The Hindu Business Line : Scissors on smoking scenes likely

AUDIENCES who joyfully applauded when Tamil filmactor Rajnikanth flipped his cigarette in the air before lighting it up may not have the pleasure of viewing such stunts. For, if the Health Ministry has its way, images of leading characters enjoying a smoke may not be permitted on the silver screen.

According to officials in the Health Ministry, "We want to restrict both movies and television serials from showing characters smoking cigarettes. Several popular heroes smoke on screen. This needs to be stopped as they send out wrong signals, especially to children."

Last year, the World Health Organisation (WHO) had commissioned a study, which indicated that 76 per cent of Indian films showed actors and actresses puffing away. And these included Amitabh Bachchan, Vivek Oberoi, Aamir Khan and Rajnikanth. The WHO had urged the film industry to stop showing these images as children are influenced.

The Health Ministry is now concerned about the growing violations, especially after implementing the ban on advertisements of tobacco and tobacco-related products and issuing specific guidelines for hoardings at points-of-sale. It is planning to hold discussions with the broadcasters, advertising industry, Press Council of India and even the Censor Board to curb any malpractices.

Officials in the Ministry said. "Even after announcing a ban, pan masala and gutkha makers are indulging in surrogate advertising on private channels. Also, hoardings at points-of-sale have started coming up and a mechanism has to be found to ensure that the guidelines for hoardings are being followed," said sources.

The issue of media carrying images of some international sports events such as Formula One racing that receive support from tobacco companies has also been flagged off. Recently notices were sent out to some media companies for carrying such images.

Health Ministry officials have maintained that the Government would keep a strict watch on promotions and advertising by tobacco companies. "But the ban can become effective only if we have a monitoring mechanism in place," they added.

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