14
February 2023 WHILE YOU WERE STREAMING 2022
TOBACCO IN MUSIC VIDEOS
Music videos provide another platform for youth exposure to tobacco,
and often portray tobacco use as edgy, glamorous, and cool. Analysis of
the top 2021 Billboard songs revealed that 12.8% (31 of 243) of songs
had 290 tobacco depictions in their music videos and were viewed over
2 billion times. “Smokin out the Window” by Anderson.Paak, Bruno Mars,
and Silk Sonic topped the list of music videos featuring tobacco imagery
with 109 incidents, followed by “El Incomprendido” by Farruko (55),
“Drunk (And I Don’t Wanna Go Home)” by Elle King and Miranda Lambert
(27), “Blinding Lights” by The Weeknd (11), and “Paralyzed” by Sueco
(10). R&B/Hip Hop videos continue to have the most tobacco depictions
(24%) of all genres, the majority of which (84%) are portrayed by people
of color. Pervasive imagery of people of color using tobacco on screen
plays a role in worsening disparities in tobacco use by populations who
have been historically targeted by the tobacco industry. More than half of
tobacco incidents (186) were of cigarettes, followed by pipes, images that
were indistinguishable as either blunts or cigars, and cigars. There was
one depiction of an e-cigarette in “Escape Plan” by Travis Scott.
Although tobacco depictions and percentage of music videos with
tobacco imagery are down from 2020 (23%, 522 depictions), we cannot
underestimate the impact of this media form on tobacco exposure,
especially given the lack of parental controls or age-gating on platforms
like YouTube and lack of data on the age of individual viewers and how
often viewers re-watch music videos.
ENDING TOBACCO IMAGERY ON SCREENS
In our fifth annual report highlighting the pervasiveness of tobacco
imagery on screens, we see progress as well as the opportunity to
do more. The current media landscape with streaming on demand on
multiple devices at any time raises the stakes of the impact of tobacco
imagery. Not only is it harder for parents to know what their children are
watching, platforms designed for binge-watching behavior potentially
expose more young people to tobacco. Until content creators and
distributors take responsibility, millions of young people will continue to
be exposed to tobacco imagery, which can triple the odds that they will
try vaping nicotine compared to peers with no exposure.
3
While some shows and platforms have made strides in reducing or
eliminating tobacco, many others that continue to depict tobacco imagery
need to catch up—and stick to their word. Following the publication of
our 2019 report, Netflix announced that it would eliminate tobacco in
youth-rated programming and cut back on depictions across the board.
4
Its specific policy is not public. Although the platform has cut back on
tobacco depictions this year and added a smoking warning label at the
beginning of certain programs, it continues to include pervasive tobacco
in its most popular shows rated appropriate for youth. Fox decreased
BRUNO MARS
POST MALONE
Some shows and networks made progress
this year by reducing or eliminating tobacco
depictions. All previous tobacco offenders
except “Shameless” and “Riverdale”
decreased the number of tobacco incidents in
their 2021 seasons, and “Bob’s Burgers” and
“All American” eliminated tobacco imagery
entirely. There were also fewer youth-rated
shows with tobacco depictions: only four of
the top 15 shows with tobacco depictions
in 2021 were rated TV-14 and below (“The
Simpsons,” “Rick and Morty,” “Riverdale,”
and “On My Block”), down from seven in
2020. It is important to note, however, that
youth-rated cartoons with tobacco imagery
like “The Simpsons” and “Rick and Morty”
are especially egregious given their format
and because their plotlines have no need for
historical accuracy.
Shows that reduced
or eliminated tobacco