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 contained tobacco and alcohol scenes in majority or almost all their episodes. The sample of movies also portrayed substance use prominently. Furthermore, this content is delivered in a creative manner instilling norms and aspirations regarding tobacco and alcohol to young viewers. Both tobacco and alcohol are represented as normal, fun activity in media targeting both male and female youth. The reach and impact of these messages depend on the context and tone they are delivered. There is definitive evidence to state that substance use is being sensationalised 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 heavily portray tobacco and alcohol. Promotional, educational or brand advertising type of content appear 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 an accepted practice for social media users.

Based on the scientific evidence that highlights how young people are influenced by what is viewed on media, the findings of this study appear alarming. Legal restrictions do not seem to be a dequately enforced regarding this issue. The heavy tobacco and alcohol presence on media will have major implications on the future generations of Sri Lanka. Excessive depiction of tobacco and alcohol on media may create norms and contribute to an increment in smoking and drinking. A loose policy environment that does not strictly enforce restrictions may give rise to an increment in all forms of substance use.

Portrayal is promotion, it’s time to stop! 3 INTRODUCTION

Tobacco and alcohol use have both been established as public health issues of grave concern throughout the years. Their impact is particularly significant due to the short and long-term effects on health, economy, society and culture and their implications on future generations.

The tobacco smoking prevalence in South East Asian countries has been predicted to decline within the next few years. This decline in smoking prevalence by 2025 is expected over all age ranges 15 years and upwards (World Health Organization, 2018). Similarly the Alcohol and Drug Information Center (AIDC) finds that during the period of concern (from 2108 to 2020), current smoking among youth (15 – 24 years) and young adults (25 to 39 years) smoking have both declined (Alcohol and Drug Information Centre, 2020b). This declining trend has been observed over the past two decades. The current smoking prevalence among Sri Lankan males over 15 years of age is reported by ADIC as 23% (Alcohol and Drug Information Centre, 2020b) and 15% among both men and women (World Health Organization, 2015). In addition, tobacco industry statistics reported that cigarette sales were remarkably reduced during the COVID-19 pandemic period, probably due to its potential exaggerated mortality risk due to COVID-19 and availability and accessibility restrictions during lockdown measures.

The current drinking prevalence in Sri Lanka among males above 15 years is 22% as reported by the Trend Survey of ADIC Sri Lanka (Alcohol and Drug Information Centre, 2020). The STEPS survey found current drinking among men as 34.8% and 0.5% among women. Combined, the current drinking prevalence in Sri Lanka was 17.9% (World Health Organization, 2015). The trend survey conducted in 2020 by ADIC found a decline in alcohol consumption from 2018 to 2020 across all age groups (15 years and upwards). Despite the declining trend which has been observed over the past few years, the total per capita alcohol consumption is expected to increase in the South-East Asia Region by 2025 (World Health Organization, 2018a). During the lockdown period related to COVID-19 pandemic, alcohol sales outlets were closed for 53 days, with a temporary opening in a single day in between, and movement and gathering restrictions were imposed related bars, pubs, restaurants and retail outlets.

4 Portrayal is promotion, it’s time to stop! Thus, alcohol sales may have been affected by these accessibility issues as well. Both tobacco and alcohol contribute to the heavy Non-Communicable Disease (NCD) burden in Sri Lanka. The direct burden on health includes morbidity and mortality related to ischeamic health disease, cancers and injury (World Health Organization, 2017). This has resulted in a large burden on the economy of the country due to direct and indirect costs (Ranaweera et al., 2018). The combined economic cost of tobacco and alcohol in society was calculated as 1.95% of the Gross Domestic Product (GDP) in 2015 (World Health Organization, 2017). As two harmful commodities governed by powerful industries with global economic interest, both tobacco and alcohol play a significant role in national and trans-national economic and political contexts.

Commercial determinants of health, (which encompass a diverse range of industry tactics to influence and interfere) are strategies or approaches that are used by the private sector to promote their products which are detrimental to health (Kickbusch et al., 2016). Advertising and promotion of harmful substance such as tobacco and alcohol take the center stage in this context. Despite strong scientific evidence regarding the harms and the legal restrictions already set in place, tobacco and alcohol industries all over the world continue to promote and market their products using diverse strategies, to increase their profits and sustain their trade.

Advertising, promotions and sponsorships are such prominent industry tactics that have been used over time to recruit new users and sustain their use. Traditionally tobacco and alcohol advertising has occurred through media (television, radio, movies, magazines etc.) throughout the 20th Century. The tobacco and alcohol industries engage strategic advertising and promotions, political lobbying and large investments to expedite their marketing. Media and social media are lucrative platforms that have already been exploited by the industry at a global level. Furthermore, trans-national companies are known to have a particular interest in low- and middle-income settings which have a large growing population.

Media and social media make a powerful impact on our daily lives. Its impact is especially important in the lives of young persons who use it as a learning tool, to build perceptions and shape their future.

Portrayal is promotion, it’s time to stop! 5 However, an explosive rise in internet use within the past decade has given rise to social media, a powerful and efficient channel to rapidly execute their marketing strategies and also deformalise control polices related to harmful commodities (Freeman, 2012).

Social media use is becoming increasingly popular in Sri Lanka. Social media statistics show that currently Facebook is the most popular, engaging 57% of internet users. Twitter and YouTube are the second and third most popular with YouTube incorporating 12% of internet users (Social Media Stats Sri Lanka | StatCounter Global Stats, n.d.). It is likely to be due to the growth in young population and the increasing availability of internet and mobile services that led to a global media culture shift to social media platforms. Since the shift to new normal with the COVID-19 pandemic, use of internet and social media platforms can only be expected to increase even further.

6 Portrayal is promotion, it’s time to stop! OVERVIEW OF THE TOBACCO AND ALCOHOL ADVERTISING AND PROMOTION POLICY ENVIRONMENT IN SRI LANKA

T his section provides an overview of the policy environment in which tobacco and alcohol advertising and promotions operate in. The legal restrictions on tobacco and alcohol advertising and promotions are expected to create barriers and hinder such activities. The policy environment in which the media and industry function in reality may be different to the concepts set in paper.

The concept of policy environment facilitates the understanding of policy in a more holistic view (Cairney, 2016) to make a useful contribution to the study of ‘evidence-based policymaking’ (EBPM. It is especially important in evaluating the implementation of policy in order to identify gaps that should be addressed.

The NATA Act. No 27 of 2006

The holy grail of tobacco and alcohol policy in Sri Lanka is the National Authority on Tobacco and Alcohol Act no. 27 of 2006, which clearly declares a complete ban on alcohol advertising, promotions and sponsorship of any from. Tobacco or alcohol advertisements on film, video, radio programme or television programme or through internet where public can see or hear are punishable offences Figure( 1).

‘‘A person shall not publish or cause to be publishwed, or authorise the publication of, a tobacco advertisement or an alcohol advertisement’’

Portrayal is promotion, it’s time to stop! 7 Figure 1: Legal provision to ban advertising of tobacco and alcohol on media (Source NATA Act No 27 of 2006)

Constituents of tobacco and alcohol “advertisements” have been clearly defi ned in the NATA Act which covers, actual or implied use, product or brand display (Table 1)

Figure 2: Image of cover page - NATA Act No 27 of 2006

8 Portrayal is promotion, it’s time to stop! Table 1 Defi nition of tobacco and alcohol advertisements. (Source: NATA Act No 27. Of 2006)

Tobacco Advertisement Alcohol advertisement

“any writing, still or moving picture, “any distinctive writing, still or moving sign, symbol or distinctive colours or picture, sign, symbol or colours or other other visual image or any audible visual image or any audible message or message or any combination of the any combination of the aforesaid that aforesaid that promotes or is intended promotes or is intended to promote” to promote” - Smoking - The drinking of liquor - The purchase or use of a tobacco - The purchase or use of an alcohol product product - A trademark registered in respect - A trademark registered in respect of a tobacco product or articles of any alcohol product or articles that include tobacco products that include alcohol products - A brand name associated with a - A brand name associated with an tobacco product alcohol product - The name of the manufacturer of - The name of the manufacturer of a tobacco product an alcohol product

In addition, health warnings are to be displayed during scenes of tobacco or alcohol in television. These health warning messages are also expected to be updated every six months. Although social media has not been explicitly mentioned the NATA Act prohibits display of advertisements on the internet, which is expected to cover any portrayal on internet-based platforms, including social media.

