Bollywood smoking guns claim teen victims

Teenagers exposed to Bollywood films that depict tobacco use are twice as likely to consume tobacco, said a study which was published last week in a scientific journal.

The study was conducted by Delhi-based organisation Health Related Information Dissemination Amongst Youth (HRIDAY), among nearly 4,000 students in 12 Delhi schools. They were asked about their exposure to 59 Bollywood films released between 2006 and 2008, and recall whether smoking scenes were present in the movies.

“The results of the study revealed that the odds of tobacco use (using tobacco once or more in a lifetime) among students exposed to tobacco consumption scenes in Bollywood films were more than twice as compared to those with low exposure,” said Dr Monika Arora, head of Health Promotion and Tobacco Control, Public Health Foundation of India.

Dr Arora added that in view of this study, there is a need to strengthen the Cigarettes and other Tobacco Products (Prohibition of Advertisement) Act and finalise the rules in relation to prohibiting depiction of smoking in films.

The health ministry, headed by former health minister A Ramadoss, had put in place the prohibition for depiction of smoking in films, which was challenged by filmmaker Mahesh Bhatt in the Delhi high court on the grounds that it hampers artistic expression and creativity. When the Delhi high court upheld the petition, the government challenged the decision in the Supreme Court where it is still pending.

“We have over 1 billion tobacco-related deaths in the country. This study shows that there is a positive impression on children and they recall smoking scenes months after seeing the films. If at all, India is committed to bringing down tobacco use by 4% as promised to the WHO. This is one of the ways it can be accomplished. The Censor Board should take cognisance of this report,” said Dr Pankaj Chaturvedi, head and neck surgeon, Tata Memorial Hospital.