The Union Ministry of Health and Family Welfare has released two new anti-tobacco spots titled ‘Child’ and ‘Dhuan’ to be screened in movies and TV whenever smoking scenes are depicted, under Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act (COTPA) rules.
These will be effective from 2 October, 2013. These spots have been dubbed in 16 Indian languages for a pan India coverage. It is mandatory for cinema halls to prominently display these spots whenever smoking scenes are shown as part of the movie. These spots were by Shri CK Mishra, Addl. Secretary, Ministry of Health and Family Welfare on 1 October.
Speaking at the media launch of the two new spots, Shri Mishrastated that since 2 October 2013 marks the completion of five years of implementation of smoke-free laws in India, the launch of the these two spots, ‘Child’ and ‘Dhuan’ reinforces the Government’s emphasis on the issue of secondhand smoke and implementation of smoke-free policies in India. While the narrative at present is more on control on smoking, the Ministry will soon move towards the smokeless form of tobacco. He said that the ban on gutka was a major achievement in the direction of banning the use of tobacco in the country.
‘Child’ and ‘Dhuan’ have been developed to warn about the health costs of smoking and second hand smoke and of the penalties to be faced by violating the smoke free law. ‘Child’ focuses on the health risks of smoking and secondhand smoke, while ‘Dhuan’ especially models the behavior expected of business managers, advocates, enforcement officials, smokers and non-smokers. The spots have been developed by World Lung Foundation.
COTPA rules were refined in 2005 to meet the challenge of tobacco imagery in films. However, these rules could only be implemented from 2 October, 2012 after addressing all the implementation concerns of Ministry of Information and Broadcasting.
As per the Rules, all films and TV programmes certified/produced on or after 2 October, 2012 that depict tobacco product or its use must have
- A strong editorial justification explaining the necessity of display of tobacco products or its use (to CBFC)
- Anti-Tobacco Health Spot of 30 seconds duration each (beginning and middle)
- Anti-Tobacco Audio Visual Disclaimer of 20 seconds duration each (beginning and middle)
- Anti-Tobacco Health Warning as a prominent static message during the period of display of tobacco products or their use
