Children still exposed to tobacco placement in films

Children and young teens are still being exposed to tobacco brands in films rated suitable for their age group.

Despite the gradual disappearance of on screen smoking in films over the last 20 years, research published in Thorax today finds ‘active product placement’ still taking place, particularly in UK films.

The 15 most commercially successful films of the last 15 years were analysed by researchers who looked for smoking paraphernalia such as ashtrays, lighters and branding.

Between 1989 and 2008, the occurrence of smoking dropped by 80 per cent, but the imagery of tobacco was still present in films classified suitable for children by the British Board of Film Classification.

A whopping 61 per cent of films classified for under 15s featured tobacco placement, with brands almost twice as likely to appear in UK films.

The highest tobacco appearances were noted in Bridget Jones’s Diary, which carries a certificate rating of 15.

In second place came About a Boy, with a 12 certificate, featuring a main character who smoked Silk Cut regularly throughout the film.

The research led by Alisa Lyons from the UK Centre for Tobacco Control Studies, says that when films targeted at youngsters are certified, they should take smoking into account.

The researchers conclude: “It is apparent that children and young people watching films in the UK are still exposed to frequent and at times specifically branded tobacco imagery, particularly in films originating from the UK.”