BACKGROUND AND IMPLEMENTATION CHALLENGES: The portrayal of tobacco use in cinema in Bangladesh poses a significant challenge to public health efforts. Violations of the Smoking and Tobacco Use (Control) Act, 2005 (amended in 2013), are common, as revealed by MANAS's monitoring of 17 films (14 domestic and 3 foreign). None of the smoking scenes were necessary for the storyline, and mandatory health warnings were not displayed as prescribed. Additionally, some films promoted e-cigarettes, targeting the youth demographic. Weak enforcement, limited awareness among filmmakers, and the glamorization of smoking contribute to these violations, complicating efforts to ensure compliance with the law.
INTERVENTION OR RESPONSE: MANAS has adopted a comprehensive approach to address these challenges:

1. Regular Monitoring: Systematic review of films screened in cinema halls to identify violations.
2. Advocacy: Film screening reports are submitted to the Bangladesh Film Certification Board (Censor Board), followed by advocacy meetings with its members.
3. Proactive Measures by the Censor Board:
   • Mandating prominent anti-tobacco warnings in films and promotional materials.
   • Attaching anti-tobacco messages to foreign films approved for screening in Bangladesh.
   • Recommending the removal of unnecessary smoking scenes and embedding educational content on the harms of tobacco use.

RESULTS AND IMPACT:

• Increased awareness of tobacco control laws within the film industry.
• Stricter enforcement of compliance measures by the Censor Board, including anti-tobacco messages in films and promotional content.
• Gradual integration of anti-tobacco warnings and educational documentaries in films.

CONCLUSIONS: Despite progress, tobacco use in films continues to receive insufficient attention. Sustained advocacy, robust monitoring, and collaboration between organizations like MANAS and the Censor Board are essential to ensure compliance with the Tobacco Control Act. These efforts will foster a healthier media environment and protect youth from tobacco influences.