As per HRIDAY, a Delhi-based NGO, the Tobacco-free Films and TV Rules (2012) has decreased tobacco portrayals in Bollywood films between 2006 and 2017.
Since October 2012, the number of tobacco-related events per film has increased by roughly 10 percent every year (incidence rate ratio of 1.1 per year). Gaurang P. Nazar, one of the study's authors, claimed that when the regulations were implemented, "the number of tobacco occurrences per film began to decrease dramatically by around 30 percent every year."
A static warning was needed on the screen every time tobacco use was shown. Audio-visual disclaimers were also necessary, as were health messages before and during intermissions of films featuring tobacco. "Although the amount of ad placement was modest, some films continued to exhibit cigarette labels even after the restrictions went into force," Dr. Nazar said in an interview with the Associated Press.
Also an author, Monika Arora claimed that it has decreased in youth-rated films as well. In 2012, 76 percent of youth-rated [U and U/A rated] films had tobacco-related events. In recent years, however, this number has declined [35 percent in 2017]. As a result, Ms. Arora added, "the representation of tobacco in youth-rated films has been restricted, but not eradicated."
HRIDAY, WHO, and the University of California, San Francisco, conducted the study, according to the NGO.
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