The British Board of Film Classification should now sit up and take notice of this growing body of evidence

ASH spokesman

Researchers at Dartmouth Medical School in New Hampshire, USA, found the likelihood of ever trying cigarettes increased with higher exposure to smoking in films.

Researchers surveyed almost 5,000 American children between the age of nine and 15.

They found that among children who had watched films with 50 or fewer occurrences of smoking less than 5% had tried cigarettes.

In comparison, among those who had watched films with more than 150 occurrences of smoking almost a third had tried cigarettes.

Pervasive

James Sargent, associate professor at Dartmouth Medical School and lead author of the study, said the research showed a link between teenage smoking and smoking in movies.

"The results indicate that exposure to tobacco use in films is pervasive. More importantly, such exposure is associated with trying smoking, which supports the hypothesis that films have a role in the initiation of smoking."

In an accompanying editorial, Stanton Glantz, professor of medicine at the University of California, urged the film industry to take action saying it provided "powerful evidence" of a link between teenage smoking and smoking in movies.

"It is time for the entertainment industry to accept responsibility for its actions and stop serving the interests of tobacco companies," he said.

Prof Glantz has launched a campaign called 'Smoke free movies' challenging Hollywood to take effective steps to stop actors smoking in films.

He has suggested that filmmakers certify in the credits that they have not received anything of value - cash, cigarettes, and publicity - in exchange for using or displaying tobacco.

He has also called for strong anti-tobacco advertisements before any film that contains scenes showing smoking.

When smoking is glamorised in movies, young people are encouraged to experiment with a lethal habit

Dr Vivienne Nathanson, BMA

Prof Glantz has campaigned for any movies with smoking scenes to be given an adult classification as a way of deterring moviemakers.

Anti-smoking group ASH backs this idea and called on the British Board of Film Classification to reclassify films with scenes of smoking.

"The British Board of Film Classification should now sit up and take notice of this growing body of evidence," said a spokesman.

"Classifying films as a '15' if they have a lot of smoking in them by stars who are role models, adding nothing to the plot, would send a powerful message to writers and directors.

"It will tell them that if they want to use cigarettes as a prop in their films, there might be a price to pay".

'Lethal habit'

Dr Vivienne Nathanson, the BMA's Head of Health Policy and Research said: "When smoking is glamorised in movies, young people are encouraged to experiment with a lethal habit.

"British film stars are seen in movies at home and around the world. They must be aware that their actions have a real impact on children's lives."

She added: "Parents have a right to know whether their children's favourite film stars are being paid to push cigarettes. Any film that receives sponsorship from the tobacco industry should be required to declare that information."