Tobacco companies spend millions on marketing and advertising. The current trend is to put tobacco imagery into movies, TV, and other media to promote tobacco use and glamorize addiction. Tobacco control organizations have recognized this, and have been advocating for the elimination of tobacco from movies, TV, and other media images that may be seen by children.
Why should movies be smoke free?
Children are impressionable, and often imitate what they see. Smoking in the movies accounts for 37% of all smoking initiation. The 2014 Surgeon General's Report found that actions that would eliminate the depiction of tobacco use in movies, which are produced and rated as appropriate for children and adolescents, could have a significant effect on preventing youth from becoming tobacco users.
So, why is smoking still in movies?
Many movies contain tobacco imagery, even though it may not add anything to the movie itself. This is due to the influence and funding from tobacco companies.
Youth-rated movies (G, PG, PG-13) contained 45% of all tobacco impressions in 2014.
There were 1,150 tobacco incidents (single use or implied use of a tobacco product, usually smoking) in the PG-13 movies grossing among the top 10 for at least a week in 2014.
36% of youth-rated movies (G, PG, PG-13) contained tobacco imagery in 2014.
In 2007, 50% of TV programming rated TV-PG depicted tobacco use. For shows rated TV-14, it was 26%.
What does the research show?
There is a lot of research that shows the link between smoking in TV or movies and in children, which has caused a lot of action to combat this issue. See the fact sheet, Smoke-free Movies: Top Numbers, for more information.
What can be done?
The American Academy of Pediatrics (AAP) and several collaborating organizations encourage an R rating for movies containing tobacco imagery—unless it depicts the consequences of tobacco use or depicts historically accurate tobacco use)—and that studios certify in the movie credits that no one associated with the film received any sort of compensation for including tobacco imagery in the production.
The World Health Organization (WHO) released a report calling for enforceable policies to restrict smoking in movies. Other ways to help combat this problem:
To stop using brand identifiers in films that include tobacco imagery (i.e., a clearly-marked cigarette package)
To not offer public subsidies for movies featuring tobacco imagery
To include strong antitobacco ads that run prior to the start of a film that includes tobacco imagery
Well, parents can't do anything about this... right?
WRONG. Parents can have a big impact! The Smoke Free Movies project, based out of the University of California at San Francisco, offers ideas on how to effectively take action—starting at home.
Additional Information & Resources: