Health Ministry launches report on tobacco free film and television policy

The Ministry of Health and Family Welfare, Government of India revealed the findings of a study to evaluate the implementation of the Film Rule, under the Cigarettes and Other Tobacco Products Act (COTPA), talking about the influence of portraying smoking on-screen.

The study finds that these messages, when properly implemented, are effective in countering imagery of tobacco with warnings about tobacco?s harms - even prompting decisions to quit. However, there is an urgent need for better implementation and enforcement of the Rule across all media.

The study titled ?Evaluation of Tobacco Free Film and Television Policy in India? was conducted by Vital Strategies with support from WHO Country Office for India, under the guidance of Ministry of Health and Family Welfare.

?Tobacco use is detrimental to all aspects of life, and grips users in the most productive years. An effective way of tobacco control would be to ingrain and indoctrinate the young minds, the children and the youth. If they could be weaned away from tobacco use, we believe that the battle is half won, since the children and youth of today will be the policy and law makers of tomorrow,? said C.K. Mishra, Secretary, Ministry of Health and Family Welfare, Government of India.