GCRG Memorial Trust's Group of Institutions,

Lucknow

Faculty of Management

Mini Project Report

On
“ Alcohol and Tobacco Advertising - to be or
not to be”

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENTS OF

MASTER OF BUSINESS ADMINISTRATION

Submitted To: Submitted By:

Mr. Atul Singh Chauhan Anurag Shukla
Roll No.

DR. APJ ABDUL KALAM TECHNICAL UNIVERSITY,

LUCKNOW, UTTAR PRADESH.
SESSION 2021-22
 DECLARATION

I hereby certify that the work which is being presented in the

project entitled, “ Alcohol and Tobacco Advertising - to be or

not to be” in fulfillment of the requirements for the award

degree of MASTER OF BUSINESS ADMINISTRATION at

GCRG, during 4thsemester of MBA and has not been submitted

to any other university or institute for the award of any degree.

Roll No. ………………..……

 ACKNOWLEDGEMENT

I would like to take this opportunity to express my deep gratitude to all

those who, directly or indirectly made this project possible.I have got

considerable help and support in making this project report a reality from

many people.

I would like to thank Mr. ___________whose endeavor for perfection,

under fatigable zeal, innovation and dynamism contributed in a big way in

completing this project. This work is the reflection of his thought, ideas,

concept and above all his modest effort.

At last, I would like to thank my parents, friends and colleagues, who have

been a constant source of help and encouragement.

Roll No. …………………

 Abstract

Advertising is a new and growing industry in India and alcohol and

tobacco products have become a prominent part of advertising. According
to the Association of Advertising Agencies in India, alcohol accounts for
30 per cent of the total Rs. 2 billion industry turnover.

Alcohol and tobacco advertisements are featured prominently in mass

media as well as in public displays in the form of hoarding boards and
billboards. There has been hardly any restriction on the advertising of
alcohol and tobacco despite the nature of the product and its possible
health and social impacts.

The only exception has been that, for the last two years, theses
advertisements have been banned from electronic media, specifically
national radio, television, and private FM channels. However, there is no
restriction on print media and public display, because advertisements are in
line with the free market policy adopted by the government. Thus, alcohol
and tobacco ads go through the same process as those of other commercial
products in accordance with the rules of local, city, or village level
administration. As a result, it is not uncommon to see city skylines, roads,
shop walls and boards, houses, and national highways teeming with
alcohol and tobacco billboards, banners, and posters. In print media, most
newspapers and magazines feature theses advertisements on a daily basis.
The manufacturers also publicize their products through sponsoring public
events such as sports, music, and cultural festivals.

In this context I have done this Project addressing whether the alcohol and
tobacco advertising to be there or not to be, Implications on Youth and
general public, revenue generation for Governmentsetc.,
TABLE OF CONTENTS
Chapter No. Description

i Acknowledgement

ii Declaration

Iii Abstract

Chapter I Introduction

1.1 Introduction

1.2 Review of literature

Chapter –II Area of Research

2.1 Need of study

2.2 Scope of study

Chapter - III Objectives and Research Methodology

3.1 Objectives of the study

3.2 Research Methodology

3.3 Data Collection

3.4 Limitations of the study

Chapter - IV

4.1 Data Analysis and Interpretation

4.2 Findings and Conclusions

 Chapter - V Suggestions & Conclusion

5.1 Suggestions and Recommendations

5.2 Limitation

5.3 Conclusion

iv Annexure

v Bibliography

Chapter – I
Introduction
Introduction:
Researchers study the effects of tobacco and alcohol advertising because the
consumption of these substances is known to have potentially adverse health
consequences. Tobacco use results in illness in proportion to its consumption,
with about one-third of tobacco consumers dying as a result of these illnesses.
Alcohol is different in that about nine out of 10 adults use alcohol in limited
amounts with no adverse outcomes. The other one in ten abuses alcohol, which
results in a range of negative health and social outcomes including an estimated
100,000 premature deaths per year.
There have been a number of empirical studies on the effects of tobacco and
alcohol advertising. The bulk of these studies indicate that advertising does not
increase tobacco and alcohol consumption. However, many public health
advocacy organizations do not accept these results. An examination of the
methods and data commonly used in empirical studies provides an explanation
for these divergent opinions. The advertising response function explains the
relationship between consumption and advertising. A brand-level advertising
response function shows that the consumption of a specific brand increases at a
decreasing rate as advertising of that brand increases. That is, the response
function illustrates a diminishing marginal product of advertising. Ultimately,
consumption is completely unresponsive to additional advertising. The
assumptions of the brand-level advertising response function also can be
applied to industry-level advertising. The industry level includes all brands and
products in an industry; for example, the industry level for alcohol would
include all brands and variations of beer, wine, and spirits. The industry-level
advertising response function is assumed to be subject to diminishing marginal
product, as in the case of the brand-level function. The industry-level response
function is different from the brand-level response function, though, in that
advertising-induced sales must come at the expense of sales of products from
other industries. Increases in consumption come from new consumers, often
youths, or from increases by existing consumers.
The industry-level response function can be defined by measuring advertising
with a time-series of national data. This function also can be defined by
measuring advertising with cross-sectional data from local markets. The
industry-level advertising response functions provide two simple predictions:
first, if advertising is measured at a high enough level, there will be little or no
consumption response; second, the greater the variance in the advertising data,
the greater the probability of measuring the effect of advertising in the upward
sloping section of the response function.
Most prior studies of tobacco and alcohol advertising use annual or quarterly
national aggregate expenditures as the measure of advertising, probably
because this type of data was, at one time, the least expensive available. These
time-series studies generally find that advertising has no effect. The
oligopolistic nature of the tobacco and alcohol industries results in competition
for market share with advertising (and other marketing) rather than with price.
Indeed, price competition may set off a price war in which all firms will lose
revenue. Alternatively, the "share of voice" -- that is, the percent of industry-
level advertising undertaken by one firm -- is directly proportional to the share
of market. The advertising-to-sales ratios for tobacco and alcohol companies
are about 6 to 9 percent while the average American firm has an advertising-to-
sales ratio closer to 3 percent. Aggregate national advertising may well be in the
range of near-zero marginal product. The advertising response function predicts
that studies using national aggregate data are not likely to find much effect of
advertising, and the empirical work supports this prediction.

Review of Literature

One Indian dies every 96 minutes due to alcohol consumption, A number

of cities in the country have banned alcohol production and sale since
reports suggest that the number of deaths caused by alcohol are on a hike.
As the debate over alcohol bans grows across India, 15 people die every
day – or one every 96 minutes – from the effects of drinking alcohol,
reveals an India Spend analysis of 2013 National Crime Records Bureau
(NCRB) data, the latest available.
The per capita consumption of alcohol in India increased 38 percent, from
1.6 litres in 2003-05 to 2.2 litres in 2010-12, according to a World Health
Organisation (WHO) report, which also revealed that more than 11 percent
of Indians were binge drinkers, against the global average of 16 percent.
The data explains the wide political support for crackdowns on alcohol,
although experts point out that alcohol is a health problem – not a moral
one.
In Tamil Nadu, J Jayalalithaa shut down 500 liquor stores on May 23, the
first day of her fourth term as Chief Minister. In April, Bihar imposed
prohibition – a ban on the sale, production and consumption of alcohol. In
August 2014, Kerala restricted the sale of liquor to five-star hotels.
Pre-poll surveys in Kerala and Tamil Nadu found wide support for
prohibition, 47 percent of men and women in Kerala and 52 percent in
Tamil Nadu, reported. The leading reason for the ban, respondents said,
was alcohol-fuelled domestic violence. Before the latest crackdowns on
alcohol, Gujarat and Nagaland were the only Indian states with
prohibition.
Maharashtra tops alcohol-related deaths. Maharashtra reported the most
alcohol-related deaths, followed by Madhya Pradesh and Tamil Nadu,
according to the NCRB data, with experts saying high rates of alcoholism
correlate with high crime rates.
“Major crimes and accidents are fuelled by alcohol, which also leads to
sexual harassment of women and robberies”, S Raju, of Tamil Nadu’s
Makkal Adhikaram (People’s Power) told the BBC.
“Alcohol abuse is also the reason why Tamil Nadu has the largest number
of widows under 30 years of age”, he added.
A quarter of all hospital admissions and 69 percent of all crimes in Kerala
are due in part to intoxication, according to the Alcohol and Drug
Information Centre, an NGO, quoted in The Economist.
Five people died every day in 2014 after drinking spurious liquor. In 2015,
consumption of illegally brewed liquor claimed more than 100 lives in
Malwani, Mumbai, triggering widespread outrage. As many as 1,699
people died in 2014 after consuming spurious/illicit liquor, an increase of
339 percent from 387 in 2013.
However, prohibition may not reduce addiction and deaths, Vikram Patel,
a leading public health expert with the London School of Hygiene and
Tropical Medicine, argued in an Indian Express column.
“Prohibition of substances which give pleasure to people does not work”,
he wrote.
“Addiction is a health problem, not a moral one, and there are many
proven strategies which can reduce its burden. The desire to address the
serious social problems caused by a minority of those who consume
alcohol by prohibition is a travesty of the experience of history and public
health science. Prohibition is rejected by most public health scientists who
know this field, even the World Health Organisation does not recommend
it.”
Notes:
The data for deaths due to alcohol influence nationally as well as state-
wise has been stopped since 2014 and is included in sudden deaths overall.
Therefore, we have taken the 2013 figures and analyzed accordingly.
There is a possibility of more deaths due to alcohol influence under the
heart attacks/epilepsy category. However, it is difficult to ascertain the
exact number of deaths, and hence, we have just used the figures under
‘influence of alcohol’.
In an alarming revelation, the Global Status report on alcohol and health
2014, released by the World Health Organization (WHO) states that the
amount of alcohol consumption has raised in India between the periods of
2008 to 2012.

Alcoholism in India

Alcohol is banned in some parts of India such as Manipur and Gujarat, but
it is legally consumed in the majority of states. There are believed to be
62.5 million people in India who at least occasionally drink alcohol.
Unlike many western countries the consumption of alcohol in India is
witnessing a dramatic rise – for instance, between 1970 and 1995 there
was a 106.7% increase in the per capita (this means per individual in the
population) consumption. International brewers and distillers of alcoholic
beverages are keen to become popular in India, because it is potentially
offers the third largest market for their product globally. India has also
become one of the largest producers of alcohol – it produces 65% of
alcoholic beverages in South-East Asia. Most urban areas have witnessed
an explosion in the number of bars and nightclubs that have opened in
recent years.

