#Truth Initiative #Tobacco Imagery #Youth Smoking

Surging Tobacco Imagery in 2024 Movies: An Alarming Trend

As the holiday season brings families together for movie nights, a new report reveals a concerning increase in tobacco imagery across the most popular films of 2024. Conducted by NORC at the University of Chicago and Truth Initiative, this study indicates that over 51% of the top movies showcased tobacco use, marking a ten-percentage point rise from the previous year. This trend is worrisome as it risks undoing years of anti-tobacco efforts aimed at curbing nicotine addiction among youth.

Key Findings

The report highlights an alarming surge in tobacco incidents, with a staggering 2,858 occurrences noted in 2024, a significant jump from 1,989 incidents recorded in 2023. Notably,

• - 34% of youth-rated films (G, PG, and PG-13) featured tobacco imagery, exposing younger audiences to harmful influences.
• - Independent studios outside the Motion Picture Association (MPA), such as Amazon and A24, accounted for most tobacco depictions, releasing 69 films featuring tobacco compared to only eight from MPA studios.

Films notorious for tobacco imagery include A Complete Unknown (183 incidents), Back to Black (94 incidents), and Saturday Night (84 incidents), alongside youth-rated titles like Howl's Moving Castle (83 incidents) and Thelma (77 incidents).

Public Health Implications

Despite a decade-low rate of tobacco use among youth, research suggests that the presence of smoking in films significantly increases the probability of young people initiating tobacco use. Current statistics reveal approximately 2.25 million middle and high school students engage in some form of tobacco usage, including 1.6 million who vape. Alarmingly, nearly 40% of youth e-cigarette users report frequent use, indicating a rising addiction trend.

Dr. Jessica Rath, Senior Vice President of Truth Initiative, emphasized that while the entertainment sector holds a powerful influence over youth behavior, the ongoing depiction of tobacco in popular culture poses severe risks to public health gains achieved over the years.

The Impact on Quitting Efforts

Tobacco imagery is not just a risk for initiators; it also affects those struggling to quit. For individuals trying to overcome nicotine dependence, seeing smoking in movies can exacerbate cravings and increase the likelihood of relapse. Rath noted, "For someone working hard to quit, seeing a favorite actor light up on screen can be a real setback."

To combat this issue, the Truth Initiative has launched the EX Program, which offers personalized quitting support through interactive text and online resources. Research shows that participants in the EX Program increase their chances of quitting by up to 40%.

Recommendations for Positive Change

In response to these alarming findings, the Truth Initiative is urging film studios, streaming platforms, and policymakers to adopt more stringent measures to combat the normalization of tobacco imagery in entertainment. Some recommendations include:
1. Establishing clear anti-tobacco policies: Studios should make public commitments to limit tobacco depictions in youth-rated films.
2. Awareness campaigns for industry influencers: Public health organizations should educate creators on the harmful impacts of smoking images in films to foster healthier practices.
3. Supporting actors in setting boundaries: Actors should advocate for