In a striking revelation, recent studies and campaigns have highlighted the pervasive presence of tobacco in films and television series, a trend that not only glamorizes smoking but also significantly influences young audiences. The Alliance contre le tabac (ACT) has pointed out that in 2014 alone, films like 'Asteroid City' by Wes Anderson featured 19 minutes of smoking scenes, with 'Anora' and 'L'Amour ouf' following closely with 14 and 11 minutes respectively. This exposure is far from benign, with nearly half of the 15-25 age group admitting that on-screen smoking incites them to smoke, and two-thirds believing that movies and series valorize cigarette use.

The issue extends beyond traditional cinema to include streaming platforms and music videos, where the depiction of smoking has seen a dramatic increase. For instance, the second season of 'Stranger Things' contained over 260 smoking scenes, and the fourth season of 'Formula 1: Drive to Survive' exposed viewers to more than 34 minutes of tobacco-related content. This trend is alarming, given the proven link between on-screen tobacco exposure and increased smoking rates among adolescents, a demographic that streaming services and music videos heavily target.

Historical context reveals that the tobacco industry has long exploited the entertainment sector to circumvent advertising restrictions, embedding cigarettes within the narrative fabric of films and series as symbols of rebellion and glamour. Stars like Sylvester Stallone have been part of product placement deals, and even French cinema has not been immune, with popular films receiving funding to feature tobacco brands. This strategic placement has had lasting effects, with 72% of former smokers reporting that smoking scenes reignite their desire to smoke.

In response to these findings, ACT is urging public authorities to implement a charter regulating tobacco promotion in audiovisual works, akin to the ARCOM's food charter. This call to action is part of a broader national anti-tobacco program aimed at curbing the influence of on-screen smoking. As the debate continues, the entertainment industry faces growing scrutiny over its role in perpetuating smoking culture, challenging creators and platforms to reconsider the portrayal of tobacco in their content.