New Delhi, July 5
IN what can be viewed as a dilution of the earlier decision on banning smoking scenes, the Information and Broadcasting (I&B) Ministry today said that aesthetics of films should not be compromised.
Speaking to newspersons after a meeting on certification of films, the Information and Broadcasting (I&B) Minister, Mr S. Jaipal Reddy, said that aesthetics in film-making is important. Instead disclaimers on smoking and consumption of tobacco products should be inserted before the start of films, he said.
However, the Ministry has discouraged showing close-ups of tobacco and liquor packs in films and television serials. On indirect advertising, it is of the view that brand extensions and surrogate advertising should not be promoted.
Besides these, it was also agreed that film personalities would have to appear in public service campaign addressing social concerns.
Broadcasters and film producers have also been asked to work on such messages. Also, the industry would set up a self-regulatory mechanism whereby films would first be approved by this body before it is forwarded to the Censor Board.
The Government is also in favour of putting in place a redressal mechanism to look into complaints.