1. Smoking in the media: Regulatory context and options Deborah Arnott Chief Executive Action on Smoking and Health

2. Summary What are the current regulations and their limitations What is needed to change regulations What policy options are set out in Smoking Still Kills

3. Current regulations Films – BBFC TV – OfCom Music videos – BBFC pilot Video games - PEGI

4. BBFC guidelines

5. OfCom

6. BBFC pilot – rating for online music videos

7. PEGI – Pan European Game Information

8. Role of local authorities

9. Achieving change Current regulatory regime does not do enough to limit young people’s exposure to smoking imagery However, limited appetite for change among regulators because this is: ‘not an issue raised by the public’ To achieve change we therefore need to: –Generate public interest –Identify practical policy options

10. The situation in the US

11. Proposals in Smoking Still Kills Require short anti-smoking films to be shown before films and programmes that portray smoking and can be seen by children and young people, including those viewed in cinemas, on TV and on pay-to- view internet. Raise awareness among policy-makers of the harm to children and young people of smoking in films, and consult on options to reduce their exposure to images of smoking in films and other media including the internet, music videos and computer games.

13. Discussion

15. Advocating for change - priorities Default adult classification of films with tobacco content No brand identification Require strong anti-smoking ads Certify no payment No government subsidies or funding US advocacy focus has been on MPAA and voluntary change from studios/companies – Disney first to announce

16. Who do we want to engage and how? Parents and communities Young people themselves Public health and medical organisations Politicians Regulators Film companies