AMA calls for anti-smoking messages in cinemas
Chair of the AMA's Public Health Committee, Dr Bill Pring, said today the AMA is calling for legislation to introduce the mandatory screening of anti-tobacco advertisements in cinemas.
Dr Pring said urgent action is needed to counter the 'glamorous' images of smoking in popular movies, featuring actors who are role models and idols for young Australians.
On National Youth Tobacco-Free Day, Dr Pring said cinema anti-smoking messages would be part of a broader strategy to stop young people taking up the smoking habit.
"Young people must be educated about the health risks of smoking and made aware of the marketing tricks used by the tobacco companies to lure them into a habit that will ultimately damage their health or even cost them their lives," Dr Pring said.
"Product placement with 'cool' actors and characters smoking in the movies leads to kids wanting to be like their heroes.
"There is evidence, too, that tobacco companies are surreptitiously using websites that sponsor rave teen parties to promote their product and their brands.
"The Federal Government can do its bit by introducing anti-smoking messages in cinemas and investigating the marketing methods of the tobacco industry.
"The tobacco industry knows young people are vulnerable to glamorous images, especially when international celebrities smoke on screen.
"At a time when the community is better educated about the health risks of smoking, it is a tragedy that our young people are still taking up the habit - and the tobacco industry continues to develop advertising strategies designed to encourage young people to smoke.
"We need to get some anti-smoking measures out there to counter this campaign," Dr Pring said.
Smoking is the leading cause of preventable death and disease in Australia, with 19,000 deaths a year. Smoking kills more Australians than road deaths, homicide, HIV, illicit drugs, alcohol and diabetes combined.
For more information about National Youth Week, 7-14 April 2002, visit www.youthweek.com
CONTACT: Sarah Crichton (02) 6270 5472 / (0419) 440 076