U.S. Report: From Jujutsu Kaisen to Oscar-Winning Films, Tobacco Content Is Permeating Popular Media

Key Points:

·Data warning: Tobacco use in films is projected to increase by 70% in 2023, with 41% of new releases containing tobacco imagery. 47% of the most popular TV shows among 15-24 year olds feature tobacco content. Music videos also show a high prevalence of tobacco use, with 23% containing it and racking up nearly 5 billion views. 

·The health impacts of on-screen tobacco exposure include a threefold increased risk of nicotine use among teenagers, as well as exacerbating depression and anxiety in youth and affecting brain development. 

·Industry status: Eight Oscar-nominated films feature smoking scenes, with animated films being a particularly heavy offender, such as "Jujutsu Kaisen" with 181 tobacco scenes. Traditional films rated PG-13 contain an average of 54 tobacco scenes per movie. 

·Experts are calling for streaming platforms to publicly disclose their anti-tobacco policies, for actors to include "no smoking clauses" in their contracts, and for the cancelation of tax breaks for works featuring tobacco. 

【2Firsts news flash】According to a recent report by the Truth Initiative, while youth e-cigarette use has reached a decade low, a new trend in popular culture may be reversing this progress. Smoking is being glamorized once again in entertainment and social media. The seventh annual report by the Truth Initiative, titled "While You Were Streaming," reveals a significant increase in smoking scenes in films in 2023, the first time since 2020, and research shows that exposure to such imagery may triple the likelihood of young people starting to use nicotine e-cigarettes.

A report titled "Lights, Camera, Addiction: How Constant On-Screen Tobacco Imagery Contributes to Nicotine Addiction in Young Audiences" reveals that out of the 15 most popular TV shows among viewers aged 15 to 24 in 2023, 7 of them feature tobacco content. With the exception of one show, all of these series have been mentioned in previous reports, including animated shows such as The Simpsons, Family Guy, and American Dad, highlighting that tobacco imagery remains a persistent issue.

The situation on the big screen is even worse, with the number of tobacco-related movies increasing for the first time since 2020. While the number of chart-topping songs in music videos focusing on tobacco has decreased compared to 2022, nearly a quarter of videos still include tobacco. As of October 2024, total views on YouTube have reached close to 5 billion.

At the time of this report's release, the youth e-cigarette usage rate has dropped to its lowest level in a decade, which is an encouraging sign of progress. However, data shows that 20% of young people still face the risk of lifelong nicotine addiction.

The consequences of teenage nicotine use have been well-documented: nicotine can harm adolescent brain development, and nicotine addiction can increase stress, exacerbating symptoms of depression and anxiety. In the midst of a mental health crisis among teenagers, these risks are particularly concerning, as the latest Youth Risk Behavior Survey from the Centers for Disease Control and Prevention shows a decline in the mental health of adolescents over the past decade.

"While the number of teenagers using e-cigarettes has decreased, the portrayal of tobacco on screens could potentially undermine this progress. Young people should have access to content and screen resources that benefit their health, rather than images that may increase the likelihood of them starting smoking."

Dr. Jessica Rath, Senior Vice President of the Truth Initiative Schroder Institute, stated.

The widespread dissemination of tobacco imagery, often depicted as sharp, rebellious, or cool, could potentially normalize the use of nicotine and slow down current efforts to prevent tobacco use. In 2023 alone, nearly 17 million young people were exposed to tobacco-related content in streaming media programs. Research from the Truth Initiative shows that the more tobacco imagery young people see while watching television programs, the more likely they are to consider using e-cigarettes or cigarettes in the future.

·Popular shows continue to repeat harmful patterns: While the number of tobacco depictions in the most popular shows among young people decreased by 72% (from 890 in 2022 to 252 in 2023), some popular shows that typically contain a lot of tobacco content, such as "Stranger Things" "Euphoria" and "Doomer - Monster: The Story of Jeffrey Doomer" did not air any seasons in 2023. These shows are either set to air in 2024 or are in production.

·Content remains saturated: the proportion of binge-watching streaming shows containing tobacco imagery increased from 64% in 2022 to 70% in 2023. Shows that increased tobacco content include "American Dad" "Law & Order: Special Victims Unit" "Never Have I Ever" "South Park," and "SpongeBob SquarePants".

