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Health Education Research Advance Access published online on January 17, 2008
Health Education Research, doi:10.1093/her/cym082
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© 2008 The Author(s).
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/2.0/uk/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

An examination of the association between seeing smoking in films and tobacco use in young adults in the west of Scotland: cross-sectional study

Kate Hunt1,*, Helen Sweeting1, James Sargent2, Heather Lewars1, Sonya Dal Cin2 and Keilah Worth2

1 MRC Social and Public Health Sciences Unit, 4 Lilybank Gardens, Glasgow G12 8RZ, Scotland, UK
2 Cancer Risk Behaviors Group, Norris Cotton Cancer Center, Dartmouth Medical School, One Medical Center Drive, Lebanon, NH 03756, USA

Correspondence to: * Correspondence to: K. Hunt. E-mail: k.hunt{at}spshu.mrc.ac.uk

The objective is to examine the association between the amount of smoking seen in films and current smoking in young adults living in the west of Scotland in the UK. Cross-sectional analyses (using multivariable logistic regression) of data collected at age 19 (2002–04) from a longitudinal cohort originally surveyed at age 11 (1994–95) were conducted. The main outcome measure is smoking at age 19. No association was found between the number of occurrences of smoking estimated to have been seen in films (film smoking exposure) and current (or ever) smoking in young adults. This lack of association was unaffected by adjustment for predictors of smoking, including education, risk-taking orientation and smoking among peers. There was no association between film smoking exposure and smoking behaviour for any covariate-defined subgroup. Associations have been found between film smoking exposure and smoking initiation in younger adolescents in the United States. In this study, conducted in Scotland, no similar association was seen, suggesting that there may be age or cultural limitations on the effects of film smoking exposure on smoking. The lack of association could be due to methodological issues or greater sophistication of older adolescents and young adults in interpreting media images or the greater ubiquity of real-life smoking instances in Scotland. If the latter, film smoking exposure could become a more important risk factor for smoking uptake and maintenants in older adolescents following the recent ban on smoking in public places in Scotland.

Received on April 21, 2007; accepted on November 16, 2007


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