Hyderabad, May 31 (IANS): Starring Amitabh Bachchan, Shah Rukh Khan, Ranveer Singh and Akshay Kumar are promoting brands that also make Gutka, a generic name for smokeless tobacco products in India. Unfortunately, these actors have used substitutes to promote this product, which causes serious harm to the human body, doctors say on the eve of World No Tobacco Day.
They complain that even famous ex-cricketers like Sunil Gavaskar, Virender Sehwag, Kapil Dev and Chris Gayle have been hired to promote these brands.
Every year May 31st is observed as World No Tobacco Day and there is an urgent need to raise awareness of the harmful effects of smoking, chewing tobacco and even alcohol consumption, especially among youth and women.
“Movies and cricket are hugely popular in the Indian subcontinent. Thanks to OTT platforms, people of all ages watch IPL games and movies in all languages. Of course, if one of the movie stars or cricket players promotes a product, the impact will be huge there on youth and youth,” said Dr. Mahesh Gudelli, Consultant – Clinical and Interventional Pulmonologist, KIMS Hospitals.
“Gutka is a type of smokeless tobacco manufactured in India and widely available throughout Asia. It is a mixture of tobacco, crushed areca nut (also called betel nut), spices and other ingredients. It is used like chewing tobacco and is placed in the mouth, usually between the gums and cheek. Gutka contains nicotine and many harmful, cancer-causing chemicals. Use can lead to nicotine addiction and cause cancers of the lip, mouth, tongue, throat and esophagus. Almost 4200 chemical components have been identified in Gutka. The main carcinogens in gutkha come from its constituents tobacco, areca nut, lime and catechu. Gutkha (pan masala with tobacco) has been shown to cause cancer,” the doctor explained.
He strongly advises the stars not to endorse any of these products, even for high commissions. “We urge all celebrities to take a step back and limit themselves to promoting such products, even if they are being promoted as generic brand names.”
Commenting on the dangers, GV Lakshmi, Consultant Pulmonologist at Amor Hospitals: “Cinema and cricket are religions for many in our country, and many supermen and even gods are created from these two realms. Many people, especially the youth, try to imitate the demigod characters from the films they watch or their cricket heroes. To glorify smoking or the use of tobacco products on the big screen or small screen, along with a small and insignificant legal warning in one corner of the screen is most unfortunate. There are many actors and maybe a few athletes who smoke in real life, and fans who follow these stars’ personal lives also get inspiration from their regular lifestyles. Showered with great love by their fans, these celebrities have some basic responsibilities to the society that made them superstars; and unfortunately they don’t seem to live up to expectations.
“Approximately 40 percent of all tobacco consumed in India is in the smokeless form, and gutka is the most important ingredient. We have seen celebrity film actors and now cricketers come together to promote brands associated with the Gutka production. Although the claim is that these celebrities only promote flavored cardamom, the brands reportedly continue to associate themselves with harmful tobacco products. Despite a ban in 2012, gutka and other smokeless or chewable tobacco products are illegally marketed and consumed in many states in India. And supporting “It is extremely unfortunate that celebrities are being sold to brands that are recalling harmful tobacco products,” said Dr. Anusha Kantheti – Specialist in Pulmonology, SLG Hospitals.
dr DS Sowjanya, consultant pulmonologist at Kamineni Hospitals, observed that smoking and tobacco use among youth have increased in recent decades due to easy access and unrestricted freedom. “Although there could be a fall in the overall numbers, this trend among youth, particularly young and working women, continues unabated. The youth of India must be aware that we could see an increase in numbers due to cigarette smoking and tobacco use.” Heart disease and cancer patients and even premature mortality are increasing, creating a kind of public health emergency in the country leads. Tobacco use among young girls will certainly have the greatest negative impact on our country’s future generations due to poor pregnancies.”
Adolescents are most at risk of starting tobacco use. It is now a proven fact that many adult smokers started smoking while still in high school or shortly after entering college.
The doctors say it is the duty of society in general and of parents to ensure that young people are not inspired to smoke. If a father or other elder in the family smokes tobacco, there is a high probability that a youngster out of the house will start smoking for fun. It is important to de-glamourize smoking as much as possible and ensure society’s future is not tipped in the wrong direction.
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