The Government of India (GoI) has issued new directives for governing advertising and marketing of tobacco products and depiction on screen.
In view of Bollywood’s persistent pleas about creative license, the GoI has moved away from an all-out ban on smoking on screen and instead preferred a deterrent. Films that have smoking scenes will be awarded a U/A certification.
A GoI health officer will sit in on Censor Board screenings to ensure that rules are not broken and a health-warning scroll runs across the screen when an actor lights up. Health messages of at least 20 seconds will have to be shown twice–before and during the film or TV show.