The Ministry of Health and Family Welfare, Government of India revealed the findings of a study to evaluate the implementation of the ‘Film Rule’, under the Cigarettes and Other Tobacco Products Act ( COTPA), talking about the influence of portraying smoking on-screen. The study finds that these messages, when properly implemented, are effective in countering imagery of tobacco with warnings about tobacco’s harms – even prompting decisions to quit. However, there is an urgent need for better implementation and enforcement of the Rule across all media.
The study titled ‘Evaluation of Tobacco Free Film and Television Policy in India’ was conducted by Vital Strategies with support from WHO Country Office for India, under the guidance of Ministry of Health and Family Welfare.

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