The Framework Convention for Tobacco Control (FCTC)

The WHO’s Framework Convention for Tobacco Control (FCTC) is the global treaty that empowers governments to control tobacco. Sri Lanka ratifi ed FCTC almost two decades ago, as the fourth in the world, and the fi rst in the Region to do so. FCTC commits the government to prohibit tobacco advertising, promotions and sponsorship (TAPS) from its Article 13 (World Health Organization, 2005). This recommendation is based on global evidence that proves that TAPS increases initiation and sustenance of tobacco use, thus, enhances its burden.

Portrayal is promotion, it’s time to stop! 9 According to the FCTC Article 13, a ‘tobacco advertisement’ includes:

The implementation guidelines of FCTC Article 13 recommend a comprehensive ban covering:

• all advertising and promotion, as well as sponsorship, without exemption; • direct and indirect advertising, promotion and sponsorship; • acts that aim at promotion and acts that have or are likely to have a promotional eff ect; • promotion of tobacco products and the use of tobacco; • commercial communications and commercial recommendations and actions; • contribution of any kind to any event, activity or individual; • advertising and promotion of tobacco brand names and all corporate promotion; and • traditional media (print, television and radio) and all media platforms, including Internet, mobile telephones and other new technologies as well as fi lms.”

10 Portrayal is promotion, it’s time to stop! “Contemporary marketing communication involves an integrated approach to advertising and promoting the purchase and sale of goods, including direct marketing, public relations, sales promotion, personal selling and online interactive marketing methods. If only certain forms of direct tobacco advertising are prohibited, the tobacco industry inevitably shifts its expenditure to other advertising, promotion and sponsorship strategies, using creative, indirect ways to promote tobacco products and tobacco use, especially among young people.”

(World Health Organization, 2008)

Context of the policy environment

The context in which tobacco and alcohol policies are set in Sri Lanka cannot be overlooked during interpretation of research findings. Cultural and religious factors as well as contextual health and social effects of tobacco and alcohol are all important aspects that have contributed to the existing policy environment in Sri Lanka. This becomes especially important in this study as portrayal of tobacco and alcohol on media and social media may be intricate at times and even difficult to interpret against a legal document. But the spirit in which policies have been drafted is an important part of the policy context and has been taken into consideration during data analysis and interpretation.

Policy Actors and policy processes

Policy actors play an important role in formulating, enacting, implementing and evaluating policy. While the content, and context of policy are important, they cannot be executed without the commitment of policy actors and transparent and efficient policy processes.

Portrayal is promotion, it’s time to stop! 11 Taking prompt actions against those who violate is one important expectation from the enforcement agencies related to any legislature. It not only ensures effective implementation of the said policies and regulations, but also acts as an indicator of efficiency of the law enforcement agencies. Policy processes set out to effectively tackle policy violations contribute to the timely and righteous policy implementation. The role of ideas among policy actors and networks cannot be overlooked in a policy environment.

Within the scope of advertising and promotions, traditional and social media play an integral role. Their voluntary or involuntary commitment to policy adherence is the tipping point of precise policy implementation.

This report discusses the implications of the policy environment that incorporates the role of ideas, policy actors, policy content and context against the research findings.

12 Portrayal is promotion, it’s time to stop! THE EFFECT OF ALCOHOL ADVERTISING AND PROMOTIONS ON YOUNG PEOPLE

Scientific evidence proves that media, and social media appears to play an pivotal rolein shaping attitudes, perceptions and behaviors among young people (Patton et al., 2016).

Young people are particularly vulnerable to the exposure of targeted advertising and promotions of harmful substances. Representation of tobacco, alcohol or any harmful commodity community can consolidate patterns and behaviours that reinforce the normalcy of substance use behaviours (Clark et al., 2020).

Alcohol exposure in movies and the social and cognitive processes associated with it have been established to make an impact on alcohol use initiation (Janssen et al., 2018). Across countries YouTube has been used as an advertising platform which delivers tailored content targeting its users, who may be underage (Gupta et al., 2018). Young people build their perceptions towards alcohol from what they learn in their social surroundings, including social contexts portrayed in media (Roy et al., 2017). Evidence suggests that messages in media may inhibit normative perceptions and promote thinking that is likely to increase adolescents’ interest in alcohol and tobacco use (Elmore et al., 2017). In this situation, media and social media become powerful tools that educate young viewers and shape their perceptions about their own practices related to alcohol use.

Young people who are exposed to substance use portrayals have been associated with subsequent tobacco and alcohol use (Jackson et al., 2018). Adolescents’ exposure to both tobacco and alcohol through the use of advertising, mascots, themes and celebrities have been similar in terms of initiation and continued use (Weitzman & Lee, 2020).

Portrayal is promotion, it’s time to stop! 13 Marketing of harmful substances may be paid (by industry), owned (by industry) or earned (through customer engagement). Through complex mechanisms, such marketing crates cog- nitions, and receptivity that enable imitation and continued use of substances (Cukier et al., 2018).Marketing of harmful substances may be paid (by industry), owned (by industry) or earned (through customer engagement). Through complex mechanisms, such marketing crates cognitions, and receptivity that enable imitation and continued use of substances.(Cukier et al., 2018).

The Heuristic Marketing receptivity model explains how the trajectory of exposure to alcohol marketing moves through general exposure to user generated marketing. Throughout this trajectory, norms and expectancies are built and drinker identities are formed leading to brand allegiance. With the increasing marketing exposure, initiation of alcohol may even move towards problem drinking (McClure et al., 2013). Whilst this model focuses on alcohol among underage drinkers, it appears to have similar implications on tobacco as well.

Literature calls for the need to restrict commercial promotion of alcohol and other substances on digital media (Lobstein et al., 2017).

This highlights the importance of enforcing strict restrictions on tobacco and alcohol advertising and promotions in order to shield young persons from potential exposure and its diverse range of negative consequences.

14 Portrayal is promotion, it’s time to stop! ROLE OF THE CENTRE FOR COMBATTING TOBACCO IN SURVEILLANCE OF TOBACCO AND ALCOHOL PORTRAYED IN MEUDIA

Article 5.3 of the FCTC holds governments accountable to safeguard public health policies and actions from tobacco industry interference. The FCTC Article 5.3 has created an important policy context in Sri Lanka by encouraging monitoring of its implementation status via the Regional Tobacco Observatory – Centre for Combating Tobacco (CCT) established in Sri Lanka.

CCT, established in 2016, initiated monitoring of tobacco industry interference including advertisements and promotions, via a mobile application in 2018, as a joint project with the NATA and WHO Country Office of Sri Lanka. TheTobaccoUnmasked HotSpots (TUHS) mobile app and map initially only incorporated onsite advertisements and promotions which were published as a GIS technology based interactive website. After few months of piloting and implementation, TUHS was revamped in 2019 as a surveillance system (Community Driven Tobacco Surveillance System – CDTSS) that includes monitoring of all forms of substances and all forms of media, based on demand from the NATA and other stakeholders of substance use control and public health in Sri Lanka.

As of March 2021, CDTSS incorporates a network of 731 reporters and receives an average of 400 reports per month. Of the reports received each month on media advertisements and promotions, around 90% are on social media content. The gap between social media and other media channel related reports may be due to the higher use of social media platforms by the registrants of a mobile app. In addition, one report will be generated for each social media post, compared to the way reporting happens per television series/episode or scenes in movies. However, the numbers indicate the need for prompt and effective interventions on social media promotions. The reports on other media channels also indicate that promotions are still happening via the traditional media channels despite of existing legal restrictions.

Portrayal is promotion, it’s time to stop! 15 METHODOLOGY

This report describes the portrayal of tobacco and alcohol on selected traditional media (television and movies) and social media (Facebook and YouTube) in Sri Lanka in 2019 and 2020.

The sources include two movies and two television series and one online television se- ries for traditional media analysis. Sources of data for social media includes posts and videos reported via the TobaccoUnmasked HotSpots (TUHS), mobile app of the Centre for Combatting Tobacco’s Community Driven Tobacco Surveillance System (CDTSS). A mixed methods approach was taken using content analysis techniques to describe alcohol and tobacco appearances on the selected data sources. The study was conducted between November 2020 and March 2021. .

Organization of the report

This report presents the findings focusing on traditional and social media taking a mixed methods approach. It also discusses implications of tobacco and alcohol portrayal in the backdrop of the policy environment described previously. The final section discusses legal and public health implications and makes recommendations for the media, health sector and other policy stakeholders.

