IMA supports WHO's call for rating films showing smoking scenes
New Delhi, February 2, 2016: Films have been a great influence on behavior and lifestyle, especially for the youth. The connection between smoking in films and its influence on adolescent behavior is well established. Smoking in films has lured millions of young people to smoking and once they start smoking at such an early age, they become addicted to it. And, India being the largest producer of films in the world, on-screen depiction of smoking encourages adolescents to take up smoking. In a study published in the journal PLoS One in 2014, Amy Poremba, associate professor in the Dept. of Psychology University of Iowa and corresponding author showed that tactile and visual memory is much better than auditory memory.
What we see has greater impact on the memory than what we hear. The CDC estimated in 2014 that exposure to on-screen smoking would recruit more than 6 million new, young smokers among children in the United States alone, of which 2 million would die from tobacco-induced diseases in due course of time. In 2014, smoking was found in 44% of all Hollywood films, and 36% of films rated for young people. Sixty percent of highest earning films featured tobacco imagery between 2002 and 2014.