This is conclusions of the executive summary of ADIC
1. There was a high degree of reference to tobacco and alcohol in the content of movies, Tele-dramas and in music.
2. Most creative art personalities, like filmmakers, Tele drama and visual music progrmme producers seem to have chosen to portray alcohol, tobacco and other drugs in a positive manner. This could be due to the ignorance of the science- based knowledge on substance use related behavior, their personal believes, myths and misconceptions.
3. Such references are full of inaccurate and misleading information which leads to the glamorizing the consumption of these products and therefore to the increase in consumption. This can lead to a national level health problem in the future. It can also be the industry influence of such substance producers.
4. Reference to alcohol and tobacco in children's programs is very serious as it portrays the consumption of these products as positive health behavior and indicates irresponsibility on the part of the media. It also suggests the industry involvement in such programs now and in the future
5. The popular children's movie spider man which was included in the survey has a Carlsberg beer product placement and that shows the industry influence on such productions.
6. The high number of references to alcohol and tobacco related apparatus and products, whether consciously or unconsciously, imply usage and can register the alcohol and tobacco culture in the mind of the viewer/reader than we expect.
7. References to alcohol are grater in Hindi movies. English and Sinhala Tele drama also had the highest reference to alcohol. The higher viewer ship, Ability to understand the language and the number of Dramas Telecasted had bearing on the impact of alcohol related scenes.
8. Prevalence of Smoking since is high in Tamil productions including movies and Music.
10. The portrayal of alcohol and tobacco in foreign programs can be a well-organized industry strategy to by pass local regulations banning such promotions
11. High number of not relevant tobacco and alcohol content in news and Advertisements can contribute to normalizing such substances.
12. Reference to other drugs is significantly lower than to alcohol or tobacco. This could either be as a result of the lack of an organized attempt at promotion through the media or the understanding that such promotions would be culturally unacceptable and could create negative impact.
Full report
It definietly helps in alcohol promotion. So a two way answer. Our fun or our children?