Positionality and Reflexivity

All authors have no association with the media, tobacco or alcohol industry. They have been reflexive of their positionality as independent researchers studying the topic. A diverse working group of persons contributed to the qualitative analysis of social media. Their experience in tobacco and alcohol policy advocacy or research has shaped the study findings.

16 Portrayal is promotion, it’s time to stop! Methods

Content analysis of the selected content was used to describe tobacco and alcohol portrayal using quantitative and qualitative strategies.

Sampling of Movies and Television Series

Movies and teledramas for this study were selected based on reports received by the Tobacco Unmasked_HotSpots (TUHS) surveillance application. Two movies released between the years 2019 and 2020 were purposively selected for this study. The selected two movies are;

Three television series released within 2019 or 2020 with the highest number of reports received by TUHS were purposively selected for the study. They are;

In 2019, there were no reports for locally produced television series promoting tobacco or alcohol. Both locally produced movies that were selected based on the number of reports received were screened in 2020.

The first two series were telecast on national television and hosted on YouTube. The latter (Cyber Beggars) was an online series in which the 1st episode was available on YouTube and subsequent episodes were available on Dialog Viu App, a mobile application operated by Dialog PLC. All three Television Series were captured by the TUHS surveillance for their portrayal of tobacco and alcohol.

Portrayal is promotion, it’s time to stop! 17 Sampling of YouTube Videos

Twenty-four (24) YouTube videos published in 2019 and 2020 were purposively sampled for this study. One video per month, for the two years were selected through the videos reported to the TUHS database. The TUHS database manager provided a list of videos reported within the relevant months, and the research team identified the date of publishing and categorized accordingly. In case there were no reported videos in a month, hand searching was done based on the list of recommended video list to purposively select videos for the missing months.

Sampling of Facebook posts

Facebook posts reported to the TUHS database were purposively sampled for this analysis. A total of 240 Facebook posts were sampled by selecting ten (10) posts per month for the years 2019 and 2020. The posts per month were filtered and selected by theTUHS database manager. If a total of 10 posts could not be found per month, the research team identified the common pages and groups from which content was reported to TUHS and purposively sampled posts published in the relevant months.

Quantitative Data collection

Measuring the media content of tobacco and alcohol was done using the “one-minute interval method” used in similar studies available in literature (Barker, Whittamore, et al., 2019). The entirety of both movies and all episodes of the three-television series were watched by two independent researchers who employed the above method for data collection.

Each “one minute interval” was coded for tobacco and alcohol under the following categories using a pre-defined data extraction sheet (Barker, Smith, et al., 2019;

18 Portrayal is promotion, it’s time to stop! Table 2 Definitions used for data collection (Source Barker et al., 2019)

Term Definition Actual use Use of tobacco or alcohol on screen by any character Implied use Any inferred tobacco or alcohol use without any actual use on screen (e.g., holding a cigarette/ glass containing alcohol) Appearance of par- Presence on screen of tobacco or alcohol related material aphernalia (e.g., cigarette lighter / glass of alcohol) Brand appearance The presence of clear and unambiguous tobacco or alcohol branding (e.g., tobacco pack, bottles of alcohol with labels) Intoxication Any character appearing intoxicated in a scene where tobacco or alcohol is used

Alcohol or tobacco content was reported as present within the “one minute interval” if there was one appearance of any category in that interval (Barker, Smith, et al., 2019)it is not clear whether regulation by Dutch (Netflix. In the event of multiple appearance of the same category in the same interval, they were recorded as multiple events. If the appearance of a category exceeded the one-minute interval it was recorded as multiple events (Barker, Smith, et al., 2019)

The coding strategies were mutually exclusive for implied and actual use of tobacco and alcohol in the same scene. Such instances were recorded as actual over implied use. Furthermore, the distinction between paraphernalia and implied use was made with the involvement of an actor in the scene. If any character was holding a tobacco or alcohol product but not using it, it was considered as implied use. However other appearances of products without the character implying its use, it was coded as paraphernalia. Appearances in different categories were coded as separate categories. Each brand appearance was coded as a separate event. Any time interval at the end of the episode of a television series/movie that were under a minute were considered as a full one-minute interval.

Audio and visual content was also analysed for; more than one character using tobacco or alcohol, same character using both tobacco and alcohol, dialogue related to tobacco or alcohol.

Portrayal is promotion, it’s time to stop! 19 All coding was carried out by two authors independently. Any differences encountered during coding were discussed and resolved at the end of each movie or television series

All the above observations with regards to other substance use was also recorded in the same manner. Coding and data analysis was done on a Microsoft Excel spreadsheet.

One data extraction sheet was used for Movies, Television Series and YouTube while a slightly different one was used for Facebook. This aimed to capture the essence of the two different social media platforms.

Facebook content analysis

Two researchers independently collected data on Facebook posts using a pre-defined data extraction sheet. This sheet included details regarding the type of post, source, language, type of target audience. In addition to the definitions given in the previous section (actual use, implied use, intoxication, appearance of brands, paraphernalia) Facebook posts were also analysed for evidence of any words related to tobacco or alcohol.

Qualitative Data Collection of Movies and Television Series

At the end of each movie or television series, the two researchers described the context in which the program was telecast. A short descriptive interpretation was made on the messages and ideas (related to tobacco and alcohol) that were observed throughout the program. This qualitative interpretation of each program was first drafted and then discussed prior to reaching an agreement.Some factors considered in this subjective observations and qualitative descriptions include show times and channel, crew and casting, contextual factors of the scenes where tobacco or alcohol was used and their relationship to the characters and storyline.

Qualitative analysis of Facebook and YouTube

Qualitative analysis of Facebook posts and YouTube Videos was conducted using a working group of 16 persons from diverse backgrounds and experiences. The panel members, divided into three groups, observed four different YouTube Videos and Eight

20 Portrayal is promotion, it’s time to stop! different Facebook posts in each panel. Each member was first expected tomake individual notes on a pre-designed data extraction sheet. At the end of the session, the group was requested to discuss and individuals were allowed to improve their findings if they wished to.

In addition to socio-demographic details of the participants, the sheet gathered information regarding each panel member’s interpretation of the content observed. The type of data gathered included, potential target audience, type of post/video (promotive/preventive etc.), direct message and indirect message delivered by the post or video as the participants’ perception.

Data regarding target audience and type of post/video were analysed using descriptive quantitative methods while basic qualitative methods were used to interpret the panel members’ understanding of direct and indirect messages within the content by a two-member research team. These interpretations were categorized, weighted and arranged in a word cloud for clear presentation.

Portrayal is promotion, it’s time to stop! 21 Tobacco and Alcohol Portrayal on

Television and Movies

Restrictions on the portrayal of tobacco and alcohol were first discussed in Sri Lanka many years prior to the implementation of the NATA Act. With the enactment of the act in 2006, clear legal provisions were made to ban advertising on television and media. However, The NATA made a formal request to the media and entertainment industry to refrain from portraying tobacco and alcohol in content produced after September of 2011. International productions were expected to have tobacco and alcohol scenes removed prior to telecasting. Meanwhile, health warning labels related to tobacco and alcohol were also introduced in 2011 and expected to be displayed during tobacco and alcohol scenes that could not be removed from productions made prior to 2011 or internationally. These labels were to be changed every six months.

Objective

This section aims to describe the portrayal of tobacco and alcohol on selected television series and movies in 2019 and 2020.

Results

The results are presented separately for movies and television series

Content analysis of Movies

For the purpose of the study, Soosthi was viewed online through a paid website and Avilenasului was viewed as a recorded movie on television via the PeoTv service of Sri Lanka Telekom.

22 Portrayal is promotion, it’s time to stop! Table 3 Details of Soosthi and Avilenasului

Cast Crew IMDb YouTube Facebook Rating Views* Groups*

Soosthi (Released in July 2020) - 80 mins (approximately) සූස්ති Kalana Gunasekara Director: Kushan 7.4 Trailer – 1 page with Samanalee Fonseka Weerarathne 61,000 Over W Jayasiri Producer: Udara views 10,000 Maureen Charunie Palliyaguruge (posted 1 followers Cinematography: Chinthaka year ago) and over Somakeerthi 9000 likes Editor: Chimantha Mahanama

Avilenasului (Released in March 2020) - 66 mins (approximately) weúf,kiq¨‍ hs Shyam Fernando Director: Chinthana 7.7 Trailer – 1 page with Samanalee Fonseka Dharmadasa 16,000 over 3700 Hemasiri Liyanage Producer: Anura Silva views followers Cinematography: Palitha (posted 2 and over Perera years ago) 3500 likes Film Editing: Saman Alvitigala Writing: Chinthana Dharmadasa *accessed on 10th March 2021

Both movies contained appearances of tobacco and Soosthi had appearances of alcohol and cannabis. The movie Soosthi contained 12 one-minute frequencies for tobacco, 15 for alcohol and six for cannabis (Table 4). When considering one-minute intervals, approximately 41.25% of the entire movie time contained some appearance of either tobacco, alcohol or cannabis. Within the otal movie time of 80 min, alcohol appeared 42 times, tobacco 31 and cannabis 29. (Figure 3).

