Bollywood Movies and Tobacco Use Among Indian Adolescents

Strategic Insights -

A study published in the British Medical Journal reveals a link between exposure to tobacco use in Bollywood movies and tobacco use among Indian adolescents. The study found that students who were exposed to tobacco use in movies were more likely to use tobacco themselves, even after accounting for other factors such as receptivity to tobacco promotions and having tobacco users as friends. The study also found that boys were more exposed to tobacco use in movies than girls, and that sensation-seeking and authoritative parents were associated with higher levels of tobacco use.

Key Takeaways:

  • The odds of using tobacco once or more in a lifetime among students who were highly exposed to tobacco use occurrences in Bollywood films were more than twice as compared to those with low exposure.
  • The prevalence of ever tobacco use in boys and girls was found to be 6.2% and 4.3% respectively, indicating that boys are more exposed to tobacco use in movies.
  • Students who owned or were willing to wear tobacco-branded merchandise had a greater chance of being ever tobacco users.
  • Despite a comprehensive regulation, nearly 7.3% of adolescents reported owning a tobacco promotional item, which suggests that tobacco-branded merchandise still reaches adolescents even after the enforcement of legislation restricting tobacco promotion.
  • Exposure to movie smoking was significantly higher for those with higher levels of sensation-seeking and for those with more authoritative parents.
  • India produces over 1,000 movies a year, with a worldwide viewership of 3 million for Bollywood movies.
  • Movies are a significant influence on the behavioral attitudes of adolescents, and studies have established that exposure to smoking in movies leads to increased risk of smoking among adolescents.
  • The Indian Tobacco Control Law prohibits tobacco use by celebrities in movies and the distribution of tobacco-branded merchandise, but these regulations are not being enforced.

Statistics:

  • 4,000 adolescent students were surveyed from 12 schools across New Delhi in the year 2009.
  • 59 movies, including 45 top-grossing films from 2006, 2007, and 2008, were viewed and recorded for tobacco use occurrences.
  • 412 tobacco use occurrences were found in the movies, indicating an average of 7 occurrences per movie.
  • 55% of US movies that scored huge box office success in 2010 had no scenes that included tobacco use.
  • The percentage of middle school students in the United States who smoked cigarettes fell from 11% to 5% and those who "experimented" with cigarettes fell from nearly 30% to 15% between 2000 and 2009.

Sources:

  • British Medical Journal study on "Tobacco use in Bollywood movies, tobacco promotional activities and their association with tobacco use among Indian adolescents"
  • Centers for Disease Control and Prevention (CDC) study on US movies showing smoking
  • World Health Organization and Indian Ministry of Health and Family Welfare study on tobacco use in Indian movies
  • "The Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003" - COTPA 2003