In India, our Government has been under intense pressure from different quarters, particularly from guardians of health, the Medical Professionals, and consumer protection groups like Consumer Coordination Council (CCC), VOICE. As a result, laws have been passed and over the years, direct advertising stopped, later the surrogate or indirect advertising was banned, and recently display boards have been put up in retail outlets banning sale of cigarettes, bidi etc. to any body below the age of 18.

While, Medical Professionals are spreading the message on a one to one communication, consumer protection groups are constantly pressurizing Govt. of India to be more active and stern.

While media is regularly communicating the message in mass media, we know - there is a long way to go.

We are up against an extremely powerful and financially sound manufacturers’ lobby. With every passing year we see as soon as Govt. of India passes a bill and imposes some restriction, this powerful lobby moves one step ahead and finds a way to negate the effect of the bill. With indirect advertising now totally banned in India, they (the manufacturers) have moved to the most popular medium --- cinema, to spread their message. Now almost every film produced in India shows actors smoking, buying cigarettes from a well dressed-up-retail outlet. So much so our greatest star, in his latest film, now running in all major cities, is seen smoking bidi throughout the film. In another film, that was released couple of month ago, starring one of the most popular hero of Hindi film industry, the film opened with a close up of a MNC cigarette brand name.

Our Hon’ble Health Minister has been talking of initiating action against the menace, ever since the Anti-smoking bill was passed on 1st June 2004 but what about this new and disturbing trend, what steps is he considering. to take.

It is time we should ask him what has been implemented so far, if so, with what result. Health professionals have a prominent role to play in tobacco control. They have the trust of the population, the media and the opinion leaders, and their voices are heard across a vast range of social, economic & political arenas. At the individual level, they can educate the population on the harms of tobacco use and exposure to second-hand smoke. They can also help tobacco users overcome their addiction. At the community level, health professionals can be initiators or supporters of some of the policy measures for example, in efforts to promote smoke-free workplaces and extending the availability of tobacco cessation resources. At the society level, health professionals can add their voice and their weight to national and global tobacco controls efforts.

Dr. Vinay Agarwal, Honorary Secretary general, Indian Medical Association says “We have decided to join hands with the consumer protection groups and take the message to the farthest corner of this country.”

While Shri Bejon Misra, Chairman of Consumer Coordination Council (CCC) agreed, he also added, “ No single individual or a group of individuals can reach out and convince against a continuous and concentrated effort of the manufacturers. It has to be a movement, by the people, with the consumer protection groups, medical professionals, the media and the Govt. of India armed with strong and effective legislation. The right to a healthy and safer environment is paramount and is far above the motive of profitability of the manufacturers”.

Media also has to play a responsible and aggressive role to carry the message of “ The Role of Health Professionals in Tobacco Control”, on this day of World No tobacco day, 31st May 2005.

Today we would also like to know what other countries are doing

The European Union unveiled a new anti- smoking campaign that targets young people with television commercials showing teenagers blowing whistles instead of puffing on cigarettes.

Television channels in all 25 EU countries will begin airing the ads on June 7, trying to get smokers as young as 12 to kick a habit that the EU says kills one of its 450 million citizens every minute.

"These adverts aim to turn the tables on the tobacco industry by showing that smoking is not cool, glamorous, or even normal,' Health Commissioner Markos Kyprianou said in a press release. ``The campaign seeks to highlight how ridiculous smoking really is while sending a serious message.

It has been our long standing demand and immediately after Hon'ble Health Minister Sri Ramdoss announced the banning of smoking scenes and chewing tobacco in visual medium, effective from 1st August 2005. The Mumbai film world is divided in their opinion over this ban.

While stars Like Shahrukh Khan and Chairperson of Film Censor Board are for the ban, Mani Ratnam and others are against the ban.

However it is a small beginning of our struggle against smoking.