Kerala faces notable rise in cancer cases, experts alarmed

Kerala is facing a notable increase in its cancer burden, primarily due to demographic changes and lifestyle factors, despite a reasonable level of awareness, according to a study by the Association of Medical and Paediatric Oncologists of Kerala (AMPOK).

- Ashraf Padanna

One key finding of the study is that 61 per cent of participants believed that the portrayal of tobacco and alcohol use by sports figures and celebrities negatively influences young people to adopt these habits.

"This highlights the powerful impact that cultural icons have on public health behaviours," AMPOK secretary Dr Boben Thomas said at a press conference.

"The study emphasises the urgent need for targeted educational interventions and improved access to preventive services."