Abstract
Studies from several countries have revealed significant effects of exposure to smoking in films on smoking behaviour and attitudes among adolescents. This study presents the first findings from the Scandinavian cultural region on this topic. With the objective to test for significant adjusted relationships between exposure to smoking in films and established smoking among 15- to 20-year-old respondents, and susceptibility to smoking among non-smokers in the same age group, a cross-sectional study was conducted in June 2008. 807 Norwegian adolescents and young adults answered a web-based questionnaire. Exposure to smoking in films is estimated by asking the respondents if they had seen films from a list of 56 popular film titles of both local and foreign origin from 2007 and 2008. Associations of exposure and smoking behaviour are tested in two logistic regression models. Respondents with the highest exposure to film smoking are more likely to be established smokers than those with no exposure (adjusted odds ratios=2.22, confidence interval=1.04-4.77). Among non-smokers, those with highest exposure to smoking in films are more likely to be susceptible to smoking than those with no exposure (adjusted odds rations=1.55, confidence interval=0.93-2.56). Film smoking is significantly associated with smoking susceptibility and established smoking among Norwegian adolescents and young adults.
Highlights
BackgroundEven though cigarette smoking is decreasing in Europe, tobacco remains a considerable risk to public health
Film smoking is significantly associated with smoking susceptibility and established smoking among Norwegian adolescents and young adults
We have presented findings from the first investigation of exposure to smoking in films and smoking susceptibility and initiation among adolescents and young adults based on data from Scandinavia
Summary
BackgroundEven though cigarette smoking is decreasing in Europe, tobacco remains a considerable risk to public health. Most European countries prohibit tobacco advertising, it is still possible to find depictions of tobacco smoking in audio-visual media, that is, movies, television, and the Internet. Western states have been reluctant to censor artistic expression, and the smoking of tobacco on film has yet to be regulated as tobacco advertising or actual smoking practice is today. In other words, constitute a means of expression in which filmmakers are still at liberty to portray the use of tobacco more or less as they wish. What does this entail with respect to the medium’s potential to depict and promote tobacco use?
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