WHO: Tobacco industry using movies as "last frontier"

01.02.2016 09:17 "Agro Perspectiva" (Kyiv) — The tobacco industry is using films and the entertainment sector as a «last frontier» to push their products, UN Radio says referring to the WHO (World Health Organization) report. The WHO report is calling on governments to rate movies and television programmes that have scenes showing people smoking. WHO says millions of lives could be saved by reducing young peoples’ exposure to such imagery. Besides, the WHO report admits depicting tobacco use on-screen is a powerful marketing strategy for the tobacco industry; a technique that entices young people to take up the habit which could ultimately cost them their life. «WHO is concerned that the tobacco industry is using the film and entertainment products as a last frontier to promote their products,» Dr Armando Peruga, WHO’s Tobacco Free Initiative representative, admits. As to the report, a study recently completed by the United States Center for Disease Control concluded that continued on-screen smoking could recruit more than 6 million new, young smokers; 2 million of which would ultimately die from tobacco-related causes. The WHO report also calls for film creators to certify at the end of movies that they were not paid for showing tobacco products in their production. In meanwhile, experts say that requiring strong anti-smoking advertisements at the beginning of films with tobacco-use imagery would also serve as a strong deterrent.

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