In this context, APAK - the only indigenous Kichwa association in Ecuador that produces audio-visual media content - seeks to systematize and promote the cultural traditions of Kichwa people in order to strengthen and revitalise the Kichwa cultural identity using ICTs and audio-visual means.
According to the association, film raters consider smoking in this broader context, and they also consider how frequent, glamorized, or historically relevant it is (as in period pieces, for instance).