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Alcohol, fast food product placement on the rise in Bollywood

Alcohol, fast food product placement on the rise in Bollywood
outlookindia.com
1970-01-01T05:30:00+0530
films, says study

Bengaluru, Jun 8 (PTI) Alcohol and fast food product

placement in Bollywood films rose significantly over two

decades, including in those rated for children, according to a

study.

Of the 300 films analysed from the time period 1994-2013,

93 per cent of the movies had at least one occurrence of

alcohol, 70 per cent had at least one occurrence of tobacco,

and 21 per cent films had at least one occurrence of branded

fast food, it said.

The study was published in the scientific journal PLOS

One by researchers from health organisation Vital Strategies

and Imperial College, London, according to a Vital Strategies

statement.

"Our study suggests that Bollywood films are contributing

to promoting unhealthy behaviours in their audience,

particularly children," said Dr. Nandita Murukutla, Vice

President, Global Policy and Research, Policy, Advocacy and

Communication, Vital Strategies.

"We hope that this study offers evidence and support to

reduce the marketing of these products in films given the

known health problems they cause, including obesity, heart

disease and cancer", she added.

Tobacco and alcohol occurrences were more common in films

rated for older audiences (A rated films) whereas fast-food

depiction was prominent in movies targeted for all audiences

(U and U/A rated films), the statement said.

"On average, tobacco products or usage was depicted four

times per film, alcohol was shown or used seven times per

film, and branded fast food was shown or used 0.4 times per

film", it said.

"Although depiction of tobacco in these films fell during

the 20-year period of analysis, the placement of alcohol and

branded fast food products significantly increased", the

statement added.

The researchers expressed the view that the downward

trend in tobacco promotion from 2004 could be attributed to

the regulations related to tobacco advertising, promotions and

sponsorships under Cigarettes and Other Tobacco Products Act

and WHO Framework Convention of Tobacco Control.

"The rise in number of noncommunicable diseases across

the globe is linked with consumption of tobacco, alcohol and

ultra-processed foods.

Marketing strategies that promote the consumption of

these products should be strictly regulated using the broad

public health perspective with an aim to reduce the burden of

death and disease, said Professor Christopher Millett, Public

Health Policy Evaluation Unit, Imperial College, London.

The researchers suggested monitoring product placement of

unhealthy commodities and prohibiting funded product placement

continuously on all mediums and reviewing certifications of

films based on product placement of unhealthy products.

They also recommended removing government subsidies in

case of any depiction of unhealthy commodities or violation

that promotes unhealthy commodities, among others. PTI RS

RAVINDRANATH

RS

RAVINDRANATH


Disclaimer :- This story has not been edited by Outlook staff and is auto-generated from news agency feeds. Source: PTI

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