Drinking Culture in India

India is a vast sub-continent and the drinking habits vary greatly between
the different states. It is therefore impossible to describe a single drinking
culture for the whole of India. Those who live in the south western state
of Kerala are the heaviest drinkers. People who live in this state drink an
average of 8 liters per capita, and this is four times the amount of the rest
of India. Other areas of the continent where people tend to drink relatively
heavily include Haryana and Punjab. In some parts of India there is hardly
any drinking culture to speak of – in some of these places alcohol is
banned completely. In recent years there has been a noticeable rise in the
number of urban males who claim to use alcohol as a means to relax. It
still tends to be the poor and those who live in rural areas that are the
highest consumers of alcohol. It is believed that as little as 5% of alcohol
consumers are female – although this figure is higher in some states.
Drinking Statistics for India

Indians prefer hard liquors and distilled spirits over beers – 80% of
consumption involves these stronger beverages. It is suggested that 20% of
the population has at least tried alcohol. In the past two decades the
number of people who have consumed alcohol has moved from 1 in 300 to
1 in 20. The Lancet reported that more than half of those who consume
alcohol in India would fall into the category of hazardous drinking. It has
been suggested that there are a worryingly 14 million people in India who
would be described as dependent on alcohol and in need of help. Another
concern is the increasing tendency to engage in binge drinking where
people deliberately become intoxicated.

Binge Drinking in India

It is not necessary for people to drink alcohol every day in order for them
to develop problems. In fact the most dangerous pattern of drinking is
binge drinking where the individual consumes an excessive amount in a
short period of time. The individual might only drink once or twice a week
but they can still suffer from negative consequences such as:

* If the person’s blood alcohol concentration rises too fast it can lead

to alcohol poisoning. This state of inebriation can be potentially fatal.

* Binge drinkers can cause damage to almost every organ in their body – it
can also lead to fatty liver which is the first stage in alcoholic liver disease.

* This pattern of drinking puts the individual at risk of developing

alcoholism. Once the individual reaches this stage it can mean that alcohol
completely takes over their life.

* It can lead to blackouts – this is where people have no memory of their

actions for a period of time.

* Some people react badly to intoxication. They can become aggressive

and do things they later regret.

* Hangovers can mean that the individual is unable to fulfill their

responsibilities the next day after binge drinking.
* It can trigger symptoms of depression.

Alcohol Abuse in India

India once had a reputation as having a culture that promoted abstinence

towards drugs like alcohol. Things have changed and there is now serious
problems arising due to alcohol abuse – some would say that there were
always problems associated with alcohol use in India but in the past it was
less reported. The implications for this rise in alcohol related problems
include:
* An increasing number of people are becoming dependent on alcohol.
This makes it difficult for them to function normally within society.
* Domestic and sexual abuse is often associated with alcohol abuse.
* This type of behavior can be damaging to communities.
* Those individuals who engage in this type of behavior can begin to fail
in their ability to meet family, social, and work commitments.
* Families can suffer financially as a result of this type of substance abuse.
* Business and the economy suffer because of lost productivity with
people coming to work still suffering from the effects of alcohol.
* Drink driving is responsible for many road deaths.

Underage Drinking in India

Underage drinking is becoming a problem in India. Different states will

have different age limits for alcohol consumption – the age limit in those
states where it is legal to drink range from 18 to 27 years old. It is common
for people to begin drinking before the legal age limit. The problems of
underage drinking include:

* For those young people who are still in adolescence, it can interfere with
their normal development if they consume alcohol. This type of behavior
can particularly interfere with crucial mental development that occurs at
this age.
* Underage drinking is closely related to teen suicide.
* It encourages sexual promiscuity.
* Those people who drink at an early age are far more likely to develop
alcoholism.
* It can mean that these young people perform badly at school or college.
This means that their opportunities in the future will be limited.
* Even those who are young can develop alcoholism and all the physical
and mental problems that come with this.
* There are many teenagers who use alcohol as a stepping stone to harder
drugs.
How to Avoid alcohol Problems
If people wish to avoid alcohol problems they need to stick to
the recommended levels for safe alcohol consumption which are:
* 2 drinks per day for adults under the age of 65.
* 1 drink per day for anyone aged over 65.
* 1 drink per day for women.
* If people have had problems controlling their alcohol intake they should
quit completely.
In the above recommendations a drink is considered to be:
* A standard beer
* A glass of wine
* A standard bar shot of branded spirits – not strong spirits or traditional
spirits

Treatment and Prevention of Alcoholism in India

There is help for people who have developed problems with alcohol in
India including:

* Alcoholism and Drug Information Centre is devoted to prevention and

treatment of substance abuse in India. They are a good resource to turn to
for information and advice.
* Alcoholics Anonymous has meetings in many locations in India. This
fellowship uses the 12 Steps to allow the individual to develop a better life
away from addiction.
* Youth Veerangnayen focuses its efforts on educating young people about
the dangers of substance abuse and helping them deal with other social
problems.
* Many people are leaving India in order to seek treatment for their
alcoholism abroad. The most respected alcohol and drug abuse treatment
facility in Asia is DARA Rehab.

Pros and Cons of Drinking Alcohol:

It’s true that moderate drinking can offer substantial health benefits across
all age brackets, the most striking of which is a finding by Harvard’s
School of Public Health that alcohol can protect against heart disease. But
giving undue attention to the benefits masks alcohol’s many pitfalls,
says Bob Wright, who’s spent 30 years as director of education at Hilton
Head Health, a health and weight-loss facility in the coastal South Carolina
resort town.
“If you drink and meet the definition of moderate, it might be nice to know
that you’re shielding yourself against some things,” Wright says. “But
there are no public health guidelines that say you should start drinking.”
Short version: If you’re looking to shield yourself against heart disease,
start with exercise and diet, not merlot.
The CDC’s Dietary Guidelines for Americans identify “moderate” alcohol
intake as one drink a day for women and two for men, with “one drink”
being:
12 ounces of beer
5 ounces of wine
1 1/2 ounces (roughly a shot) of 80-proof distilled spirits or liquor
And when they say “per day” they mean it — you can’t have seven drinks
on a Tuesday and call it moderate intake. Also, the rules change when you
hit 65: “Moderate” intake after that age is one drink per day for everybody.
(Sorry.)
Most importantly, remember that everyone has individualized benefits,
risks, genes, behaviors, and backgrounds that can influence how alcohol
affects them, and you should talk to your doctor about yours. Actually, he
or she may start the conversation for you: The CDC in early January began
urging physicians to become more aggressive about talking to their
patients about drinking. (The Affordable Care Act requires new plans to
cover alcohol screening and brief counseling without a co-pay.) 
Benefits of Drinking Alcohol

Pro #1: It protects your heart.

More than 100 studies have confirmed that alcohol — again, in moderation
— can decrease risk of death by cardiovascular causes by a startling 25 to
40 percent. Andrea Paul, chief medical officer of boardvitals.com, says
that’s because alcohol raises a person’s HDL, or “good” cholesterol. (The
Mayo Clinic agrees, as does Harvard.) That slashes the risk of heart
attacks, ischemic strokes and death from all cardiovascular causes. 
Pro #2: It cuts down on other risks as well.

Paul says moderate consumption has been linked to a decreased risk of

type 2 diabetes and gallstones and a study from Loyola University in
Chicago indicates that it could reduce the risk of dementia and cognitive
impairment as well. (Interestingly, Wright says these benefits originate
from all forms of alcohol; there’s no added benefit from red wine, for
example, over other kinds of drinks. “Some suggest that the benefit from
red wine comes from resveratrol,” he says, “The real contributing factor is
the alcohol.”)

Pro #3: It could offer benefits for breast cancer survivors.

Drinking is widely recognized as a breast cancer risk; a study of more than

320,000 women found that those who drank more than moderately
increased their chances of developing the cancer by up to 41 percent. But a
study published in the Journal of Clinical Oncology in April suggests that
moderate drinking may improve chances of surviving the disease, in part
because of those cardiovascular benefits.“"Women consuming moderate
levels of alcohol, either before or after diagnosis, experienced better
cardiovascular and overall survival than nondrinkers," wrote Polly A.
Newcomb, Ph.D., head of the Cancer Prevention Program at Fred
Hutchinson Cancer Research Center and the study’s principal investigator.
But more research needs to be done to confirm the findings.

Pro #4: It might make you live longer.

A study released just last December suggested that people who drink
regularly live longer lives than those who don’t. The report, which
appeared in the journal Alcoholism: Clinical and Experimental Research,
connected moderate drinking with the lowest mortality rate. By
percentage, 69 percent of nondrinkers died prematurely, but only 41
percent of moderate drinkers did. (Heavy drinkers had a surprising 60
percent mortality rate.)
Negative Effects of Alcohol
Con #1: Alcoholism and overdoing it.

Let’s get some ugly facts out of the way: The CDC estimates at least 38
million adults in the United States drink too much, but only 1 in 6 of those
ever discuss their drinking with a health professional. (Most of those 38
million? Not diagnosed as alcoholics, but do drink way too much.)
Overconsumption of alcohol causes about 88,000 deaths in the U.S. every
year, and one in every three cases of violent crime involves alcohol. 

Con #2: Increase cancer risk and other diseases

Many of the effects of alcohol are too well-known: Heavy drinking can
cause hepatitis and cirrhosis, both of which are very serious. It can
increase blood pressure and damage the muscles of the heart. It is the
cause of drinking and driving accidents, lessens inhibitions, creates a
potential for addiction and can make people act inappropritely. Moreover,
the World Cancer Research Fund and American Institute for Cancer
Research have linked alcohol to cancers of the mouth, pharynx, larynx,
esophagus, and colon, as well as the breast cancer risk mentioned above. 

Con #3: It does a number on your skin.

Alcohol does three pretty terrible things to your skin, says Dr. Ariel Ostad,
dermatologist, author and clinical assistant professor in the Department of
Dermatology at New York University Medical Center. First, alcohol is a
notorious dehydrator and diuretic, which explains many of your hangover
symptoms and why your skin is dull and dry. It beats up your liver, of
course, which can make your skin look sallow and pasty. And it’s a
vasodilator, which means it widens the blood vessels, particularly in your
face, which makes you look red and puffy. The good news, says Ostad, is
that this one has an easy fix: Drink water, which will cycle out the alcohol
and restore hydration to your body.

Con #4: Alcohol has calories.

Wright, who counts weight gain as a hidden effect of drinking too much,
has a saying. “Resolve dissolves in alcohol.” A few drinks in, he says, and
you’ll be less likely to turn down that dessert, or rack of ribs or third or
fourth drink. Individual drinks aren’t calorie-rich: one standard 12-oz. 5%
alcohol beer is about 150 calories, a 5-oz. glass of wine is about 100, and
an ounce-and-a-half shot about 100 calories (it doesn’t matter if it’s gin,
vodka, whiskey or bourbon, and all those “clear liquor” myths have been
busted). But if you go over that moderate level of two drinks (or 300
calories) a day, things can start to add up. 

Cons #5: Alcohol affects your thinking.

Moreover, Wright says, alcohol gets in the way of you making smart
decisions. “I don’t say this judgmentally,” he says, “But it gets in the way
of people behaving in a healthful way.”

