Tobacco.org

• Tamil cinema’s role in anti-smoking campaign 

The WHO Framework Convention on Tobacco Control begins to be implemented. Article 13 of the treaty lists measures to substantially limit movie smoking. In India, Bollywood has been the primary measure of implementation. A 2004 study commissioned to study changes in Bollywood's tobacco imagery after the Tobacco Control Act (2003) was passed, found that the "imagery had markedly increased in the wake of tobacco advertising bans in other media."

When this was brought to the notice of the government, it amended the TCA to include a ban on all depictions of tobacco products and their use in film or television. The amended rules indicated that no individual can display tobacco products or their use. In films made prior to the notification, a scroll will have to warn the audience about smoking.

"Media plays a huge role and we intend to launch research on smoking and Tamil cinema as part of the 'Smoke-free Chennai' project," says Prasanna Kannan, State consultant for Tobacco Control. The State has also sent notices to those involved with recent films including 'Vettaikaran', 'Aasal' and 'Yogi' to remove smoking scenes.

Earlier this week, actor and producer Prabhu clarified that 'Aasal' starring actor Ajith featured awareness messages and the actor, too, had incorporated a message on the perils of smoking in the film.

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