The landscape of tobacco advertising has evolved drastically since traditional cigarette ads were banned in the 1970s. However, new concerns are emerging, particularly as streaming platforms become central to entertainment consumption. A recent study conducted by The University of Texas MD Anderson Cancer Center delves into the subtle ways that tobacco use is being promoted on these platforms and the disproportionate exposure faced by certain vulnerable groups.
Key Findings of the Study
The study highlights the growing popularity of streaming platforms, which have revolutionized entertainment but also introduced new public health challenges. Researchers focused on examining tobacco exposure through these media, particularly how viewers, often unknowingly, encounter portrayals of smoking.
“The main goal of the study was to examine how people are exposed to content on streaming platforms, particularly looking at tobacco use. Traditionally, tobacco advertising has been prominent on television, but with the rise of streaming platforms, we wanted to see if there was a shift. These platforms have revolutionized the entertainment industry and gained tremendous popularity. However, with this popularity comes growing concern about public health risks, especially when it comes to exposure to harmful substances like tobacco,” lead author Sanjay Shete, Ph.D. and professor of Biostatistics and Epidemiology tells BlackDoctor.org.
The findings revealed that certain populations, particularly racial minorities and lower-educated individuals, are more frequently exposed to such portrayals. Specifically, Black American, Hispanic, and economically disadvantaged populations were shown to have higher exposure to on-screen tobacco use. These groups are already disproportionately affected by smoking-related health issues, amplifying concerns about this subtle form of advertising.
Why Are Certain Groups More Vulnerable?
One of the most striking aspects of the study was the clear demographic disparities in tobacco exposure. Individuals with lower education levels or from racial minorities, many of whom are already more likely to smoke, were shown to be more susceptible. Several factors contribute to this:
Subtle Tobacco Portrayals
Unlike the overt advertisements of the past, modern depictions of tobacco use on streaming platforms are often woven into storylines. This subtle integration can involve a lead character smoking or casual background scenes where smoking is normalized. This type of exposure may not feel like an advertisement, but it can have a powerful influence, especially on impressionable audiences.
“It’s important to recognize that this is not traditional advertising. You’re not seeing the old-style ads like a camel coming out to encourage smoking. Instead, the exposure is more subtle,” Shete adds.
Vulnerability of Younger Viewers
The presence of smoking in popular shows viewed at home, where younger audiences might also be present, poses an additional risk. Children may not be the direct viewers, but they can still internalize smoking behaviors that they witness on screen.
“This could lead to experimentation with tobacco products. So, we need to be aware of how exposure works in these new forms of media, especially since disparities in tobacco use already exist among racial and ethnic minorities,” Shete notes.
Cultural and Socioeconomic Disparities
People from different racial and socioeconomic backgrounds often consume different types of content. The study found that shows popular among minority and low-income audiences tend to include more smoking portrayals, perpetuating exposure and potentially contributing to higher smoking initiation rates in these communities.
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The Need for Further Research
The study stresses the importance of continued research to assess the long-term impact of streaming content on smoking habits. While it is clear that certain demographics are more exposed, further investigation is needed. By identifying the highest-risk programs, researchers hope to influence policy and encourage the reduction of on-screen tobacco use.
Past research from the days of traditional TV advertising has already shown that consistent exposure to smoking on-screen can influence real-life smoking behavior. Building on this, the current study suggests that streaming platforms, with their ever-expanding reach, could potentially mirror these past effects, making it crucial to address this issue promptly.
Policy Implications and the Role of Media Creators
To combat the rising influence of tobacco portrayals on streaming platforms, the study recommends a multi-pronged approach:
- Government Regulations: Just as cigarette advertisements were banned on traditional TV, there may be a need for stricter regulations on tobacco portrayals in newer media. This could include content warnings or limiting the depiction of smoking in shows aimed at younger or vulnerable audiences.
- Education and Public Awareness: The study emphasizes the need to educate the public about these subtler forms of tobacco promotion. Viewers, particularly parents, should be made aware of how tobacco is being portrayed on screen and the risks it poses, not just to adults but also to impressionable children in the household.
- Industry Accountability: Studios and content creators should be more mindful of how smoking is depicted in their shows. It is possible to tell compelling stories without glamorizing or normalizing tobacco use. The creative industry should collaborate with public health officials to reduce smoking portrayals and promote healthier role models.
- Community Engagement: Community leaders, from religious figures to educators, should play an active role in raising awareness about the risks of tobacco exposure through streaming content. Engaging these leaders can help reach vulnerable groups more effectively and encourage healthier lifestyle choices.
“There are plenty of other ways to advance the storyline,” Shete notes. “Some platforms have already included anti-tobacco messages, which is a good start. For older content that includes smoking, streaming platforms could add warnings or disclaimers about the harms of tobacco use. That would serve as a counterbalance to the exposure and help reduce its impact.”
Moving forward, Shete and the MD Anderson team plan to conduct further studies to gather more detailed information about which shows are contributing to higher tobacco exposure.
“We want to identify which studios or platforms have higher prevalence rates, and maybe even rank them,” he says. “We also want to educate people about how advertising has evolved. People may not realize they’re being influenced because it’s not traditional advertising, but it’s still having an effect. This exposure can shape behaviors, and we need to understand and reduce it. We’re hoping to work with government agencies, researchers, and public health advocates to tackle this issue, as this new form of exposure requires attention.”
What You Can Do
You also play a crucial role in addressing tobacco portrayals in the media. Here are some tips for what you can do to protect yourself and your family:
- Be Media Aware: Stay informed about the content you and your family consume. Pay attention to shows that feature smoking, especially if children or impressionable viewers are watching.
- Use Parental Controls: Streaming platforms often provide options to block or limit certain content. Utilize these features to reduce exposure to smoking portrayals for younger viewers.
- Talk to Your Kids: Have open conversations with your children about the dangers of smoking and how it’s portrayed in the media. Help them understand the difference between on-screen depictions and real-life consequences.
- Advocate for Change: Support efforts to regulate tobacco portrayals in media by reaching out to your representatives or joining public health campaigns that call for stricter policies on tobacco depiction in streaming content.
- Choose Content Wisely: Opt for shows and movies that promote healthy lifestyles and avoid glamorizing harmful behaviors like smoking. Many entertainment options are both engaging and free of tobacco use.
By staying vigilant and proactive, you can help reduce the influence of tobacco exposure through media and contribute to a healthier society.