Tobacco Consumption:

Smoking in India has been known since at least 2000

BC when cannabis was smoked and is first mentioned in the Atharvaveda,
which dates back a few hundred years BC. Fumigation (dhupa) and fire
offerings (homa) are prescribed in the Ayurveda for medical purposes and
have been practiced for at least 3,000 years while
smoking, dhumapana (literally "drinking smoke"), has been practiced for
at least 2,000 years. Tobacco was introduced to India in the 17th century. It
later merged with existing practices of smoking (mostly of cannabis).
Smoking in public places was prohibited nationwide from 2 October 2008.
There are approximately 120 million smokers in India. According to
the World Health Organization (WHO), India is home to 12% of the
world’s smokers. Approximately 900,000 people die every year in India
due to smoking as of 2009. As of 2015, the number of men smoking
tobacco in rose to 108 million, an increase of 36%, between 1998 and
2015

One million of the tobacco deaths occur in India, yet the Union health
ministry has postponed its decision to introduce new graphic health
warnings that cover 85% of tobacco packages on both sides beginning
April 1 based on the decision of a Parliamentary Committee report that is
chaired a BJP MP who wants Indian surveys to prove tobacco causes
cancer before public health measures to reduce tobacco use are
implemented.
The decision was based on the recommendation of a parliamentary
committee headed by BJP Ahmednagar MP Dilip Kumar Gandhi, who said
here were no studies out of India to show that tobacco use caused cancer
and other diseases. Along with Karnataka and Andhra, Maharashtra is one
of the major tobacco-growing states in India.
Currently, graphic photographs of oral and throat cancers will occupy 65%
of tobacco packages — such as cigarette packs — while 15% of the
surface will be used for text warnings.
The photos had been shortlisted for the new warnings last year have now
been junked. The new warning labels -- with pictures of mouth and throat
cancers- -were to cover all kinds of tobacco packages, including imported
cigarettes and chewing tobacco.
The graphic picture were to cover 60% of the package, and the text
warning will be 25%, the Union Ministry of health and Family Welfare
had notified in October last year. The warnings were to be in English
and/or the language the brand is sold under, said the notification issued on
October 15, 2014.
The decision to increase the size of pack warning labels , along with
increasing the legal age of buying and using tobacco, was part of India’s
efforts to lower tobacco use
Cigarette consumption in India is falling steadily even as the number of
women smokers is rising, making it home to the second largest number of
female smokers after the United States.

According to the latest data on cigarette consumption given by the health

ministry in Parliament, the consumption in 2014-15 was 93.2 billion sticks
— 10 billion less than in 2012-13. The production of cigarettes too fell
from 117 billion to 105.3 billion sticks in the same period.

In the face of this good news is the sobering finding of a global tobacco
study, which showed that the number of women smokers in India went up
from 5.3 million in 1980 to 12.7 million in 2012. The study, titled
'Smoking Prevalence and Cigarette Consumption in 187 Countries - 1980-
2012' was carried out by the Institute for Health Metrics and Evaluation at
the University of Washington and released last year.
This jump in numbers constitutes only a marginal increase in prevalence
(percentage of smokers in the above 15 population) from 3% to 3.2%. But
it has been flagged as an area of concern by anti-tobacco activists who
point out that it runs against the global trend of the rate of decline among
women smokers being consistently faster than in men.
Cigarettes are made of tobacco. Even when you smoke a pipe, you burn
tobacco. Some chew tobacco. Whatever said and done, much use is made
of tobacco. Tobacco is sticky and brown in color.
The question that arises in one’s mind is whether tobacco is good or bad
for health. Tobacco is beneficial in many ways as well as harmful to
health. Let us elaborate this further.
Smokers have to smoke. They cannot do without their cigarettes. Yet, they
are exposed to many health hazards.
Let us see what are the pros and cons of tobacco use in order to understand
whether tobacco is merely harmful or can be used in a beneficial way as
well.
Nicotine in tobacco is useful in some ways, although it is addictive.

Pros of Tobacco Use, Advantages of Tobacco Use

I.Temporary stress relief.

II.Relief from anxiety.

III.Tobacco increases the metabolism rate of the body.

IV.Suppresses appetite. This can benefit those who want to go on a diet.

V.Tobaccoindustry provides jobs for many. It is important for economic

development and growth.

VI.Farmers reap profits by growing tobacco and selling it.

VII.Tobacco produces a natural neurotoxin known as alkaloid nicotine,

which when combined with other ingredients can be used for pest con-
trol.

VIII.Carbon monoxide is released into the bloodstream while smoking. In-

case the amount is too much, it can be lethal. But in small amounts, it
can prevent blood clots. Incidentally, blood clots cause heart attacks.
 IX.Tobacco negatively affects one’s health. Smokers, particularly, suffer a
lot as they are exposed to several diseases.

Cons of Tobacco Use, Disadvantages of tobacco use

I.Deaths occur due to use of tobacco.

II.Smoking causes lung cancer.

III.One can suffer from cardiovascular diseases by smoking, as nico-

tine is bad for health.

IV.Nicotine in tobacco is addictive. It causes high blood pressure, in-

crease in heart rate and slows down circulation.

V.Stains the teeth and is bad for dental care.

VI.Bad breath.

VII.Respiratory as well as circulatory problems can develop due to

smoking.

VIII.Smoking causes cancer.

IX.Blindness is also another effect of smoking.

X.Tobacco contains carbon monoxide, carbon dioxide, hydrogen as

well as nitrogen.

XI.Tobacco contains Hydrogen Cyanide, which damages the lung-

clearing system.

XII.Nicotine affects appetite, thus causing hyperglycemia.

XIII.Tobacco
is linked up with certain disease such as diabetes, vision
problems, ulcers and back pain.

XIV.Earlymenopause, osteoporosis, fertility and menstrual problems

are also some of the negative effects of tobacco usage.

XV.Decreased fertility.

XVI.Impotence among men.

 XVII.Children
suffer from the secondhand smoke that is let out by
smokers. It contains harmful chemicals, which are bad for health.

XVIII.Chronic bronchitis.

XIX.Tobacco benefits us in many ways, but also affects our health in a

negative manner. Those addicted to tobacco are at risk of devel-
oping serious health problems. But for the growth of the economy,
the tobacco industry is very essential.

Advertising of Alcohol:

Allan Colaco, secretary general of India's self-regulatory body,

theAdvertising Standards Council of India (ASCI), said
surrogate adsaccounted for 5% of Indian ad spending, which totals about
$4.5 billion, according to the Pitch Madison Media Advertising Outlook
'09.Nov 12, 2009.
Surrogate advertising is a form of advertising which is used to
promote banned products, like cigarettes and alcohol, in the disguise of
another product. This type of advertising uses a product of a fairly close
category, as: club soda, mineral water in case of alcohol, or products of a
completely different category (for example, music CD's or playing cards) to
hammer the brand name into the heads of consumers. The banned
product (alcohol or cigarettes) may not be projected directly to consumers
but rather masked under another product under the same brand name,
so that whenever there is mention of that brand, people start associating
it with its main product (the alcohol or cigarette). In India there is a large
number of companies doing surrogate advertising, from Bacardi Blast
music CD's, Bagpiper Club Soda to Officers Choice playing cards
In India, extensive surveys resulted in similar findings which showed that
liquor ads had direct influence on consumers' purchasing behavior. Soon
afterwards, the Cable TV Regulation Act banned liquor and cigarette
advertisements; thus, India gradually adopted surrogate advertisements.
Advertisements for liquor and cigarettes have been banned since 1995.
Such companies usually either go for brand extension and promote the
extended products, or promote certain products which might not be
available in the market. The excessive pressure of the ban forced
companies to focus more on brand building and thus liquor companies
started sponsoring and hosting glamorous events, yet many others started
distributing t-shirts, caps, key chains, drinking glasses with the brand
name displayed on these products.
Surrogate advertising mandates a requirement for the product being
marketed to have a revenue model associated with it.

According to the inferences drawn from several surveys and interviews,

50 out of 50 people can understand the actual liquor or tobacco product
being advertised.
Surrogate advertisements do impact a consumer's buying decision as well.
They also inform consumers about the leading liquor brands and thus
promote sales
With government now enforcing ban on surrogate advertisements,
companies are turning to event sponsorship, event organising, corporate
films and more and more innovative integrated marketing
communications strategies.
Alcohol advertising is the promotion of alcoholic
beverages by alcohol producers through a variety of media. Along
with tobacco advertising, alcohol advertising is one of the most highly
regulated forms of marketing. Some or all forms of alcohol advertising is
banned in some countries. The definitive study of advertising bans is J.P.
Nelson, "Alcohol advertising bans, consumption, and control policies in
seventeen lucky countries, 1975-2000," Applied Economics, vol. 42(7),
March 2010, pp. 74–87.
Scientific research, health agencies and universities have, over decades,
been able to demonstrate a correlation between alcohol beverage
advertising and alcohol consumption however, it has not been proven that
alcohol advertisingcauses higher consumption rather than merely
reflecting greater public demand. Many commentators suggest that
effective alcohol campaigns only increase a producer's market share and
also brand loyalty
Target marketing:

The intended audience of the alcohol advertising campaigns have

changed over the years, with some brands being specifically targeted
towards a particular demographic. Some drinks are traditionally seen as a
male drink, particularlybeers and whiskies, while others are drunk by
females. Some brands have allegedly been specifically developed to
appeal to people that would not normally drink that kind of beverage.
These ads may contribute to underage consumption and binge drinking.
In 2011 a study found that twenty-three percent of twelfth graders had
binge drank in the past two weeks, this figure doubled for kids in college.
Use of alcohol before the brain fully develops can alter or negatively affect
the development of the brain.
One area in which the alcohol industry has faced criticism and tightened
legislation is in their alleged targeting of young people. Central to this is
the development of alcopops – sweet-tasting, brightly coloured drinks
with names that may appeal to a younger audience. However, numerous
government and other reports have failed to support that allegation.
There have been several disputes over whether alcohol advertisements
are targeting teens. There happens to be heavy amounts of alcohol
advertising that appears to make drinking fun and exciting. Alcohol
advertisements can be seen virtually anywhere, they are especially known
for sponsoring sporting events, concerts, magazines, and they are found
anywhere on the internet. Most of the vendors’ websites require an age
of 21 to enter, but there is no restriction besides simply entering a birth
date. With the catchy slogans, the idea that drinking is trendy, and no
mention of the negative side of excessive use such advertising could be
very harmful. A study done by the American Journal of Public
Health concluded that Boston train passengers between the ages of 11
and 18 saw an alcohol-related advertisement everyday. There have been
studies similar to this, which supports the allegation that underage
consumption of alcohol is in correlation with the exposure of alcohol ads.
In response, many cities have recognized the effect of alcohol-related ads
on adolescents and in some cities these advertisements have been
banned on public transportation. It is difficult to make definite allegations
regarding youth exposure to these types of advertisements but it is
necessary to find ways in which these allegations may be limited.
On the other hand, vendors do not see their ads as a target for teens, and
claim they should not be held responsible if they indirectly target minors.
Their argument is that companies and businesses rely heavily upon
advertising, and they cannot help it if minors see these
advertisements. Vendors also invest money in alcohol prevention and
awareness programs each year.
Whether young people are directly targeted by alcohol advertisers or not,
they are exposed to alcohol advertising on television, in print media, and
on radio. In fact, 45% of the commercials that young people view each
year are advertisements for alcohol. A first question to be answered
through rigorous research, therefore, is whether alcohol advertising does
have an impact on alcohol consumption amongst young people. The
National Household Survey on Drug Abuse reports the rates of binge
alcohol use in 2008 were 1.5 percent among 12 or 13 years old, 6.9
percent among 14 or 15 years old, 17.2 percent among 16 or 17 years old,
33.7 percent among persons aged 18 to 20. In 2009, the rates for each
group of underage alcohol usage increased by a fourth.
According to 2001 College Alcohol Study (CAS), continuous alcohol
promotions and advertisements including lowering prices on certain types
of alcohol on a college campus have increased the percentage of alcohol
consumption of that college community. Alcohol advertising on college
campuses have also shown to increase binge drinking among students.
However, it is concluded that the consistency of these special promotions
and ads could also be useful in reducing binge drinking and other related
drinking problems on campus. (Kuo, 2000, Wechsler 2000, Greenberg
2000, Lee 2000).
 Results from one study indicate that beer advertisements
are a significant predictor of an adolescent's knowledge,
preference, and loyalty for beer brands, as well as current
drinking behavior and intentions to drink (Gentile, 2001).
 Television advertising changes attitudes about drinking.
Young people report more positive feelings about drinking
and their own likelihood to drink after viewing alcohol ads
(Austin, 1994; Grube, 1994).
  The alcohol industry spends $2 billion per year on all me-
dia advertising (Strasburger, 1999).
 The beer brewing industry itself spent more than $770
million on television ads and $15 million on radio ads in
2000 (Center for Science in the Public Interest, 2002).
Research clearly indicates that, in addition to parents and peers, alcohol
advertising and marketing have a significant impact on youth decisions to
drink. (The Center on Alcohol Marketing and Youth [CAMY]).
"While many factors may influence an underage person's drinking
decisions, including among other things parents, peers and the media,
there is reason to believe that advertising also plays a role." (Federal
Trade Commission, Self-Regulation in the Alcohol Industry, 1999)
Parents and peers have a large impact on youth decisions to drink.
However, research clearly indicates that alcohol advertising and marketing
also have a significant effect by influencing youth and adult expectations
and attitudes, and helping to create an environment that promotes
underage drinking.

