Intended for healthcare professionals


Bollywood delivers 14.3 billion tobacco images to Indian audiences each year

BMJ 2013; 346 doi: (Published 24 April 2013) Cite this as: BMJ 2013;346:f2608
  1. Soumyadeep Bhaumik
  1. 1Kolkata

Top grossing Bollywood films deliver about 14.3 billion separate tobacco images to Indian audiences (in terms of numbers of images multiplied by numbers of viewers)—many more than the estimated 920 million images delivered by Hollywood films screened to UK audiences, a study has found.

The study, published in Heart Asia, said that the association between young people’s use of tobacco products and the depiction of tobacco use in films in India has already been established.1

For the new study, researchers from Imperial College London, in collaboration with an Indian non-governmental organisation called Health Related Information Dissemination Amongst Youth, analysed …

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