Better implementation of the Cigarettes and Other Tobacco Products Act (COTPA) is the need of the hour, the Union Ministry of Health and Family Welfare has pointed out.
The Ministry recently conducted a study titled ‘Evaluation of Tobacco Free Film and Television Policy in India’, which was carried out by Vital Strategies with support from the WHO Country Office for India.
The Film Rules under the COTPA mandate three forms of warning messages — anti-tobacco health spots, audio-visual disclaimers and static health warning messages — during broadcast of tobacco products in films and TV programmes.
Evaluating implementation
The study, which evaluated the implementation of the rules, found that ‘media’ messages, when properly implemented, were effective in issuing anti-tobacco warnings and even prompting individual decisions to kick the habit.
As many as 22% TV programmes were found depicting the use of tobacco.
Worryingly, 71% of these programmes were broadcast when children and adolescents may have been watching.
The study also found the implementation of the rules on TV to be very low.
“The size and popularity of India’s film and TV industry has the power to influence the behaviour and attitudes of millions,” it said.
It also found that only 4% of these programmes implemented at least two of the three elements of the rules and none carried both of the government approved anti-tobacco spots (‘child’ and ‘dhuan’).
‘Reversing the tide’
It added that while 99% films with tobacco scenes implemented at least one of the three elements of the rules, only 27% implemented all three elements in the approved manner.
According to C.K. Mishra, Secretary (Ministry of Health and Family Welfare), said: “Tobacco use is detrimental to all aspects of life and grips users in the most productive years. We must reverse this tide. An effective way of tobacco control would be to ingrain and indoctrinate young minds. If they could be weaned away from tobacco use, we believe that the battle would be half-won, since the children and youth of today will be the lawmakers tomorrow.”
Some positive results
Despite the inconsistent implementation, exit interviews with audiences indicated positive results.
Around half of those who recalled tobacco warning messages agreed that it was easy to understand and made them think.
Around 30% said the messages had encouraged them to quit.
Dr. Henk Bekedam, WHO Representative to India, said: “The film fraternity has played an extremely positive and vital role in implementing the tobacco-free film and television policy. India has pioneered this policy and it would not have been possible without the support of the film and television industry. Our actors are ‘role models’ who can, and do impact behaviour, especially of the youth. I would request them to join this movement against tobacco and help save lives.”
