Bollywood asked to give up smoking

Bollywood films glamourise smoking and could influence the habits of young people, a United Nations health report has claimed.

The World Health Organisation (WHO) has appealed to film producers in India to stop showing cigarettes as a 'cool' accessory.

The WHO report, Bollywood: Victim or Ally, found that of the 400 Indian films studied, the vast majority gave the image of smoking some kudos.

Ambika Srivastava, a consultant who conducted the study for WHO, said: "Around 76 per cent of the top-rated films portray smoking as the cool thing to do.

"Whether it is done consciously at the behest of the tobacco industry or unwittingly, Bollywood cannot afford to ignore its potential in curbing the tobacco epidemic any further." Ms Srivastava said at least three of the top five actors are seen smoking regularly and Shahrukh Khan, one of the most famous actors in Bollywood, is often seen smoking in films, and during television interviews.

The Mumbai-based film industry is the largest in the world, producing more than 900 films every year. It is estimated that in India alone 15 million people watch at least one Indian film every day.

Cigarettes account for almost three-quarters of tobacco appearances in films even though they only represent about 14 per cent of the tobacco market in India, where most people smoke smaller, cheaper bibis, or use snuff.

The tobacco industry denies that it tries to influence showbusiness, but according to experts who conducted the study, the Indian film industry's main awards ceremony is sponsored by a local tobacco company. The WHO estimates that 4.9 million people a year die of tobacco-related diseases. By 2030 that figure could double, with 70 per cent of deaths coming in developing countries.

¿ The world's two biggest cancer charities joined forces yesterday to counter attempts by the tobacco companies to promote smoking in the developing world. Cancer Research UK and the American Cancer Society announced that they would give up to £157m over two years to anti-smoking campaign groups in a dozen countries across the world.