Most support smoking ban in youth movies

Three-quarters of Ontarians support a ban on smoking in youth-targeted films, a new survey released Tuesday on World No Tobacco Days shows.

“Research shows the more youth see smoking in movies, the more likely they are to start,” said Dr. Rosana Pellizzari, medical officer of health, Peterborough County-City Health Unit, one of the organizations endorsing policy recommendations to remove smoking from youth-rated movies.

“The public agrees that smoking in movies is a serious public health issue, especially as it relates to youth. As tobacco use remains the leading cause of preventable disease and death in Ontario, this issue needs to be addressed,” Pellizzari said.

The survey commissioned by the Ontario Coalition for Smoke-Free Movies says when youth see smoking in films it has a harmful impact on them and encourages them to smoke.

“It is clear that the majority of Ontarians support getting tobacco out of films rated for youth audiences,” said Andrea Kita, co-chairman of the Ontario Coalition for Smoke-Free Movies. “We need change in Ontario to reflect what the public wants — no tobacco use or product placement in movies rated G, PG or 14A.”

Youth exposure to smoking by youth-targeted movies is more prevalent in Canada than in the United States because Canadian film review boards give movies a youth rating more often, the survey says.

“There are more than 300,000 teen smokers in Canada today, and their unnecessary exposure to smoking on screen does influence their decision to smoke,” George Habib, president of the Ontario Lung Association, said.

“Preventing youth uptake of smoking is one of the most important things that we need to do for our young people and it is clear that removing on-screen smoking in youth-rated movies is a key way to do so,” he said.

Throughout Ontario, youth groups are educating peers about how the tobacco industry has been targeting them through smoking in youth-rated movies.

“When Vince Vaughn or Keira Knightly smoke, it influences youth to do the same,” Jordan Alexander, a 17-year-old youth ambassador for smoke-free movies, said.

“These are our role models,” he said. “The tobacco industry has had a history of paying actors to smoke and paying to place its products in movies. Whether we like it or not, this type of marketing is effective and we’re here to ensure youth aren’t recruited through the movies to be the next generation of smokers.”

Ontario’s doctors want people to be aware of the dangers and risks they are taking when they smoke, especially young people.

“We need to make sure people have access to the help and support they need to quit and we need to keep contraband cigarettes out of the hands of youth,” president of the Ontario Medical Association Dr. Stewart Kennedy said.

“Too many young people can get their hands on contraband tobacco,” Kennedy said. “This access to cheap smokes is eroding the progress that we have made in the fight against tobacco illnesses. We need a comprehensive plan to stop contraband in this province.”