According to a new study, the current constraints and regulations placed on alcohol and smoking advertisement in movies is not effective in curbing underage drinking.
Researchers at the Norris Cotton Cancer Center conducted a study from which they deducted that the current constraints and regulations placed on alcohol advertisement in movies is not effective in curbing underage drinking. Previous studies have shown that movies have a big influence on adolescents choosing to smoke and drink.
In fact, a 2012 report by Surgeon General showed how an adolescent begins smoking after seeing the activity being depicted in movies. Other studies have also proved that tobacco, smoking and drinking images in movies have often led to youngsters taking up such activities.
In 1998, the State Attorneys General released an agreement which led to dramatic declines in cigarette brand placements after 1999, simultaneously reducing the number of youth using tobacco. However, ad placements in movies still continue to be a problem as their rules don't adequately restrict placements to movies intended for adults.
"In order to be effective, constraints on advertising for products that harm adolescents should be externally developed and enforced," said Dr. James Sargent, co-director of the Cancer Control Research Program at Norris Cotton Cancer Center and professor of Pediatrics at the Geisel School of Medicine at Dartmouth. "Historically, industry self-regulation in this area does not work."
Authors of the study suggest that now that their study has evidence that show negative health consequences of smoking and drinking in films, rating systems in films need to go through a change.
"For example, no movie with a youth rating should show alcohol brands, underage drinking, binge drinking, alcohol abuse, or drinking and driving," state the authors.
The study, "Trends in Tobacco and Alcohol Brand Placements in Popular US movies, 1996 through 2009,"was published online on Monday in JAMA Pediatrics.
