Yadav Amit, Glantz Stanton A
Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, California, USA.
Tobacco Control Department, The International Union Against Tuberculosis and Lung Disease (The Union), The South-East Asia Office, New Delhi, India.
BMJ Glob Health. 2021 Jan;6(1). doi: 10.1136/bmjgh-2020-003639.
Tobacco imagery in films and television increased in India after it ended conventional tobacco advertising in 2004. The Ministry of Health and Family Welfare (MoHFW) introduced rules to eliminate this tobacco imagery in 2005 which took effect in amended form in 2012. This study presents the enablers and barriers in development and implementation of the regulations to curb tobacco imagery in films and television in India.
We reviewed legislation, evolving regulations, parliamentary questions, judicial decisions, Bollywood trade publications and relevant news articles from 2003 to 2019 and interviewed key informants.
Based on the WHO reports and civil society demands, the MoHFW issued a complete ban on tobacco imagery in movies and television programmes in 2005. The Ministry of Information and Broadcasting (MoIB) joined the film industry in opposing the rules. A filmmaker challenged the rules in court, which ruled that they violated constitutional freedoms. On appeal by MoHFW, the Supreme Court allowed the rules to take effect. Continuing opposition by MoIB and the film industry weakened the rules and delayed implementation until 2012. As of 2020, rather than a ban, all films with tobacco imagery require strong editorial justification, 100 s of antitobacco messages produced by the MoHFW, and a static health warning at the bottom of screen during tobacco imagery display. In 2015, less than 48% of movies had tobacco imagery compared with 89% in 2005.
Although, not a ban, MoHFW, supported by local advocates and WHO, issued regulations that resulted in a substantial drop in on-screen tobacco imagery and increased exposure to antitobacco messages. India's experience informs WHO Framework Convention on Tobacco Control parties as they develop and implement policies to curb tobacco imagery in entertainment media.
2004年印度停止传统烟草广告后，电影和电视中的烟草形象有所增加。卫生与家庭福利部（MoHFW）于2005年出台了消除此类烟草形象的规定，并于2012年以修订形式生效。本研究介绍了印度制定和实施遏制电影和电视中烟草形象法规的推动因素和障碍。
我们查阅了2003年至2019年的立法、不断演变的法规、议会问题、司法判决、宝莱坞行业出版物及相关新闻文章，并采访了关键信息提供者。
根据世界卫生组织的报告和民间社会的要求，卫生与家庭福利部于2005年发布了对电影和电视节目中烟草形象的全面禁令。信息与广播部（MoIB）与电影行业一道反对这些规定。一名电影制作人向法院质疑这些规定，法院裁定这些规定侵犯了宪法规定的自由。在卫生与家庭福利部上诉后，最高法院允许这些规定生效。信息与广播部和电影行业的持续反对削弱了这些规定，并将实施推迟到2012年。截至2020年，并非全面禁止，所有有烟草形象的电影都需要有力的编辑理由、卫生与家庭福利部制作的100多条反烟草信息，以及在展示烟草形象时屏幕底部的静态健康警告。2015年，不到48%的电影有烟草形象，而2005年这一比例为89%。
尽管不是全面禁止，但在当地倡导者和世界卫生组织的支持下，卫生与家庭福利部发布的法规使屏幕上的烟草形象大幅下降，并增加了反烟草信息的曝光度。印度的经验为《世界卫生组织烟草控制框架公约》各缔约方制定和实施遏制娱乐媒体中烟草形象的政策提供了参考。
