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HANOVER, N.H., May 17, 2005 (United Press International via COMTEX) -- The number of tobacco brand appearances in PG-13 rated U.S. movies has exhibited a statistically significant decrease.
Dartmouth Medical School researchers analyzed the number of tobacco brand appearances in 400 movies released before the Master Settlement Agreement of 1996-1999 and 400 movies released after the agreement was signed by tobacco companies.
They found there was a marked decline in the number of tobacco brand appearances in R-rated movies in the wake of the agreement, but nearly 1 in 8 movies geared toward adolescent audiences with a rating of PG-13 continue to feature tobacco brands -- not a significant change since the agreement was enacted at the end of 1998, according to the researchers.
"Although we saw an overall decline, the percentage of PG-13 movies with tobacco brands didn't decrease post-MSA," said lead author Dr. Anna Adachi-Mejia. "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."
The findings are published in Wednesday's Journal of the American Medical Association.
Copyright 2005 by United Press International.
