Home
Research and resources
For people quitting nicotine, on-screen tobacco use can put a quit attempt at risk

For people quitting nicotine, on-screen tobacco use can put a quit attempt at risk

Topic

Tobacco in pop culture

Subtopic

Movies

Research shows that on-screen tobacco imagery can make young people more likely to smoke and vape – but it may also hinder quit attempts for people of all ages.

Coping with nicotine cravings is one of the biggest challenges for people quitting nicotine, and the urge to smoke or vape can be triggered by feelings or events such as anxiety, stress, or environments where others are smoking or vaping, to name a few. According to posts from the EX Community – the largest online social platform for people quitting nicotine – smoking in TV and movies is a common trigger that has the potential to lead to relapse.

The EX Community is part of EX Program, a free digital quitting program developed by Truth Initiative with Mayo Clinic that can increase the odds of quitting by up to 40%. EX Program can help people of all ages quit any type of tobacco or nicotine product with personalized quit plans, text message reminders, advice and tips from Mayo Clinic, and 24/7 access to inspiring posts and conversations on the EX Community.

Here is what some EX Program users have to say about on-screen tobacco and quitting:

“Almost every single time I see characters casually smoking I get triggered. Fortunately I have a few years of my precious quit under my belt, but that wouldn't stop me if that trigger were strong enough and I wasn't paying attention.”

“I crave most often when seeing smoking on TV.”

“Now just watching TV and movies, whenever someone reveals a cigarette... the craving is as if they are lighting up right beside me. Makes me want to smoke but I’m gonna be strong.”

Published research supports that exposure to on-screen smoking contributes to an urge to smoke

Several research studies support the relationship between on-screen tobacco use and a stronger urge to smoke. According to one of the studies, which included more than 4,000 adult smokers, exposure to on-screen smoking was associated with a higher urge to smoke after the movie.

Researchers suggest that people quitting smoking should reduce their exposure to films that depict tobacco use – but streaming studios and decision makers also have a role to play.

Smoking and vaping in TV and movies remains difficult to snuff out

Smoking and vaping is pervasive in both TV and film: Tobacco depictions in top movies increased by 70% in 2023, exposing an estimated 283 million people in theaters and 29.8 million youth via streaming platforms, and seven of the top 15 shows most popular among 15- to 24-year-olds in 2023 also displayed tobacco imagery, according to Truth Initiative’s seventh annual analysis of tobacco in top entertainment.

To mitigate the harms of on-screen tobacco imagery, Truth Initiative recommends that studios adopt and disclose anti-tobacco policies and agree to work with actors and creators who include “no tobacco” clauses in their contracts. Creators should also include content warnings that inform viewers about the risks of exposure to tobacco imagery and provide information about evidence-based quitting resources, such as Truth Initiative’s EX Program.

Public health groups should also continue to educate industry decision makers — including directors, writers, and actors — about how on-screen tobacco drives youth nicotine addiction.

For a full list of recommendations, read the full report.