Hollywood needs to butt in

Re “Harvard huffs as the stars puff,” Opinion, April 20

Joel Stein is fun to read, but he trivialized an important issue in his column on smoking in films. Research has shown that movies have a powerful influence on the behavior of children and teenagers. That’s why companies spend money for product placement in films to market their sneakers, sunglasses and soft drinks. (This practice was outlawed for tobacco products in 1998.) The average age at which kids start smoking is 13. About 40 studies have found a correlation between the amount of smoking in films and the likelihood that young people will experiment with smoking.

Many kids get addicted to nicotine and can’t quit, and many will die prematurely as a result. That’s why the Harvard School of Public Health has asked (not demanded) that the film industry avoid depicting smoking in youth-accessible films. The Harvard School of Public Health has not published ads attacking Hollywood or advocated an automatic R rating for films that show smoking. In a recent meeting with studio executives, we challenged the industry to find ways of its own choosing to get rid of the smoking.

Smoking by kids is not all Hollywood’s fault, but Hollywood is part of the problem, and we need them at the table as part of the solution.

JAY A. WINSTEN

Associate dean, director

Center for Health

Communication

Harvard School of

Public Health

Boston