Portrayal is promotion, it’s time to stop! 1 2 Portrayal is promotion, it’s time to stop! This report was written by Lathika Athauda, MPH in Epidemiology (University of Kelaniya) – Research Consultant, Centre for Combating Tobacco Manuja Perera, MD in Community Medicine (University of Colombo) – Deputy Project Director & Editor, Centre for Combating Tobacco Bimba Chandrasekara, MBBS (University of Colombo) – Research Officer, Centre for Combating Tobacco Roshan Jayawardhena, MBBS (University of Colombo) – Research Officer, Centre for Combating Tobacco Mahadula IP Kumari, BA (University of Kelaniya) – Research Officer, Centre for Combating Tobacco Mahesh Rajasuriya, MD in Psychiatry (University of Colombo) – Director, Centre for Combating Tobacco ACKNOWLEDGEMENTS The authors wish to thank the following individuals for their input and contributions in the analysis of the me- dia content: Anuranga Madhushan, Chamara Sampath, Chamath Nirmal, Chinthika Perera, K Ganapprasanna, Milinda Ranasinghe, Narmada Horadagoda, Nisha Arunathilake, P Dineshkumar, Raveen Mewantha, Sam- path De Saram, Thilak Wanasinghe, Vidusha Nethsara and Yogika Jayathilaka. The authors wish to also thank the following organizations for supporting the publication and dissemination of this report: The Faculty of Medicine, University of Colombo and Alcohol and Drug Information Centre (ADIC) Sri Lanka This report was funded by: A joint project of Institute of Policy Studies (IPS) Sri Lanka and KIVU International Published by: The Centre for Combating Tobacco, 40/18, Park Road, Colombo 05, Sri Lanka +94112581571 Email: [email protected] Copyright Copyright © the Centre for Combating Tobacco Under a creative commons license you are free to copy and redistribute the material for non-commercial use. However, you must give appro- priate credit to the Centre for Combating Tobacco and acknowledge us as the copyright holder by using the suggested citation. Copyright, Centre for Combating Tobacco and used under permission of the Centre for Combating Tobacco. All rights reserved. ISBN: 978-624-5745-00-5 Suggested citation: Athauda, L. et al., (2021) A Scientific investigation of Tobacco and Alcohol Portrayal tin Sri Lankan Media and its Public Health Implications. Center for Combating Tobacco, Colombo Sri Lanka. Design and layout by: Thilak Wanasinghe ii Portrayal is promotion, it’s time to stop! ABBREVIATIONS AIDC – Alcohol and Drug Information Center (Sri Lanka) CCT – Centre for Combating Tobacco CDTSS – Community Driven Tobacco Surveillance System FCTC – Framework Convention on Tobacco Control ITN – Independent Television Network NATA –National Authority on Tobacco and Alcohol NCD - Non-Communicable Diseases TAPS – Tobacco Advertisement, Promotion and Sponsorship TUHS – TobaccoUnmasked HotSpots WHO – World Health Organization Portrayal is promotion, it’s time to stop! iii LIST OF FIGURES Figure 1: Legal provision to ban advertising of tobacco and alcohol on media (Source NATA Act No 27 of 2006) 13 Figure 2: Image of cover page - NATA Act No 27 of 2006 13 Figure 3: Appearance of substance on Soosthi 29 Figure 4: Screeshot from Soosthi (Source: YouTube) 32 Figure 5: Screenshot from Soosthi (Source YouTube) 33 Figure 6: Appearance of tobacco content in television series 40 Figure 7: Appearance of alcohol content in television series 40 Figure 8: Additional Audio-Visual content regarding tobacco and alcohol observed in television series 41 Figure 9: Screenshot from Thanamalvila Kollek Episode 02 (Source YouTube) 42 Figure 10: Screenshot from Thanamalvila Kollek Episode 30 (Source YouTube) 43 Figure 11: Screenshot from Thanamalvila Kollek Episode 32 (Source YouTube) 44 Figure 12: Screenshot from Podu television series episode 10 (Source YouTube) 45 Figure 13: Screenshot from Podu Espidoe 08 (Source: YouTube) 46 Figure 14: Screenshot of Podu Season 2 trailer (Source YouTube) 46 Figure 15: Screenshot from Cyber Beggars Episode 01 (Source: YoutTube) 47 Figure 16: Appearance of tobacco content on YouTube (2019/2020) 52 Figure 17: Appearance of alcohol on YouTube (2019/2020) 52 Figure 18: YouTube Video portraying tobacco and alcohol (Source YouTube) 53 Figure 19: Frequency of Tobacco Appearances on Facebook posts in 2019/2020 55 Figure 20: Frequency of Alcohol appearances on Facebook posts in 2019/2020 55 Figure 21: An extract from working group participants’ interpretation of posts (Group 1) 58 Figure 22: An extract from working group participants’ interpretation of posts (Group 2) 59 Figure 23: An extract from working group participants’ interpretation of posts (Group 2) 60 Figure 24: Interpretation of direct and indirect messages (combined) on Facebook and YouTube related to alcohol portrayal 61 iv Portrayal is promotion, it’s time to stop! Figure 25: Direct