Indian cinema-goers are exposed to 14 billion images of tobacco use in Bollywood films each year, says a study, calling for measures to deal with this exposure. The study, undertaken by Delhi-based NGO HRIDAY in collaboration with Imperial College London, involved content analysis of 44
top grossing Bollywood films screened between 2006 and 2008.
The study also found that half of the youth think Bollywood films contain tobacco imagery.
Strong evidence exists to support the fact that depiction of tobacco use in films leads to tobacco use, especially among children and adolescents, estimated the study Tobacco imagery in Bollywood films: 2006-2008 published in the Heart Asia Journal.
It said many teenagers light their first cigarette or use th