ACS

The British Medical Association (BMA) have published a report which sets out recommendations for a range of tough measures aimed at reducing young people’s exposure to positive images of smoking.

Entitled “Forever Cool”, the report proposals include calling on film censors to take pro-smoking content into account when classifying films and introducing laws so that all films and TV programmes which portray positive images of smoking are preceded by an anti-smoking advert.

BMA head of science and ethics, Dr Vivienne Nathanson, said: "During the last decade we have seen a number of encouraging developments in tobacco regulation that include the introduction of smokefree legislation throughout the UK. However, the long-term trends for people quitting have slowed down in recent years so it is essential that further action is taken to promote a tobacco-free lifestyle that deglamourises smoking.

"Young people are surrounded by positive images of tobacco – from smoking by parents and peers, to celebrities and role models they see in the media. They are also exposed to robust tobacco industry marketing – all this serves to reinforce the habit as being 'forever cool'."

BMA believe that Government should set an ambition of the UK being tobacco free by 2035. Alongside the now familiar bans on display and vending machine proposals, the new ideas contained in their report include:

- Retailers should donate all the profits raised from tobacco to charity, this could be done through
i) a compulsory levy on tobacco industry pro rata to their profits from youth smoking
ii) a voluntary health promotion fund where retailer can donate their tobacco profits.
- Introducing a tobacco licensing system (as a means of limiting the number of outlets able to sell tobacco).
- Introducing a minimum tobacco price

Other measures include:
- Establish a body for regulation of all nicotine products 
- They also call for a ban on all tobacco company Corporate Social Responsibility Initiatives.
- Require all TV programmes that contain smoking be preceded by anti-smoking advertising.

ACS Chief Executive James Lowman said: "This report covers a broad range of proposals many of which are part of the ongoing Government consultation on tobacco control, others go way beyond it. We understand the importance of the ongoing debate on smoking and tobacco control however any policies pursued have to be based on hard evidence that it will have the desired benefit.

"Too much of reports like these are based on big assumptions and sketchy examples. ACS remains committed to making an effective case against a display ban and in favour of better targeting of resources at measures that will will have an immediate impact on deterring young people from smoking, specifically tackling the largely unrestricted black market and the adults who facilitate smoking by buying cigarettes for children."