Smoke-free Movies and Media
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.
What You Need to Know
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.
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.
In 2012, youth rated movies (G, PG, PG-13) delivered 56% of all in-theater tobacco impressions. For the same year, there were 2,818 tobacco incidents (single use or implied use of a tobacco product, usually smoking) in the 140 movies grossing among the top 10 for at least a week. Also in 2012, 36% of youth-rated movies (G, PG, PG-13) contained tobacco content. In 2007, 50% of TV programming rated TV-PG depicted tobacco use. For shows rated TV-14, it was 26%.
What can be done?
The American Academy of Pediatrics 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. Other ways to help combat this problem are to stop using brand identifiers in films that include tobacco imagery (ie, a clearly-marked cigarette package) and to include strong antitobacco ads that run prior to the start of a film that includes tobacco imagery. Read more about these four policies.
Well, I can't do anything about this... right?
WRONG. You 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.
You can also request a tabletop display about smoking in youth-rated movies. The displays include pre-paid postcards for parents/patients to send to the Motion Picture Association of America to encourage youth movies to be smoke free. For a free table top display, please contact the AAP Richmond Center.
There is a lot of research that shows the link between smoking in TV or movies and in children. Below are some places to find more information:
Fact Sheet: 2012 Smoking in the Movies
Smoking in Top-Grossing US Movies, 2011 Published in: Preventing Chronic Disease
Preventing Tobacco Use Among Youth and Young Adults: A Report of the Surgeon General, 2012 Pages 565-597: Images of Smoking in Movies and Adolescent Smoking
AAP Urges Movies to go Smoke-free Press release based on a 2011 article in Morbidity and Mortality Weekly Review
Depictions of Tobacco Use in 2007 Broadcast Television Programming Popular Among US Youth Published in: Archives of Pediatrics & Adolescent Medicine
Smoking in Top-Grossing Movies — United States, 1991–2009 Published in: Morbidity and Mortality Weekly Review
Movie Character Smoking and Adolescent Smoking: Who Matters More, Good Guys or Bad Guys? Published in: Pediatrics
For more research, visit the Smoke Free Movies Web site.