Community Medicine, Kasturba Medical College, Manipal Academy of Higher Education, Udupi, Karnataka, India.
Tobacco Control Research Group, Department for Health, University of Bath, Bath, UK.
Tob Control. 2020 Jan;29(1):119-121. doi: 10.1136/tobaccocontrol-2018-054613. Epub 2019 Feb 16.
Exposure to smoking in films causes smoking uptake among adolescents. Investigation of the extent to which tobacco imagery appears, or tobacco control laws are complied with in Indian films is limited, and especially so for films in regional languages. This study presents an analysis of tobacco content and compliance with tobacco control laws in popular films in several languages from the Karnataka state of India.
We used 5 min interval coding to measure actual tobacco use, implied tobacco use, tobacco paraphernalia and tobacco branding in the top 10 films identified from national box office ratings and regional distributor reports in Karnataka in 2015 and 2016. We also assessed compliance with tobacco-free film rules in India.
A total of 47 films, in English, Hindi, Malayalam, Tamil, Telugu and Tulu languages were coded. Any tobacco imagery was observed in 72% of films, and actual tobacco use in 50%. Tobacco imagery was equally prevalent in films classified as suitable for universal viewing (U category) or at age 12 or more (U/A category) films; and significantly more common in films made in regional than national language (Hindi). None of the films were fully compliant with legal requirements on health spots, audiovisual disclaimers and health warnings.
Tobacco content was common in films classified as suitable for viewing by children, more among regional than national languages. Compliance with tobacco control laws was low. Stricter enforcement of tobacco-free film rules will protect children and adolescents from exposure to tobacco use on screen.
电影中的吸烟场景会导致青少年吸烟。对印度电影中烟草形象的出现程度或烟草控制法的遵守情况的调查有限，尤其是对于地区语言的电影。本研究分析了来自印度卡纳塔克邦几种语言的热门电影中的烟草内容和遵守烟草控制法的情况。
我们使用 5 分钟间隔编码来衡量在 2015 年和 2016 年从全国票房排名和卡纳塔克邦地区分销商报告中确定的前 10 部电影中实际的吸烟行为、暗示的吸烟行为、烟草用具和烟草品牌。我们还评估了印度的无烟草电影规则的遵守情况。
共对 47 部用英语、印地语、马拉雅拉姆语、泰米尔语、泰卢固语和图鲁语拍摄的电影进行了编码。72%的电影中存在任何烟草形象，50%的电影中存在实际的吸烟行为。在被归类为适合普遍观看（U 类）或适合 12 岁及以上观看（U/A 类）的电影中，烟草形象同样普遍；在使用地区语言而非国家语言（印地语）制作的电影中更为常见。没有一部电影完全符合健康宣传、视听免责声明和健康警告方面的法律要求。
在被归类为适合儿童观看的电影中，烟草内容很常见，在地区语言的电影中更为常见。对烟草控制法的遵守情况较低。更严格地执行无烟草电影规则将保护儿童和青少年免受屏幕上吸烟行为的影响。
