Celebrities like Shah Rukh Khan, Ajay Devgn, Saif Ali Khan promote pan masala, say doctors.
The rate of incidence of mouth cancer among younger men, in the age group 25-49 years, is extremely high, according to a study published in The International Journal of Cancer Epidemiology, Detection and Prevention's April edition. Doctors from the Tata hospital participated in the study.
"We evaluated mouth cancer cases coming to the Tata hospital from 1995-2009 to understand the incidence rate. The results were scary but true. This happened entirely because of massive sale of gutka and pan masala in Maharashtra those days. It was heavily marketed, with celebrity endorsements," said Dr Pankaj Chaturvedi, professor of head and neck cancer department at Tata Hospital.
Chaturvedi, who was one of the eight authors of the study, said youth at the time were exposed to a society in which gutka was promoted and was available freely. "After two failed attempts, Maharashtra finally succeeded in banning gutka and pan masala in 2012. We are yet to evaluate that period," said Chaturvedi.
He quickly added that despite the ban, things have not changed much in Maharashtra in the last three years. "Enforcement continues to be far from satisfactory. It is unfortunate that Bollywood celebrities such as Ajay Devgn, Shahrukh Khan, Saif Ali Khan and Annu Kapoor have directly or indirectly promoted pan masala. I sincerely hope that the Food and Drug Administration (FDA) serve notices to these celebs, as youngsters follow them," said Chaturvedi.
As per the Global Adult Tobacco Survey 2010, nearly 2 crore people in Maharashtra use tobacco, which is responsible for nearly half of the cancers and is the no. one cause of spread of non-communicable diseases.
"I am a cancer surgeon, who has been a witness to death and devastation caused by gutka and pan masala. For me, tobacco trade is a crime against humanity, as it kills 1 million Indians every year. Everyone is aware that the industry targets kids and is notorious for misleading surrogate advertisements. I want the celebs to understand this and not be a part of such advertisements," said Chaturvedi.
Most tobacco is consumed in the form of chewing tobacco and vast majority of users are less educated people. As per the Global Youth Tobacco Survey, 15% of kids of Maharashtra use tobacco. Lack of appropriate warning is not only illegal but also deprives the buyer of information about harmful effects of tobacco in the most impactful manner.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Mouth cancer among younger men, in the age group 25-49 years, is extremely high")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}