Seven years after tobacco companies signed the Master Settlement Agreement prohibiting them from paying for tobacco brand appearances in movies, the number of tobacco brand appearances in PG-13 rated movies has not experienced a statistically significant decrease, according to a study by Dartmouth Medical School researchers.
The research, published in the May 18 issue of the Journal of the American Medical Association (JAMA), analyzed the number of tobacco brand appearances in 400 movies released before the Master Settlement Agreement (MSA) (1996-1999) and 400 movies released after it was signed (2000-2003) and found that overall, there was a marked decline in the number of tobacco brand appearances in R-rated movies in the wake of the agreement. But almost 1 in 8 movies geared toward adolescent audiences with a rating of PG-13 continue to feature tobacco brands, which was not a significant change since the agreement was enacted at the end of 1998.
"The ratings piece was a big surprise," said lead author Dr. Anna Adachi-Mejia, instructor in pediatrics at Dartmouth Medical School and a member of the Norris Cotton Cancer Center. "Although we saw an overall decline, the percentage of PG-13 movies with tobacco brands didn't decrease post-MSA. That's worrisome because part of the intent of the MSA was to reduce tobacco advertising directed towards youth, and our study demonstrates that tobacco brands are still appearing in films rated for adolescents."