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Effect of Exposure to Smoking in Movies on Young Adult Smoking in New Zealand

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  • Philip Gendall
  • Janet Hoek
  • Richard Edwards
  • Stanton Glantz

Abstract

Onscreen Smoking Is a Form of Tobacco Marketing: Tobacco advertising has been prohibited in New Zealand since 1990, and the government has set a goal of becoming a smokefree nation by 2025. However, tobacco marketing persists indirectly through smoking in motion pictures, and there is strong evidence that exposure to onscreen smoking causes young people to start smoking. We investigated the relationship between exposure to smoking in movies and youth smoking initiation among New Zealand young adults. Data from an online survey of 419 smokers and non-smokers aged 18 to 25 were used to estimate respondents’ exposure to smoking occurrences in 50 randomly-selected movies from the 423 US top box office movies released between 2008 and 2012. Analyses involved calculating movie smoking exposure (MSE) for each respondent, using logistic regression to analyse the relationship between MSE and current smoking behaviour, and estimating the attributable fraction due to smoking in movies. Effect of Smoking in Movies on New Zealand Youth: Exposure to smoking occurrences in movies was associated with current smoking status. After allowing for the influence of family, friends and co-workers, age and rebelliousness, respondents’ likelihood of smoking increased by 11% for every 100-incident increase in exposure to smoking incidents, (aOR1.11; p

Suggested Citation

  • Philip Gendall & Janet Hoek & Richard Edwards & Stanton Glantz, 2016. "Effect of Exposure to Smoking in Movies on Young Adult Smoking in New Zealand," PLOS ONE, Public Library of Science, vol. 11(3), pages 1-12, March.
    • Handle: RePEc:plo:pone00:0148692
    DOI: 10.1371/journal.pone.0148692
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    References listed on IDEAS

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    1. Charlesworth, Annemarie & Glantz, Stanton A. Ph.D., 2005. "Smoking in the Movies Increases Adolescent Smoking: A Review," University of California at San Francisco, Center for Tobacco Control Research and Education qt9039p7cm, Center for Tobacco Control Research and Education, UC San Francisco.
    2. Distefan, J.M. & Pierce, J.P. & Gilpin, E.A., 2004. "Do favorite movie stars influence adolescent smoking initiation?," American Journal of Public Health, American Public Health Association, vol. 94(7), pages 1239-1244.
    3. Hazan, A.R. & Lipton, H.L. & Glantz, S.A., 1994. "Popular films do not reflect current tobacco use," American Journal of Public Health, American Public Health Association, vol. 84(6), pages 998-1000.
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