Assessment of tobacco imagery and compliance with tobacco-free rules in popular Indian films
Assessment of tobacco imagery and compliance with tobacco-free rules in popular Indian films
复制标题
DOI：
10.1136/tobaccocontrol-2018-054613
复制
发表时间：
2020-01-01
期刊：
影响因子：
5.2
通讯作者：
Kamath, Asha
中科院分区：
文献类型：
--
作者：
Kulkarni, Muralidhar M.;Kamath, Veena Ganesh;Kamath, Asha
背景：电影中的吸烟镜头导致青少年吸烟。对印度电影中出现烟草图像的程度或烟草控制法律的遵守程度的调查是有限的，特别是对使用地区语言的电影。本研究分析了印度卡纳塔克邦几种语言的流行电影中的烟草含量和遵守烟草控制法律的情况。方法采用5分钟间隔编码方法，对2015年和2016年卡纳塔克邦全国票房评级和区域经销商报告中确定的前10部电影中的实际烟草使用、隐含烟草使用、烟草用品和烟草品牌进行测量。我们还评估了印度对无烟片规定的遵守情况。共有47部电影被编码，包括英语、印地语、马拉雅拉姆语、泰米尔语、泰卢固语和图卢语。72%的电影中有烟草图像，50%的电影中实际使用烟草。烟草图像在适合大众观看（U类）或适合12岁或以上儿童观看（U/A类）的电影中同样普遍；而且在用地区语言而不是国家语言（印地语）制作的电影中更为常见。没有一部电影完全符合法律对健康提示、视听免责声明和健康警告的要求。结论烟草内容普遍存在于适于儿童观看的电影中，且地域差异大于民族差异。遵守烟草控制法律的情况很低。更严格地执行无烟电影规定将保护儿童和青少年免于接触屏幕上的烟草使用。
Background Exposure to smoking in films causes smoking uptake among adolescents. Investigation of the extent to which tobacco imagery appears, or tobacco control laws are complied with in Indian films is limited, and especially so for films in regional languages. This study presents an analysis of tobacco content and compliance with tobacco control laws in popular films in several languages from the Karnataka state of India. Methods We used 5 min interval coding to measure actual tobacco use, implied tobacco use, tobacco paraphernalia and tobacco branding in the top 10 films identified from national box office ratings and regional distributor reports in Karnataka in 2015 and 2016. We also assessed compliance with tobacco-free film rules in India. Findings A total of 47 films, in English, Hindi, Malayalam, Tamil, Telugu and Tulu languages were coded. Any tobacco imagery was observed in 72% of films, and actual tobacco use in 50%. Tobacco imagery was equally prevalent in films classified as suitable for universal viewing (U category) or at age 12 or more (U/A category) films; and significantly more common in films made in regional than national language (Hindi). None of the films were fully compliant with legal requirements on health spots, audiovisual disclaimers and health warnings. Conclusions Tobacco content was common in films classified as suitable for viewing by children, more among regional than national languages. Compliance with tobacco control laws was low. Stricter enforcement of tobacco-free film rules will protect children and adolescents from exposure to tobacco use on screen.