Portrayal is promotion, it’s time to stop! 23 Table 4 Frequency of tobacco and alcohol appearances in Soosthi and Avilenasului One- minute frequencies Soosthi Avilenasului සූස්ති weúf,kiq¨‍ hs Tobacco 12 Tobacco 11

Alcohol 15 Alcohol 0

Cannabis 0 Cannabis 6

*The total appearances include the visual content only and not dialogue related tobacco/alcohol

The movie Avilenasului, did not report any scenes with alcohol but a total of 11 one-minute frequencies and 23 appearances of tobacco within them. Approximately 16.6% of total minutes of the movie contained scenes portraying some form of tobacco.

Figure 3: Appearance of substance on Soosthi

24 Portrayal is promotion, it’s time to stop! The visual content defined inTable 2 were observed under the following categories below.

Table 6: Appearance of visual tobacco and alcohol content in the two movies

Movie Actual Implied Intoxica- Parapherna- Appearance Total use use tion lia of brands

Soosthi සූස්ති Tobacco 21 0 0 8 2 31

Alcohol 14 0 0 19 9 42

Cannabis 12 1 3 3 0 19

Avilenasului weúf,kiq¨‍hs

Tobacco 14 8 0 3 0 23

Alcohol 0 0 0 0 0 0

In Soosthi, five scenes were reported as containing dialogue related to drinking while three scenes contained dialogue related to smoking. Avilenasului did not report any dialogue related to substance use.

Qualitative interpretation of movies

This section provides a qualitative description of the movies Soosthi and Avilenasului. This subjective description refers to the story line and what messages were interpreted during tobacco and alcohol portrayal within the story.

Portrayal is promotion, it’s time to stop! 25 Soosthi සූස්ති:

The movie plot in Soosthi involves two young people in a story that starts with attempted sui- cide. The plot revolves around the main character (female) seeing the world through the eyes of a man whom she just met. Together they attempt to find peace by running away from their lives and responsibilities before they end their lives for which they have set a deadline (to commit suicide together). Their involvement in theft, substance use and other socially unacceptable activities are glorified by the fact that; nothing matters as they were going to kill themselves in a week anyway.

The use of tobacco, substance and cannabis use has been sensationalized in this movie. In addition, this shows a young female who previously faced pressure of education, arranged marriage and overprotective parents. But her newfound freedom is associated with tobacco, alcohol, cannabis, exploring sexual freedom and liberation in general.

The movie creates a perception where substance use is okay, as death is inevitable and enjoying life needs to precede everything.

The plot employs a relatable woman for this message, describing day to day pressures that young women in Sri Lanka face. The answer to such pressures is depicted in the irresponsible journey to seek freedom while engaging in substance use and unlawful behaviors.

26 Portrayal is promotion, it’s time to stop! Figure 4: Screeshot from Soosthi (Source: YouTube)

Avilenasului: weúf,kiq¨‍ hs

Avilenasului is a movie which reveals a plot that involves only two characters, a middle-aged man who just murdered his wife and a young female who he just met.

The movie exclusively portrayed female smoking throughout. The female character is portrayed as a strong, independent, fearless and tough woman, who is a habitual smoker now looking for “freedom”. Tobacco use here is associated with the strength of a female who is unafraid and is powerful enough to challenge an unknown male while she is in a vulnerable situation herself. The above characteristics are portrayed as desirable for both men and women who aspire to be or be with such women. In the attempt to make strength and independence desirable to youth, this movie uses tobacco to deliver the message.

Portrayal is promotion, it’s time to stop! 27 Figure 5: Screenshot from Soosthi (Source YouTube)

Combined interpretation of tobacco and alcohol portrayal in movies

The two selected movies commonly portrayed tobacco use while one movie contained appearances of tobacco, alcohol and cannabis. Both movies have been produced after the enactment of the NATA Act and FCTC, therefore have violated the restrictions imposed on the portrayal of tobacco and alcohol on media. Both movies have had an IMDb rating over 7 and also has some social media coverage. Hence, this report infers that it had a reasonable fanbase and reach. The target audience of both movies are likely to be youth; an inference reached through the story and screenplay. The audio-visual content displayed tobacco, alcohol and cannabis. In addition, the incorporation of tobacco and alcohol with the characters associated freedom, independence and fun with the use of tobacco and alcohol.

Furthermore, we observed that main female character in both movies were played by the same actress, and in one movie she was the only character who engaged in smoking, when her male counterpart did not. The portrayal of female smoking was a prominent message in both movies. The study infers that these movies target women in an attempt to normalize and glamourise female smoking while normalising substance use among youth overall. Both movies associate specifi c characteristic to tobacco or alcohol use behaviour.

28 Portrayal is promotion, it’s time to stop! The appearance of tobacco and alcohol in the above movies not only counteract the legal and policy restrictions on tobacco and alcohol promotion and advertising in Sri Lanka, it also challenges the context in which the policy is set in.

Portrayal is promotion, it’s time to stop! 29 Content analysis of Television Series

This section describes tobacco and alcohol portrayal in three television series. Thanamalvila Kollek was a 46-episode teledrama series telecast on the state-owned na- tional television channel, Independent Television Network (ITN), on Weekends at 8pm. Podu was released in November 2020 as a 10-episode television mini-series with each episode lasting 40 minutes. It was telecast on TV Derana, a privately owned national television channel, on Weekends at 8.30 pm. The third series, Cyber Beggars was a mini television series that had to be watched on Dialog Viu App, downloaded on a mobile device. Dialog, a private telecommunication networking service in Sri Lanka, which also provides television broadcasting services called Dialog TV. This series was a short 10-episode series with each episode lasting 20 minutes.

Cast Crew Channel IMDb YouTube Facebook and time Rating Views Groups

Thanamalvila Kollek ;Ku,aú, fld,af,la

(Released in January 2020) 20 mins per episode (approximately), 46 Episodes

Danuka Dilshan Director – Roshan ITN 9.5 Episode 1 – 3 Facebook Yashoda Ravindra 8.00 pm on 1.5 million Pages and 1 Wimaladarma Producer – Fahim Saturday and views group. Hemasiri Maujude Sunday Highest Liyanage Art director – Final Epi- number of Sulochana Chinthaka sode – page Weerasighe Wijeratna 722,000 likes - 13,000 Priyantha Ranga Wishwajith views and the group Sirikumara Script – Susith named Dasun Pathirana Wijemuni Thanamalvila Anjana Kolle Premaratna k Offi cial Soorya Fan club had Dayaruwan 177,000 members Podu fmd¥

(Released in November 2020) 40 min per episode (approximately), 10 Episodes

30 Portrayal is promotion, it’s time to stop! Cast Crew Channel IMDb YouTube Facebook and time Rating Views Groups

Randika Director – TV Derana 7.5 Episode 13 Facebook Gunathilaka Sharmila Dharma- 8.30 pm on 1 – 1.8 mil- pages. Lahiruni rasa Fonseka Saturday and lion views Highest Salwathura Production – TV Sunday Final number of Manoja Derana episode likes 2500 Fernando Story and 1.1 million Rasadarie Peiris Screenplay - views Lakranga Sharmila Hewawitharana Dharmarasa Priyantha Fonseka Sirikumara Dammika Kalana Wijewickrama Gunasekera Sudesh Udaya Kumara

Cyber Beggars ihsn¾ fn.¾ia (Released in November 2020) 20 min per episode (approximately)

Nino Jayakodi Story/script and Episode 1 – - Episode 1 1 Facebook Kalana Directing –Kasun Youtube – 233,000 Group with Gunasekera Mahendra Episode 2 views 448 members Chamathka Heenatigala onwards – Lakmini Executive On Dialog Sudath Anthony Producer –Danu- Viu App Kasuni Kavindi ka Liyanage Thilina Perera Art director – Malinda Madushanka

Table 7: Description of three television series

Portrayal of tobacco and alcohol content in each television series as per one minute interval methods has been displayed in the tables 8, 9 and 10. Thanamalvila Kollek portrayed tobacco and alcohol in 18 episodes each (39%). Combined, 27 episodes (58.7%) of the episodes contained either tobacco or alcohol scenes. In Podu, 70% (n=7) of the episodes (each) had scenes portraying tobacco and alcohol. Nine (out of 10) 90% of the episodes contained either tobacco or alcohol and only episode one did not contain any such scenes, Meanwhile Cyber Beggars, 80% (n=8) episodes portrayed tobacco, 60% (n=6) episodes portrayed alcohol and 30% (n=3) portrayed cannabis. All Nine (90%) of episodes contained portrayal of some substance.

