{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T23:15:41Z","timestamp":1777936541050,"version":"3.51.4"},"reference-count":55,"publisher":"SAGE Publications","license":[{"start":{"date-parts":[[2023,1,1]],"date-time":"2023-01-01T00:00:00Z","timestamp":1672531200000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100004423","name":"World Health Organization","doi-asserted-by":"publisher","award":["201120778"],"award-info":[{"award-number":["201120778"]}],"id":[{"id":"10.13039\/100004423","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100004423","name":"World Health Organization","doi-asserted-by":"publisher","award":["201331806"],"award-info":[{"award-number":["201331806"]}],"id":[{"id":"10.13039\/100004423","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Tob Use Insights"],"published-print":{"date-parts":[[2023,1]]},"abstract":"<jats:sec>\n                    <jats:title>Background<\/jats:title>\n                    <jats:p>Positive portrayals of tobacco use in entertainment media can normalize and perpetuate use. In 2012, the Government of India implemented the Tobacco-Free Film and Television Rules, a first-of-its-kind comprehensive regulation to restrict tobacco depiction in films and television programs. Two complementary studies were undertaken to assess the implementation of the film rules on television and in movie theaters.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>In the first part, movie theater observations and exit surveys were conducted from Feb. 3 to March 24, 2015. In total, 308 movie theaters were selected for the observation of films. A total of 3080 exit surveys were conducted to assess moviegoers\u2019 reactions toward the film rule. The second part comprised the systematic observation of 424 prerecorded television programs that aired from Nov. 20 to Dec. 30, 2015.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Compliance with the Tobacco-Free Film and Television Rules policy was lower on television than in movie theaters. While 66% of television programs with tobacco scenes implemented at least 1 of the 3 elements of the film rule, not a single program executed all required elements correctly. In movie theaters, 99% of films that contained tobacco scenes implemented at least one element of the film rule. However, all elements of the film rules were implemented correctly during 27% of the films observed. Exit surveys showed that among moviegoers who recalled viewing at least one element of the film rule, there was increased concern about tobacco\u2019s harms and intentions to quit.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>Implementation of the film rules was higher in movie theaters than on television, though there were gaps in implementation for both. Despite inconsistent application, audience reactions to the anti-tobacco messages were favorable, with increased concern about tobacco\u2019s harms and intention to quit. Overall, the film rules offer a strong tool for countering tobacco promotion, reaching hundreds of millions with anti-tobacco messaging.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1177\/1179173x231205377","type":"journal-article","created":{"date-parts":[[2023,10,19]],"date-time":"2023-10-19T05:23:24Z","timestamp":1697693004000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["An Observational Study of the Implementation of the Tobacco-Free Film and Television Policy in India"],"prefix":"10.1177","volume":"16","author":[{"given":"Nalin Singh","family":"Negi","sequence":"first","affiliation":[{"name":"Vital Strategies, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Vineet Munish","family":"Gill","sequence":"additional","affiliation":[{"name":"World Health Organization, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Meena","family":"Maharjan","sequence":"additional","affiliation":[{"name":"Vital Strategies, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Praveen","family":"Sinha","sequence":"additional","affiliation":[{"name":"World Health Organization, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Pallavi","family":"Puri","sequence":"additional","affiliation":[{"name":"Vital Strategies, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Vaishakhi","family":"Mallik","sequence":"additional","affiliation":[{"name":"Vital Strategies, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sandra","family":"Mullin","sequence":"additional","affiliation":[{"name":"Vital Strategies, New York, NY, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fikru","family":"Tullu","sequence":"additional","affiliation":[{"name":"World Health Organization, New Delhi, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nandita","family":"Murukutla","sequence":"additional","affiliation":[{"name":"Vital Strategies, New York, NY, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2023,10,19]]},"reference":[{"key":"bibr1-1179173X231205377","volume-title":"Offer Help to Quit Tobacco Use","author":"World Health Organization","year":"2019"},{"key":"bibr2-1179173X231205377","unstructured":"Tata Institute of Social Sciences (TISS), Mumbai and ministry of health and family welfare, government of India. 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