Jan. 2001

HOLLYWOOD STARS SEEN ENCOURAGING YOUNGSTERS TO SMOKE

LONDON (Reuters) - Hollywood stars who smoke in films encourage young fans to do the same, according to a new U.S. study published on Friday.

Despite a ban on tobacco companies paying film-makers to place their products in the movies, there is no sign that the practice is becoming less common, according to the research published in the British medical journal, The Lancet.

Doctors looked at the 25 top U.S. box office releases for the years 1988 to 1997 -- 250 movies in total. They found that more than 85% of the films featured tobacco use and specific tobacco brands appeared in 28% of the movies. Tobacco brands appeared in almost as many films suitable for adolescent audiences as for adults.

Among films suitable for youngsters that featured tobacco brands the researchers singled out Ghostbusters II, Home Alone 2 (Lost in New York), Honey I Shrunk the Kids, Kindergarten Cop, Men in Black, My Best Friend's Wedding, The Nutty Professor and Volcano.

Overall, there was no change in the prevalence of tobacco brand appearances as a result of the ban and there was a "striking increase" in endorsement of brands in films by actors. Before the ban, these actor endorsements occurred in 1% of films, while after the ban this rose to 11%. The study suggested that despite the ban on paid product placement, "the tobacco industry might continue to pay directly or through in-kind payments for placement of its brands in films."

Four U.S. cigarette brands accounted for 80% of brand appearances in the movies. "Tobacco-brand appearances are common in films and are becoming increasingly endorsed by actors," the study said. "The most highly advertised U.S. cigarette brands account for most brand appearances, which suggests an advertising motive to this practice."

The article printed several pictures from films where actors could be seen endorsing Marlboro cigarettes, including Julia Roberts in My Best Friend's Wedding.

"Tobacco-control advocates are concerned about the depiction of tobacco use on screen because of the potential effect it could have on adolescents starting and carrying on smoking," the researchers said. They said that studies had shown "an association between on-screen smoking in an adolescent's favorite movie actor/actress and her/his own smoking behavior."