The landscape of tobacco advertising has evolved drastically since traditional cigarette ads were banned in the 1970s. However, new concerns are emerging, particularly as streaming platforms become central to entertainment consumption. A recent study conducted by The University of Texas MD Anderson Cancer Center delves into the subtle ways that tobacco use is being promoted on these platforms and the disproportionate exposure faced by certain vulnerable groups.
The study highlights the growing popularity of streaming platforms, which have revolutionized entertainment but also introduced new public health challenges. Researchers focused on examining tobacco exposure through these media, particularly how viewers, often unknowingly, encounter portrayals of smoking.
“The main goal of the study was to examine how people are exposed to content on streaming platforms, particularly looking at tobacco use. Traditionally, tobacco advertising has been prominent on television, but with the rise of streaming platforms, we wanted to see if there was a shift. These platforms have revolutionized the entertainment industry and gained tremendous popularity. However, with this popularity comes growing concern about public health risks, especially when it comes to exposure to harmful substances like tobacco,” lead author Sanjay Shete, Ph.D. and professor of Biostatistics and Epidemiology tells BlackDoctor.org.
The findings revealed that certain populations, particularly racial minorities and lower-educated individuals, are more frequently exposed to such portrayals. Specifically, Black American, Hispanic, and economically disadvantaged populations were shown to have higher exposure to on-screen tobacco use. These groups are already disproportionately affected by smoking-related health issues, amplifying concerns about this subtle form of advertising.
One of the most striking aspects of the study was the clear demographic disparities in tobacco exposure. Individuals with lower education levels or from racial minorities, many of whom are already more likely to smoke, were shown to be more susceptible. Several factors contribute to this:
Unlike the overt advertisements of the past, modern depictions of tobacco use on streaming platforms are often woven into storylines. This subtle integration can involve a lead character smoking or casual background scenes where smoking is normalized. This type of exposure may not feel like an advertisement, but it can have a powerful influence, especially on impressionable audiences.
“It’s important to recognize that this is not traditional advertising. You’re not seeing the old-style ads like a camel coming out to encourage smoking. Instead, the exposure is more subtle,” Shete adds.
The presence of smoking in popular shows viewed at home, where younger audiences might also be present, poses an additional risk. Children may not be the direct viewers, but they can still internalize smoking behaviors that they witness on screen.
“This could lead to experimentation with tobacco products. So, we need to be aware of how exposure works in these new forms of media, especially since disparities in tobacco use already exist among racial and ethnic minorities,” Shete notes.
People from different racial and socioeconomic backgrounds often consume different types of content. The study found that shows popular among minority and low-income audiences tend to include more smoking portrayals, perpetuating exposure and potentially contributing to higher smoking initiation rates in these communities.
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The study stresses the importance of continued research to assess the long-term impact of streaming content on smoking habits. While it is clear that certain demographics are more exposed, further investigation is needed. By identifying the highest-risk programs, researchers hope to influence policy and encourage the reduction of on-screen tobacco use.
Past research from the days of traditional TV advertising has already shown that consistent exposure to smoking on-screen can influence real-life smoking behavior. Building on this, the current study suggests that streaming platforms, with their ever-expanding reach, could potentially mirror these past effects, making it crucial to address this issue promptly.
To combat the rising influence of tobacco portrayals on streaming platforms, the study recommends a multi-pronged approach:
“There are plenty of other ways to advance the storyline,” Shete notes. “Some platforms have already included anti-tobacco messages, which is a good start. For older content that includes smoking, streaming platforms could add warnings or disclaimers about the harms of tobacco use. That would serve as a counterbalance to the exposure and help reduce its impact.”
Moving forward, Shete and the MD Anderson team plan to conduct further studies to gather more detailed information about which shows are contributing to higher tobacco exposure.
“We want to identify which studios or platforms have higher prevalence rates, and maybe even rank them,” he says. “We also want to educate people about how advertising has evolved. People may not realize they’re being influenced because it’s not traditional advertising, but it’s still having an effect. This exposure can shape behaviors, and we need to understand and reduce it. We’re hoping to work with government agencies, researchers, and public health advocates to tackle this issue, as this new form of exposure requires attention.”
You also play a crucial role in addressing tobacco portrayals in the media. Here are some tips for what you can do to protect yourself and your family:
By staying vigilant and proactive, you can help reduce the influence of tobacco exposure through media and contribute to a healthier society.
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