New research demonstrates that celebrity behaviour remains a key influencer for young people when taking up smoking

Online, May 26, 2010 (Newswire.com) - New research released today, conducted amongst adults aged 15-45 in Great Britain, indicates that smoking in films has a significant impact on smoking habits, with 17% of smokers stating that, if they saw an actor smoking in a film, it would prompt them to light up themselves. This rises to 1 in 4 (25%) among 15 to 24 year old smokers.

Ironically, action films are by far the most likely to have this effect on smoking habits. 33% of those who said they are likely to smoke as a result of seeing an actor smoke, said an action film would have the biggest influence on them to smoke. Surprisingly, one of the least likely genres to encourage people to smoke is Westerns (1%).

The biggest influence for young people (15-24 year olds) in encouraging them to smoke is their peers. Second to their peers is the influence of celebrities - Film Stars, TV Stars, Models and Singers, with 1 in 6 people (17%) being influenced by friends who smoke and a total of 1 in 17 (6%) being influenced to smoke by celebrities.

According to research carried out in the US, there is a relationship between the amount of on-screen exposure to smoking and the likelihood of adolescents beginning smoking . Furthermore, the UK is one of the worst offenders, as young people in the UK see significantly more on-screen smoking in movies than their US peers .

Additional key findings which the research uncovered include:
• 17% of 15-24 year olds said that they thought that if people their age saw their favourite film star smoking in a film, they would consider it cool to smoke
• 17% of those who said their favourite film star is a smoker, said they would respect and admire their favourite film stars more if they stopped smoking (based on a sample size of 75)
• 1 in 11 (9%) of those who have a favourite film star, think that star would be more cool if they saw them with an inhalator instead of a cigarette

Jacqueline Bryony, service manager of Norfolk Stop Smoking Service, said: "There are so many things that influence people to start smoking - and to relapse. It's really disappointing that something that could so easily be avoided - or managed by the certification board - has such an impact on encouraging people to smoke."

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For further information, please contact the Nicorette® Inhalator press office:
Judy Ingber - 020 7067 0709 / [email protected]
Judi Bamford - 020 7067 0234 / [email protected]

Further information on Nicorette® Inhalator is available at http://www.nicorette.co.uk/inhalator/
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