Journal Article

Trends in tobacco, alcohol and branded fast-food imagery in Bollywood films, 1994-2013

McKay, Ailsa J., Murukutla, Nandita, Millett, Christopher, Uttekar, Bella Vasant, Negi, Nalin Singh, Mullin, Sandra, Laverty, Anthony A., Puri, Pallavi

2020

Overview

Exposure to tobacco, alcohol and fast-food use in films is associated with initiation of these behaviours. India is the world's largest film producer, but the extent of such imagery in Bollywood (Hindi cinema) films is unclear. We therefore aimed to describe the extent of and trends in tobacco, alcohol and fast-food imagery in Bollywood films, between 1994-2013. For the 15 top-grossing films each year between 1994-2013, the number of five-minute intervals containing product images were determined separately for tobacco, alcohol and fast-food. Both the proportion of films containing at least one image occurrence, and occurrences per film, were described overall and by year. Negative binomial regression described associations between film rating and occurrences/film, and estimated time-trends in occurrences/film, adjusted for rating. We analysed 93 U-rated (unrestricted), 150 U/A-rated (parental guidance for children aged <12 years) and 55 A-rated (restricted to adult audience) films, containing 9,226 five-minute intervals (mean intervals/film 30.8, SD 4.0). 70% (n = 210), 93% (n = 278) and 21% (n = 62) of films contained at least one tobacco, alcohol and fast-food occurrence, respectively. Corresponding total mean occurrences/film were 4.0 (SD 4.9), 7.0 (4.7) and 0.4 (0.9). Tobacco occurrences were more common in U/A films (incidence rate ratio 1.49, 95% confidence interval 1.06-2.09) and A films (2.95; 1.95-4.48) than U-rated films. Alcohol occurrences were also more common in A-rated films than U-rated films (1.48; 1.15-1.85). Tobacco occurrences/film became less common over the observed period (adjusted trend -4% per annum; -2 to -7%; p <0.001), while alcohol (+2%; 0-3%; p = 0.02), and fast food (+8%; 2-14%; p = 0.01) occurrences/film became more common. Although the extent of tobacco imagery in Bollywood films fell over 1994-2013, it is still frequently observed. Alcohol imagery is widespread, even in U-rated films, and trends in both alcohol and fast-food imagery are upwards.

• Publisher: Public Library of Science,Public Library of Science (PLoS)
• Subject: Adolescent / Advertising restrictions / Alcohol / Alcohol Drinking - psychology / Alcohol use / Alcoholic beverages / Alcohols / Biology and Life Sciences / Bollywood films / Calendars / Child / Confidence intervals / Convenience foods / Data collection / Fast food / Fast Foods / Female / Food / Forecasts and trends / Health aspects / Humans / Imagery / Imagery, Psychotherapy / India - epidemiology / Indian movies / Male / Mass Media / Medicine and Health Sciences / Motion pictures / Motion Pictures - ethics / People and Places / Physical Sciences / Portrayals / Product placement / Public health / Regression analysis / Smoking - psychology / Social Sciences / Statistical analysis / Tobacco / Tobacco products / Trends / Violence - psychology