Half of Bollywood’s top grossing “youth rated” films released between 2006 and 2008 showed, the use of tobacco, according to a study that evaluated the impact of such scenes. Of the 45 movies of different ratings studied were 24 had180 such scenes. They include 19 of the 38 films, rating or U U /A, and five of the six rated A.
The 38 youth-rated films delivered 1.91 billion “tobacco impressions” calculated after factoring in audience size and the number of tobacco scenes. Bollywood delivered 14 billion tobacco impressions, according to a study published last month in the Heart of Asia BMJ (British Medical Journal) Group.
Conducts Public Health Foundation of India (PHFI) and Imperial College London, the study also covered the Hollywood films released in the UK. Compared with Bollywood 14000000000 impressions, Hollywood movies in the UK delivered 920000000, he found.
“Despite the government resulting in a set of rules that require Disclaimer and health warning messages whenever tobacco is shown on the screen, there is a need to evaluate films showing tobacco use with certification,” says Dr. Monika Arora, director of health promotion and tobacco control PHFI.
WHO recommended in 2011 that the new movies with tobacco imagery should be labeled adult films? India Tobacco Act, COTPA, only mandates a strong justification edition and a message of tobacco use scenes.
The study was funded by the Fogarty International Center, National Institutes of Health, USA.
Much other research gives thumb up or down to the movies based on tobacco. Of the 20 movies, 12 of them have received a thumb down.
The science leaded by a group “Hriday” in technical discussion with the university from California and it is supported by the WHO from Asia