In a new report, ‘Forever Cool’, the body proposes that UK Governments call on film censors to consider pro-smoking content when classifying films and introduce laws so that all films and TV programmes displaying positive images of smoking first show an anti-smoking advert. 

The BMA are seeking action from the UK Governments to progress its aim of making the UK tobacco-free by 2035. 

With most smokers taking up the habit before the age of 18 and virtually all doing so by 25, young people are a key target for the tobacco industry, the report notes.  It says young people are considerably influenced by their sense of what is normal and attractive conveyed in the media.  The report shows that a fifth of the UK population continues to smoke. 

Commenting on the publication of the report, BMA Head of Science and Ethics, Dr Vivienne Nathanson, said:

“During the last decade we have seen a number of encouraging developments in tobacco regulation that include the introduction of smokefree legislation throughout the UK. However, the long-term trends for people quitting have slowed down in recent years so it is essential that further action is taken to promote a tobacco-free lifestyle that deglamourises smoking.

“Young people are surrounded by positive images of tobacco – from smoking by parents and peers, to celebrities and role models they see in the media. They are also exposed to robust tobacco industry marketing – all this serves to reinforce the habit as being ‘forever cool’.

Nathanson added:

“Smoking remains the leading cause of preventable ill-health and death in the UK and children will only be truly protected from it when the UK is tobacco-free. We all have a role to play in protecting children and young people and the UK Governments must act now to introduce policies that will limit young people’s exposure to pro-smoking imagery, thereby helping to prevent a new generation falling victim to tobacco addiction.”