Sir: In many Pakistani TV dramas, we see at least one character smoking, taking pleasure in doing so or trying to relieve stress. The sign, Smoking is injurious to health then flashes at the bottom of the screen. If they are aware about the effect of smoking, why do they have to show the actor smoking? Is it an unavoidable part of life? There is almost no reason for an actor to be shown using tobacco, except to encourage the habit and instigate our young people to smoke. Smoking in TV dramas may well come under ‘subliminal’ advertising. Since the tobacco companies are not allowed to advertise their brands, they may perhaps be practicing this method of advertising. Subliminal advertising may actually be more effective than the usual methods of advertising, because the message hits your subconscious directly. This was practiced decades ago in the days of 35 mm films. They used to put a frame of the product after every 24 frames of the running programme. The ad was not discernible directly, but did register in the mind. They called this subliminal advertising. The portrayal of smoking on TV is doing a lot of harm to viewers, especially the youth, and should be stopped immediately. RAFIQ EBRAHIM VALIJI USA Published in Daily Times, May 16th 2018.