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Tobacco Imagery on Prime Time UK Television Ailsa Lyons,1 Ann Mcneill,2 John Britton1

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Tobacco Imagery on Prime Time UK Television Ailsa Lyons,1 Ann Mcneill,2 John Britton1 Research paper Tob Control: first published as 10.1136/tobaccocontrol-2012-050650 on 11 March 2013. Downloaded from Tobacco imagery on prime time UK television Ailsa Lyons,1 Ann McNeill,2 John Britton1 1UK Centre for Tobacco ABSTRACT according to recent reports. However the only Control Studies/Division of Background Smoking in films is a common and well recent study of UK television content is an analysis Epidemiology and Public – Health, School of Community documented cause of youth smoking experimentation of the 10 most popular programmes among 10 Health Sciences, University of and uptake and hence a significant health hazard. The 15-year-olds, carried out in 2005, which reported Nottingham, City Hospital, extent of exposure of young people to tobacco imagery low levels of smoking content.18 The extent to Nottingham, UK 2 in television programming has to date been far less which children are exposed to tobacco content UK Centre for Tobacco investigated. We have therefore measured the extent to across the full range of programmes broadcast on Control Studies/Addictions fi Department, Institute of which tobacco content occurs in prime time UK television, including feature lms, is unknown. Psychiatry, King’s College television, and estimated exposure of UK youth. Tobacco advertising, promotion and sponsorship, London, London, SE58AF, UK Methods The occurrence of tobacco, categorised as including all television advertising and paid actual tobacco use, implied tobacco use, tobacco product placement, is now prohibited in the UK by Correspondence to paraphernalia, other reference to tobacco, tobacco brand the 2002 Tobacco Advertising and Promotion Dr Ailsa Lyons, Division of 19 Epidemiology and Public appearances or any of these, occurring in all prime time Act. However, tobacco imagery included in tele- Health, The University of broadcasting on the five most popularly viewed UK vision programmes for artistic or editorial purposes Nottingham, Clinical Sciences television stations during 3 separate weeks in 2010 were is exempt from the Act. Television broadcasting Building, City Hospital, measured by 1-minute interval coding. Youth exposure content in the UK is regulated by Ofcom,20 an Hucknall Road, Nottingham, NG5 1PB, UK; to tobacco content in the UK was estimated using media independent regulator which under the provisions 21 [email protected]. viewing figures. of the 2003 Communications Act publishes stan- Findings Actual tobacco use, predominantly cigarette dards for the content of television programmes.22 Received 25 June 2012 smoking, occurred in 73 of 613 (12%) programmes, Ofcom defines a 21:00 watershed before which Revised 24 January 2013 fi Accepted 29 January 2013 particularly in feature lms and reality TV. Brand programmes should not be broadcast if unsuitable Published Online First appearances were rare, occurring in only 18 for children (those aged under 15 years), but in 11 March 2013 programmes, of which 12 were news or other factual relation to smoking content advises only that genres, and 6 were episodes of the same British soap before the watershed smoking should be ‘editorially copyright. opera. Tobacco occurred with similar frequency before as justified’.23 To determine the extent to which chil- after 21:00, the UK watershed for programmes suitable dren are exposed to smoking and other tobacco for youth. The estimated number of incidences of content in a representative sample of UK television exposure of the audience aged less than 18 years for programming we have therefore characterised the any tobacco, actual tobacco use and tobacco branding content of all programmes broadcast on the five were 59 million, 16 million and 3 million, respectively on national UK free-to-air channels during the peak – average per week. viewing hours of 18:00 22:00 during three separ- http://tobaccocontrol.bmj.com/ Conclusions Television programming is a source of ate weeks in 2010, and used independent audience significant exposure of youth to tobacco imagery, before viewing figures to estimate youth exposure to the and after the watershed. Tobacco branding is particularly tobacco content. common in Coronation Street, a soap opera popular among youth audiences. More stringent controls on METHODS tobacco in prime time television therefore have the At the time of the study there were five national potential to reduce the uptake of youth smoking in free-to-air channels available for viewing without a the UK. cable or satellite connection or subscription in the UK (BBC1, BBC2, ITV1, Channel 4, Channel 5), and these are the most frequently viewed UK chan- INTRODUCTION nels.24 Three of these (ITV1, Channel 4 and on September 26, 2021 by guest. Protected Smoking and other tobacco content are common in Channel 5) are commercial stations which broad- films marketed to children and young people in the cast commercial advertising; BBC1 and BBC2 are – UK1 and elsewhere,2 4 and as a recognised cause of public service