THURSDAY, Aug. 21 (HealthDay News) -- Mass media has the power to both encourage tobacco use, especially among young people, and to discourage it, according to a landmark study released Thursday by the U.S. National Cancer Institute.
"This is the first report to conclude that tobacco advertising and promotion increases tobacco use," said Melanie Wakefield, senior scientific editor of the report, The Role of the Media in Promoting and Reducing Tobacco Use.
"It's the first report to make the conclusion that there is a causal relationship between exposure to depiction of smoking in the movies and youth beginning to smoke," she said.
The findings in the hefty, nearly 700-page report aren't all bad about media and its effects on tobacco use, however.
"Mass media can change youth attitudes about tobacco use," Wakefield said. Mass media campaigns to discourage tobacco use have proven to change youth attitudes about tobacco, reduce the chances children will smoke, and encourage adult cessation, the authors said during a press conference in Washington, D.C.
The report, which took four years to compile, involved expert analysis from 23 authors as well as input from numerous other experts, Wakefield said. They analyzed more than 1,000 scientific studies on the role of media in encouraging and discouraging tobacco use. The report reached several major conclusions, including:
The authors noted a nationwide decline in smoking -- about a 50 percent drop in adult smoking over the past 40 years -- but pointed out that one in five Americans still smokes, and more than 4,000 children and teens smoke their first cigarette each day.
Citing statistics from the U.S. Centers for Disease Control and Prevention, the report authors said cigarette smoking is responsible for more than 400,000 premature deaths each year, and reduces the life expectancy of smokers by an average of 14 years.
"The report stops at synthesizing the evidence," Wakefield said. "Now it is up to the government to consider the evidence and think about what it needs to do in terms of advertising and promotion."
While the report was released by the U.S. National Cancer Institute, "other nations will take note of this report," she said.