacco use. It is estimated that
about 90% of all the oral cancers are caused due to smokeless tobacco use.
Tobacco affects not just consumers, but also has
health implications for non-smokers exposed to second-hand smoke as well as
workers involved in cultivation and processing of tobacco products.As per the
Global Adult Tobacco Survey (GATS-India) 2010, conducted in the age group of 15
years and above, about 5 in 10 adults (52.3%) were exposed to secondhand smoke
at home and 29.0% at public places (mainly in public transports and
restaurants). As per the Global Youth Tobacco Survey (GYTS) 2009 conducted
among the age group of 13-15 years 21.9% youths are exposed to second-hand smoke in their
homes; 26.4% have one or more parents who smoke. In addition to the
considerable health costs of treating tobacco-caused diseases, tobacco kills
people at the height of their productivity, depriving families of breadwinners
and the nation of a healthy workforce.
In 2003 Government of India enacted the “The Cigarettes
and Other Tobacco Products (Prohibition
of Advertisement and Regulation of Trade and Commerce, Production, Supply and
Distribution) Act,” (COTPA) to regulate consumption, production, supply and
distribution of tobacco products, by imposing restrictions on advertisement,
promotion and sponsorship of tobacco products; prohibiting smoking in public
places; prohibiting sale to and by minors, prohibiting sale within a radius of
100 yards of educational institutions and through mandatory depiction of specified
pictorial health warnings on all tobacco product packs.
Section – 5 of COTPA inter-alia prohibit all
forms of advertisements, promotion and sponsorship of tobacco products. In 2003,
before COTPA was enforced, MOHFW with support of WHO commissioned a study
titled “Bollywood: Victim or Ally” to help develop a strategy to reduce smoking
in films. The aim of the study was to
understand the extent to which movies impact youth’s
lifestyles and the impact of portrayal of tobacco in Indian films
In 2006,
after COTPA 2003 banned tobacco advertisements of any kind, WHO and MoHFW
commissioned another study to document changes in tobacco imagery in films.
Key findings
|
2003 study
|
2006 study
|
Movies
depicting tobacco use
|
76%
|
89%
|
Lead
character smoking *
|
40.9%
|
75.5%
|
Tobacco
brands/product placement and
visibility
|
15.7%
|
41%
|
*of
the movies containing tobacco scene
This
“after” study clearly established that tobacco imagery, including brand display
had markedly increased in the wake of tobacco advertising bans in other media.
Consequently, COTPA’s rules were refined in 2005 to meet the challenge of
tobacco imagery in films. However, these rules could only be implemented
from 2nd October, 2012 after addressing all the implementation concerns
of Ministry of Information and Broadcasting.
As per the Rules all films and TV programmes
certified/produced on or after 2nd October, 2012 that depict tobacco
product or its use must have
- A strong editorial justification
explaining the necessity of display of tobacco products or its use (to
CBFC)
- Anti-Tobacco
Health Spot of 30 seconds duration each (beginning and middle)
- Anti-Tobacco
Audio Visual Disclaimer of 20 seconds duration each (beginning and middle)
- Anti-Tobacco
Health Warning as a prominent static message during the period of display
of tobacco products or their use
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MV/GM