Portrayal is promotion, it’s time to stop! 31 Table 8 Content analysis findings of Thanamalvila Kollek television series

Thanamalvila Kollek ;Ku,aú, fld,af,la

Episode Number of Total Episode Number of Total Number 1-minute tobacco number 1-minute f alcohol frequencies appearances requencies appearance with tobacco with alcohol related scenes related scenes

Tobacco Alcohol

E 01 2 2 E 01 2 3 E 02 3 8 E 07 3 5 E 03 1 1 E 15 2 8 E 04 3 5 E 18 6 22 E 05 1 1 E 21 1 1 E 08 1 1 E 23 2 10 E 10 5 12 E 26 1 3 E 12 1 1 E 27 4 5 E 18 5 10 E 29 1 3 E 21 1 1 E 30 5 13 E 26 2 3 E 31 2 4 E 27 3 9 E 32 2 2 E 29 3 3 E 34 4 9 E 31 1 1 E 35 1 1 E 34 3 7 E 39 8 16 E 42 1 2 E 41 3 5 E 44 7 13 E 44 5 12 E 46 3 6 E 45 1 1 18 48 87 18 episodes 54 123 episodes (39%) (39%)

32 Portrayal is promotion, it’s time to stop! Table 9 Content analysis findings of Podu televeision Series

Podu fmd¥

Episode Number of Total tobacco Episode Number of Total alcohol 1-minute appearances 1-minute appearances frequencies frequencies related to related to tobacco alcohol

Tobacco Alcohol

E 02 1 1 E 02 - -

E 03 2 2 E 03 - -

E 04 - - E 04 7 22

E 05 - - E 05 2 12

E 06 5 16 E 06 7 15

E 07 1 4 E 07 1 3

E 08 3 13 E 08 7 34

E 09 4 11 E 09 1 1

E 10 4 8 E 10 5 18

7 episodes 20 58 7 episodes 30 105 (70%) (70%)

Portrayal is promotion, it’s time to stop! 33 Table 10 Content analysis findings of Cyber Beggars Television Series

Cyber Beggars ihsn¾ fn.¾ia Number of 1-minute fre Number of 1-minute Total appearances Total occurrences Number of 1 min appearances frequencies frequencies Episode Episode Episode quencies Total -

Tobacco Alcohol Cannabis

E 01 11 48 E 01 11 48 E 01 - - E 02 - - E 02 11 28 E 02 - - E 03 - - E 03 - - E 03 - - E 04 4 24 E 04 11 35 E 04 4 10

E 05 5 16 E 05 - - E 05 4 11 E 06 4 22 E 06 1 6 E 06 - - E 07 13 43 E 07 - - E 07 1 3 E 08 6 23 E 08 11 25 E 08 - - E 09 2 5 E 09 12 41 E 09 - - E 10 1 2 E 10 - - E 10 - - 8 46 183 6 57 183 3 9 24 (80%) (60%) (30%)

Within the one-minute interval, majority of tobacco content was portrayed as actual tobacco use. Cyber Beggars reported the highest portrayal of tobacco use. Implied use and paraphernalia were also portrayed mostly in Cyber Beggars. The appearance of cigarette brand names was noted in all three-television series. 34 Portrayal is promotion, it’s time to stop! Figure 6: Appearance of tobacco content in television series

The appearance of alcohol was seen among all television series observed. Majority of appearances were reported from Cyber Beggars. However, intoxication by alcohol was mostly observed in the television series Thanamalvila Kollek. Alcohol parapher- nalia and intoxication was more prominently noted in all television series observed in comparison to tobacco.

Figure 7: Appearance of alcohol content in television series

Portrayal is promotion, it’s time to stop! 35 All television series contained scenes with dialogues related to drinking or smoking. Thanamalvila Kollek reported the highest number of scenes with dialogues related to both tobacco and alcohol. It also reported the highest number of occurrences in scenes with more than one character was drinking.

Figure 8: Additional Audio-Visual content regarding tobacco and alcohol observed in television series

Qualitative interpretation of television series

This section provides a qualitative description of the three-television series described above. This subjective description refers to the story line and what messages were interpreted by the research team with regards to the portrayal of tobacco and alcohol.

Thanamalvila Kollek

Thanamalvila Kollek was telecasted on ITN at prime time on weekends. It is a teledrama that related a story of an adolescent who grew up in rural Sri Lanka and his group of friends. With the support and guidance of family and friends, and various female characters he meets at different stages of his life, he succeeds in obtaining a place for himself and his talents.

36 Portrayal is promotion, it’s time to stop! The storyline displays substance use among adolescents and portrays both tobacco and alcohol as a part of their daily lives.

Messages such as selling schoolbooks to buy alcohol, drinking to evade the disappointment of failing O/L examinations, drinking to deal with loss and troubles as well as drinking or smoking to celebrate are prominently delivered in this television series. While the storyline and characters are both relatable, the extent of substance use among the main character and his friends is sometimes unrealistically normalised and glamoursied.

Figure 9: Screenshot from Thanamalvila Kollek Episode 02 (Source YouTube)

Figure 10: Screenshot from Thanamalvila Kollek Episode 30 (Source YouTube)

Portrayal is promotion, it’s time to stop! 37 The story unravels the main character’s journey from rural Sri Lanka, to Colombo and then to Europe. In all instances, substance use is portrayed in a contextual manner. Female drinking and smoking are also portrayed in this teledrama from rural adolescent girls to sophisticated career women in Colombo.

The clever-most strategy may be the name of the teledrama, which incorporated “Thanamalvila”, a rural area commonly known as the “cannabis hub” in Sri Lanka. Even though recreational use of cannabis is illegal, a campaign to popularise cannabis was evident from 2019 in Sri Lanka, specially via Facebook. Even though the teledrama did not portray cannabis use or products, the name itself can be inferred as a promotion strategy for the substance. Including it in the name increases the attractiveness to the youth, especially the young men the drama intends to target. The drama starts off with the scenes of the main character living in Europe, portraying a life dreamt by many current youths in Sri Lanka, another context that may have attracted the youth to the teledrama.

In summary, the story depicts tobacco and alcohol use among adolescents and young people, normalising it and also portrays the use of substance through diff erent scenarios in life.

Figure 11: Screenshot from Thanamalvila Kollek Episode 32 (Source YouTube)

38 Portrayal is promotion, it’s time to stop! Podu

Podu is a limited episode television series telecasted on TV Derana on prime time during weekends. The series portrayed a young male who fi ghts against political corruption with the help of his friends. Using naturally engaging theme for the current Sri Lankan audience, this series showed multiple occurrences of tobacco and alcohol use by the main character and his friends. The storyline was in part based on a Sri Lankan state university. Even though there were no scenes involving “actual use” of substances in the university setting, an attempt to glorify alcohol and tobacco use among the university students was observed in this series.

Figure 12: Screenshot from Podu television series episode 10 (Source YouTube)

Substance use is also associated with corruption depicting a politician who is a consumer of both tobacco and alcohol.

Interestingly, both the heroes and villains in the story were presented as substance users.

While the main character of the story is a heavy smoker, it was normalised to the extent where tobacco was made an inherent part of the hero’s life. In addition, the main character is a youthful male who stands against injustice. He was also portrayed as a clever university student brave enough to face adversity while maintaining his political integrity. These messages combine to glorify his substance use and create aspirations for viewers through the character.