Advertising around the world

The World Health Organization (WHO) has specified that the

advertising and promotion of alcohol needs to be controlled. In
September 2005, the WHO Euro Region adopted a Framework for
Alcohol Policy for the Region. This has 5 ethical principles which
includes "All children and adolescents have the right to grow up in
an environment protected from the negative consequences of
alcohol consumption and, to the extent possible, from the promotion
of alcoholic beverages".
Cross-border television advertising within the European Union was
previously regulated by the 1989 Television without Frontiers
Directive, a harmonisation measure designed to remove barriers to
international trade as part of the common market. Article 15 of this
Directive sets out the restrictions on alcohol advertising:

 "it may not be aimed specifically at minors or, in particu-

lar, depict minors consuming these beverages;
  it shall not link the consumption of alcohol to enhanced
physical performance or to driving;
 it shall not create the impression that the consumption of
alcohol contributes towards social or sexual success;

 it shall not claim that alcohol has therapeutic qualities or

that it is a stimulant, a sedative or a means of resolving
personal conflicts;

 it shall not encourage immoderate consumption of alcohol

or present abstinence or moderation in a negative light;

 it shall not place emphasis on high alcoholic content as

being a positive quality of the beverages."
This article on alcohol advertising restrictions is implemented in each EU
country largely through the self-regulatory bodies dealing with
advertising.
The EU law 'TV without Frontiers' Directive has subsequently been
expanded to cover new media formats such as digital television. Now
called the 'Audiovisual Media Services Directive', the provisions regarding
restrictions on alcohol advertising are laid out in Article 22 and are
identical to the above
Some countries, such as France, Norway, Russia,
Ukraine, India, Myanmar, Sri Lanka, and Kenya have banned all alcohol
advertising on television and billboard
Roadmap to Tobacco Control Legislation: The Cigarettes and
OtherTobacco Products (Prohibition of Advertisement and Regulation of
Trade and Commerce, Production, Supply and Distribution) Act, 2003
(COTPA) is the principal comprehensive law governing tobacco control
in India.May 6, 2016.
Prohibiting tobacco advertising, promotions & sponsorships: Tobacco
control best buy
In the 1990s tobacco smoking and exposure to second hand smoke (SHS)
ranked among the top three risk factors contributing to the global burden
of disease along with childhood underweight and household air pollution.
Today, after two decades, tobacco smoking and exposure to SHS still rank
among the top three risk factors despite the other risk factors being
replaced by high blood pressure and alcohol use, which are essentially risk
factors contributing to non-communicable diseases (NCDs). Tobacco
control has been identified as a high priority, cost-effective intervention
along with reduction of dietary salt intake and treatment of people at high
risk for cardiovascular disease, which can aid in achieving the global target
of 25 per cent reduction in NCD related mortality by 2025.
Tobacco industry has been instrumental in spreading the tobacco
epidemic globally through aggressive marketing campaigns. It is the only
industry that kills its 5.4 million loyal customers every year3. In 2005, the
WHO Framework Convention on Tobacco Control (WHO FCTC), the first
treaty negotiated under the auspices of the WHO, came into force. Article
13 of FCTC suggests a comprehensive advertising ban, within five years of
entry into force of FCTC for each party. Currently, only 19 countries of the
world (representing 6% of the global population) are covered by
comprehensive ban on tobacco advertising, promotion and sponsorship
(TAPS), with 101 countries imposing partial bans and 74 countries having
no ban at all. This is a matter of public health concern. Comprehensive
TAPS ban would lead to reduction in initiation and continuation of tobacco
use; as such a policy measure would have large population level impact,
thereby reducing demand for tobacco. Therefore, it is regarded as a
tobacco control ‘Best Buy’. The theme for the World No Tobacco Day this
year is ‘Ban Tobacco Advertising, Promotion and Sponsorship’, the
objective being to encourage the Parties to impose a comprehensive TAPS
ban and to strengthen efforts to reduce tobacco industry interference in
introducing and enforcing such comprehensive bans.
Despite existing TAPS prohibition laws, tobacco industry circumvents the
laws to promote their products by employing innovative and at times,
covert marketing strategies. Indirect or surrogate tobacco advertising such
as dark advertising, brand stretching, corporate social responsibility (CSR)
activities, promotion through films and new media such as internet,
discounts or free-gift offers, distribution of free samples, sale of tobacco
products in the form of children's sweets/toys, etc. gained momentum
with increasing pressure on tobacco industry. Guidelines for implementing
Article 13 of FCTC, describe comprehensive TAPS ban to apply to all form
of commercial communication, recommendation or action and all forms
of contribution to any event, activity or individual with the aim, effect or
likely effect of promoting a tobacco product or tobacco use either directly
or indirectly.

Exposure to tobacco advertising among Indians

To protect the general populace from harmful effects of tobacco use, the
Cigarettes and Other Tobacco Products (Prohibition of Advertisement and
Regulation of Trade and Commerce, Production, Supply and Distribution)
Act (COTPA), 2003 was enacted in India. Section 5 of COTPA prohibits all
forms of TAPS in line with Article 13 of the WHO FCTC. Despite the
existence of TAPS ban in India, exposure to tobacco advertising and
promotion is still prevalent. Among Indian school-going youth aged 13-15
yr, exposure to pro-cigarette advertisements on billboards in the past 30
days increased from 71.6 in 2006 to 74.4 per cent in 2009 Twenty eight
per cent of Indian adults are exposed to cigarette advertising, and 47 and
55 per cent, respectively are exposed to bidiand smokeless tobacco (SLT)
advertisements as per GATS (Global Adult Tobacco Survey) 2010. COTPA
allows ‘On-Pack advertising’ and ‘Point of Sale (PoS) advertising’ with
some restrictions.

Need for comprehensive TAPS ban

Substantial evidence now exists of a causal relationship of tobacco

advertising and promotion with increased tobacco use, especially in the
youth. Cross-sectional and longitudinal studies conducted with school-
going adolescents in India also support these findings. A review of
international studies suggests that PoS marketing and displays are
associated with increased smoking susceptibility, experimentation, and
uptake among children, and with increased craving among adults.
Celebrity endorsement of tobacco products in films is also causally
associated with tobacco use among the youth with a dose-response
relationship. A study conducted with about 4000 school-going
adolescents in Delhi concluded that students highly exposed to tobacco
use in Bollywood films are at more than twice the risk of being ever
tobacco users compared with the least exposed18. Comprehensive TAPS
ban would ensure that youth and adults are not misled by these
advertisements and promotions. Tobacco companies have designed
product promotion campaigns around sports and music events providing
links on Facebook and Twitter, clearly targeting youngsters through this
powerful communication channel. Advertising through these new media
channels needs to be addressed under comprehensive TAPS ban.
Engagement in CSR activities by tobacco industry is a more recent strategy
wherein, the tobacco companies try to portray their image as being
socially responsible and ethical. The industry on one hand funds activities
such as youth anti-smoking programmes, reforestation campaigns and
environmental camps for school children, and on the other hand
continues the promotion and sale of tobacco products. Article 5.3 of the
FCTC guidelines recommend, denormalising and regulating activities
described as ‘socially responsible’ by the tobacco industry, including but
not limited to activities described as CSR.
In India, PoS advertising by tobacco companies is rampant and most
common violations in this regard include oversized advertisement boards,
which are frequently backlit, placement of two boards together to give
the impression of one large board, placement of multiple advertisements
on one board and placement of advertisement boards on shops not
selling tobacco. India needs to step up enforcement of its TAPS ban
legislation, as indirect methods of advertising and promotions are
rampant. There is also imminent need to amend COTPA to remove “On
pack advertising” and “PoS” advertising.

Recent progress in India on restricting TAPS

The Hon’ble Supreme Court of India on January 3, 2013 vacated the stay
on rules related to the PoS advertising of tobacco products, which was
imposed by the Bombay High Court in 2006, demonstrating commitment
of the Indian judicial system towards better health of its citizens through
effective tobacco control. Following the hearing in January 2013, Ministry
of Health and Family Welfare (MoHFW), Government of India (GOI),
issued a letter to the Chief Secretaries and Director Generals of Police of
all Indian States/UTs to ensure that all steps are taken to curb the
violations of PoS advertising rules. Under India's National Tobacco Control
Programme (NTCP), monitoring committees specifically for Section 5 of
COTPA at State and district levels, as well as a national level steering
committee, have been mandated, to take cognizance of direct/indirect
advertising of tobacco products22. The MoHFW has continued to show its
commitment to tobacco control by introducing comprehensive tobacco
control legislation and for some measures, India has been identified as a
global leader. The Government of India has recently introduced
trendsetting rules related to depiction of tobacco imagery in Indian films,
a popular entertainment media.

What needs to be done?

