Click to play videoNew Delhi: Shah Rukh Khan's return as Don had once again stirred an outcry with claims that the superstar's lighting up on screen would promote smoking in children off screen. A latest survey by the NGO Hriday Shan asked 4000 students in the capital this very question and the answers supported the outcry.
When asked some students of a Delhi school, they said it was cool to smoke and that they would want to emulate their film stars.
Monica Arora, Sr Dir, Hriday, PHFI, said, "smoking scenes from blockbuster movies in 3 years were studied. We found that children with high exposure were twice as likely to become ever tobacco users."
Onscreen smoking is not just encouraging children twice as much to smoke - but worse - its affecting the youngest of the lot.
The study also says that today an average 6th standard student is using more tobacco products than an 8th standard student. A shocking revelation for many parents, and a red flag that shows how very vulnerable children are to tobacco advertising.
Given this huge burden, the Union Health Ministry is pushing for a U/A certificate for movies that show smoking.
The film industry though is still fighting for its creative rights. Producer Mahesh Bhatt had even moved the court on the issue.
"In a country where film stars are literally worshipped... Its does have a lot of impact on the young minds," said Monica Arora.
But some in the film industry, have taken the message. Malaika Arora Khan and Sanjay Dutt have refused to do Gutka ads. Singer Shaan and Akshay Kumar are the latest to support anti tobacco drives.
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