Peruga Armando, Tigova Olena, Feliu Ariadna, Carnicer-Pont Dolors, Anton Laura, Bosch Félix, Rey-Pino Juan Miguel, Salto Esteve, Fernández Esteve, Martínez Cristina
Tobacco Control Unit, WHO Collaborating Centre for Tobacco Control, The Catalan Institute of Oncology, Barcelona, Spain.
Tobacco Control Research Group, Bellvitge Biomedical Research Institute (IDIBELL), Barcelona, Spain.
Tob Induc Dis. 2025 Jun 10;23. doi: 10.18332/tid/204750. eCollection 2025.
Exposure to tobacco content in media among youth is a well-established risk factor for smoking initiation and continued use. This study assessed the prevalence and nature of tobacco imagery on Spanish prime-time television (TV) programming and its associations with program characteristics: genre, production nationality, and broadcast timing.
A content analysis of 63959 minutes of TV programming in 2021, excluding advertisements and trailers, across 18 broadcast channels examined the presence of tobacco imagery: actual tobacco use, tobacco cultural cues, smoking ban violations, tobacco brand appearances, or any of these.
The analysis revealed that 2.4% of the TV programming time contained at least one instance of tobacco imagery, resulting in 8.5 million impressions for viewers aged 4-24 years. Feature films had the highest prevalence of tobacco-related content (adjusted prevalence ratio, APR=11.9; 95% CI: 9.5-14.9). Tobacco-related content appeared more frequently outside designated children's protection hours (PR=0.7; 95% CI: 0.6-0.80). However, its presence within the designated children's protection schedule remains a significant concern, generating 15.6 million tobacco impressions for young viewers.
The seemingly modest content level of tobacco imagery (2.4%) translates into a substantial number of impressions for young viewers aged 4-24 years, including during the designated children's protection schedule. Reducing tobacco imagery in films and TV series represents a promising strategy for curbing youth smoking. However, the current reliance on youth protection schedules is inadequate. To better protect children from tobacco imagery, policies should mandate strong anti-tobacco disclaimers preceding programs featuring tobacco and certificates of No Pay-off for tobacco portrayals.
青少年接触媒体中的烟草内容是开始吸烟和持续吸烟的一个公认风险因素。本研究评估了西班牙黄金时段电视节目中烟草形象的流行程度和性质，及其与节目特征（类型、制作国和播出时间）的关联。
对2021年18个电视频道的63959分钟电视节目内容进行分析（不包括广告和预告片），检查烟草形象的出现情况：实际吸烟、烟草文化线索、违反禁烟规定、烟草品牌出现或上述任何一种情况。
分析显示，2.4%的电视节目时间至少包含一个烟草形象实例，给4至24岁的观众带来了850万次印象。故事片中与烟草相关的内容流行率最高（调整后的流行率比，APR = 11.9；95%置信区间：9.5 - 14.9）。与烟草相关的内容在指定的儿童保护时段之外出现得更频繁（PR = 0.7；95%置信区间：0.6 - 0.80）。然而，其在指定的儿童保护时段内出现仍然是一个重大问题，给年轻观众带来了1560万次烟草印象。
烟草形象的内容水平看似不高（2.4%），但却给4至24岁的年轻观众带来了大量印象，包括在指定的儿童保护时段内。减少电影和电视剧中的烟草形象是遏制青少年吸烟的一个有前景的策略。然而，目前对青少年保护时段的依赖是不够的。为了更好地保护儿童免受烟草形象的影响，政策应要求在有烟草内容的节目之前强制播放强有力的反烟草声明，并对烟草描绘给予无报酬证明。