The only advertising venue now allowed in India for the tobacco industry
is ‘on-pack’ advertising. Tobacco packs are important means of advertising
for the industry and they employ attractive imagery such as logos, brand
names, colours, etc. on the pack for the same. Plain, standardized tobacco
packaging as currently being implemented by the Australian Government,
mandates prevention of promotion through on-pack advertising and
enhances effectiveness of graphic health warnings on the pack. Results of
a feasibility study for plain packaging of tobacco products conducted in
Delhi revealed that over 80 per cent of participants believed plain
packaging would reduce the attractiveness, appeal and promotional value
of the tobacco pack, over 60 per cent believed plain packaging would help
in reducing experimentation and initiation of tobacco among youth and
over 80 per cent believed, it would motivate tobacco users to quit. Multi-
disciplinary researchers and tobacco control advocates are strongly
proposing introduction of plain packaging of tobacco products in India to
enhance effectiveness of graphic warnings in India. A Private Members’
Bill has been introduced on this issue in the Indian Parliament, which
remains to be discussed.
A TAPS ban should be comprehensive as partial bans or voluntary
arrangements do not work. A comprehensive ban on all TAPS could
achieve a reduction in tobacco use by seven per cent.
Counter-advertising through mass media accompanied with school- or
community-based programmes, warning about the dangers of tobacco
use has been an effective strategy in preventing tobacco use as well as
encouraging the users to quit. Mass media campaigns form a major
strategy for tobacco control under India's NTCP. Counter-advertising
through Government efforts needs to be stepped up to counter
misleading messages conveyed by the tobacco industry through TAPS
campaigns.

Regulations & Guidelines on Alcohol Advertising

in India:

LICENSING LAWS

‘World Health Organization’ recommends that member governments

should begin to reduce per capita consumption by reducing the
availability of alcoholic beverages. Prohibition is incorporated in the
Constitution of India among the directive principles of state policy. Article
47 says: “The state shall regard the raising of the level of nutrition and
standard of living of its people as among its primary duties and in
particular, the state shall endeavor to bring about prohibition of the use
except for medicinal purposes of intoxicating drinks and of drugs which
are injurious to health.” Alcohol policy is under the legislative power of
individual states. Prohibition, enshrined as an aspiration in the
Constitution, was introduced and then withdrawn in Haryana and Andhra
Pradesh in the midi-1990s, although it continues in Gujarat, with partial
restrictions in other states – Delhi, for example, has dry days. There was
an earlier failure of prohibition in Tamil Nadu. Excise department regulate
and control the sale of liquor in the NCT of Delhi. Retail supply of alcohol
is regulated by Delhi Liquor License Rules, 1976. It prohibits consumption
and service of liquor at public places. This also prohibits employment to
any person (male under the age of 25 years or any female) at any licensed
premises either with or without remuneration in part of such premises in
which liquor or intoxicating drug is consumed by the public. Similarly no
individual should possess liquor at one time more than the prescribed
limit without special permit. As per excise rules in Rajasthan, a person can
posses maximum 3liters of Country Liquor, 6 Liter of IMFL and 12 Bottles
of Beer. The Bombay Prohibition Act, 1949, prohibits the production,
manufacture, possession, exportation, importation, transportation,
purchase, sale, consumption and use of all intoxicants. The Cable
Television Network (Regulation) Amendment Bill, in force September 8,
2000, completely prohibits cigarette and alcohol advertisements. The
government controlled channel, Doordarshan, does not broadcast such
advertisements but satellite channels however are replete with them.
 

Drunkenness

Drunkenness is defined as the condition produced in a person who has

taken alcohol in a quantity sufficient to cause him to lose control of his
faculties to such an extent that he is unable to execute the occupation on
which he is engaged at the material time. Section 84 of the Bombay
Prohibition Act 1949 provides that any person, who is found drunk or
drinking in a common drinking house or is found there present for the
purpose of drinking, shall on conviction, be punished with fine which may
extend to five hundred rupees. Section 85 provides that any person found
drunk and incapable of controlling himself or behaves in a disorderly
manner under the influence of drink in any street or thoroughfare or
public place or in any place to which public have or permitted to have
access, shall on conviction, be punished with imprisonment for a term
which may extend to one to three months and with fine which may
extend to two hundred to five hundred rupees.
 

Drunken Driving

Across the world, governments have defined different acceptable blood

alcohol levels. However, there is no minimum threshold below which
alcohol can be consumed without risk. With rise in blood alcohol
concentration, there is progressive loss of driving ability due to increased
reaction time, over confidence, impaired concentration, degraded muscle
coordination and decreased visual and auditory acuity. Though the laws to
check the drunken driving do exist in India but there is need to effectively
impose the same on the alcohol impaired drivers. The blood alcohol
content (BAC) limits are fixed at 0.03%. Any person whose BAC values are
detected more than this limit is booked under the first offense. He/she
may be fined about  2000 and\or he or she may face a maximum of 6
months imprisonment. If he person commits a second offense within 3
years of the first then he/she may be fined about 3000 and/or he or she
may face a maximum of 2 years imprisonment. On 1 March 2012, the
Union Cabinet approved proposed changes to the Motor Vehicle Act. As
per the new provisions, drunk driving would be dealt with higher penalty
and jail terms - fines ranging from 2,000 to 10,000 and imprisonment
from 6 months to 4 years. Drink driving will be graded according to
alcohol levels in the blood.
In cases where alcohol level is less than 30 mg per 100 ml of blood, it
doesn’t amount to as an offence. For levels between 30-60 mg per 100 ml
of blood, the proposed penalty would be 6 months of imprisonment
and/or 2,000 as fine. For alcohol level between 60-150 mg per 100 ml of
blood, the penalty would be one year imprisonment and/or 4,000. If the
offence is repeated within three years, the penalty can go up to 3 years
imprisonment and/or 8,000. For those who are found heavily drunk with
alcohol levels of over 150 mg per 100 ml of blood, the penalty will be 2
years imprisonment and or 5,000. Repeat offence within a three year
period would warrant a jail penalty and fine of 10,000 besides
cancellation of license.
 

Alcohol Advertisements

Advertising alcoholic beverages has been banned in India as per the Cable
Television Network (Regulation) Amendment Bill which came into effect
on 8 September 2000. Private channels often permit alcohol companies to
advertise using surrogate means like selling the brand name for soda or
water or music.
India became a Party to the WHO Framework Convention on Tobacco
Control on February 27, 2005.
Smoke Free Places: Smoking is completely banned in many public places
and workplaces such as healthcare, educational, and government facilities
and on public transport. The law, however, permits the establishment of
smoking areas or spaces in airports, hotels having 30 or more rooms, and
restaurants having seating capacity for 30 or more. With respect to
outdoor places, open auditoriums, stadiums, railway stations, bus
stops/stands are smoke free. Sub-national jurisdictions may enact smoke
free laws that are more stringent than the national law.

Tobacco Advertising, Promotion and Sponsorship: 

Advertising through many forms of mass media is prohibited, but tobacco
companies still may advertise at the point of sale, subject to some
restrictions. There are some restrictions on tobacco sponsorship and the
publicity of such sponsorship.

Tobacco Packaging and Labeling: Health warning labels are

pictorial and text; cover 85 percent of the front and back panels of the

tobacco product package parallel to the top edge; and are rotated every

12 months. Misleading packaging and labeling, including terms such as

“light,” and “low-tar” and other signs, is prohibited.

Roadmap to Tobacco Control Legislation: The Cigarettes and

Other Tobacco Products (Prohibition of Advertisement and Regulation of
Trade and Commerce, Production, Supply and Distribution) Act, 2003
(COTPA) is the principal comprehensive law governing tobacco control in
India.  The Act was passed before India became a party to the WHO
Framework Convention on Tobacco Control.  In 2004, the Ministry of
Health and Family Welfare exercised the powers granted to it in Section
31 of COTPA by promulgating a first set of rules, which, with respect to
smoke free and tobacco advertising issues, have been stayed by court
order or superseded.  With respect to general enforcement of COTPA,
G.S.R. 1866(E) lists certain officers who are authorized to carry out the
entry, search, and seizure provisions of the Act.
Following the passage of COTPA in 2003, various rules implementing
COTPA address smoke free policies or provide useful definitions.  These
include G.S.R. 561(E) (defining the term “educational institutions” ); G.S.R.
417(E) (superseding the 2004 Rules and establishing new rules covering
designated smoking areas, and enforcement obligations, authorities and
penalties, among other items); and G.S.R. 680(E) (authorizing certain
persons to collect fines for violations of smoke free rules).  The Railways
Act, 1989 also regulates smoking on trains.
With regard to tobacco advertising, promotion and sponsorship, G.S.R.
345(E) amends the 2004 Rules by substituting new provisions on point of
sale advertising and adding a definition of indirect advertising. G.S.R.
619(E) provides additional point of sale rules, and G.S.R. 786(E)
establishes rules for television and film and print and outdoor media.
G.S.R. 708(E) updates the rules for television and film. Additionally, the
Cable Television Networks (Regulation) Act, 1995 (CTNA) and its 2009
implementing rules prohibit direct advertising of tobacco products on
Indian cable networks, but permit the indirect advertising of such
products under certain circumstances. A subsequent Ministry of
Information and Broadcasting Directive, however, appears to prohibit
indirect advertising of tobacco products until guidelines called for by the
CTNA Rules are issued. Finally, Guidelines issued pursuant to Section 5B(2)
of the Cinematograph Act of 1952, require the Central Board of Film
Certification to ensure that certain types of smoking scenes do not appear
in movies.
Packaging and labeling provisions are included in several implementing
rules enacted following COTPA’s passage in 2003. G.S.R. 182(E) (Packaging
and Labeling Rules of 2008) contains certain definitions and establishes
the components (i.e., content, size, rotation, etc.) of the health warnings,
but various provisions in subsequent rules replace certain language in the
2008 regulations. For example, G.S.R. 693(E) requires that health
warnings be printed, pasted or affixed on external packaging such as
cartons. G.S.R. 305(E) updates the definition of “package” and the
location of the health warnings, deleting the requirement that the
warnings be located on both sides of tobacco product packaging. G.S.R.
985(E) changes the rotation period of the health warnings from one year
to two years and re-establishes the warnings published in G.S.R.
182(E). (G.S.R. 985(E) caused the diseased lungs and scorpion health
warnings to continue in effect instead of new health warnings which were
supposed to come into force in December 2010.) The government
implemented new rounds of warnings on December 1, 2011 (via G.S.R.
417(E)) and on April 1, 2013 (via G.S.R. 724(E)). On October 15, 2014, the
government introduced new larger warnings via G.S.R. 727(E) that, among
other things, increased the warning size from 40 percent of one side of
tobacco product packaging to 85 percent of both sides of tobacco
packaging and amended the rotation scheme prescribed in G.S.R. 985(E).
Although the rules announced by G.S.R. 727(E) were to have gone into
effect on April 1, 2015, G.S.R. 739(E) establishes April 1, 2016 as the
implementation date of the new warnings. Provisions prohibiting
misleading descriptors and obscuring the health warnings on the package
remain in G.S.R. 182(E) unaltered.

