TOBACCO IN MOVIES AND IMPACT ON YOUTH - Smoke Free ...

Tobacco in Movies & Impact on Youth
government must totally ban all tobacco depiction in all kinds of motion
pictures.
7. Strict regulation: The tobacco companies and movie producers have
shown little commitment to restrict the harmful influence of tobacco on
youngsters. The commercial interest seemed to have weighed heavily on
the minds of most of the film makers. There are more than one motion
picture producers association and many independent producers too. These
associations are not in a position to enforce any binding legal restrictions
on the film producers to follow any particular parameter (like not showing
tobacco) or other non-legislative guidelines. In the past also, we have seen
that the commitment by various factions of film industry to follow nontobacco
promotion policy have turned out to be mere rhetoric, therefore
the Government must impose strict regulations and legislative measures to
restrict depiction of tobacco in movies without any exemption to the
proposed restriction. The only exception can be a regulated permission for
anti-tobacco educational movies without any mention of any tobacco
brand name, company name or any related identical mention, whether
directly on indirectly. Caution: Tobacco companies should not be allowed
to produce any such anti-tobacco movies lest they may misuse the
provision.
8. Obliterate tobacco scenes and show anti-tobacco advertisements:
Wherever possible all tobacco scenes from the older movies showing
tobacco brand must be removed and where it is not possible for any reason
strong anti-tobacco advertisements must be run. The duration can be 3-5
minutes for every one hour or a part of such movie immaterial of the
number of smoking scenes. For higher number of tobacco scenes increased
frequency of anti-tobacco messages may be screened.
9. Run anti-tobacco advertisements on television: The national broadcaster
and the other satellite channels should be asked to run regular anti-tobacco
films and advertisement.
10. Ban surrogate advertisements: The presence of tobacco companies
umbrella brands, and tobacco brand logos on non-tobacco products
(including, but not limited to clothing, pan-masala, perfumes, spices, tea,
motor racing cars, and events) should be considered tobacco brand
promotion and subject to the same rules as direct tobacco promotion.
Presently many other products marketed tobacco companies use the same
umbrella brand/trade name as that of the tobacco company and/or the
tobacco product, this creates an indirect psychological relationship with
other tobacco products available bearing the same/similar insignia, logo,
brand or trade name. This needs to be stopped immediately.
11. Block foreign movies showing tobacco: The foreign movies showing
tobacco must be regulated and those violating the guidelines must be
prohibited entry into India with immediate effect.
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