·The popularity of anime and tobacco depictions continues to rise: two of the most popular animated works containing tobacco content this year are adaptations of manga or novels. "Jujutsu Kaisen" had 181 tobacco depictions, making it the highest among all popular works this year. "Demon Slayer" also made the list with two tobacco depictions. 

·Cartoons remain the main "culprit" of tobacco content: out of the top 15 animated shows, 6 of them included tobacco scenes, totaling 238 instances. These cartoons continue to defy bans. According to Ypulse's "2022 Media Consumption Report," cartoons are more popular among Gen Z than any other age group. Among the top 15 animated shows, "The Simpsons" had the most tobacco scenes.

The frequency of tobacco imagery in popular movies has seen a resurgence after years of decline. The director of the US Health Department concluded in 2012 that young people who are exposed to tobacco imagery in movies are significantly more likely to start smoking, a trend that has persisted for over a decade. Multiple studies have confirmed that this reaction is also dose-dependent - meaning the more times young audiences see tobacco imagery on screen, the higher their likelihood of starting smoking.

·The progress of the film industry turns out to be a bubble: among the popular films released in 2023, 41% included tobacco content, compared to 35% in 2022. The proportion of films with tobacco themes increased by 6 percentage points, marking the first rise in three years. The number of tobacco depictions in films also increased by 70%, with an average of 14 tobacco incidents per film in 2023, compared to around 10 in 2022. 

·Award-winning films are also part of the issue: out of the 10 films nominated for Best Picture at the 2025 Oscars, 8 of them contained tobacco content. This includes films like "Anora," "A Complete Unknown," and "Emilia Pérez," where young stars including Timothée Chalamet and Selena Gomez are seen smoking on screen. 

·Traditional films have higher exposure: "traditional films," referring to old films re-released in theaters and films depicting famous historical figures who used tobacco, accounted for nearly a quarter of tobacco incidents, with an average of 54 descriptions per PG-13 rated film, compared to only 6 in contemporary PG-13 rated films.

This influence is not limited to just TV shows and movies. Tobacco imagery also appears in music videos—a format that holds significant influence and appeal among young audiences.

·The number of music videos featuring tobacco has decreased, but the coverage is still high. In 2023, 23% of the annual Billboard Hot songs had tobacco content in their music videos, down from 28% in 2022. 212 instances of tobacco content appeared in music videos of popular artists including Travis Scott and Sabrina Carpenter, which is less than half the 462 instances in 2022.

"The data is clear - tobacco imagery on screens leads to young people starting smoking. The entertainment industry faces a choice. It can either protect an entire generation or continue to expose them to harmful images that make it easier to become addicted to nicotine. Decision-makers at all levels, including policymakers, top executives in the entertainment industry (such as leaders of streaming platforms and television networks), producers, directors, writers, actors, and musicians, should play a role in helping to protect young people from a lifetime of addiction."

Lars said.

The Truth Initiative calls for a series of comprehensive actions and policies to mitigate the harm depicted by tobacco use on screens, such as:

·Establish and publicize anti-tobacco policies: Movie companies should establish clear rules limiting tobacco content in youth-oriented media and make these rules public. Non-Motion Picture Association (MPA) member companies released 74% of tobacco content films in 2023 and remain the biggest violators of tobacco content. 

·Increase awareness among influential individuals and creators: Public health organizations should educate parents, young people, and industry decision-makers (including directors, writers, and actors) on how on-screen tobacco use can lead to nicotine addiction in youth. Influential individuals can help spread this information. 

·Engage directly with creators: The Truth Initiative collaborates with Hollywood Health & Society to understand creators' perspectives and encourage them to remove tobacco content from scripts. 

·Support actors in saying "no": Actors can include "no smoking" clauses in their contracts or request tobacco rider clauses to limit the depiction of harmful content. Show producers should recognize their influence and prioritize health over outdated visual imagery. 

·Enforce existing laws: Movie companies must demonstrate they did not receive compensation in exchange for tobacco depictions and ensure that smoking-related content does not qualify for tax credits– as required by federal law since 2009.