Renowned global health advocate and public policy expert, Vandana Shah, tells the HEALTH PIONEER why bold regulations seeking anti-tobacco warnings on Over-The-Top (OTT) streaming platforms matter so much and how such positive moves aimed at curbing the deadly tobacco consumption habit will motivate other countries to adopt similar policies.
As a prominent advocate for global health and tobacco control, we appreciate your valuable insights on the recent regulations. How do you think these regulations will impact India's efforts to control tobacco and promote public health?
These regulations, which extend the existing rules for theatrical movies and television to OTT platforms, mark a significant milestone in India's tobacco control initiatives. India's pioneering efforts have made it the first country in the world to issue regulations specifically targeting tobacco use in all content that appears on OTT platforms. India's long-standing leadership in protecting youth from tobacco use, particularly in curbing imagery that glamorizes tobacco in movies, has garnered international recognition. These landmark regulations have already gotten a lot of positive global attention and public health experts around the world have applauded this as a major step forward in tobacco control. It will also motivate other countries to adopt such policies as well.
Tobacco companies have a history of using entertainment platforms to market their products indirectly. When actors, celebrities or beloved characters are seen smoking in movies and TVs shows, this can have a huge impact on social norms and the acceptability of tobacco use. By implementing these regulations, we are taking a substantial step in countering such tactics and significantly limiting the reach and impact of tobacco marketing in digital media platforms.
Could you elaborate on how these regulations contribute to India's standing as a global voice in tobacco control?
India has been at the forefront of implementing robust tobacco control measures, and these regulations demonstrate its commitment to protecting public health. India’s comprehensive ban on all emerging products in 2019 and its adoption of 85% graphic warnings on all tobacco products in 2016 are evidence of its strong commitment to bold tobacco control measures. By extending the existing film rules to online streaming platforms, India is addressing a key access point for Big Tobacco to reach young people.
The regulations include provisions for anti-tobacco health spots and disclaimers at the beginning and the middle of any movie or program that depicts tobacco use, and static written health warnings on screen during any scene that includes tobacco use. The rules also prohibit the display of any branded tobacco products on screen. These measures play a crucial role in raising awareness about the health risks associated with tobacco use and will act as a disincentive for program makers on whether to include tobacco use in their content. This is hugely important in changing young people’s attitudes and their initiation of tobacco use. For instance, a study conducted in New Delhi showed that adolescents aged 12–16 years with high exposure to tobacco occurrences in Bollywood films were 2.3 times more likely to have ever used tobacco compared with adolescents with low exposure. The number of deaths every year in India which is attributable to tobacco use is almost 13.5 lakhs. According to the Global Youth Tobacco Survey (GYTS), conducted by the Ministry of Health and Family Welfare, nearly 14.6% of Indian students aged 13-15 years use tobacco in some form. This data highlights the vulnerability of our youth to tobacco-related harms and the urgency to take strong preventive actions. India’s national law COTPA has strong provisions banning the advertisement of tobacco use and products and these new regulations will prevent tobacco companies from using OTT platforms as a means to flout these restrictions.
How do you envision these regulations aligning with Prime Minister Narendra Modi’s vision of Healthy India?
Prime Minister Modi's vision of ‘Swasthya Bharat’ or a healthy nation aligns perfectly with the objectives of these regulations. The Prime Minister has greatly emphasized the need to combat tobacco use in his popular radio program, "Mann Ki Baat." These regulations are a testament to the government's dedication to translating his vision into concrete actions.
By regulating the depiction of tobacco in online content, we are sending a powerful message to the nation and the world that India prioritizes the health and well-being of its citizens. It is a step towards creating a healthier society, particularly for the younger generation who are increasingly consuming content through digital platforms. These regulations complement the ongoing efforts to amend the tobacco control act COTPA, further strengthening our tobacco control framework and reinforcing India's commitment to becoming a healthier nation.
I would also like to highlight an upcoming event. Prime Minister Modi will be leading a session of Yoga at the United Nations Secretariat on June 21st, which is observed as International Yoga Day worldwide. Just as International Yoga Day received widespread support from 175 countries, showcasing the global recognition of India's efforts to promote holistic well-being, I believe that India's tobacco control initiatives will also be appreciated and respected globally.
Considering the influence and power of the companies operating OTT platforms, as well as their global parent companies, do you anticipate them leveraging their combined strength to oppose these regulations? And how do you propose we counteract any potential resistance?
The possibility of powerful companies opposing these regulations cannot be ignored. We have seen instances where industries have challenged regulations that seek to protect public health and tied these up in litigation for years to come. The tobacco industry, in particular, has a long history of using its resources and influence to undermine tobacco control measures in any way they can, including by suing governments to prevent or delay the measures.
To counteract any potential resistance, it is crucial for the government, civil society organizations, and public health advocates to work in collaboration. We must continue to emphasize the evidence-based harms of tobacco consumption and the need for robust regulations to protect vulnerable populations, particularly our youth. We have to continuously highlight the long-term benefits of these regulations by the Modi government, such as the promotion of public health and the protection of young audiences from tobacco-related harms.
Additionally, we should leverage the power of public awareness and education campaigns to mobilize public support. Empowering individuals with knowledge about the detrimental effects of tobacco and the importance of responsible content.
It is also crucial to strengthen legal frameworks and ensure effective enforcement of the regulations. Close monitoring, rigorous penalties for non-compliance, and prompt action against violations will send a strong message that these regulations are to be taken seriously.
Ultimately, our collective determination to prioritize public health should guide our actions.
There is an ongoing effort to amend the tobacco control act COTPA also. How would these amendments enhance India's tobacco control initiatives and contribute to its global reputation?
The proposed amendments to the tobacco control act COTPA hold immense potential to strengthen India's tobacco control initiatives. The amendments, which have been prepared by the ministry and have undergone stakeholder consultations, aim to address various aspects of tobacco control comprehensively.
According to different studies, comprehensive smoke-free laws that include workplaces, restaurants, and bars are estimated to reduce the risk of heart attack by 85%, improve the respiratory health of workers, and may also reduce the risk of stroke. At least 61 countries have comprehensive bans on smoking in indoor public places, and at least 42 countries completely ban smoking in airports. Similarly, a study assessing data from 130 countries found that point of sale advertising bans are significantly associated with reduced smoking experimentation among youth.
If these amendments are implemented, it would signify India's commitment to addressing the tobacco epidemic in a holistic manner. Such decisive actions would undoubtedly earn significant appreciation worldwide and further solidify India's position as a global leader in tobacco control.
It is essential to understand that tobacco control requires a multi-faceted approach, combining regulatory measures, awareness campaigns, and supportive policies.