Portrayal is promotion, it’s time to stop! 39 vFigure 13: Screenshot from Podu Espisdoe 08 (Source: YouTube)

Season two of Podu is due to commence soon. Season one ended with a cliff hanger featuring an actor frequently featured in this report. In addition, the trailer of season two also contains an abundance of both tobacco and alcohol and even features a tobacco brand within the trailer, giving viewers a taste of what is to come.

Figure 14: Screenshot of Podu Season 2 trailer (Source YouTube)

40 Portrayal is promotion, it’s time to stop! Cyber Beggars

Cyber Beggars is a mini television series available via alternative-stream media. While the 1st episode was available on YouTube, consequent episodes were available on the Dialog Viu app for Dialog network users.

The series based on true events (as noted in the series), illustrated the life of the lower socio economic class and their struggle to make a living. Throughout the series tobacco and alcohol use was rampant. Smoking, drinking and cannabis use were all portrayed as a part of the day to day lives of both lower socioeconomic groups and the wealthier criminal groups who were involved in cybercrimes.

Tobacco use among women was also a prominent message delivered in this series. Certain dialogues highlighted the need to promote cultivation and use of cannabis. When considering the overall running time and plot, though the drama seemed to talk about social injustice, a considerable time was spent on depicting the use of tobacco, alcohol and cannabis use among diff erent socio-economic groups.

Figure 15: Screenshot from Cyber Beggars Episode 01 (Source: YoutTube)

Portrayal is promotion, it’s time to stop! 41 Prominent Brand names observed in television series

Several brand appearances were observed in the movies and television series. Table 10 presents the brands and the relevant companies manufacturing and/or trading those brands in Sri Lanka.

Table 11: Tobacco and Alcohol brands appearing on television series and movies

Brand Manufacturing and/or trading company in Sri Lanka

Tobacco – Three brands

Gold Leaf Ceylon Tobacco Company PLC (CTC) – the British American Dunhill Tobacco subsidiary (84.13% shares) in Sri Lanka with the Bristol monopoly to manufacture and trade cigarettes. The Philip Morris International also owns 8.32% of shares.

Alcohol – Four brands

Lion Beer Lion Brewery Ceylon PLC Extra Special Arrack DCSL Group of Companies Rockland Rockland Distilleries Pvt Ltd VA VA Distilleries Pvt Ltd Absolut Imported from Sweden by several local traders

Qualitative interpretation of tobacco and alcohol portrayal on TV series

Two of the three television series observed in this study were telecast on prime time television at peak times. Their portrayal of tobacco, and alcohol have been quite prominent with majority of the episodes containing such scenes. The online television mini-series, was telecast via YouTube (one episode) and a paid mobile application also contained appearances of tobacco, alcohol as well as cannabis. Since all of the above programs are Sri Lankan productions they are under the purview of the NATA act and therefore the portrayal of tobacco and alcohol violates the existing policy regulations.

The most prominent findings in this section was the extent of tobacco and alcohol appearances and the context in which the scenes were set in. In the ten episode short series, the density of tobacco and alcohol scenes were higher in comparison to the longer television series Thanamalvila kollek. Thanamalvila kollek reported the highest number of conversations related to substance use.

42 Portrayal is promotion, it’s time to stop! Considering the reach, and the attractive story-line, skilful direction and production, the impact from tobacco and alcohol portrayal in this story cannot be undermined. Furthermore, underage (below 21 years) characters were seen smoking and drinking in Thanamalvila Kollek, as opposed to youth or young adults in Cyber Beggars and Podu.

While appearance of any tobacco and alcohol in any form is against the national regulations, the harms of underage appearances deliver a harmful message to adolescents and young viewers. Tobacco and alcohol is sensationalised in the above teledramas. The hero in the story Podu is an on-screen smoker, and his strength and bravery is associated with substance use. In Cyber beggars, scenes of substance use are quite rampant to the extent of being unrealistic, even for the low socio-economic and under-world setting the story is set in. In summary, the television series studied, violate, the content and context of policy in the country.

Summary

This study demonstrates that despite legal regulations restricting the portrayal of tobacco and alcohol, it continues to occur in movies and television series produced in Sri Lanka. The quantitative assessment shows the extent of episodes, frequencies and occurrences of tobacco and alcohol within the audio-visual content. In addition, the analysis also quantifies the number of occurrences of different types of tobacco and alcohol portrayal. Actual use, implied use, presence of paraphernalia are the most popular forms used to portrayal tobacco and alcohol. The presence of brand appearances cannot be ignored in the context of these movies and television series.

While the depiction of smoking or drinking and any evidence of the use of such substance has been defined as punishable offences in the NATA Act, it does not mention the prohibition of dialogue.

The overarching finding in this study is that the analysed sample of movies and television series does not only violate the NATA Act No 27 of 2006, but it also violates the FCTC and the spirit or context in which the NATA Act is set in. The Act aims to protect children and adolescents from being exposed to marketing of tobacco and alcohol. However, the study results provide evidence to state that in addition to the clear violations of the NATA Act, the movies and teledramas are also set to deliver positive messages on tobacco and alcohol use to the viewer.

Certain actors and actresses have been persistent in the selected sample. Furthermore, these movies and television series have had its presence in social media in a prominent manner. In

Portrayal is promotion, it’s time to stop! 43 the current digital age, viewers are able to watch this content repeatedly through the relevant platforms. Viewers and fans are also able to engage with the content and share their sentiments on the content and re-share them on social media which contributes to a growing popularity. Such popularity attracts more users towards this content. The above scenario contributes to the increment in viewers and reach of this material.

A contextual and overall interpretation of the movies and television series provided an understanding of the different messages delivered through the selected content. It is apparent that both tobacco and alcohol is sensationalized, normalized and also given meaning.

Strengths and Limitations

A main strength of this study was the use of systematic methods to analyse content of movies and television series. Both quantitative and qualitative analysis have been conducted independently in order to minimise subjectivity or error. The possibility of bias has been minimised by making objective measurements in content analysis. The qualitative interpretation is however subjective, and the researcher’s positionality (stated in methodology section) influence on the qualitative findings. The research team maintained their reflexivity during analysis and interpretation and wishes to make readers aware of its impact on the study.

A main limitation of the study is despite being watched by two independent researchers, there still maybe room for errors in interpretation and under reporting of the findings.

44 Portrayal is promotion, it’s time to stop! Tobacco and Alcohol Portrayal on Social Media

As described previously, the NATA Act NO. 27 of 2006 restricts advertising and promotions on the internet. Although ‘social media’ is not specifically mentioned, the NATA Act was drafted and enacted prior to the exponential growth of social media use, the term ‘internet’ is expected to cover and restrict social media platforms disseminated via the internet.

Social media platforms are numerous and cater to different connectivity needs. Facebook and YouTube are two such popular social media platforms in Sri Lanka.

The TobaccoUnmasked Hotspots (TUHS) manages a database which monitors violations of the NATA act and accepts public complaints regarding portrayal of tobacco and alcohol on social media. Although TUHS gathers complaints since early 2019, the extent of social media portrayal of tobacco and alcohol has not been quantified in scientific literature in Sri Lanka. Objective This study aimed to describe the portrayal of tobacco and alcohol on YouTube and Facebook through posts and videos published in 2019 and 2020. Results

YouTube Videos

A wide variety of videos produced in Sri Lanka were sampled for this section of the study. Some were music videos and others were educational videos or content uploaded by Youtubers or various YouTube Channels. Based on the 24 YouTube videos analysed, more tobacco and alcohol portrayal was observed in 2019 compared to 2020. Within the study sample, the portrayal of alcohol was more prominent that tobacco.

Table 12: Description of selected YouTube Videos

Year Number of Number of Total Number of 1- Total videos 1-minute appearances minute frequencies appearances frequencies related of tobacco* related to alcohol* of to tobacco* alcohol* 2019 12 13 35 37 96 2020 12 26 34 50 70

Portrayal is promotion, it’s time to stop! 45 Figure 16: Appearance of tobacco content on YouTube (2019/2020)

* Includes dialogue related to smoking / drinking, more than two characters smoking/ drinking and same character smoking / drinking Figure: appearance of tobacco on selected YouTube videos in 2019/ 2020

Actual use of tobacco was most prominently depicted in the videos and more so in 2019. Implied use and paraphernalia were also present while intoxication was not captured in this sample. Brand appearance was noted only in 2020.

Figure 17: Appearance of alcohol on YouTube (2019/2020)

The most prominent finding regarding alcohol appearances in the selected sample of videos was the presence of brands and paraphernalia over actual or implied use of alcohol.

