Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules”
Background Tobacco consumption is a critical concern in populous low-income countries, like India. The social acceptability of tobacco perpetuates its use: the positive portrayal of tobacco in the media has been associated with increased consumption of tobacco. Hence, to counter the pro-tobacco imag...
| Main Authors: | , , , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
European Publishing
2018-03-01
|
| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | http://www.journalssystem.com/tid/Innovative-health-financing-for-tobacco-control-the-implementation-and-effectiveness,84379,0,2.html |
| _version_ | 1818765604510760960 |
|---|---|
| author | Nandita Murukutla Vineet Munish Gill Nalin Singh Negi Pallavi Puri Praveen Sinha Vaishakhi Mallik Sandra Mullin Fikru Tesfaye Tullu |
| author_facet | Nandita Murukutla Vineet Munish Gill Nalin Singh Negi Pallavi Puri Praveen Sinha Vaishakhi Mallik Sandra Mullin Fikru Tesfaye Tullu |
| author_sort | Nandita Murukutla |
| collection | DOAJ |
| description | Background
Tobacco consumption is a critical concern in populous
low-income countries, like India. The
social acceptability of tobacco perpetuates its use: the positive portrayal of
tobacco in the media has been associated with increased consumption of tobacco.
Hence, to counter the pro-tobacco imagery in the visual media, the Government
of India modified its tobacco control law in 2011/2012, called as "Film
Rule", requiring film theaters and television channels to screen
pre-approved anti-tobacco public service announcements and a disclaimer at the
beginning and during the middle of programs when tobacco consumption is
depicted; and, health warning scrolls on screen while tobacco is in use
onscreen.
Methods
Four studies were undertaken to monitor the genesis,
implementation and effectiveness of the Rule. First, a news media analysis in
the lead up the implementation of the Film Rule identified industry arguments
against the Rule. Two observational studies, including exit interviews of
cinema-goers, monitored the implementation and effectiveness of the Rule.
Finally, legal research identified legal loopholes and opportunities.
Results
Findings from this comprehensive set of studies
identified standard arguments against the Rule - such as impingement of
creative freedom, arguments that health warnings are ineffective - and provide
guidance for addressing these attacks preemptively. The observational studies
identified over 80% compliance with the Film Rule in film theaters but less
than 10% compliance by television channels. Exit interviews among film-goers
also found positive impact among those exposed to anti-tobacco messaging. Legal
research identified strengths in the current law, enabling implementation, and
opportunities for its advancement within existing media laws and procedures.
Conclusions
The Film Rule is a novel health financing mechanism
for sustained mass media campaigns at low (or no) cost to governments. Our
studies show positive impact of the Rule and offer valuable lessons for
strengthening the law within India and for other countries considering similar
approaches. |
| first_indexed | 2024-12-18T08:20:44Z |
| format | Article |
| id | doaj.art-ec7ce1af50b640ac8f90ecc1bcacf2ab |
| institution | Directory Open Access Journal |
| issn | 1617-9625 |
| language | English |
| last_indexed | 2024-12-18T08:20:44Z |
| publishDate | 2018-03-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj.art-ec7ce1af50b640ac8f90ecc1bcacf2ab2022-12-21T21:14:45ZengEuropean PublishingTobacco Induced Diseases1617-96252018-03-0116110.18332/tid/8437984379Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules”Nandita Murukutla0Vineet Munish Gill1Nalin Singh Negi2Pallavi Puri3Praveen Sinha4Vaishakhi Mallik5Sandra Mullin6Fikru Tesfaye Tullu7Vital Strategies, Policy, Advocacy and Communication, United States of AmericaWorld Health Organization, India, IndiaVital Strategies, Policy, Advocacy and Communication, IndiaVital Strategies, Policy, Advocacy and Communication, IndiaWorld Health Organisation - India, IndiaVital Strategies, Policy, Advocacy and Communication, IndiaVital Strategies, Policy, Advocacy and Communication, United States of AmericaWorld Health Organisation - India, IndiaBackground Tobacco consumption is a critical concern in populous low-income countries, like India. The social acceptability of tobacco perpetuates its use: the positive portrayal of tobacco in the media has been associated with increased consumption of tobacco. Hence, to counter the pro-tobacco imagery in the visual media, the Government of India modified its tobacco control law in 2011/2012, called as "Film Rule", requiring film theaters and television channels to screen pre-approved anti-tobacco public service announcements and a disclaimer at the beginning and during the middle of programs when tobacco consumption is depicted; and, health warning scrolls on screen while tobacco is in use onscreen. Methods Four studies were undertaken to monitor the genesis, implementation and effectiveness of the Rule. First, a news media analysis in the lead up the implementation of the Film Rule identified industry arguments against the Rule. Two observational studies, including exit interviews of cinema-goers, monitored the implementation and effectiveness of the Rule. Finally, legal research identified legal loopholes and opportunities. Results Findings from this comprehensive set of studies identified standard arguments against the Rule - such as impingement of creative freedom, arguments that health warnings are ineffective - and provide guidance for addressing these attacks preemptively. The observational studies identified over 80% compliance with the Film Rule in film theaters but less than 10% compliance by television channels. Exit interviews among film-goers also found positive impact among those exposed to anti-tobacco messaging. Legal research identified strengths in the current law, enabling implementation, and opportunities for its advancement within existing media laws and procedures. Conclusions The Film Rule is a novel health financing mechanism for sustained mass media campaigns at low (or no) cost to governments. Our studies show positive impact of the Rule and offer valuable lessons for strengthening the law within India and for other countries considering similar approaches.http://www.journalssystem.com/tid/Innovative-health-financing-for-tobacco-control-the-implementation-and-effectiveness,84379,0,2.htmlWCTOH |
| spellingShingle | Nandita Murukutla Vineet Munish Gill Nalin Singh Negi Pallavi Puri Praveen Sinha Vaishakhi Mallik Sandra Mullin Fikru Tesfaye Tullu Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” Tobacco Induced Diseases WCTOH |
| title | Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” |
| title_full | Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” |
| title_fullStr | Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” |
| title_full_unstemmed | Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” |
| title_short | Innovative health financing for tobacco control: the implementation and effectiveness of India's “Movie Rules” |
| title_sort | innovative health financing for tobacco control the implementation and effectiveness of india s 8220 movie rules 8221 |
| topic | WCTOH |
| url | http://www.journalssystem.com/tid/Innovative-health-financing-for-tobacco-control-the-implementation-and-effectiveness,84379,0,2.html |
| work_keys_str_mv | AT nanditamurukutla innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT vineetmunishgill innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT nalinsinghnegi innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT pallavipuri innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT praveensinha innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT vaishakhimallik innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT sandramullin innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 AT fikrutesfayetullu innovativehealthfinancingfortobaccocontroltheimplementationandeffectivenessofindias8220movierules8221 |