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Doctors urge film smoking clampdown

07/07/2008

All films and television programmes that show smoking in a positive light should have an anti-smoking advert beforehand, doctors said today.

The British Medical Association (BMA) also wants film censors to take pro-smoking content into account when classifying films.

The doctors' group urged the government today to implement educational programmes aimed at telling those involved in the production of entertainment media of the potential damage done by the depiction of smoking.

It claims the measures are needed to reduce young people's exposure to positive images of smoking as most smokers start before the age of 18.

A BMA report, Forever Cool, says young people are greatly influenced by their sense of what is normal and attractive, especially the images they see in films and magazines and on the internet.

"During the last decade we have seen a number of encouraging developments in tobacco regulation that include the introduction of smokefree legislation throughout the UK," said BMA head of science and ethics, Dr Vivienne Nathanson.

"However, the long-term trends for people quitting have slowed down in recent years so it is essential that further action is taken to promote a tobacco-free lifestyle that deglamourises smoking.

"Young people are surrounded by positive images of tobacco – from smoking by parents and peers, to celebrities and role models they see in the media. They are also exposed to robust tobacco industry marketing – all this serves to reinforce the habit as being 'forever cool'."