Jul 26 2012

Gross violation of the anti-smoking law

Published by at 11:12 am under Smoking ban

The ads in the newspapers about the upcoming film “Heroine”, which shows the leading actress Kareena Kapoor with a cigarette on the set, drew flak for gross violation of the anti-smoking legislation.

In a letter to the Ministry of Information and Broadcasting, NGOs, Health information dissemination among young people indicates a violation of the law regulating the display of tobacco use in movies.

“Leading national newspapers and the online versions of several newspapers carried an ‘on the sets’ photograph of Heroine: Kareena Kapoor the actor smoking a cigarette and holding a glass of amber liquid, is depicted as alcohol,” the letter said.

“This amounts to a blatant violation of the Rule 9(2) of the said notification,” the letter addressed to Khurshid Ahmed Ganai, joint secretary in the information and broadcasting ministry read.

The letter refers to a notice stating that “any promotional materials and posters of movies and television programmers are not going to represent any tobacco products or their use in the movies.”

“It is a violation of Article 5 of the Tobacco Control Act, which prohibits all forms of advertising (direct, indirect / surrogate), promotion and sponsorship of tobacco products.”

The letter also asked HRIDAY Ministry of Information and Broadcasting and the Central Board of Film Certification (CBFC), and the institutions of the rules, to guide promoters and producers to recall advertising content.

“We strongly urge MoIB to verify compliance with the notice of such scenes during the screening rules in the acquisition of certification from the CBFC,” he said.

While the film scheduled for release September 21 activists have expressed concern about leaving the promotional impact on people.

“We are concerned that so far, this picture makes rounds in the media, leaving a negative impact on the public especially women and children,” said Radhika Shrivastav, Deputy Director HRIDAY.

“There is a very high prevalence of tobacco use among Indian women by nearly 20 percent of them using tobacco in various forms. Studies have also shown that Indian teenagers who are exposed to tobacco in films of Bollywood are twice as likely that tobacco “Shrivastav said.

 

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