Smoking in film in New Zealand: measuring risk exposure

BMC Public Health. 2006;6(1):243 DOI 10.1186/1471-2458-6-243

 

Journal Homepage

Journal Title: BMC Public Health

ISSN: 1471-2458 (Online)

Publisher: BMC

LCC Subject Category: Medicine: Public aspects of medicine

Country of publisher: United Kingdom

Language of fulltext: English

Full-text formats available: PDF, HTML

 

AUTHORS

Stockwell Alannah
Carroll Rebecca
Townsend Simon
Yi Jesse
Ah-Yen Damien
Chakrabarti Anannya
Okawa Ken
Smith Tara
Fry Bridget
Gale Jesse
Sievwright Andrea
Dew Kevin
Thomson George

EDITORIAL INFORMATION

Open peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 18 weeks

 

Abstract | Full Text

<p>Abstract</p> <p>Background</p> <p>Smoking in film is a risk factor for smoking uptake in adolescence. This study aimed to quantify exposure to smoking in film received by New Zealand audiences, and evaluate potential interventions to reduce the quantity and impact of this exposure.</p> <p>Methods</p> <p>The ten highest-grossing films in New Zealand for 2003 were each analysed independently by two viewers for smoking, smoking references and related imagery. Potential interventions were explored by reviewing relevant New Zealand legislation, and scientific literature.</p> <p>Results</p> <p>Seven of the ten films contained at least one tobacco reference, similar to larger film samples. The majority of the 38 tobacco references involved characters smoking, most of whom were male. Smoking was associated with positive character traits, notably rebellion (which may appeal to adolescents). There appeared to be a low threshold for including smoking in film. Legislative or censorship approaches to smoking in film are currently unlikely to succeed. Anti-smoking advertising before films has promise, but experimental research is required to demonstrate cost effectiveness.</p> <p>Conclusion</p> <p>Smoking in film warrants concern from public health advocates. In New Zealand, pre-film anti-smoking advertising appears to be the most promising immediate policy response.</p>