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

Philip Gendall, Janet Hoek, Richard Edwards and Stanton Glantz

PLOS ONE, 2016, vol. 11, issue 3, 1-12

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

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0148692

DOI: 10.1371/journal.pone.0148692

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