Ratings for Popular Movies in Brazil and their Implications for Youth Tobacco Smoking

Abstract

Introduction: The majority of smokers begin using tobacco products before the age of 18. Intense exposure to images of smoking and tobacco consumption in movies contribute to youth tobacco initiation, and it is important to reduce this exposure. Objective: The present study aimed to compare the ratings attributed to the same popular movies across the Brazilian and American rating systems, as well as to determine the amount of tobacco imagery in foreign movies that were rated as appropriate for adolescents. Method: Lists of the top-grossing 100 films from 2002 through 2009 were examined for both Brazil and the United States, and 412 films were identified as popular in both countries. For each film, the amount of smoking imagery and country-specific rating were determined. Rating systems for each country were harmonized into four categories: children; younger adolescent; older adolescent; adult. The amount of imagery exposure of tobacco products and consumption was determined for each rating category. Results: The Brazilian system generally rated the same movie more suitable for a younger audience. Movies rated for younger audiences in Brazil have a higher amount of smoking imagery when compared to the same group in the United States. Conclusion: The prevalence of tobacco imagery is high in popular movies that the Brazilian system has rated for adolescents. There are differences in movie ratings between both countries. Movie rating systems could reduce youth exposure to tobacco imagery by considering them inappropriate.