Dharam Shourie in New York

The World Health Organisation and several other health bodies have criticised the entertainment industry, in Hollywood and Bollywood, for promoting and glorifying smoking on screen and urged them to reduce display of tobacco, especially if it benefits brand names.

Representatives of the WHO, American Medical Association and other organisations gathered Wednesday to condemn the US entertainment industry for its alleged 'supporting role in fostering a worldwide epidemic of death and disease' by featuring cigarettes in movies.

But Hollywood's global reach is only part of the picture, said Chitra Subramaniam, head of policy analysis at the WHO's Tobacco Free Initiative, adding the world's largest film industry --- India's Bollywood --- must also take responsibility for promoting a product that kills one in two regular users.

The health bodies urged the Motion Picture Association of America to issue 'Restricted' rating to movies that show smoking unless the film 'clearly and unambiguously' reflects the dangers and consequences of tobacco, stops identifying brands and removes all brand images.

Similar action was sought from Indian film producers. "Tobacco kills nearly five million people per year, one million more than it did just a decade ago," said Subramanium.

"As countries worldwide grapple with the devastating and increasing impact of tobacco use, the entertainment industry must acknowledge the role it plays in shaping behaviour, particularly for youth who are so susceptible to the on-screen glamourisation of smoking," she said.

WHO also announced that next year's World No-Tobacco Day will focus on smoking in the movies.

PTI