Alcohol use in Bollywood films directly influences drinking habits of India's adolescents

New study presented at the World Congress of Cardiology organized by the World Heart Federation

Alcohol use in Bollywood movies is directly influencing the drinking habits of India's adolescents, according to a new study presented today at the World Congress of Cardiology in Dubai.

Overall 10 per cent of the students (aged between 12-16 years) surveyed in the study had already tried alcohol. But students that had been most exposed to alcohol use in Bollywood movies were found to be 2.78 times more likely to have tried alcohol as compared with those who were least exposed. Even when adjustments were made for demographic variables, social influences and characteristics of child and parenting, students were found to be 1.49 times more likely to have tried alcohol if they had been highly exposed to alcohol use in Bollywood films as compared to those who were least exposed.

"These results show that exposure to alcohol use depictions in Bollywood films is directly associated with alcohol use among young people in India," said Dr. G.P. Nazar, Health Related Information Dissemination Against Youth (HIRDAY). "While alcohol advertising is banned in all Indian media and scenes that justify or glorify drinking are not allowed in Bollywood films, there is no dedicated health legislation that prohibits the depiction of alcohol in these films and there is a clear need for an immediate alcohol control policy".