Population exposure to smoking and tobacco branding in the UK reality show ‘Love Island’

Journal article


Alexander B Barker, Magdalena Opazo Breton, Joanne Cranwell, John Britton, Rachael L Murray and Barker, A. 2018. Population exposure to smoking and tobacco branding in the UK reality show ‘Love Island’. Tobacco Control. 27 (6), pp. 709-711. https://doi.org/10.1136/tobaccocontrol-2017-054125
AuthorsAlexander B Barker, Magdalena Opazo Breton, Joanne Cranwell, John Britton, Rachael L Murray and Barker, A.
Abstract

Reality television shows are popular with children and young adults; inclusion of tobacco imagery in these programmes is likely to cause smoking in these groups. Series 3 of the UK reality show Love Island, broadcast in 2017, attracted widespread media criticism for high levels of smoking depicted. We have quantified this tobacco content and estimated the UK population exposure to generic and branded tobacco imagery generated by the show. We used 1-min interval coding to quantify actual or implied tobacco use, tobacco paraphernalia or branding, in alternate episodes of series 3 of Love Island, and Census data and viewing figures from Kantar Media to estimate gross and per capita tobacco impressions. We coded 21 episodes comprising 1001 min of content. Tobacco imagery occurred in 204 (20%) intervals; the frequency of appearances fell significantly after media criticism. An identifiable cigarette brand, Lucky Strike Double Click, appeared in 16 intervals. The 21 episodes delivered an estimated 559 million gross tobacco impressions to the UK population, predominantly to women, including 47 million to children aged <16 and 44 million gross impressions of Lucky Strike branding, including 4 million to children <16. Despite advertising legislation and broadcasting regulations intended to protect children from smoking imagery in UK television, series 3 of Love Island delivered millions of general and branded tobacco impressions both to children and adults in the UK. More stringent controls on tobacco content in television programmes are urgently needed.

Keywordsreality television; children and young adults; tobacco imagery ; smoking
Year2018
JournalTobacco Control
Journal citation27 (6), pp. 709-711
PublisherBMJ Journals
ISSN0964-4563
Digital Object Identifier (DOI)https://doi.org/10.1136/tobaccocontrol-2017-054125
Web address (URL)https://tobaccocontrol.bmj.com/content/27/6/709
http://eprints.nottingham.ac.uk/id/eprint/49863
Publisher's version
License
All rights reserved
File Access Level
Open
Output statusPublished
Publication dates
Online05 Feb 2018
05 Feb 2018
Publication process dates
Accepted05 Jan 2018
Deposited24 Jun 2022
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