India: Anti-tobacco Advisories could soon be Stubbed out of Movies

Source from:  The Times of India 04/08/2015

The anti-tobacco health advisory, considered an irritant by most filmmakers, could be on its way out. The government instead proposes to replace the scroll with advertisements starring top actors that will be screened before the film or during the interval.

The on-screen warning was first introduced in 2012 after health ministry argued that films have a significant impact on viewers and glamourised tobacco use. This was vehemently opposed by the film industry that implemented the scroll after strong resistance.

Sources added that the film industry representatives had raised the issue with minister of state for information and broadcasting (I&B) Rajyavardhan Rathore recently who appeared to be positive about the plan.

I&B ministry sources said that the government was open to changing the anti-tobacco health advisory. "We've had discussions with the health ministry and they are also willing to consider this. The point is to give the message to people that smoking and tobacco use is injurious. It can be done in various ways. Why impede the creative process," a source said.

Film and TV Producers Guild of India president Mukesh Bhatt said, "We are planning to rope in 4-5 top directors, prepare scripts that are engaging that will speak about the health hazards of tobacco in a responsible way. I have spoken to several people and they are all very keen. The film industry is responsible and wants to play a positive role."

Bhatt said that the scroll was an irritant to the viewer and destroyed the creative process for the filmmaker. "It does not really solve the purpose of being an effective warning. It just acts as a distraction in the middle of the scene. Why not find better ways like using an iconic star who will talk about the issue. It will have a much stronger impact on the viewer," he added.

Currently films showing use of the tobacco products are required to display an anti-tobacco health warning in the form of a static message during the period of display of the tobacco product or its use in the films. Films are also accompanied by anti-tobacco health spots of minimum 30 seconds and an audio-visual disclaimer of minimum 20 seconds on the ill-effects of tobacco use screened at the beginning and middle of the films displaying tobacco products or their use. The spots have been prepared by the health ministry. Enditem