[The cinema as a vector of expansion of the smoking epidemic]

For many years the film industry has been a loyal contributor to the tobacco industry by showing actors smoking cigarettes onscreen and hence encouraging young people to become nicotine addicts. The Prevention of Nicotine Addiction movement in the United States has adequately documented this phenomenon and there is now sufficient scientific evidence to demonstrate the close relationship between smoking in films and the onset of smoking in adolescents and young adults. To encourage social debate, working groups have been created to put pressure on the film industry through the use of commercials in mainstream media in the hope of making Hollywood accept its responsibility and change its attitude. Smoke Free Movies, an initiative led by the University of California, is making substantial progress toward limiting the appearance of cigarettes in American movies. In Europe, and particularly in Spain, these kinds of initiatives are still fairly new. The Prevention of Nicotine Addiction Movement in Spain should learn from the United States in order to promote similar policies. Some of the proven measures include the following: certification in credits stating no payment was received for the appearance of tobacco in the film, projection of anti-tobacco advertisements before any film that contains scenes with smoking, no brand identification and no subsidies for films that encourage smoking.