High youth access to movies that contain smoking in Europe compared with the USA

Citation

Hanewinkel R, Sargent JD, Karlsdottir S, Jonsson SH, Mathis F, Faggiano F, Poelen EAP, Scholte R, Florek E, Sweeting H, Hunt K & Morgenstern M (2013) High youth access to movies that contain smoking in Europe compared with the USA. Tobacco Control, 22 (4), pp. 241-244. https://doi.org/10.1136/tobaccocontrol-2011-050050

Abstract
Background Based on evidence that exposure to smoking in movies is associated with adolescent smoking, the WHO has called on countries to assign a rating that restricts youth access to such movies. Objective To evaluate youth access to movies that portray smoking in European countries and compare with that in the USA. Methods The authors identified the most commercially successful movies screened in six European countries (Germany, Iceland, Italy, the Netherlands, Poland and UK) and the USA between 2004 and 2009. The authors coded the 464 movies that were screened in both Europe and the USA according to whether or not they portrayed smoking. Results 87% of the movies were 'youth' rated in Europe (ratings board classification as suitable for those younger than 16 years) compared to only 67% in the USA (suitable for those younger than 17 years). Smoking was portrayed in 319 (69%) movies. 85% of the movies that portrayed smoking were 'youth' rated in Europe compared with only 59% in the USA (p

Journal
Tobacco Control: Volume 22, Issue 4

People

Professor Kate Hunt

Professor, Institute for Social Marketing