46 Portrayal is promotion, it’s time to stop! Example of a YouTube Video

Figure 18: YouTube Video portraying tobacco and alcohol (Source YouTube)

Some interpretations by the working group include

Smoking men are the real men

Smoking cigarettes and drinking alcohol are basic quality of males

Facebook posts

A total of 240 Facebook posts were analysed in this section. Tobacco and alcohol appearances (images, brand or text) were more frequent in 2020 compared to 2019 in the selected posts.

Table 13: Frequency of tobacco and alcohol portrayal in Facebook posts (2019/2020)

Year Number of posts Total number of tobac- Total number of al- co appearances cohol appearances

2019 120 110 90 2020 120 142 114

Portrayal is promotion, it’s time to stop! 47 Memes were the commonest type of post reported in this study and images came a close second. Four advertisements were reported in each year.

Table 14: Description of Facebook posts (2019/2020)

Number of posts 2019 2020

Type of post Meme 69 71 Images 34 41 Text 8 3 News 3 1 Advertisement 4 4

Source of post Individual 29 25 Group 6 15 Page 84 80

Origin of the post Local 104 98 International 14 22 Not Identified 2 0

Target Audience All 98 89 Male 7 22 Female 7 12 Children 6 3 Youth 1 4

Language English 25 30 Sinhala 88 83 Tamil 0 6 No words 7 30

The majority of the posts were shared via Facebook pages and in Sinhala language in both years 2019 and 2020.

48 Portrayal is promotion, it’s time to stop! Figure 19: Frequency of Tobacco Appearances on Facebook posts in 2019/2020

The majority of reported Facebook post contained implied tobacco use, paraphernalia and words related to smoking in both years. There was some appearance of brands, which was higher in 2020.

Figure 20: Frequency of Alcohol appearances on Facebook posts in 2019/2020

Appearance of alcohol brands was more prominent than tobacco in both 2019 and 2020 than tobacco. Majority of posts related to alcohol appearance also reported words related to alcohol and paraphernalia. This scenario maybe explained by the fact that a single company having the monopoly in cigarette manufacturing and trading in Sri Lanka. That trade will benefit just by promoting the habit of smoking, whichever the brand used by the smokers.

Portrayal is promotion, it’s time to stop! 49 Qualitative analysis of YouTube Videos and Facebook Posts

A 16-member working group participated in the interpretation of selected Facebook and YouTube Videos. Details of the participants are as follows

Table 15: Details of working group who participated in qualitative interpretation

Variable Frequency Variable Frequency

Sex Education Male 10 A/L or Diploma 5 Female 6 Degree or Postgraduate 9 Age Years of experience in sub- Below 30 years 9 stance related work 31 years or above 7 Zero to 2 years 6 Over 2 years 10 Social Media Use High 8 moderate 8

The working group contained a mixed group of males and females who were either high or moderate level social media users. A few members had limited experience in tobacco or alcohol control work while some others were well experienced.

All participants collectively analysed 12 out of the 24 YouTube videos in the sample and 24 out of the 240 Facebook Posts from the selected sample.

Participants noted 32 times that the YouTube videos were targeting youth (unspecified). They also identified young men as the target group 13 times and females as the target group 14 times. These findings were different to the coding made by the two independent research assistants, who could not meticulously specify the target audience. An interesting observation here is that both males and females have been specifically understood to be the target audience of tobacco and alcohol social media content and female youth slightly more so.

Regarding Facebook posts, participants noted 94 times that the posts were targeting youth. Meanwhile, 27 posts were noted as targeting young men and 26 were identified as targeting women.

50 Portrayal is promotion, it’s time to stop! Table 16: Type of post or video as described by working group

Type of Post or video Facebook YouTube (frequency) (Frequency) Promotion 24 46

Brand advertising 12 11

Educational 4 1

Portrayal is promotion, it’s time to stop! 51 Examples of Facebook post analysed in the three different working groups.

Figure 21: An extract from working group participants’ interpretation of posts (Group 1)

Almost all participants in group 1 noted that this post was one that targeted youth and was promotive towards tobacco. They identified some of the direct messages in this post was that smoking can be used to motivate studying, and that the indirect idea conveyed through the post may be that smoking is a rewarding and stimulating act that may even positively impact on studies.

52 Portrayal is promotion, it’s time to stop!

Figure 22: An extract from working group participants’ interpretation of posts (Group 2)

This post was also identified as targeting youth bust mostly towards men. Participants also found that it was promoting and brand advertising type of post. When interpreting the messages, they noted that the direct and indirect messages focused on drinking and smoking on a low budget and having fun on a budget.

Portrayal is promotion, it’s time to stop! 53

Figure 23: An extract from working group participants’ interpretation of posts (Group 2)

All participants identified this post as a brand promotion that targets women oryoung people. It was noted that this post attacked the existing cultural norms about female drinking and smoking and delivered a direct message toward breaking such barriers. Indirectly they identified this post as one that normalizes and promotes drinking and smoking towards modern and independent women.

54 Portrayal is promotion, it’s time to stop! Direct and indirect messages on Social Media

The key ideas that stood out during qualitative analysis of direct and indirect messages on Facebook and YouTube were combined and presented using word clouds. Alcohol portrayal on Facebook and YouTube

Figure 24: Interpretation of direct and indirect messages (combined) on Facebook and YouTube related to alcohol portrayal

Prominent messages regarding alcohol common to both social media platforms were, alcohol is fun, alcohol is cool, modern, sophisticated and that it is for both men and women. Alcohol was considered as a masculine, youthful practice that brings happiness. Some messages were interpreted as highlighting gender equality, brand loyalty and bonding. Messages appeared to promote drinking among social media users. Some important quotes are given below.

Alcohol Direct and Indirect messages on Social media (YouTube and Facebook combined) Direct messages interpreted in a combined analysis of YouTube and Facebook identified how alcohol was being portrayed as fun, normal, attractive, modern and also catering to youth. Some other messages delivered include portrayal of gender equality and social acceptance

Portrayal is promotion, it’s time to stop! 55 through alcohol. Interpretation of indirect messages on the two platforms combined found similar themes addressing alcohol use as posh, normal and sophisticated. It was also portrayed as a desirable trait that depicted masculinity and cool women.

Figure 25: Direct messages regarding alcohol interpreted from Facebook and YouTube

Figure 26: Indirect messages regarding alcohol interpreted from Facebook and YouTube

Tobacco portrayal on Facebook and YouTube A similarity was noted in the combined messages for tobacco on both social media platforms.

56 Portrayal is promotion, it’s time to stop! The comparison of direct and indirect messages combined for tobacco portrayal on YouTube and Facebook are given below (Figure). The prominent messages were, that tobacco smok- ing was normal, fun, modern, relaxing and that smoking broke barriers. Similar to alcohol, smoking was also being associated with brotherhood, masculinity, and various positive sentiments. Smoking is normal, is the theme that stands out in both YouTube and Facebook.

Figure 27:Interpretation of direct and indirect messages (combined) on Facebook and YouTube related to tobacco portrayal

Tobacco Direct and In-direct messages on Social media (YouTube and Facebook combined) Similar to alcohol, combined social media direct messages prominently portray the ideas; normal, fun, modern attractive and social acceptance. In addition, there appears an attempt to deliver these messages to girls and women. Indirect messages combined for Facebook and YouTube found the following themes; normal, relaxing, fun, cool, brotherhood, earn respect and modern girls smoke. Tobacco has also been portrayed as a liberating activity which partners should support. Similar to alcohol, direct and indirect themes for tobacco show some overlap. Some interesting interpretation quotes related to tobacco are given below.

Who cares about health when you can smoke? Smoking is an individual choice and cannot be challenged by social norms

Portrayal is promotion, it’s time to stop! 57 Figure 28:Direct messages regarding tobacco interpreted from Facebook and YouTube

Figure 29:Indirect messages regarding alcohol interpreted from Facebook and YouTube

Interpretations made by Young persons (30 years or under) This section focuses Facebook and YouTube message interpretation by working group members who were under 30 years.

58 Portrayal is promotion, it’s time to stop! Since young persons are more in touch with trendy and contemporary topics on social media, researchers found their representation important for this topic.

The research team believes that the more active population on social media would be young persons, who may encounter tobacco and alcohol portrayal often. Hence the importance of understanding young peoples’ interpretation of posts and videos were considered important. Below are some of the indirect interpretations (Facebook and YouTube) given by working group members 30 years or under.

