Parental concerns rise as teens are exposed to smoking in nearly half of the films released in 2023

Teens are exposed to tobacco depictions and smoking in nearly half of the films released in 2023

Industry experts raise concerns about the glamorisation of smoking in popular media for younger viewers

Teens are facing an alarming level of tobacco exposure in popular media, with nearly half of all films released in 2023 that are accessible to younger viewers including scenes of smoking. This prevalence, revealed in a study of 3,590 film and TV shows, has sparked concerns over the potential normalisation of smoking among impressionable audiences.

Dan Marchant, Smoking Cessation Expert at Vape Club weights on the issue:

“I don’t believe vaping should be shown on screen either, since it’s a smoking cessation method for adults, and equally should not be glamorised in any way. But I do believe it’s vital that children and young people are exposed to less smoking on TV, particularly in pre-watershed programming.”

The study, conducted by Vape Club, reveals a concerning trend: popular TV shows and films on major streaming platforms, including those with PG and TV-14 ratings, contain surprising levels of tobacco depictions. This is despite public pledges to clean up content, making parents' jobs harder as they seek to foster healthy habits in their children.

And it highlights even more troubling findings:

Teens as young as 13 are exposed to tobacco depictions and smoking in nearly half of the films released in 2023.
Almost 30% of 'Child-friendly' films show tobacco use, that is films rated with G, PG or PG-13.
In 2023, the average viewer is exposed to an average of four tobacco depictions per hour or 77 per week.
Tobacco depictions in titles released in 2020 to 2021 increased by 163%. A significant number (43%) of titles from the 2010s available on Netflix feature smoking scenes. This is a 19% increase from the 2000s, reaching a decade peak in 2016.
Overall depiction numbers in the 2010s were 19% higher than in the 2000s. This increase takes on added significance when you consider 43% of all current Netflix TV and film titles were released in the 2010s.

Compounding these findings, the extensive review encompassed 6,661 hours of TV and film content dating back to the year 2000. Shockingly, among the top 20 shows identified for tobacco depictions, three are rated TV-PG, which are considered suitable for children with parental guidance. Even more striking is that 11 of the top 20 shows are rated as appropriate for under-18s, underscoring the extent of teen exposure to tobacco use on screen.

These top shows for tobacco imagery are all available on popular streaming services such as Disney and Netflix, highlighting the ubiquity and accessibility of these depictions.

Even in an era where awareness of the dangers of smoking is at an all-time high, shows like "The Simpsons" and "Young Sheldon," deemed suitable for younger viewers, still feature instances of smoking. Only from 2017 to 2021, ‘The Simpsons’ exposed younger audiences to 182 instances of smoking. This pattern isn't new; a dive into the show's first 18 seasons reveals a staggering 795 smoking scenes, as reported by the Medical Journal of Australia.

The fluidity of TV ratings adds another layer of complexity to the issue of tobacco depictions in media. Take the popular show "Sex Education," which shifted from an 18 rating in its first series to a 15 rating in its 2023 series.

Similarly, "Euphoria" (generally rated 18), has episodes with PG or even U ratings, making it accessible to a much younger audience. This was highlighted when one of its stars, Zendaya, expressed shock upon learning that a young fan had watched the show.

Dr Becky Spelman, Psychologist and Founder of Private Therapy Clinic adds some insights on how this exposure can affect young viewers:

“Research suggests that exposure to smoking in cartoons and movies can influence a teen's choice to smoke or vape in the future. Seeing smoking depicted positively or glamorised on screen can normalise this behaviour and make it seem more appealing”

“It can create an association between smoking and positive traits, making it seem more appealing and socially acceptable, and potentially influencing their decision to engage in similar behaviours. That’s why censoring smoking depictions in cartoons and movies is advisable as it can influence young viewers' perceptions and increase the likelihood of smoking or vaping”

Dan Marchant comments on the broader issue of substance depiction in media:

“TV and film producers need to be responsible when considering whether characters should be depicted smoking, drinking or using drugs. Is it integral to the character? In most cases, the answer to that question will probably be no”

“In previous years, everyone from detectives and spies to gangsters and soap opera bad boys would be seen smoking, which went a long way towards glamorising the habit. But as fewer and fewer people smoke in society, we’re finding that stereotype seems more out of touch than ever”, he concludes.

Articld credit - https://www.vapeclub.co.uk/how-to-vape-guide/tobacco-product-placement-in-movies-and-tv