messages regarding alcohol interpreted from Facebook and YouTube 62 Figure 26: Indirect messages regarding alcohol interpreted from Facebook and YouTube 62 Figure 27:Interpretation of direct and indirect messages (combined) on Facebook and YouTube related to tobacco portrayal 63 Figure 28:Direct messages regarding tobacco interpreted from Facebook and YouTube 64 Figure 29:Indirect messages regarding alcohol interpreted from Facebook and YouTube 64 Portrayal is promotion, it’s time to stop! v LIST OF TABLES Table 1 Definition of tobacco and alcohol advertisements. (Source: NATA Act No 27. Of 2006) 13 Table 2 Definitions used for data collection (Source Barker et al., 2019) 23 Table 3 Details of Soosthi and Avilenasului 27 Table 4 Frequency of tobacco and alcohol appearances in Soosthi and Avilenasului 28 Table 5 Percentage of one-minute intervals that contained tobacco, alcohol or cannabis Soosthi (from total time 80mins) 29 Table 6: Appearance of visual tobacco and alcohol content in the two movies 29 Table 7: Description of three television series 35 Table 8 Content analysis findings of Thanamalvila Kollek television series 36 Table 9 Content analysis findings of Podu televeision Series 37 Table 10 Content analysis findings of Cyber Beggars Television Series 38 Table 11: Tobacco and Alcohol brands appearing on television series and movies 46 Table 12: Description of selected YouTube Videos 49 Table 13: Frequency of tobacco and alcohol portrayal in Facebook posts (2019/2020) 51 Table 14: Description of Facebook posts (2019/2020) 51 Table 15: Details of working group who participated in qualitative interpretation 53 Table 16: Type of post or video as described by working group 54 vi Portrayal is promotion, it’s time to stop! TABLE OF CONTENTS Executive summary 2 Lay Summary 3 Introduction 4 Overview of the tobacco and alcohol advertising and promotion policy environment in Sri Lanka 7 The effect of alcohol advertising and promotions on young people 13 Role of the Centre for Combatting Tobacco in Surveillance of Tobacco and Alcohol Portrayed in Media 15 Methodology 16 Tobacco and Alcohol Portrayal on Television and Movies 22 Tobacco and Alcohol Portrayal on Social Media 46 Summary of Findings and their Public Health Implications 62 What Is the Likely Impact of Tobacco and Alcohol Portrayal on Media? 63 The Final Word 65 Recommendations 66 References 68 Portrayal is promotion, it’s time to stop! vii Executive summary Although tobacco and alcohol promotions are legally banned by the NATA Act no 27 of 2006 they continue to appear in different forms of media in attractive ways. This issue becomes increasingly harder to tackle, as tobacco and alcohol industries stay a step ahead and capturing their target populations using creative techniques. This study analysed media and social media content published in 2019 and 2020, with the aim of describing tobacco and alcohol portrayal in those media channels. This study found that within 2019 and 2020 tobacco and alcohol portrayals were in abundance in locally produced movies and television series. Furthermore, the creative storylines delivered were able to deliver norms and aspirations regarding tobacco and alcohol to young viewers. The television series and movies explored in this study found patterns of tobacco and alcohol portrayal as well as some patterns in the cast and broadcasting. There is definitive evidence to state that substance use is being sensa- tionalised and normalised among young men and women through portrayal in movies and television series. A key finding was the focus on female smoking and drinking in movies as well as the substance use among young people on media. YouTube and Facebook content that was analysed within 2019 and 2020 also found an abundance of tobacco and alcohol portrayal. Promotional, educational or brand advertising type of content appeared on social media. This content seems to deliver specific messages to social media users. Both smoking and drinking are communicated in a positive and attractive light. Furthermore, it is also repeatedly highlighted as normal and a pleasurable practice for social media users. 2 Portrayal is promotion, it’s time to stop! LAY SUMMARY The NATA Act no 27 of 2006 imposes legal restrictions on tobacco and alcohol advertising and promotion on media and the internet. Despite this ban, tobacco and alcohol content appear in different forms of traditional and social media in attractive ways. This new research aimed to describe media and social media for tobacco and alcohol content portrayed in movies, television, YouTube and Facebook. Within the years 2019 and 2020 tobacco and alcohol portrayals were found in abun- dance in locally produced movies and television series. Television series analysed in this study