Smoking in the media: Regulatory context and options Deborah Arnott Chief Executive Action on Smoking and Health

Summary What are the current regulations and their limitations What is needed to change regulations What policy options are set out in Smoking Still Kills

Current regulations Films – BBFC TV – OfCom Music videos – BBFC pilot Video games - PEGI

BBFC guidelines

OfCom

BBFC pilot – rating for online music videos

PEGI – Pan European Game Information

Role of local authorities

Achieving change Current regulatory regime does not do enough to limit young people’s exposure to smoking imagery However, limited appetite for change among regulators because this is: ‘not an issue raised by the public’ To achieve change we therefore need to: –Generate public interest –Identify practical policy options

The situation in the US

Proposals in Smoking Still Kills Require short anti-smoking films to be shown before films and programmes that portray smoking and can be seen by children and young people, including those viewed in cinemas, on TV and on pay-to- view internet. Raise awareness among policy-makers of the harm to children and young people of smoking in films, and consult on options to reduce their exposure to images of smoking in films and other media including the internet, music videos and computer games.

Discussion

Advocating for change - priorities Default adult classification of films with tobacco content No brand identification Require strong anti-smoking ads Certify no payment No government subsidies or funding US advocacy focus has been on MPAA and voluntary change from studios/companies – Disney first to announce

Who do we want to engage and how? Parents and communities Young people themselves Public health and medical organisations Politicians Regulators Film companies