London, ON – As Hollywood prepares to celebrate the best in motion pictures this weekend, the Middlesex-London Health Unit is joining the World Health Organization (WHO) in the call for government action in the effort to prevent youth from engaging in tobacco use. The International Week of Action on Smoke-Free Movies is an important part of the global effort to make sure movies that portray tobacco use and tobacco brands are given an adult rating. For Canada, that would mean that films that show scenes of tobacco use, or depictions of tobacco brands, would be given an “18A” or “R” rating. As part of Action Week, the Health Unit is urging for a policy change that will help to prevent tobacco use in future generations.

This year, the International Week of Action on Smoke-Free Movies not only coincides with the week leading up to the Academy Awards, but also with the release of the WHO’s most recent edition of its report entitiled Smoke-free Moves: From Evidence to Action.

According to this global report, movies that show tobacco product use have been a catalyst that has influenced millions of young people worldwide to start smoking. The WHO’s report aligns with research done by the Ontario Tobacco Research Unit, which concludes that at least 185,000 children and teens in the province will be enticed to smoke cigarettes as a result of exposure to onscreen depictions of smoking.

“Despite the tighter restrictions on tobacco advertising, movies continue to expose millions of children and youth to smoking imagery without limitations,” says Jacqueline Uprichard, Health Promoter with the Middlesex-London Health Unit. “Hollywood plays an important role in shaping popular culture and movies tend to glamorize tobacco use instead of showing the negative health consequences of its use, or the struggle with addiction that many tobacco users face.”

International Week of Action on Smoke-Free Movies is an annual event leading up to the Oscars that brings together members of smoke-free movies action networks from around the world to raise awareness. From Canada to New Zealand, Nigeria to the UK, and many places in between, demonstrations, social media campaigns, and paid advertising aim to draw public attention to this important issue, just when Hollywood shines a light on itself.

From signing an e-petition, to taking action on social media, to writing a letter of concern to the Ontario Film Review Board, the Health Unit encourages local residents to learn more about the influence of smoking in movies and to make their voices heard. For more information and to take action, visit www.smokefreemovies.ca.

Media Contact:
Dan Flaherty, Communications Manager, Middlesex-London Health Unit, 519-663-5317 extension 2469 or 519-617-0570 (cell.)

Spokesperson:
Jacqueline Uprichard, Health Promoter, Middlesex-London Health Unit