At present in India, there is no central statutory agency or uniform

legislation regulating the advertising industry. The Indian advertising
market as a whole is regulated and controlled by a non-statutory body,
the Advertising Standards Council of India (ASCI). In the absence of
uniform integrated legislation, it is necessary for advertisers to ensure
that an advertisement is in compliance will all local and national
advertisement laws.
Role of the Advertising Standards Council of India

(ASCI)

ASCI is a voluntary self-regulatory council established in 1985 to promote

responsible advertising and to enhance public confidence in
advertisements. The council's objectives are:
 To ensure the truthfulness and honesty of representa-
tions and claims made by advertisements

 To ensure that advertisements are not offensive to gener-

ally accepted standards of public decency

 To safeguard against the indiscriminate use of advertising

for the promotion of products regarded as hazardous to
society or to individuals.

 To ensure that advertisements observe fairness in com-

petition so as to inform the consumer on choices in the
marketplace while observing the canons of generally ac-
cepted competitive behavior in business
ASCI consists of a Board of Governors and a Consumer Complaints
Council. The Board of Governors comprises four members from each of
the four sections connected with the advertising industry:
  Advertisers

 Advertising Agencies

 Media (owners of press, television, radio etc.)

 Related sectors (e.g. outdoor agencies, PR, market re-
searchers, ad producers, business schools)

The ASCI Code: Self-Regulation of Advertising

To regulate advertisement in India, ASCI has adopted a Code for Self-

Regulation in Advertising("ASCI Code"), which applies to all involved in the
commissioning, creation, placement, or publishing of advertisements.
This ASCI Code applies to advertisements read, heard, or viewed in India
even if they originate or are published abroad so long as they are directed
to consumers in India or are exposed to a significant number of
consumers in India.
Though non-statutory, the ASCI Code is recognized under various Indian
laws in addition to being adopted by advertising-industry bodies. Notably,
the ASCI Code provides that it is not in competition with any law, its rules,
or the machinery through which they are enforced, thus the ASCI Code is
designed only to complement legal controls under such laws and not to
usurp or replace them.
Laws: Statutory Regulation of Advertising

Complementing the ASCI Code are Indian laws governing specific media,

specific populations, and specific goods and services. The most significant
of these laws are listed here.
Laws Governing Media

 The Press Council Act 1978

 Cable Television Network Rules, 1994

  Code for Commercial Advertising on Doordarshan and All
India Radio

 Electronic Media Monitoring Centre (EMMC)

 Norms for Journalist Conduct issued by the Press Council

of India

 Code of Conduct of the News Broadcasters Association

Laws Protecting Society and the Consumer

 Emblems and Names (Prevention of Improper Use) Act,

1950

 Young Persons (Harmful Publications) Act, 1956

 Companies Act, 1956

 Standards of Weight & Measures Act, 1976

 Indecent Representation of Women (Prohibition) Act,

1986

 Consumer Protection Act, 1986

 Laws related to intellectual property rights

Industry-Specific Laws

 The Drugs and Cosmetic Act, 1940

 Cigarettes and other Tobacco Products (Prohibition of
Advertisement and Regulation of Trade and Commerce,
Production, Supply and Distribution) Act, 2003

 Public Gambling Act, 1867, the Lotteries (Regulation) Act,

1998 and the Prize Competitions Act, 1955
Products and Services Banned From Advertising

 Tobacco

The Cigarettes and other Tobacco Products (Prohibition of Advertisement

and Regulation of Trade and Commerce, Production, Supply and
Distribution) Act, 2003 ("Tobacco Prohibition Act") prohibits all direct and
indirect adertising of tobacco products in all media.
 Alcohol (Beer, Wine, and Spirits)

The Cable Television Network Rules, 1994, the Advertising Codes of

Doordarshan, and the All India Radio and Norms for Journalist
Conduct issued by the Press Council of India prohibit any advertisement
directly or indirectly promoting the production, sale, or consumption of
cigarettes, tobacco products, wine, liquor, or other intoxicants. However,
some states allow advertising through billboards, signboards etc. but
subject to many restrictions. Also, the ASCI Code prohibits use of minors
for advertising alcohol products.

Regulations Related to Advertising Methodology

Advertising to Children (advertising during and immediately

before and after children's programming)

The Young Persons (Harmful Publications) Act, 1956 prohibits

advertisements relating to any harmful publication i.e., any publication
that tends to corrupt a young person (person under the age of 18 years)
by inciting or encouraging him or her to commit offenses or acts of
violence or cruelty or in any other manner whatsoever.
According to the ASCI Code, advertisements addressed to minors shall not
contain anything, whether in illustration or otherwise, which might result
in their physical, mental, or moral harm or which exploits their
vulnerability. For example, advertisements may not:
  Encourage minors to enter strange places or to converse
with strangers in an effort to collect coupons, wrappers,
labels or the like
 Feature dangerous or hazardous acts which are likely to
encourage minors to emulate such acts in a manner
which could cause harm or injury
 Show minors using or playing with matches or any in-
flammable or explosive substance; or playing with or us-
ing sharp knives, guns, or mechanical or electrical appli-
ances, the careless use of which could lead to their suf-
fering cuts, burns, shocks, or other injury
 Feature minors in promoting tobacco or alcohol-based
products

 Feature personalities from the field of sports, music, or

cinema for products which, by law, either require a health
warning in their advertising or cannot be purchased by
minors.

Celebrity Endorsements

No current restrictions.

Comparative Advertising (ads that compare the advertiser's

product to that of a competitor)

The provisions pertaining to comparative representation were part of

"Unfair Trade Practice" under the Monopolies and Restrictive Trade
Practices Act, 1969 (MRTP Act). After repeal of the MRTP Act, the
provisions relating to unfair trade practices were inserted in
the Consumer Protection Act, 1986. However, a business entity cannot
claim relief against unfair comparative advertising under the Consumer
Protection Act, as a business entity is not a consumer. This can be taken
up only by consumer associations, the central government, or state
governments, and it does not provide protection to the business entity
equal to the protection under the MRTP Act. Thus, under the existing law,
a manufacturer whose goods are disparaged has no standingto seek a
remedy. Presently, in the absence of any specific legislative regulating
comparative advertising, disputes are decided by various courts on the
basis of the facts in each case. However, ASCI code (which is made part of
the Cable Television Network Rules, 1994 as well) permits advertisement
containing comparisons including those where a competitor is named in
the interests of vigorous competition and public enlightenment, provided:
 It is clear what aspects of the advertiser's product are being

compared with what aspects of the competitor's product.

 The subject matter of comparison is not chosen in such a way

as to confer an artificial advantage upon the advertiser or so as
to suggest that a better bargain is offered than is truly the
case.

 The comparisons are factual, accurate and capable of substan-

tiation.

 There is no likelihood of the consumer being misled as a result

of the comparison, whether about the product advertised or
that with which it is compared.

 The advertisement does not unfairly denigrate, attack or dis-

credit other products, advertisers or advertisements directly or
by implication.

 Presently, ASCI is actively taking action against any advertise-

ments making unsubstantiated claims, exaggeration, unfair
denigration in violation of ASCI Code.

4.4 Contests (games of chance and games of skill)

The Public Gambling Act, 1867 prohibits gambling activities in India.

However, the Public Gambling Actpermits games of mere skill.

4.5 Deceptive or Misleading Advertising

Deceptive or misleading advertisements are restricted under the various

legislations including the Consumer Protection Act, 1986; Cable Television
Network Rules, 1994; Norms for Journalist Conduct issued by the Press
Council of India Act and ASCI Code.

4.6 Surrogate Advertising

The ASCI Code provides that advertisements of products whose

advertising is prohibited or restricted by law or by the ASCI Code must not
circumvent such restrictions by purporting to be advertisements for other
products the advertising of which is not prohibited or restricted by law or
by ASCI Code. To determine if there is an indirect advertisement of
prohibited products due attention shall be given to the following:
 Visual content of the advertisement must depict only the
product being advertised and not the prohibited or re-
stricted product in any form or manner:
 The advertisement must not make any direct or indirect
reference to the prohibited or restricted products

 The advertisement must not create any nuances or

phrases promoting prohibited products
 The advertisement must not use particular colours and
layout or presentations associated with prohibited or re-
stricted products
 The advertisement must not use situations typical for pro-
motion of prohibited or restricted products when advertis-
ing the other products.
The Cable Television Networks Rules, 1994 has also imposed similar
restrictions to curb surrogate advertising.
4.7 Advertorials and Disguised Ads

The Norms for Journalist Conduct issued by the Press Council of

India, Cable Television Network Rules, 1994 and Advertising Code of
Doordarshan requires that advertisements must be clearly distinguishable
from news content carried in the newspaper.

4.8 False Advertising

False advertisements are restricted under the various legislations

including the Consumer Protection Act, 1986; Cable Television Network
Rules, 1994; Norms for Journalist Conduct issued by the Press Council of
India Act and ASCI Code.

4.9 "Free" Gifts/Samples

The Consumer Protection Act 1986, Section 2 (3) (a) states that (i) the
offering of gifts, prizes or other items with the intention of not providing
them as offered or creating impression that something is being given or
offered free of charge when it is fully or partly covered by the amount
charged in the transaction as a whole, or (ii) the conduct of any contest,
lottery, game of chance or skill, for the purpose of promoting, directly or
indirectly, the sale, use or supply of any product or any business interest,
is an unfair trade practice.
The Norms for Journalist Conduct issued by the Press Council of India has
stated that gift including those given by the advertisement agencies for
publication of material relating to their clients or otherwise should not be
accepted by the journalist.

4.10 Free Speech (specific limitations, e.g. personal

slurs, defamation, political statements)

Article 19(1)(a) of the Constitution of India protects the right to freedom

of speech and expression, which is also extended to advertisements.
However, like any other right, this freedom is also subject to reasonable
restrictions imposed by Article 19(2) of the Constitution of India.
Furthermore, the ASCI Code states that no advertisement shall be
permitted which:
 Derides any race, caste, color, creed, or nationality
 Tends to incite people to crime or to promote disorder
and violence or intolerance
 Presents criminality as desirable or directly or indirectly
encourages people, particularly minors, to emulate it or
conveys the modus operandi of any crime

 Adversely affects friendly relations with a foreign state

Chapter – II
Area of Research
Need of the Study

In India, lung cancer is one of the most common and lethal cancers, and
tobacco smoking remains its most important etiologic factors. The
possible role of Indian alcohol beverages and non-Indian alcohol
beverages on lung carcinogenesis. In total, 778 lung cancer cases and
3,430 controls, including 1,503 cancer controls and 1,927 healthy controls,
were recruited in Lucknow in 2015. The effects of cigarette, bidi smoking,
chewing and alcohol drinking on the risk of lung cancer were estimated
from unconditional multivariate logistic regression. There are many
Impacts which are cursing the youth and children and the the role which is
being played by Advertsing is also key and the Impact on society, youth,
children etc.., Governments may put guide lines, rules and regulations to
control the adverse effects but the fact is that the governments could
sustain only if they encourage alcohol and tobacco sales and the revenue
generated by them as tax directly and indirectly. The bribings to
government officials, vulgar advertisements on Hordings etc.., has tend me
to know and understand whether the advertising is to be or not to be on
Alhocol and Tobacco Products.
Scope of the Study:

The scope of the Study is varied but confined to Lucknow city and the
study is carried out in questionnaire model and it was an Interview based
model. The respondents are from different age groups, Income levels,
educational backgrounds. The scope here is confined to advertising, Pros
and cons of Alcohol, Pros and Cons of Tobacco and the role of advertising
Tobacco and Alcohol Products and the effects etc were discussed breifly.

