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Evaluation of Tobacco Free Film and Television Policy in India

Studies have shown that tobacco use is normalized and perpetuated by its positive portrayals in films and television content. Research in India has found that media advertising is associated with higher smoking rates and exposure to cigarette brand names or actors smoking on television is related to increased smoking among youth in India.

This paper looks at the effectiveness of India’s Film Rule which requires theaters and TV stations to show anti-tobacco messages whenever tobacco use is depicted in films.