Netflix is moving to drastically reduce the number of times actors use tobacco products on screen. This follows a study by Truth Initiative which revealed there were 201 instances of smoking in Netflix’s youth-rated programmes, risking negatively influencing impressionable viewers. We explore the insights behind this and how on-screen smoking affects developing young minds.
Netflix has announced it will keep smoking and vaping off screens for TV-14 or below programs and PG-13 or below films, except for reasons of historical or factual accuracy. This decision comes after Truth Initiative, an anti-smoking organisation, revealed that in 2019 Netflix depicted more smoking imagery than any other broadcaster, contributing to an overall rise in on-screen smoking – with 201 counts of smoking in youth programs and 899 total instances of smoking, compared to 299 counts from 2018. “Content has become the new tobacco commercial. We’re seeing a pervasive re-emergence of smoking imagery across screens that is glamorising and re-normalising a deadly addiction and putting young people squarely in the crosshairs of the tobacco industry,” says Robin Koval, CEO of Truth Initiative. The report revealed that Stranger Things, a popular series among young viewers had 182 counts of smoking in season one, and 262 in season two.
Young audiences are increasingly turning to streaming services for entertainment, with 61% using these services as their primary way to watch episodic programmes. However, with rising smoking screentime, young adults are at risk of developing habits. Even though smoking rates have declined in countries like the US and the UK, viewing tobacco use is a critical factor associated with taking up smoking at a young age. And exposure to smoking in movies is responsible for 37% of new youth smokers. It’s also not just exclusive to film and TV: The rise of hip hop to become the US’ most listened to genre has seen 47.1% of those music videos released in 2017 featured smoking of some kind such as vaping or marijuana use, reaching millions of young peoples’ screens, signifying Netflix’s decision to quit is one in the right direction.
Luana Sambell is a Junior Behavioural Analyst at Canvas8. She holds a degree in Commerce and an MSc in Consumer Behaviour. She’s passionate about cultural trends and retail innovations. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.
