[icernet] Smoking on screen comes under fire

[Arul Selvan]

The World Health Organisation and sevaral other health bodies have
ciriticised the entertainment industry, in Hollywood and Bollywood, for
promoting and glorifying smoking on screen and urged them to reduce
display of tobacco, especially if it benefits brand names.

But Hollywood's global reach is only part of the picture, said Chitra
Subramaniam, head of policy analysis at the WHO's Tobacco Free
Initiative, adding the world's largest film industry -- India's
Bollywood -- must also take responsibility for promoting a product that
kills one in two regular users.

The health bodies urged the Motion Picture Association of America to
issue "Restricted" rating to movies that show smoking unless the film
"clearly and unambiguously" reflects the dangers and consequences of
tobacco, stops identifying brands and removes all brand images.

Similar action was sought from Indian film producers. "As countries
worldwide grapple with the devastating and increasing impact of tobacco
use, the entertainment industry must acknowledge the role it plays in
shaping behaviour -- particularly for youth who are so susceptible to
the on-screen glamourisation of smoking," she said.

WHO also announced that next year's 'World No-Tobacco Day' will focus on
smoking in the movies.

Source:
http://www.outlookindia.com/pti_news.asp?gid=153&id=97174