A survey presented at the conference yesterday showed that Hollywood blockbusters are almost the last bastion of the pro-smoking and alcohol message. While traditional avenues of advertising are gradually being blocked off, the US study showed that 98 per cent of films have at least one shot supporting smoking, and almost the same amount for alcohol.
Dr Rae Schnuth, who carried out the study, said that in the much-loved Aladdin the genie smoked and drank.
Celluloid smoking was examined in the 10 top-grossing films from 1985 to 1995. This included the smoking and drinking habits of the lead character, branding, use of ashtrays, boxes of matches and "No Smoking" signs.
"I was amazed, particularly by the cartoons. These incidences were low compared to other films, but 10 per cent had tobacco references for children. It gets much worse for PG and PG 13 rated films," she said.
Dr Schnuth, from the Department of Family Medicine, Allegheny University of Health Sciences, Philadelphia, said use of cigarettes and drink in the most popular US movies was "all too common" while deglamourising it was "all too rare".
At least one lead character used tobacco (46 per cent) or alcohol (79 per cent) in the films. Actors, role models for young people, were not reflecting the potential risks on screen, Dr Schnuth said, adding that these messages were all too common in movies rated PG, for children and young teenagers. The survey was carried out by viewing films in five-minute intervals. One Hollywood screen hit, Cocktail, starring Tom Cruise, had an endorsement in every segment. "The hazards of smoking and drinking are not reflected in the behaviours of film characters who are potential role models for young people facing the decision whether to drink or smoke," she said.
This perpetuated the notion that cigarette-smoking and use of alcohol was a socially acceptable behaviour, Dr Schnuth said.