Beer is good for health as natural, safe ingredients are used Smoking is the best way to develop social bonds Do not be afraid to socialize with drinking Drinkers are attractive to girls A girlfriend who encourages her boyfriend to smoke is a good girl- friend Do not drink in small amounts, take large amounts to get the real thrill Drink and be a fashionable woman Girls also can smoke now Start drinking now!

Summary

This section describes the tobacco and alcohol portrayal on YouTube and Facebook in 2019 and 2020 using mixed methods. The study finds prominent portrayal of both tobacco and alcohol on both types of Social media. Although the NATA Act does not explicitly state restrictions on the appearance of tobacco and alcohol imagery or otherwise on social media, it still covers the same by enforcing restrictions on the internet. In that context, appearance of tobacco and alcohol which falls under the definition of ‘advertisement’ as per the NATA Act is not permitted by legislature. In this context, this study found the presence of various positive perceptions related to tobacco and alcohol created through social media, promoting products, use and brands.

Qualitative findings of this study represent a positive image towards tobacco and alcohol within Facebook and YouTube. With the extent of social media use especially among young persons in Sri Lanka, these findings appear alarming. Not only is the portrayal of tobacco and

Portrayal is promotion, it’s time to stop! 59 alcohol on social media unlawful, but its potential damage towards the young people of Sri Lanka cannot be undermined.

Strengths and Limitation

A key strength of this study is the use of independent researchers to analyse the data. This study also employed a working group from different age groups and occupations to interpret the messages delivered through selected content. This facilitated a broader understanding of messages delivered through tobacco and alcohol portrayal on social media.

A key limitation lies in the selection of posts. Since the YouTube videos and Facebook posts were selected through TUHS database, there may be many other such videos and posts that have not been reported but contain portrayal of tobacco and alcohol. Furthermore, human errors in data collection are likely but were eliminated as much as possible through the use of two independent data collectors. Qualitative interpretation of the data is subjective, but the 16 member heterogenous group was used in the attempt to capture diverse perceptions.

60 Portrayal is promotion, it’s time to stop! SUMMARY OF FINDINGS AND THEIR PUBLIC HEALTH IMPLICATIONS

This mixed methods study finds an abundance of tobacco and alcohol portrayal on movies, television series, YouTube and Facebook in Sri Lanka during 2019 and 2020. These appearances occur in a policy environment where, legal restrictions exist for the same. In addition to the policy content, the spirit or context in which the policies are set signify the importance of protecting children and youth from the harms of alcohol which are violated and overpowered in both traditional and social media.

Both traditional and social media are a major part of young peoples’ daily lives. Hence such environments become an important determinant of health, as it is where they live, grow and age (CSDH, 2008)

As highlighted previously in this report, portrayal of substances in media has a strong influ- ence on their cognitions, perceptions and decision making. Messages interpreted on media appear to particularly target women, associating tobacco and alcohol in a positive manner. This effort is likely to be driven by the need to promote drinking among women as the current female drinking prevalence is low despite females constitute of over 50% of the population.

Young people should be provided with the freedom to make their own choices in terms of their health. However, public health systems, national systems and society at large need to facilitate this decision making by not only providing safe and healthy choices for them, but by protecting their choices from being influenced by industries and their representatives with vested interests. One such way is to implement policy regulations that are already set in place to protect them from the harms of substance use. The findings of this study indicate a gap in policy implementation, which is detrimental for the health of the people, especially children and youth in this country.

Portrayal is promotion, it’s time to stop! 61 WHAT IS THE LIKELY IMPACT OF TOBACCO AND ALCOHOL PORTRAY- AL ON MEDIA ?

Tobacco and alcohol content is heavily portrayed on traditional and social media platforms in Sri Lanka, targeting young people among whom media use is especially popular. In a highly competitive market, industry advertising and promotions become increasingly attractive and subtle. Exposure to such content on a daily basis, is likely to influence young peoples’ choices. Such influenced persons engaging in user generated content (unpaid) and in industry generated (unpaid) content leads to a wider reach and engagement with users especially on social media. With the increasing popularity of social media and diversification of platforms, more avenues are open for marketing of harmful substances. Without strict regulation, users and potential users continue to be exposed to tobacco and alcohol content on various platforms. Celebrities, popular persons and influencers are known to influence norms and perceptions of young people. Exposure to tobacco and alcohol content portraying them on media platforms are known to be associated with initiation and sustenance of use of those substances. With tobacco and alcohol advertising and promotions being rampant on media and social media, making healthier choices become increasingly hard for the young and old alike, violating the fundamental right of a person to protect his/her health If prompt and strict policy implementation does not occur, not only tobacco and alcohol but all substance use is likely to escalate in Sri Lanka

62 Portrayal is promotion, it’s time to stop! The scenario explored by this study proves again and again that existence of strong policies and laws on paper is not useful unless they are effectively implemented. Even though gaps in policy implementation is not an uncommon scenario, especially in developing countries with under-developed law-enforcement and monitoring mechanisms, it is not acceptable for a country which was known as a pioneer in tobacco control in the region a decade ago.

Sri Lanka was the first to ratify FCTC in the region and fourth in the world to do so, showing the noble intention of then governments and policymakers to protect its people and future generations. Allowing tobacco and alcohol promotions to reach the youth despite the existence of policies and regulations to prevent it indicates otherwise and is against the manifestos of the current and recent governments’ continuously claiming to stop substance use and protect children and youth from their harm.

Portrayal is promotion, it’s time to stop! 63 THE FINAL WORD

It is clear that there is excessive portrayal of tobacco and alcohol in traditional and social media.

Is it because of a true increment in tobacco and alcohol use in contem porary society?

Scientific evidence does not support this claim.

This raises an important speculation regarding the possible external forces at play behind this issue.

As noted previously, commercial determinants of health have a particular strong hold on harmful commodities such as tobacco and alcohol. The industry uses various tactics to influence or interfere with policy in order to grow or sustain their customer base. Such strategies are likely to appear in the form of advertising and promotion tobacco and alcohol on media.

A plethora of scientific evidence has linked industry influence with alcohol advertising and promotions and also their particular interest to invest in in low- and middle-income coun- tries (Robaina et al., 2020). Therefore, this study infers the possible depiction of tobacco and alcohol on media, as industry interference and influence and not merely a depiction of reality in the country.

The possibility of tobacco and alcohol on media being high due to the possible increment in its use in day to day lives is hence unlikely. It is more likely that smoking and alcohol use may increase in society due to its heavy portrayal on media implying it as the reality.

In the Sri Lankan policy environment, it is likely that similar industry influence is behind the prominent tobacco and alcohol portrayal on media. Further scientific evidence is needed to establish this hypothesis.

64 Portrayal is promotion, it’s time to stop! RECOMMENDATIONS

• Role of the Media

Adherence to the existing regulations is the single most important strategy that the media could employ in order to control the portrayal of tobacco and alcohol on media and social media.

Researchers recommend the use of tags and other strategies to ensure strict control of tobacco and alcohol portrayal on social media.

Regular strict monitoring for tobacco and alcohol related content will be able to control the appearance of such content.

The media needs to be conscious of the potential harms of depicting harmful substance use on media, especially to the younger generations.

• Role of the Health sector

This report calls for both prompt and enthusiastic monitoring of tobacco and alcohol advertis- ing and promotions by the NATA and also reiterates the need to take action against violations of the NATA Act.

Take prompt action (legal and otherwise) when policy violations occur

Liaise with all relevant stakeholders and stay committed to protecting the spirit of the NATA Act and the context in which it stands for; to protect children and young people from the harms of tobacco and alcohol

Provide an environment where young people of Sri Lanka can make healthy choices without being influenced by vested interests of the industry

• Role of governments

Ensure precise implementation of both the FCTC global treaty and the local regulations set by the NATA Act No 27 of 2006 Identify industry interference as a major health determinant contributing to prevalence of alcohol and tobacco use in Sri Lanka

• Role of the health community/researchers/NGOs and other policy stakeholders

Continue research and surveillance that monitor and evaluate the implementation of policy regulations on tobacco and alcohol restrictions on media

Portrayal is promotion, it’s time to stop! 65 Advocate the need to ensure adherence to regulations and educate the media, health sector, social media influencers, celebrities and general public regarding the potential harms of to- bacco and alcohol portrayal on media

Educate the public and lobby policy stakeholders to ensure their awareness of industry tactics and identify mechanisms to overcome them.

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