The imagery of tobacco and nicotine remains very present in audiovisual works.

An analysis by Truth Initiative, an American public health NGO dedicated to combating nicotine addiction, warns of the strong presence of images of tobacco and nicotine products in popular audiovisual content, including films nominated for the Academy Award for Best Picture. According to the NGO, this frequent exposure, particularly among young viewers, could encourage vaping and make quitting nicotine more difficult, leading Truth Initiative to call on the entertainment industry to strengthen prevention measures.[1].

Frequent and increasing exposure to tobacco and nicotine products in the audiovisual sector

As the film industry celebrates the year's most noteworthy films, an analysis by Truth Initiative highlights a troubling trend: eight of the ten films nominated this year for the Academy Award for Best Picture contain images of smoking or users of e-cigarettes or other nicotine products., which represents a lack of progress compared to the findings of the 2025 Oscars. According to the organization, the recurring presence of all these products in popular and award-winning films contributes to normalizing addictive behavior, particularly among young viewers.

In addition, a recent study conducted by NORC at the University of Chicago, an independent research institute, in collaboration with Truth Initiative, also indicates that more than half (51 %) of the 152 most popular films of 2024 contained scenes of tobacco use, up 10 percentage points from the previous year (41 %).

These elements support the findings regularly made by the Truth Initiative in its reports over the past few years. The organization is particularly focused on the issue of behavioral placement favoring tobacco products and new nicotine products in audiovisual works (films, series, music videos). It seeks to raise awareness on this subject, emphasizing how much This phenomenon in mainstream entertainment extends far beyond any awards season or format. In 2023, seven of the fifteen most popular TV series among 15-24 year olds contained tobacco scenes, 41 of the most popular films contained tobacco, and nearly one in four (23) top-rated music videos featured tobacco.[2].

A possible impact on the initiation and cessation of smoking and vaping

National survey data indicate that tobacco use in the strict sense among young Americans is at its lowest level in ten years. However, self-reported use of at least one nicotine product in the 30 days prior to the survey among high school seniors increased from 17% to 21.8% between 2024 and 2025.

Research on Americans aged 15-24 shows that exposure to images of smoking or vaping in streaming shows can increase the likelihood that a young person will start smoking or vaping: compared to those with low exposure to tobacco images, moderate or high exposure is associated with a 61% and 176% increase, respectively, in the likelihood of an increased intention to use e-cigarettes, and a 104% and 168% increase, respectively, in the likelihood of an increased intention to smoke traditional cigarettes.[3]. It can also complicate quitting smoking or vaping and cause relapses for people who are already addicted.

Calls for action in the entertainment industry

In light of these findings, Truth Initiative is calling on studios, streaming platforms, and public policymakers to adopt policies aimed at reducing the representation of tobacco in audiovisual works. The organization suggests, in particular, that content containing images of tobacco be accompanied by prevention messages or information on smoking cessation aids.

" Young viewers should see stories on their screens that motivate them and empower them to take action, not portrayals that risk leading them to a lifelong nicotine addiction. »,” said Dr. Jessica Rath, senior vice president of the Schroeder Institute of Truth Initiative.

In France, the problem is just as prevalent: Over 90 of the 150 French films ranked at the box office and analyzed between 2015 and 2019 in a joint survey by the League Against Cancer and Ipsos contain at least one scene or reference related to tobacco, and approximately 53 of popular series, particularly those watched by young people, show scenes of smoking.. The Contre-Feu alliance, which brings together all organizations in France committed to the fight against smoking, also sought to raise awareness of this phenomenon through a campaign on the sidelines of the Cannes Film Festival. It called for the creation of a charter, similar to ARCOM's charter on food, to limit the dissemination and promotion of tobacco in audiovisual works.

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[1]Tobacco Imagery Dominates Oscar®-Nominated Films, Raising Public Health Concerns Ahead of Hollywood's Biggest Night, Truth Initiative, published March 12, 2026, accessed March 13, 2026

[2]Lights, Camera, Addiction, Truth Initiative, published June 26, 2025, accessed March 13, 2026

[3]Nathan A. Silver, Brenda Dimaya, Elexis C. Kierstead, Madison Iskra, Maeh Al-Shawaf, Michael A. Tynan, Jessica M. Rath, Exposure to tobacco imagery in streaming television is associated with increased intentions to smoke and vape, Addictive Behaviors Reports, Volume 23, published January 13, 2026, accessed March 13, 2026

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