Youth consumption of media is at an all time high; they are watching an average of 11 hours of media per day. The media youth consume is often completely unregulated, giving the tobacco industry direct access to teens’ daily lives.
The tobacco industry targets youth using media such as television and movies; to influence acceptable smoking norms through popular actors and actresses. Research has determined that youth are more likely to start smoking due to the amount of smoking they view on the screen.
The youth action brand of the ATFC, Reality Check (RC), is working to address this growing problem. RC youth are mobilizing community members, parents, and other influential adults to help approach decision makers and advocate for policy changes to influence movie and internet businesses and protect our children.
For decades, Big Tobacco understands how to utilize media for their benefit and profit and do so through their long history with the entertainment industry. The tobacco industry uses tobacco imagery and brand identification on screen to both normalize and glamorize tobacco use.
Teens consume more media than ever, watching an average of almost 11 hours of media in any given day. The media youth consume is often completely unregulated, giving the tobacco industry direct access to teens’ daily lives.