CC BY-NC-ND 4.0 · Indian J Med Paediatr Oncol 2020; 41(06): 879-884
DOI: 10.4103/ijmpo.ijmpo_367_20
Original Article

Evaluating the Role of Media in Implementation of 85% Graphic Warnings on Tobacco Products in India

Ashima Sarin
Amity Institute of Public Health, Amity University, Noida, Uttar Pradesh; Department of Public Health, Sambandh Health Foundation, Gurgaon, Haryana, India
Pankaj Chaturvedi
Department of Head and Neck Surgery, Tata Memorial Hospital, Mumbai, Maharashtra, India
Ravi Mehrotra
India Cancer Research Consortium, ICMR-DHR, New Delhi, India
Priya Ranjan
Department of Electronics and Communication Engineering, SRM University, Amravati, Andhra Pradesh, India
Sanjay Seth
Department of Public Health, Sambandh Health Foundation, Gurgaon, Haryana, India
Rajiv Janardhanan
Amity Institute of Public Health, Amity University, Noida, Uttar Pradesh, India
› Author Affiliations
Financial support and sponsorship Nil.


Background: In common with many countries globally, India has a history of graphic health warnings (GHWs) being weakened or delayed due to tobacco industry influence. If tobacco is eliminated from society, nearly 30% of all cancers can be prevented. Objectives: This study examines the role of the media in the recent changes to the 85% GHWs implementation in India. Materials and Methods: Media articles from the date of notification of 85% GHW (October 15, 2014) to the date of its implementation (April 1, 2016) were collected and coded as pro, anti, or neutral. These were compared, correlated to significant government actions during the time period to determine if media influenced the government actions on the implementation of GHWs. Results: A total of 3301 media articles regarding 85% GHWs were found during the study period, of which 2961 were pro, 333 were anti, and seven were neutral. The results showed that there was a positive correlation of media on the implementation of GHWs. Conclusion: Media coverage of the issue did appear to have an impact.

Publication History

Received: 29 July 2020

Accepted: 04 October 2020

Article published online:
14 May 2021

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