Film exhibitors, theatre owners and film producers will have to take up the anti-smoking campaign seriously from October 2 in line with the joint initiative by the Ministry of Information and Broadcasting (I&B) and the health ministry.The government will amend Section 7 (1) of the Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply & Distribution) Act, 2003. This ammendment will enable the government to force tobacco companies to carry the skull and cross-bones symbol on all cigarette and tobacco packaging.A controversy arose over the issue of displaying skull and cross-bones warning on tobacco products as it was felt by a section that it would hurt the religious sentiments of certain communities.Noting that "appropriate warnings" would be displayed on tobacco packages without affecting social or reglious sentiments, Priyaranjan Das Munsi, I&B minister, said the government would launch a vigorous campaign against the evil of smoking."Post amendment, cinema theatres will have to mandatorily show anti-smoking messages before films. I will personally drive the 'no smoking' in films campaign initiated by the health ministry," the I&B minister said.Two years back, the health ministry had suggested banning smoking shown in films as it had severe negative impact on the youth and children of the country. The I&B ministry took the matter forward in consultation with the film and entertainment industry that suggested 'self-regulation' as the way ahead."Currently, films producers exercise self-regulation while shooting scenes depicting smoking. But there is no law that mandates cinema exhibitors carry anti-smoking messages," an industry observer said.
