It’s been a tipsy 20 years in Bollywood with an increase in alcohol and quick meals product placements in movies, in accordance with a research.
Individuals, together with kids, are uncovered to a excessive and frequent quantity of tobacco, alcohol and branded fast-food product placement by means of Bollywood movies, in accordance with a research, revealed within the scientific journal PLOS One, by researchers from Very important Methods and Imperial Faculty, London.
“Our study suggests that Bollywood films are contributing to promoting unhealthy behaviours in their audience, particularly children,” mentioned Dr Nandita Murukutla, Vice President, World Coverage and Analysis, Coverage, Advocacy and Communication, Very important Methods.
“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,” Murukutla added.
Of the 300 movies analysed from the time interval 1994-2013, 93 per cent of the movies had no less than one prevalence of alcohol, 70 per cent had no less than one prevalence of tobacco, and 21 per cent movies had no less than one prevalence of branded quick meals.
Tobacco and alcohol occurrences have been extra frequent in A-rated movies whereas fast-food depiction was outstanding in films focused for all audiences – U and U/A rated movies.
It additionally acknowledged that on common, tobacco merchandise or utilization was depicted 4 occasions per movie, alcohol was proven or used seven occasions per movie and branded quick meals was proven or used 0.four occasions per movie.
Whereas the depiction of tobacco in some movies fell throughout the 20-year interval of study, the position of alcohol and branded quick meals merchandise considerably elevated. The researchers imagine that the downward development in tobacco promotion from the yr 2004 is usually a results of the laws associated to tobacco promoting, promotions and sponsorships.
“The rise in the number of non-communicable 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,” mentioned, Professor Christopher Millett, Public Well being Coverage Analysis Unit, Imperial Faculty, London.
In response to the researchers, the evaluation presents proof for the adoption of sturdy coverage measures to guard the well being of movie-watching audiences.
They listed some measures, which embody: Monitoring product placement of unhealthy commodities and prohibiting funded product placement repeatedly on all mediums; reviewing certifications of movies primarily based on product placement of unhealthy merchandise; eradicating authorities subsidies in case of any depiction of unhealthy commodities or violation that promotes unhealthy commodities.
“The association between the frequency and trend of unhealthy products appearing in films becomes all the more important during the current COVID 19 crisis as industry reports have indicated that there is a significant increase in media consumption during this time,” mentioned Murukutla.
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