Glamorization of intoxication and addictive substances by the tobacco industry and celebrities is taking toll on the impressionable minds particularly those in 10-17 age group, resulting in mental health issues, performance pressure, growing emptiness and changing socio-economic conditions among the GenNext. This trend is likely to explode in the next decade, warned the preliminary findings of an ongoing study released on Wednesday by independent think tank Think Change Forum.
The national study has been initiated based on expert consultations to decode the problem of rising addiction among adolescents and recommend solutions. Titled, ‘Ideas for an Addiction-Free India’ this initiative entails drawing learnings from the views of national experts from the fields of policy, psychology, social sciences, medical fraternity, among others. The findings have identified ‘Three most important trends’ accelerating the adoption of substance use among adolescents and youth and the ‘Three most important interventions’ needed to immediately decelerate them.
The first trend that has emerged from the consultations is the glamourization of intoxication and addictive substances. Parenting Coach & TEDx Speaker, Sushant Kalra pointed out that heroes and heroines in popular media glamourize intoxication. Children and adolescents are exposed to these role models indulging in such acts across different media including movies and video series. The message conveyed is that these activities are not only acceptable but also highly desirable. Therefore, those who have not yet engaged in such activities may feel stigmatized. The environment is not saying it is wrong, it’s saying it is great. Do it.” Also, the presence of upscale alcohol shops in cities like Gurugram today serve as a testament to the role of glamorization in enticing young people to engage in substance use. The use of substances like alcohol, weed, vaping etc in parties is normal, which is communicating that this is the new way to enjoy parties and friends' company, he added.
The second trend that the experts believe is the marketing hype created by international e-cigarette companies claiming that electronic device based heated tobacco and vaping products as less harmful than cigarette smoking and that they aid deaddiction. Chairman of ENT and Head Neck Surgery at Medanta Hospitals, Dr KK Handa shared, “The international tobacco industry is attempting to position E-cigarettes as a substitute for smoking.” Added Dr. Rajesh Gupta, Additional Director Pulmonology & Critical Care - Fortis Healthcare, “It is not scientifically right to claim that E-cigarettes are a step-down from smoking cigarettes for eliminating nicotine addiction. “
The third trend, which is the cause of a rapid rise in the growth of this category is the rising mental health issues on the back of growing performance pressures and growing emptiness making children more vulnerable, they said.