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. With effect from
2nd October 2012, two spots ‘Mukesh’ and ‘Sponge’ depicting harmful effect of
usage of smokeless and smoking forms of tobacco, were used. The Ministry of
Health and Family Welfare is replacing these spots with two new spots titled ‘Child’
and ‘Dhuan’ to be effective from 2nd October 2013. These
spots have been dubbed in 16 Indian languages for a pan India coverage.
Since 2nd October also marks the completion of five years of
implementation of smoke-free laws in India, the launch of the these two spots,
‘Child’ and ‘Dhuan’ will reinforce the
Government’s emphasis on the issue of secondhand smoke and implementation of
smoke-free policies in India.
‘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.[1] 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.[2][3]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.[4]
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