As countries crack down on tobacco advertising and sponsorship, cigarette companies are turning to the film industry to recruit the next generation of smokers.
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WHO Emphasizes on Adult Ratings for Movies Depicting Tobacco Use"
‘World Health Organization said that the films showing smoking scenes should be rated to protect children from tobacco addiction.’
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“With ever tighter restrictions on tobacco advertising, film remains one of the last channels exposing millions of adolescents to smoking imagery without restrictions,” said Dr. Douglas Bettcher, WHO’s Director of the Department of Prevention of Noncommunicable Diseases.
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It stated that taking concrete steps, including rating films with tobacco scenes and displaying tobacco warnings before films with tobacco, can stop children around the world from being introduced to tobacco products and subsequent tobacco-related addiction, disability and death.
“Smoking in films can be a strong form of promotion for tobacco products. The 180 Parties to the WHO Framework Convention on Tobacco Control (WHO FCTC) are obliged by international law to ban tobacco advertising, promotion and sponsorship,” adds Dr. Bettcher.
Dr. Armando Peruga, the program manager of WHO’s Tobacco-Free Initiative, said “Countries around the world have taken steps to limit tobacco imagery in films. China has ordered that ‘excessive’ smoking scenes should not be shown in films. India has implemented new rules on tobacco imagery and brand display in domestic and imported films and TV programs. But more can and must be done.”
Source-Medindia