Chapter – III

Objectives & RESEARCH METHODOLOGY

Objectives of the Study:

 To identify whether advertising on Tobacco and Alcohol to be or not be.

 How advertising of Alcohol and Tobacco tending youth to get addicted.

 Regulations and guide lines from government side and Income generation

perspective.

 How Alcohol and tobacco directly or indirectly effecting the health of the

public especially youth and impact on society.

 Contribution of advertising in increasing the contribution of consumption

of alcohol and tobacco products.

Statement Problem
Alcohol and tobacco use are two of the most common risk factors for
preventable diseases, injuries, and premature death. Alcohol use by youth
is also associated with motor vehicle injuries, suicide, and homicide, all of
which are major causes of adolescent mortality. Although it is illegal to sell
alcoholic beverages to youths under 21 and, in most states, to sell tobacco
products to teenagers under 18, the alcohol and tobacco industries actively
target young people with advertising and promotions. Through youth-
oriented campaigns, the alcohol and tobacco industries create an
environment in which the consumption of these dangerous products is
acceptable and, within some teenage peer groups, even expected. Many
health promotion efforts to reduce health risks emphasize individual
behavior change and ignore the critical role of environmental and social
factors. Although the use of tobacco and alcohol is legal for adults, the
aggressive marketing and promotion tactics of both the alcohol and
tobacco industries heavily target the youth market. Both industries use
similar strategies to appeal to youth and increase market share. The public
health community must respond with a concerned, coordinated effort
against the tactics used to appeal to youth through tobacco and alcohol
advertising and promotion.

Limitations of the Study:

 Some of the persons were not so responsive,they are not interested.

 The respondents Includes different age groups, Agencies, educational

backgrounds, economic levels which gives different opininons of few questions.

 The responses for this particular topic is purely based on the maturity levels and

the standard of living, social status, working organizations whaich will vary.

 Possibility of error in data collection because many of respondents may have not

given actual answers of my questionnaire.

  Sample size is limited to 200 respondents of Lucknow Region.

 Some respondents were reluctant to divulge personal information which can

affect the validity of all responses.

 The research is confined to a certain part of Lucknow City.

 Time is one more constraint and the energy levels pertaining to temperature of

Lucknow city.

RESEARCH METHODOLOGY

To achieve the objective of research, a planned and strategic descriptive

investigation is carried out. Descriptive study is helpful to know the
proportion of people in the given population who have behaved in a
particular manner making projection of a certain things or determining the
relationship between two or more variables. Descriptive study tends to be
rigid and its approach cannot be changed every now care should be taken
only in the initial stages of planning and research otherwise data collected
with the study a training programs conducted for the employees in the
organization.

Data sources:

Data is collected from primary and secondary sources. Collection of the

data is primary aspect in the research process. Data which is collected for
the purpose of research helps in proper analysis to develop findings which
are help full to conduct research effectively. The data source which is very
important in the collection of data is both primary and secondary.

Primary data:

The data that is collected through administrating the questionnaire by

direct contact and also involved in personal discussions to obtain the sides
of the information.

Secondary data:

The secondary data is being collected from different sources like Articles,
Journals, Magazines and the data which is available with few NGOs who
are working on eradication and drug de addiction etc..,

RESEARCH DESIGN:

Survey method:

The questionnaire was administrated through direct contact with the

respondents of general public of Lucknow city.

Sampling decisions:

Sample size : 200 individuals .

Sample unit : Based on education, age, job, income levels etc.
Sampling technique : Convenience sampling.
Analysis : Percentage Method.

Chapter – IV

Data Analysis & Interpretation

Age Criteria:

Sl No Response Qtn %

1 15 - 20 45 23%

2 20 - 30 75 38%

3 30 - 40 40 20%
 4 40 - 50 40 20%

Total 200 100%

%
40% 0.375000000000002
35%

30%

25% 0.225 Qtn

0.2 0.2
%
20%

15%

10%

5%

0%
15 - 20 20 - 30 30 - 40 40 - 50

The age group considered for this survey strategic and includes the age
groups between 15years to 50 Years out of which 15 – 20 years is 23%, 20
– 30 Years is 38%, 30 – 40 Years is 20% and 40 – 50 Years is 20%. The light
matured to matured and Highly matured responses were collected to
analyze the data and to get maximum accurate results.

. Gender: Male _______Female ________

Sl No Gender Qtn %

1 Male 125 63%

2 Fe Male 75 38%

Total 200 100%

 140
125
120

100

80 75
Male
60 Fe Male

40

20

0.625000000000003
0.375000000000002
0
Qtn %

The reason behind considering female here is, even they are part of
general public who looks at the advertisements of Alcohol and Tobacco on
day to day Basis. Now a days even girls are smoking and Drinking and in
Metropolitan city like Lucknow this tradition is getting increased and I
taught of including the views of females in this study and the considerable
number of responses were collected which constitute 63% Men and 38%
Women.

.Education level:

A. Graduate B. Post Graduate & Above C. Intermediate D. SSC or

Below E. Illiterate

Sl No Edu Qtn %
1 Graduate 45 23%
2 >= PG 45 23%
3 Inter 40 20%
4 <= SSC 30 15%
5 Illiterate 40 20%
 Total 200 100%

0.2
0.225

Graduate
>= PG
Inter
0.15 <= SSC
Illeterate

0.225

0.2

The respondents education levels and the standards are graduates 23%,
Post Graduation and Above 23%, Intermediate 20%, less than or equal to
secondary school education 15% and Illiterates 20%, in this case highly
skilled, skilled, semi skilled and un skilled educational level respondents
were selected.

What is your source of Income?

A. Daily Wage B. Software Employee C. Own Business D. Private em-

ployee E. Un Employed

Sl No Occupation Qtn %
1 Daily Wage 40 20%
2 Software Emp 40 20%
3 Business 35 18%
4 Private Emp 46 23%
 5 Un Employed 39 20%
Total 200 100%

25%
0.23

0.2 0.2 0.195

20%
0.175

15%

Series1
Series2
10%

5%

0%
Daily Wage Software Emp Business Private Emp Un Employed

The level of employment which is considered here is base for the analysis
and I have considered daily wage workers 20% same percentage of 20%
Software employees, the people who are holding their own business 18%,
Private employees 23% and Un employed youth 20% and the permutation
and the combination of the sample size and the levels of Income gives
more accurate result which I felt is the key and it worked out.

Do you Smoke or Drink?

A. Smoke B. Drink C. Both Drink & Smoke D. No

Sl No Response Qtn %
1 Smoke 35 18%
2 Drink 25 13%
 3 Both 90 45%
4 NO 50 25%
Total 200 100%

0.175
0.25

Smoke
0.125 Drink
Both
NO

0.45

The female respondents are 75 out of 200 and the the percentage of
respondents who don’t smoke or dring is 13% which states that the
respondents who are female and who smoke and drink were also
inculded. Smoke 13%, Dring 13% and both 45% and the respondents who
don’t have habits are 25% whuich gives neutral responses on the selected
topic for study.

Why do you Smoke or Drink?

A. Friends B. Stress C. Domestic Issues D. Others

Sl No Response Qtn %
1 Friends 45 23%
2 Stress 60 30%
 3 Domestic Issues 15 8%
4 Others 15 8%
Total 135 68%

35%

0.3
30%

25%
0.225

20%
Series1
Series2
15%

10%
0.075 0.075

5%

0%
Friends Stress Domestic Issues Others

23% of the respondents who smoke are smoking because of enjoying with
friends, 30% respondents are smoking because of stress, 8% because of
Domestic Issues and remaining 8 % due to other issues.

How often do you Drink?

A. Daily B. Weekly Once C. Occasionally D. Never E. When

Stressed

Sl No Response Qtn %
 1 Daily 56 34%
2 Weekly 35 21%
3 Occasionally 14 8%
4 Never 50 30%
5 When Stressed 10 6%
Total 165 100%

0.0606060606060606

0.339393939393943

0.303030303030303 Daily
Weekly
Ocassionally
Never
When Stressed

0.0848484848484848
0.212121212121212

The respondents constitute all typesof drinkers and non drinkere in this
particular question. The respondents are scatteredas Daily Drinkers 34%,
respondents who drinks weekly are 21%, occasionally 8% When stressed
6% respondents drinks and 30 never drinks.

How do you come to know about Brands of Alcohol or Tobacco?

A. News paper B. Movie C. Radio D. TV E. Events F. Others

Sl No Response Qtn %
1 News Paper 30 15%
 2 Movie 60 30%
3 Radio 10 5%
4 Television 25 13%
5 Events 60 30%
6 Others 15 8%
Total 200 100%

35%

0.3 0.3
30%

25%

20%
Series1
0.15 Series2
15%
0.125

10%
0.075
0.05
5%

0%
News Paper Movie Radio Television Events Others

As advertising plays major role in promoting any product, the respondents

are coming to know about the alochols or the tobacco products through
mentioned sources. News Paper 15%, Movie 30%, Radio 5%, Television
13%, Events 13% and Other sources 8%.

Which element drives your attention in Add?

A. Celebrity B. Punch Line C. Warning D. Vulgarity E. Offers F.

Striking Posters G. Others

Sl No Response Qtn %
 1 Celebrities 45 23%
2 Punch Lines 40 20%
3 Warning 5 3%
4 Vulgarity 25 13%
5 Offers 45 23%
6 Striking Posters 25 13%
7 Others 15 8%
Total 200 100%

25%
0.225 0.225

0.2
20%

15%
0.125 0.125
Series1
Series2
10%
0.075

5%
0.025

0% Series1
Celebrities Punch Lines Warning Vulgarity Offers Striking Posters Others

The respondents response for getting attention paid to ads is because of

Celebrities 23%, Punch Lines 20%, Warnings 3%, Vulgarity 13%, Offers
23%, Striking Posters 13% and others 8%. Then major role is being played
by Vulgarity, Striking Posters, Celebrities and other 8 % consists of
Promiting products through online, social media, etc.,

How do you feel while looking at Add?

A. Good B. Excited C. Bad D. Angry E. Others

 Sl No Response Qtn %
1 Good 35 18%
2 Excited 25 13%
3 Bad 30 15%
4 Angry 45 23%
5 Others 65 33%
Total 200 100%

35%
0.325000000000002

30%

25%
0.225

20%
0.175
Series1
0.15
15% Series2
0.125

10%

5%

0%
Good Excited Bad Angry Others

When it comes to the response while reacting to the ads on Alcohol or the
Tobacco 18% respondents feel good, 13% feel excited, 15% feel bad,
23%feel Angry and 33% feel in a different way like based on the
advertisement they have their emotions and they go by strategy and the
logic and the presentation etc...!

Do you feel the advertisements given by alcohol and tobacco

companies and impacting the
youth and children and driving them towards addiction?

