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Rating films with smoking 'R' will cut smoking onset by teens, experts say

Date:
July 9, 2012
Source:
Dartmouth-Hitchcock Medical Center
Summary:
New research estimates, for the first time, the impact of an R rating for movie smoking. Researchers emphasize that an R rating for any film showing smoking could substantially reduce smoking onset in US adolescents -- an effect size similar to making all parents maximally authoritative in their parenting, they say.

New research from Norris Cotton Cancer Center estimates, for the first time, the impact of an R rating for movie smoking. James Sargent, MD, co-director of the Cancer Control Research Program at Norris Cotton Cancer Center, emphasizes that an R rating for any film showing smoking could substantially reduce smoking onset in U.S. adolescents -- an effect size similar to making all parents maximally authoritative in their parenting, Sargent says.

"Smoking is a killer. Its connection to cancer, heart attacks, and chronic lung disease is beyond doubt. Kids start to smoke before they're old enough to think about the risks; after starting they rapidly become addicted and then regret it. Hollywood plays a role by making smoking look really good," says Sargent. "By eliminating smoking in movies marketed to youth, an R rating for smoking would dramatically reduce exposure and lower adolescent smoking by as much as one-fifth."

The study, "Influence of Motion Picture Rating on Adolescent Response to Movie Smoking", enrolled a total 6,522 U.S. adolescents in a longitudinal survey conducted at eight-month intervals. Movie smoking exposure (MSE) was estimated from 532 recent hit movies, categorized into three of the ratings brackets used by the Motion Picture Association of America to rate films by content -- G/PG, PG-13, and R. Median MSE from PG-13 movies was approximately three times higher than median MSE from R-rated films but their relation to smoking was essentially the same. The investigators were able to show that adolescent smoking would be reduced by 18 percent if smoking in PG-13 movies was largely eliminated, all else being equal.

"The equivalent effect of PG-13-rated and R-rated MSE suggests it is the movie smoking that prompts adolescents to smoke, not other characteristics of R-rated movies or adolescents drawn to them," the study concludes.

"We're just asking the movie industry to take smoking as seriously as they take profanity when applying the R rating," comments Sargent, who is also professor of pediatrics at The Geisel School of Medicine at Dartmouth. "The benefit to society in terms of reduced healthcare costs and higher quality of life is almost incalculable."

The research was supported by a grant from the National Cancer Institute (grant CA077026) and the American Legacy Foundation. It was funded by the National Institutes of Health.


Story Source:

The above story is based on materials provided by Dartmouth-Hitchcock Medical Center. Note: Materials may be edited for content and length.


Journal Reference:

  1. James D. Sargent, Susanne Tanski, and Mike Stoolmiller. Influence of Motion Picture Rating on Adolescent Response to Movie Smoking. Pediatrics, July 9, 2012 DOI: 10.1542/peds.2011-1787

Cite This Page:

Dartmouth-Hitchcock Medical Center. "Rating films with smoking 'R' will cut smoking onset by teens, experts say." ScienceDaily. ScienceDaily, 9 July 2012. <www.sciencedaily.com/releases/2012/07/120709150610.htm>.
Dartmouth-Hitchcock Medical Center. (2012, July 9). Rating films with smoking 'R' will cut smoking onset by teens, experts say. ScienceDaily. Retrieved August 21, 2014 from www.sciencedaily.com/releases/2012/07/120709150610.htm
Dartmouth-Hitchcock Medical Center. "Rating films with smoking 'R' will cut smoking onset by teens, experts say." ScienceDaily. www.sciencedaily.com/releases/2012/07/120709150610.htm (accessed August 21, 2014).

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