You are not 'just an actor' when your face ends up selling pan masala

Goa is leveraging artificial intelligence to improve early detection and treatment of oral cancer, marking a significant advancement in healthcare delivery. The Goa government’s Directorate of Health Services (DHS) has initiated a pilot program using Aarogya Aarohan, an AI-powered oral cancer screening tool developed by the Indian Institute of Science (IISc) in Bengaluru. The initiative is currently active in the state capital, Panaji, and in Betki village near Ponda. The system allows frontline health workers to take photographs of patients' oral cavities using mobile devices, identifying potential issues such as ulcers or abnormal growths. Those identified as high-risk are referred for further evaluation through telemedicine, with possible follow-ups at the Goa Dental College for biopsies. Aarogya Aarohan was launched approximately two months ago at the Panaji urban health centre and the primary health centre in Betki. Plans are underway to expand its deployment to more locations within Goa. The state currently has 40 healthcare centres, including two district hospitals, two sub-district hospitals, four urban health centres, six community health centres, and the remaining primary health centres. Officials noted that traditional methods involve visual examinations for signs like redness, white patches, ulcers, or growths in the mouth. Additional tools are used to capture images and detect anomalies. The AI tool is employed both at the two health centres and during house visits by frontline workers. When abnormalities are detected, an orange screen appears as a prompt, indicating the need for further action. If no referrals are necessary, the screen displays a blue prompt. As of now, the app-based service has screened around 259 individuals in Goa, with 114 classified as suspicious cases. Out of these, eight have been confirmed as oral cancer patients. The implementation of Aarogya Aarohan is part of a broader national effort. Similar initiatives have already been rolled out in Thanjavur (Tamil Nadu), Mathura (Uttar Pradesh), and Goa, with plans to introduce the tool in two additional locations, including Nagaland. There are discussions about integrating it into the National Programme for Prevention and Control of Non-Communicable Diseases as a digital public resource. Developed by IISc’s AI Centre of Excellence TANUH in collaboration with IISc’s ARTPARK and AI solutions brand Triveous, Aarogya Aarohan is a point-of-care, AI-empowered, white-light, mobile phone-based tool for detecting oral potentially malignant disorders (OPMD) and oral cancers. The project was funded by the Union Ministry of Education under the AI Centres of Excellence Programme. The tool uses images captured in white light on a mobile phone to instantly classify lesions as suspicious or non-suspicious, even in offline conditions. It is considered the only tool of its kind globally that provides immediate results at the point of care without needing an internet connection. It has received a test license from the Central Drugs Standard Control Organisation (CDSCO) and is in the process of obtaining a marketing license. Officials expressed plans to scale up the use of the tool to other primary health centres in Goa. Oral cancer constitutes roughly a third of all cancers in India and worldwide. According to recent statistics, India witnesses over 140,000 new cases and 80,000 deaths annually from oral cancer. Approximately 70 percent of these cases are detected at advanced stages due to low awareness and limited access to specialists, particularly in rural regions. In a separate development, the Maharashtra Food and Drug Administration has issued show-cause notices to prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their involvement in advertisements for Vimal Elaichi, a pan masala product. The FDA alleges that the campaign constitutes surrogate promotion of a product banned in Maharashtra. The actors have defended themselves by stating that if the product is legal, they should not bear the brunt of criticism. However, the debate centers around the ethical implications of celebrity endorsements for products linked to harmful substances. According to the International Agency for Research on Cancer (IARC), lip and oral cavity cancer was the second most common cancer in India in 2022, accounting for 10.2 percent of all new cancer cases. A global analysis by IARC revealed that 120,200 of the 389,800 oral cancer cases diagnosed in 2022 were attributed to smokeless tobacco and areca nut use, with India contributing an estimated 83,400 of these cases. The World Health Organization reports that nearly 3,600 people die daily in India due to tobacco use, highlighting the severity of the issue. The controversy underscores the complex relationship between celebrities and the products they endorse. While actors often emphasize the societal influence of cinema and storytelling, the responsibility of endorsing products linked to health risks raises questions about the boundaries of personal choice versus public health concerns. The discussion highlights the need for greater awareness and stricter regulations surrounding surrogate advertising practices.