A. Yes B. No C. To some extent D. I don’t know

 Sl No Response Qtn %

1 Yes 80 40%

2 No 30 15%

3 To Some Extent 75 38%

4 I don't Know 15 8%

Total 200 100%

80

70

60

50

40 Series1
Series2
30

20

10
0.4 0.15 0.375000000000002 0.075
0
Yes No To Some Extent I don't Know

This is one of the cruital and the Important question in this study or the
project and the responses are quiet shocking like 40% of the respondents
feel the alcohol and the tobacco ads are driving youth to go for bad
habits, 15% say No, 38% says only to some extent the ads will influence
indeprndents but the Individual should have self control and 8% says they
don’t know.

Do you feel the guidelines issued by governments are

enough to have control on alcohol and
 tobacco advertisements?

A. Enough B. Not Enough C. Some extent D. Don’t Know

Sl No Response Qtn %
1 Enough 30 15%
2 Not Enough 85 43%
3 To some extent 50 25%
4 Don't Know 35 18%
Total 200 100%

45%
0.425
40%

35%

30%
0.25
25%
Series1
20% 0.175 Series2
0.15
15%

10%

5%
Series1
0%
Enough Not Enough To some extent Don't Know

Only 15% of the respondents beleive that the current and existing
policies, procedures, regulations and the guidelines are enough to control
the implications of alcohol and the tobacco and its increasing volumes
because of advertisemsnts. 43% of the respondents say its not enough,
25% say so some extent they can control and 18% respondents were not
aware of the issues.
Do you think the laws, regulations issued by concerned
departments on controlling Alcohol and Tobacco
implications are enough to safeguard the health and
wealth of the society ?

A. Enough B. Not Enough C. Some extent D. Don’t Know

B. Sl
N Response Qtn %
o

1 Enough 30 15%
2 Not Enough 85 43%
3 To some extent 50 25%
4 Don't Know 35 18%
Total 200 100%

45%
0.425
40%

35%

30%
0.25
25%
Series1
20% 0.175 Series2
0.15
15%

10%

5%
Series1
0%
Enough Not Enough To some extent Don't Know

Only 15% of the respondents beleive that the current and existing
policies, procedures, regulations and the guidelines are enough to control
the implications of alcohol and the tobacco and its increasing volumes
because of advertisemsnts. 43% of the respondents say its not enough,
25% say so some extent they can control and 18% respondents were not
aware of the issues.

Do you feel the state and central governments are keen

on controlling bad implications of
Alcohol and tobacco keeping Youth and Society in
view and mind?

A. Yes B. No C. Don’t Know D. To some extent

Sl No Response Qtn %

1 Yes 80 40%

2 No 30 15%

3 To Some Extent 75 38%

4 I don't Know 15 8%

Total 200 100%

80
80 75

70

60

50

40 Series1
30 Series2
30

20 15

10
0.4 0.15 0.375000000000002 0.075
0
Yes No To Some Extent I don't Know
40% of the respondents feel that governments are keen on controlling the
impications but at root level the officials has to drive the Initiaves which is
not happening and it has been identified as gap whcih respondents has
shares and interestingly majority who are educated, Illiterate and etc.s
has shared the same status... 30% say Not enough, 75% say to some
extent.

Why do you feel Government is not so serious about

controlling Ads and the consumption?
A. Revenues collected through Taxes B. To put people in their control

C. Political Pressures

D. Party Funds E. Others F. Don’t Know.

Sl No Response Qtn %
1 Taxes 120 60%
2 Controlling People 10 5%
3 Political Pressures 20 10%
4 Party Funds 25 13%
5 Others 10 5%
6 Don't Know 15 8%
Total 200 100%
 0.600000000000001
60%

50%

40%

30%

20% Series1
0.125
0.1 Series2
0.075
10% 0.05 0.05

0%

60% of the respondents feel that the governments are running on the
taxes paid by or collected on Tobacco Products and the alcohols. 5%
respondents feel to have control on people, 10% say Political pressures,
13% feel Party Funds, 5% feel other reasons and 8% respondents are not
aware.
Findings

Do you have any suggestions for controlling implications of Alcohol and

Tobacco consumption?
This is an quantitative question and open ended question. The respondents
have given many reasons and many of them are share the same opinion
and the same has been incorporated in Findings and suggestions chapter.

Findings from the Study:

From the survey and the review of literature there are so many things
which are being observed and found and they are:
 The consumption of Alcohol or the tobacco products are being

increased and it is adding new customers consistently at the

rate of 2.2% every year.
 The Ban on advertising tobacco and alcohol based products
are in place but in movies the heroes who are the role models
for fans drink, smoke etc., which is attracting youth.

 The alcohol and the tobacco ban is there and in movie the-
atres before starting of the movie and in the middle of the
movie these (Government initiative to stop drinking & smok-
ing) which are not so effective compared to the striking
posters and ads of tobacco and alcohol products.

 The death and ill health cases registering every year due to
smoking and drinking across the country are alarming and im-
mediate attention need to be paid.

 The central government and state governments are not work-

ing in line and which is a gap in controlling the bad implica-
tions of alcohol and tobacco.

 There are so many government agencies which were estab-

lished to control this type of ads and activities which are failing
continuously.

 The Student group who are educated are attracted to the ads
and the advertisings it may ne through hording, Punch Lines of
the Ads or by celebrities.

 The consumption tobacco or alcohol are good only to some ex-

tent but is it not happening.

 In many of the cases the youth or the people are getting at-
tracted to smoking or drinking because of work stress, per-
sonal problems etc., where there are other sources to relax.

Chapter – V
Suggestions & Conclusion:

Conclusion:

Difenetely the advertising on Alcohol and tobacco Products is not to be

case in India in current Scenario. The central and state governments has to
cordinate with all concerned departments in controlling the adverse effects
of drinking and smoking. Every one have to think and it is the
responsibility of every one mainly the celebrities who are giving ads to
alcohol and the tobacco based products. The parents who have to monitor
their children and their friends and their activities as it is been observed the
youth is getting attracted to these and spoiling their lifes and careers. The
domestic issues and work issues need to be handled in balance, smoking or
the drinking may give temperory relaxation but it is not the permanenet
solution moreover it kills.

Suggestions

 Reducing or controlling the adverse effects of alochol or the

tobacco is the collective of all the individuals of society, it may
be with in the family, Parents, NGOs, Media, Governments
etc.,

 The Governments has to work transperantly and honestly on

controls.

 The celebrities have to work on Promotion of effects ofAlco-

hol or Tobacco rathet than promoting their consumption.

 The existing regulations and guidelines are enough only to

some extent but they are not enough.

 Few States like Gujarath could manage to develop even after

having Ban on surrogative products and it had happened only
because of Industrialization etc.,
  The other States and the central governments have to work on
strategies on generating revenues apart from tobacco and al-
cohol related products.

Annexure

Questionnaire

1. Name:

2. Age:

3. Gender: Male _______Female ________

4. Education level:

A. Graduate B. Post Graduate & Above C. Intermediate D. SSC or Below E. Il-

literate

5. What is your source of Income?

A. Daily Wage B. Software Employee C. Own Business D. Private employee E.

Govt Emp

6. Do you Smoke or Drink?

 A. Smoke B. Drink C. Both Drink & Smoke D. No

7. Why do you Smoke or Drink?

A. Friends B. Stress C. Domestic Issues D.

8. How often do you Drink?

A. Daily B. Weekly Once C. Occasionally D. Never E. When Stressed

9. How do you come to know about Brands of Alcohol or Tobacco?

A. News paper B. Movie C. Radio D. TV E. Events F. Others

10. Which element drives your attention in Add?

A. Celebrity B. Punch Line C. Warning D. Vulgarity E. Offers F. Striking

Posters G. Others

11. How do you feel while looking at Add?

A. Good B. Excited C. Bad D. Angry E. Others

12. Do you feel the advertisements given by alcohol and tobacco companies and im-

pacting the youth and children and driving them towards addiction?

A.Yes B. No C. To some extent D. I don’t know

13. Do you feel the guidelines issued by governments are enough to have control on

alcohol and tobacco advertisements?

A.Enough B. Not Enough C. Some extent D. Don’t Know

14. Do you think the laws, regulations issued by concerned departments on control-

ling Alcohol and Tobacco implications are enough to safeguard the health and

wealth of the society ?

A. Enough B. Not Enough C. Some extent D. Don’t Know

15. Do you feel the state and central governments are keen on controlling bad

implications of

Alcohol and tobacco keeping Youth and Society in view and mind?

A.Yes B. No C. Don’t Know D. To some extent

16. Why do you feel Government is not so serious about controlling Ads and the

consumption?

A. Revenues collected through Taxes B. To put people in their control C. Po -

litical Pressure D. Party Funds E. Others F. Don’t Know.

17. Does the ads initiated by government which is being shown in all theatres in re-

gional languages in movie theatres are sufficient to control Alcohol and Tobacco

consumptions?

A. Yes B. Not at all D. To some extent E. Don’t Know

18. Do you think the police department initiatives and action on drink and drive

cases etc reduces the risk of alcohol consumptions etc:

A. Yes B. To Some extent C. To greater Extent D. No E.

Don’t Know

19. Do you have any suggestions for controlling implications of Alcohol and Tobacco

consumption?

Bibliography
Gupta PC (1996). Survey of socio demographic characteristics of tobacco use
among 99,598 individuals in Bombay, India, using handheld computers. Tobacco
control, Summer 1996; 5(2): 114-20.12. Chaudhry K, Prabhakar AK,

Prabhakran PS, Singh K, et al. Prevalence of tobacco use in Karnataka and Uttar
Pradesh. Final report of the study by the Indian Council of Medical Research and
World Health Organziation, SEARO. 2002.

NSSO (1998). Sarvekshana, Journal of the National Sample Survey Organization, De-
partment of Statistics, Ministry of Planning, Government of India, January-March
1998;p 76

NSSO (1991). Sarvekshana, Journal of the National Sample Survey Organization, De-
partment of Statistics, Ministry of Planning, Government of India, July-September
1991; XV(1): p 375 & 406.

http://ic.galegroup.com/ic/ovic/ReferenceDetailsPage/
DocumentToolsPortletWindow?
displayGroupName=Reference&jsid=8669e057f5e4c10739d0cb03e411080d&actio
n=2&catId=GALE%7C00000000LVV2&documentId=GALE
%7CPC3021900172&u=dove10524&zid=3624240e16582be9de49435cade3ff38

http://www.apha.org/policies-and-advocacy/public-health-policy-statements/
policy-database/2014/07/29/10/58/advertising-and-promotion-of-alcohol-and-
tobacco-products-to-youth

http://www.medpagetoday.com/pediatrics/generalpediatrics/22423

http://news.psu.edu/story/165576/2010/08/16/alcohol-and-tobacco-advertising-
bans-dont-work

https://en.wikipedia.org/wiki/Surrogate_advertising

https://en.wikipedia.org/wiki/Surrogate_advertising

http://www.mapsofindia.com/my-india/india/alcohol-consumption-in-india

http://blogs.wsj.com/indiarealtime/2015/12/23/which-indian-states-drink-and-
smoke-the-most/

http://tobaccocontrol.bmj.com/content/12/4/e4.full.html

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3523470/