Author Richard Bach quoted his views on smoking in his book, The Bridge Across Forever... "You matter so little to me that I don’t care if you can’t breathe. Die if you want, I’m lighting up."

Probably, that was the thought behind the ban on smoking in public places, so that the non-smokers doesn’t suffer because of someone’s personal choice. But, does the ban really help or do we need media to actively support this ban?

A couple of years ago, when actor Saif Ali Khan was admitted on account of ill-health and chest pain, he made a public announcement that he would quit smoking. News agencies, channels and newspapers across the country flashed his quote saying, "My doctors told me my condition was brought on entirely by smoking. It caused deposits in the artery, which caused that clot. I’ve decided to quit smoking completely."

Then, we have news of other actors such as Shah Rukh Khan and John Abraham, who made it public that they will try and quit smoking. Once again, is promotion of actors’ off-screen statements declaring a no smoking habit enough to curb the mass spread of the habit of smoking?

But, the fact remains that smoking has acquired a certain social status. Good or bad, personal choice or an influenced habit, one thing is for sure, smoking is not just a health concern; it has far greater social influence.

The effort to break this social connotation though has begun; but is it enough? Is the media using its full rights to influence people against smoking? Or is it getting caught in the act of creative expression, while showing the lead actor puffing in a scene?

We need more characters like on the popular TV series, Friends, who scoff at their friend for smoking. Assertive or not, the media has a lot of power, and it is for us to help them channelise in a certain manner. So, as alert citizens, how can we help media to eradicate this social nuisance?

The 14th World Conference on Tobacco OR Health got underway in Mumbai with several anti-tobacco advocates, health experts, scientists, educators and policymakers having gathered to tackle the growing concern about smoking around the world.

Inaugurated by the Governor of Maharashtra, SC Jamir, the conference is being held in India for the first time. The issue is acute in India, which is the world's second largest producer and consumer of tobacco, and has never had a large-scale tobacco control campaign.

Jamir called for specific corrective measures to save the people, especially the youngsters, from the perils of tobacco. He lamented the fact that 90% of all oral cancer cases in South East Asia are linked to tobacco consumption.

The Minister of Health and Family Welfare, Dr. Anbumani Ramadoss also present at the 14th WCTOH said, "In India, 57 per cent of men and just over 10 per cent women in the age group 15 to 49 use tobacco in some form or the other." He was hopeful that by May 31st, there will be pictorial warnings on all tobacco products.

With regards to smoking in films, Ramadoss said that a new strategy will be implemented to fight this issue, because in the past, villains were shown smoking, but now most of these scenes are filmed on heroes, which are admired by the youth.

In fact, one study revealed that 52% of the child-smokers had their first puff after seeing their heroes smoke on the screen. He rued the fact that a silent majority of 85% (who are against smoking) is being systematically overpowered by the noisy minority of the tobacco industrialists.

Youth Refuse to be Targeted by Tobacco Industry

Youth from 27 countries met at the 2nd Global Youth Meet (GYM) in the lead up to the 14th World Conference on Tobacco Or Health expressed their common ire against cross-border tobacco advertising in films. GYM was organized by Health-Related Information Dissemination Amongst Youth (HRIDAY) and Salaam Bombay Foundation.

There are more than 160 youth from 27 countries and nine Indian states who are participating in the GYM 2009. They devised country-specific action plans on effectively implementing the smoke-free policies and ban on tobacco advertising, promotion and sponsorship in their respective countries.

Corporates Pledge to have Smoke-free Work Places

Corporate leaders from 60 companies came together during the conference to pledge to make work places smoking free. At least 19 companies signed a commitment to have a smoke-free environment. The anti-tobacco law came into effect in the country last year on October 2nd. The rules mandates that all public places, including government offices, public and private offices be smoking free.

"Smoking at work places leads to an increase in the number of sick leaves taken by an employee, increases the health care costs by about 18 percent, besides more occupational stress on smokers," said Shyam Pingle, a doctor and President of Indian Association of Occupational Health.

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Pre-conference Youth Workshop - 14th World Conference on Tobacco OR Health

India film smoking ban is lifted

In 2005, the then I&B Minister, Jaipal Reddy, said, “A cinematic classic like Shatranj ke Khiladi cannot be made without the hookah,” proposing an exemption for films based on literary classics.

This was followed by the health ministry’s proposal to ban smoking in films by notifying the Cigarette and Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Amendment Rules 2005.

Despite, evoking the much debate on creative expression, the central government notified the ban in October 2006. But, director Mahesh Bhatt challenged the ruling in Delhi High court, and he was supported by many filmmakers.

And, to their relief, in January 2009, the Delhi High Court quashed the central government’s notification banning on-screen smoking on grounds that it violates the fundamental rights of filmmakers.

A single judge bench of Justice Sanjay Kishan Kaul, said, “Banning smoking in films violated filmmakers’ fundamental rights of freedom of expression and speech as enshrined in the Constitution of India. Also, the film directors should not have multifarious authorities breathing down their necks when indulging in a creative act.”

It is felt that in addition to creative expression, films depict reality of life and smoking plays a vital role in our daily lives. However, if there is a fear that such films will have a negative impact on young minds, then the decision to allow smoking or not in certain films, should be left to the Censor board. This clearly calls for responsible display of smoking and tobacco consumption in films.

Besides, constitutional or not, one cannot make Devdas without a bottle of alcohol in his hands or the modern day Dev D, without a puff of smoke. But, yes the ministry is not completely wrong with it tries to urge all of us to kick the butt on a more personal front.

Lets take a look at some popular actresses smoking in Hollywood movies. This is not just used as advertisement techniques for a particular brand but to lure teenagers to this vice.



You can also watch the documentary on Tobacco in Indian Movies and read about the effects of smoking on woman.