Society

Smoke-free scenes in films, TV growing in China

By Li Yao (chinadaily.com.cn)
Updated: 2010-09-03 16:49

Although smoking scenes are still widespread in Chinese films and TV programs, the number of tobacco-free works showed a marked increase from 2008, according to 2009 statistics recently announced by the Chinese Association on Tobacco Control at a press conference in Beijing.

Among the 40 films surveyed, nine have no smoking scenes at all. Compared to the 2:30 ratio in 2008, this reflects an encouraging change that show business has taken social responsibility in promoting healthy lifestyles.

However, copious smoking scenes are still prevalent. The movie "The Founding of a Republic" has smoking in up to 11.76 percent of its scenes.

Duan Jiali, director of the school health department at Beijing Centers for Disease Control and Prevention, said smoking is usually treated in association with charm, maturity and fashion in films and TV programs. Such association has remarkable seductive effects on young people to start smoking.

A survey of 11,000 middle school students in Beijing, conducted this year by the school health department headed by Duan, found that 38.49 percent think actors who smoke in TV or films were mature and charming, and 32.87 percent said they would like to imitate them.

Youngsters are three times more likely to start smoking under frequent exposure to smoking scenes, the 2008 China Tobacco Control Report stated.

The WHO Framework Convention on Tobacco Control, in Article 13, suggests restrictions on tobacco advertising, promotion and sponsorship on radio, television, print media, and as appropriate, other media, such as the Internet.

Yang Jie, a research fellow at China Center for Disease Control and Prevention, noted the WHO Framework has been effective in China.

Yang urged the entertainment industry and cultural circles to take measures to eliminate tobacco promotion and sponsorship, and to create a healthy tobacco-free environment for China’s younger generations.

The recently released 2010 Global Adult Tobacco Survey highlighted that China has a 300 million-strong smoking population.

In response to China's acute smoking situation, the Chinese Association on Tobacco Control offers two broad recommendations:

Actors, directors and producers should refrain from smoking, offering cigarettes or starring in commercials for tobacco products, produce tobacco-free works and create positive influences on society.

China's State Administration of Radio, Film and Television needs to strengthen regulations, prohibit all forms of tobacco advertising, promotion and sponsorship in films and TV programs, and undertake legislative measures to improve monitoring and supervision.