New report finds more than half of top films in 2024 featured tobacco imagery

Over half (51%) of the top 152 box office films released in 2024 contained depictions of tobacco, up from 41% in 2023, according to a new report from NORC at the University of Chicago in collaboration with Truth Initiative.

These findings contribute to an ongoing trend of tobacco in pop culture, with 2024 marking the second year in a row where films containing tobacco depictions increased. In 2023, the number of movies depicting tobacco increased for the first time since 2020, and tobacco incidents in movies also increased by 70% compared to movies released in 2022. Tobacco in popular entertainment persists despite research established over a decade ago showing that tobacco in movies can make young people more likely to smoke, and more recent research has also confirmed that exposure to any tobacco imagery can triple a young person’s odds of starting to vape nicotine. 

Alarmingly, this year's Tobacco in Films report also found that the number of tobacco incidents rose by 43% between 2023 and 2024, rising from 1,989 to 2,854 incidents of smoking, vaping, or other tobacco product use. This is especially concerning because studies show a dose-response relationship between tobacco depictions and tobacco and nicotine use, where the more often someone is exposed to tobacco use, the more likely they are to start using tobacco or nicotine.

This research builds on Truth Initiative’s longstanding annual report series on tobacco in pop culture and was included in the most recent report, Lights, Camera, Addiction, which reported on the persistent inclusion of tobacco imagery in movies, TV series, and music videos.

Young audiences are at risk of exposure

Among films rated appropriate for youth (G, PG, PG-13), approximately 34% contained tobacco imagery, with cigarettes making up the majority of tobacco products shown – appearing in G/PG rated films such as Ordinary Angels and The Best Christmas Pageant Ever. 

This is especially concerning given that on-screen cigarette smoking can not only lead to youth smoking but also youth vaping initiation. While youth vaping has declined, 1.6 million middle and high school students still report current vaping as of 2024 and many (nearly 40% of current users) report frequent use, a strong signal of addiction. This has real consequences for young people: nicotine addiction can increase stress and intensify symptoms of depression and anxiety, and nicotine use can harm the developing brain and make young people more susceptible to addiction later in life.

Historical and re-released “legacy” films play a leading role

The 2024 report is the second report to identify “legacy” films, which constitute a growing category of movies that contribute to tobacco exposure. This category includes films that show historic and cultural figures using tobacco (i.e. the 2024 film A Complete Unknown) or are re-released, older films such as the 2024 re-release of the Lord of the Rings trilogy.

Through an analysis of tobacco incidents broken down by legacy status, the report found that legacy films contained more tobacco incidents than their contemporary counterparts. Among PG-13 non-legacy films, the report recorded approximately six tobacco incidents per film, compared to approximately 54 incidents per PG-13 legacy film.

Free, digital quitting resources are needed to safeguard progress

In a media landscape where tobacco imagery persists, young people will continue to be at increased odds of using addictive, harmful products. Tobacco imagery can also impact older tobacco users, with research suggesting that on-screen tobacco imagery can be harmful for people quitting by triggering cravings, potentially hindering quit attempts. 

To combat these effects and safeguard the progress made to reduce youth smoking and vaping, accessible quitting resources are needed. EX Program, Truth Initiative’s free digital quitting Program, has helped millions of people on their journey to quit and can increase the odds of quitting by up to 40%. Quitting resources like EX Program should be shared alongside entertainment that depicts tobacco use, similar to how support resources are displayed for content depicting suicide or domestic violence, to normalize quitting and offer immediate support. 

In addition, Truth Initiative recommends that studios continue to adopt and disclose anti-tobacco policies, support actors who use “no tobacco” clauses in their contracts, and enforce existing laws to prohibit tobacco industry interference.

The authors of the report also emphasize the need for ongoing monitoring of tobacco in films and the continued elevation of the impact it has on young people.

For a full list of recommendations, read the most recent While You Were Streaming report.