The World Health Organisation targeted the movie industry as it strives to see films depicting smoking handed an adult rating.
The WHO has argued that film is one of the last frontiers in tobacco promotion and it’s accessibility to younger generations should be restricted immediately. In a statement WHO argued; “Movies showing use of tobacco products have enticed millions of young people worldwide to start smoking.” Figures collected in 2014 estimated that there would be at least 6 million new young smokers in the US thanks to the exposure of the glamorisation of on screen smoking. 44% of all Hollywood films were seen to have smoking in them with 36% of films rated for young audiences. The WHO are putting pressure on governments worldwide to enforce this change and whether it will be implemented remains to be seen. Although there are obvious health orientated arguments behind the WHO’s campaign, it will be a hard fought one as a smoke free storyline would alter the characters and storylines of cinema. Some of the most iconic cinematic characters are known to have a cigarette in hand and it is part and parcel of what makes them so effortlessly cool. Can you imagine these characters without their ultimate prop? We think not.