Actors to give voice to anti-smoking ads

Bollywood stars will now be roped in to thwart smoking. The government has finalised a plan to run messages from protagonists of films in which they themselves indulge in the act of smoking. As per the plan, finalised by the I&B and health ministries, an audio message from the lead actor/ actress will be played at the start of the film and during the film’s interval to create awareness regarding the ill effects of smoking on health. The rule has finally seen action in Gangs of Wasseypur which has the anti-smoking warning being delivered by Manoj Bajpayee.

The decision to run voice-overs of the leading actors of the film, that aim at discouraging smoking, was taken after it was found that inserting a video clip inside a running movie was not feasible and could raise copyright issues. It is understood that the Union information and broadcasting ministry has also decided to allow a representative of the health ministry, as a special invitee, on the regional boards of the Central Board of Film Certification so as to oversee implementation of smoking rules. The CBFC grants certification to the films before they can be released for public viewing. Speaking to this newspaper, I&B secretary Uday Kumar Varma stated that the I&B ministry was playing the role of a facilitator in ensuring that smoking is discouraged in all forms.

“We have held wide consultations with all stakeholders and all issues have been discussed to ensure that new rules do not impede the creativity of film makers while at the same time ensuring that smoking is discouraged,” the I&B secretary added. It is also understood that old and foreign films are likely to be kept outside the ambit of new smoking rules. It was felt that while old films had already secured certification, for foreign films this proposal could raise copyright issues. As part of the new rules a disclaimer regarding the ill-effects of the use of tobacco products will be run in the beginning and during the interval of the film. The packets of cigarettes and other tobacco products will also need to be blurred.