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USA, February 18, 2004: A U.S. study indicating that smoking scenes in today’s movies are now only slightly more numerous than the smoke-filled flicks of the 1950s has touched off an uproar in Britain, where restrictions on cigarette advertising are in many ways stricter than they are in the U.S. The study, conducted by the University of California at Berkeley and published by the Journal of American Public Health, showed that while the number of “tobacco incidents” in films dropped to 4.9 per hour in the 1980s, they had risen to 10.9 in 2001/2002. Amanda Sandford of the British anti-smoking group ASH told the London Independent, “If smoking in films is returning to levels in the 1950s then it is shocking. … We now have a tobacco advertising ban in Britain, and Hollywood movies should not be seen as a loophole through which to promote smoking.” In the course of investigations of the tobacco industry in the US, it was discovered that Sylvester Stallone was paid millions of dollars to smoke a particular brand of cigarettes in his movies.

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