Renowned Tamil superstar Thalapathy Vijay finds himself embroiled in a legal dispute due to his endorsement of tobacco in a song from his latest film "Leo," directed by Lokesh Kanagaraj.
The controversial song, titled "Naa Ready," depicts Vijay smoking a cigarette, while the lyrics make references to tobacco consumption.
The Advertising Standards Council of India (ASCI) has received numerous complaints about the song and has demanded the removal of all tobacco references from the film.
ASCI argues that the song violates its guidelines on tobacco advertising, which strictly prohibit showcasing tobacco products in a positive light in any promotional material.
In response to ASCI's directives, the film's production team has pledged to comply with the guidelines. They intend to edit out the tobacco references from the song and all promotional materials associated with the movie.
This is not the first instance of Vijay facing backlash for endorsing tobacco. In 2017, he was fined by ASCI for promoting tobacco in a song from his movie "Mersal."
Vijay wields immense popularity and influence in the Tamil film industry, with his movies captivating millions of viewers. Therefore, his endorsement of tobacco carries significant potential harm, as it may encourage young people to take up smoking.
ASCI's action against Vijay is a commendable step that conveys a strong message against tobacco promotion in Indian media. It also serves as a reminder to celebrities of their responsibility to set a positive example for their fan base.
Implications of the Case
The legal action against Vijay holds implications for both the film industry and tobacco control efforts in India.
For the film industry, this case underscores the importance of exercising caution when it comes to endorsing tobacco in films. Clear guidelines set by ASCI exist, and filmmakers who violate them may face fines and other penalties.
In terms of tobacco control, this case serves as a reminder of the ongoing need to raise awareness about the perils of tobacco use. India grapples with a substantial public health issue associated with tobacco, making it crucial to take all possible measures to prevent young individuals from taking up smoking.
Preventing Similar Cases in the Future
Several measures can be implemented to prevent similar cases from arising in the future:
- The film industry can adopt more stringent self-regulation measures to eliminate the promotion of tobacco in movies.
- The government can enact stricter legislation to regulate tobacco advertising.
- Public health organizations can intensify efforts to educate the public about the hazards of tobacco use and the imperative of preventing young people from initiating smoking habits.
By taking these proactive steps, we can foster a society where tobacco promotion is discouraged, and the well-being of young individuals is safeguarded from the dangers of smoking.
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