An Observational Study of the Implementation of the Tobacco-Free Film and Television Policy in India.
Background: Positive portrayals of tobacco use in entertainment media can normalize and perpetuate use. In 2012, the Government of India implemented the Tobacco-Free Film and Television Rules, a first-of-its-kind comprehensive regulation to restrict tobacco depiction in films and television programs...
| Publicado en: | Tobacco Use Insights pp. 1 - 14 |
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| Autores principales: | , , , , , , , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Sage Publications Inc.
10/19/2023
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=173100559&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 173100559 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 1179173X B3LD jtl: Tobacco Use Insights issn: 1179173X maglogo: Y pubinfo: dt: 10/19/2023 pid: 344 pub: Sage Publications Inc. place: Thousand Oaks, California artinfo: ui: 173100559 173100559 173100559 10.1177/1179173X231205377 173100559 ppf: 1 ppct: 13 formats: fmt: – @attributes: type: T – @attributes: type: P tig: atl: An Observational Study of the Implementation of the Tobacco-Free Film and Television Policy in India. aug: au: Negi, Nalin Singh Gill, Vineet Munish Maharjan, Meena Sinha, Praveen Puri, Pallavi Mallik, Vaishakhi Mullin, Sandra Tullu, Fikru Murukutla, Nandita affil: 525891 Vital Strategies, New Delhi, India sug: subj: Tobacco Products Legislation and Jurisprudence Public Policy Television Motion Pictures Program Implementation Human India Female Male Adult Middle Age Nonexperimental Studies Surveys Rules and Regulations Communications Media Advertising Sample Size Determination Questionnaires Smoking Cessation Programs Data Analysis Software Fisher's Exact Test Pearson's Correlation Coefficient Chi Square Test Logistic Regression Odds Ratio Adult: 19-44 years Middle Aged: 45-64 years Female Male ab: Background: Positive portrayals of tobacco use in entertainment media can normalize and perpetuate use. In 2012, the Government of India implemented the Tobacco-Free Film and Television Rules, a first-of-its-kind comprehensive regulation to restrict tobacco depiction in films and television programs. Two complementary studies were undertaken to assess the implementation of the film rules on television and in movie theaters. Methods: In the first part, movie theater observations and exit surveys were conducted from Feb. 3 to March 24, 2015. In total, 308 movie theaters were selected for the observation of films. A total of 3080 exit surveys were conducted to assess moviegoers' reactions toward the film rule. The second part comprised the systematic observation of 424 prerecorded television programs that aired from Nov. 20 to Dec. 30, 2015. Results: Compliance with the Tobacco-Free Film and Television Rules policy was lower on television than in movie theaters. While 66% of television programs with tobacco scenes implemented at least 1 of the 3 elements of the film rule, not a single program executed all required elements correctly. In movie theaters, 99% of films that contained tobacco scenes implemented at least one element of the film rule. However, all elements of the film rules were implemented correctly during 27% of the films observed. Exit surveys showed that among moviegoers who recalled viewing at least one element of the film rule, there was increased concern about tobacco's harms and intentions to quit. Conclusion: Implementation of the film rules was higher in movie theaters than on television, though there were gaps in implementation for both. Despite inconsistent application, audience reactions to the anti-tobacco messages were favorable, with increased concern about tobacco's harms and intention to quit. Overall, the film rules offer a strong tool for countering tobacco promotion, reaching hundreds of millions with anti-tobacco messaging. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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