Changes in tobacco imagery and smokers’ depiction in Spanish top-grossing films before and after the implementation of a comprehensive tobacco control policy in Spain
Ariadna Feliu 1,2,3,4
Armando Peruga 2,3,4,5
Laura Antón 2,3,4
More details
Hide details
International Agency for Research on Cancer, Environmental and Lifestyle Epidemiology Branch, Lyon, France
Institut Català d’Oncologia, Tobacco Control Unit, Cancer Prevention and Control Program, L’Hospitalet de Llobregat, Barcelona, Spain
Institut d’Investigació Biomèdica de Bellvitge, Tobacco Control Research Group, L’Hospitalet de Llobregat, Barcelona, Spain
Centro de Investigación Biomédica en Red de Enfermedades Respiratorias, Madrid, Spain
Centro de Epidemiología y Políticas de Salud, Facultad de Medicina Clínica Alemana, Universidad del Desarrollo, Santiago, Chile
Department of Marketing Management and Research, University of Granada, Granada, Spain
Department of Clinical Science, School of Medicine and Health Sciences, Universitat de Barcelona, L'Hospitalet del Llobregat, Barcelona, Spain
Publication date: 2023-04-25
Corresponding author
Ariadna Feliu   

International Agency for Research on Cancer, Environmental and Lifestyle Epidemiology Branch, Lyon, France
Tob. Prev. Cessation 2023;9(Supplement):A21
As more restrictions on tobacco marketing communication are implemented, tobacco marketing has persisted through smoking in films. Our aims were to assess changes in tobacco imagery exposure in Spanish top-grossing films before and after banning tobacco advertising in Spain and to determine whether the depiction of smoking characters has changed over the years.

Material and Methods:
A repeated cross-sectional study measured the tobacco content in the 10 Spanish top-grossing films of each of the three years before and after a complete tobacco advertising ban. We conducted a descriptive and regression analysis of changes in tobacco impressions by year.

The 30 films contained 1,378 tobacco occurrences [90.2% positive for tobacco] with a median length of eight seconds onscreen. Total positive for tobacco occurrences did not significantly increase in 2010 or 2015 compared to 2005. However, we observed decreased odds of tobacco brands appearances (OR: 0.25; p<0.001) in 2010 and of implied tobacco use (OR: 0.44; p=0.002), and tobacco brands appearances (OR: 0.36; p<0.001) in 2015 compared to 2005. There was a change of pattern in the type of role smokers play from a leading role to a supporting one (p<0.001). Population reach of positive for tobacco occurrence in Spanish top-grossing films decreased from 15.9 (95%CI 15.86, 15.86) per 1000 spectators in 2005 to 0.8 (95%CI 0.82, 0.82) in 2015.

The implementation of complete tobacco product advertising was followed by a decrease in tobacco incidents across top-grossing Spanish films. Yet, exposure to smoking in films is still unacceptably high.

Journals System - logo
Scroll to top