channels with no commercial experimentation and uptake of smoking among advertising. – youth5 8 represent a significant public health For 7 days from Monday to Sunday on three hazard. However, since an estimated 27 million occasions 4 weeks apart (19th–25th April; 17th– British homes have a television,9 and young people 23rd May; and 14th–20th June 2010) we recorded aged between 6 years and 17 years in Britain report all material broadcast by these five channels Open Access Scan to access more that they watch television for an average of 2.5 h between 18:00 and 22:00, thus capturing 3 h free content each day,10 with 77% of film viewing occurring before and 1 hour after the Ofcom 21:00 water- through television airing,11 television has the shed.23 Broadcasts were then analysed and coded in potential to reach far larger audiences than films 1-minute intervals, recording tobacco appearances alone. Evidence from other countries indicates that in any of the following categories: To cite: Lyons A, McNeill A, tobacco content is common in popular television Actual tobacco use: use of tobacco onscreen by – Britton J. Tob Control programmes,12 17 occurring in around 40% of any character, coded as cigarette, cigar, pipe or – 2014;23:257 263. US14 and 50% of German television15 programmes other (such as water pipe or chewing tobacco). Lyons A, et al. Tob Control 2014;23:257–263. doi:10.1136/tobaccocontrol-2012-050650 257 Research paper Tob Control: first published as 10.1136/tobaccocontrol-2012-050650 on 11 March 2013. Downloaded from Implied tobacco use: any inferred tobacco use occurring To estimate the total amount of exposure to tobacco content without actual use onscreen (eg, a comment about going for a for the under 18-year-old audience, we first multiplied the cigarette or a smoky atmosphere), and coded as verbal or number of intervals in each programme that contained at least non-verbal. some tobacco content (any tobacco, actual use and branded Tobacco paraphernalia: the presence onscreen of tobacco or tobacco appearances) by the estimated number of viewers of tobacco related materials, coded by the type of appearance that programme (ie, total number of exposures per programme). (including cigarette or other tobacco pack, matches, lighter, Then, we summed the total number of exposures per pro- ashtray, no smoking or smoking area signs). gramme to give an overall total number of exposures to tobacco Other references to tobacco: any reference to tobacco that did content among British youth. not involve actual or implied use, (eg, a news report of a new smoking cessation service), coded as being either verbal or RESULTS non-verbal The 420 h of recorded broadcasting comprised 613 pro- Tobacco brand appearance: the presence of clear and unam- grammes and 1121 advertisements/trailers, and included 25 210 biguous tobacco branding, and including cigarette or other part or full 1-minute intervals, of which 21 996 were from pro- tobacco packs, secondary advertising (advertisements appear- grammes and 3214 from advertisements/trailers. Channel 5 ing within other programmes) and branded merchandising broadcast a total of 165 different programmes; BBC1 120, Any tobacco content: the occurrence of any of the above. BBC2 116, Channel 4 109 and ITV1 103. Documentaries Interval recording methods have previously been shown to be (161), news programmes (139) and soap operas (72) were the a sensitive means of detecting relative changes in behaviour most frequent programme genres. Documentaries also occupied levels and previously used in studies exploring tobacco in the greatest amount of broadcasting time (6935 min), followed 32526 27 28 films and television. Tobacco appearances were by news (2862 min), drama (2250 min) and sport (2169 min). recorded as having occurred if observed onscreen once or more in any 1-minute coding period. Where multiple appearances of Any tobacco content the same category in the same 1-minute interval occurred, this There were 731 intervals (2.9% of total) containing any tobacco was considered a single event. Appearances that crossed a transi- appearances, and for the most part comprised tobacco parapher- tion from one 1-minute interval to the next were recorded as nalia (figure 1). This proportion was highest on ITV1 (3.6%) having occurred in two separate intervals, and thus as two separ- and lowest on Channel 5 (2.4%), but not significantly so after ate appearances. However, if appearances were in different allowing for clustering within each channel (Wald χi2=4.36, coding categories (eg, if actual tobacco use and paraphernalia p=0.36). Of the 613 programmes broadcast, 210 (34%) con- copyright. occurred in the same interval) then these were recorded as two tained any tobacco, occurring in 699 (3.2%) of 1-minute inter- separate instances. Since changes from one programme to the vals in programmes (range 2.3% to 4.5% between channels). next, or breaks in a programme for advertising frequently did Tobacco content differed significantly between genres, occurring not occur at the end of a 1-minute interval, we coded part- at least once in more than half of all reality TV (67%), feature minutes immediately before programme changes.
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