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December 2021
WHILE YOU WERE STREAMING 2021
NICOTINE ON DEMAND
WHILE YOU WERE STREAMING 2021
EXECUTIVE SUMMARY
Truth Initiative’s fourth annual report looking at tobacco
imagery in entertainment, “While You Were Streaming:
Nicotine on Demand,” finds that as young people watched
more video content than ever before in 2020, pervasive
smoking and vaping imagery lit up their screens. The
report once again analyzes tobacco imagery across the
15 most popular streaming shows among 15- to 24-year-
olds and for the first time includes data on those that
were frequently binge-watched as well as the year’s
chart-topping movies and music videos. Young people
were bombarded with tobacco imagery across these
entertainment sources in 2020, posing a significant threat
given the on-going youth e-cigarette epidemic. According to
the latest CDC data, over 2 million middle and high school
students are using e-cigarettes, and of high school students
who vape, 43% do so on a near daily basis.
Smoking, often portrayed as glamorous and edgy,
remains pervasive onscreen even as a landmark 2020
Truth Initiative study found that exposure to tobacco
imagery through episodic programming can triple a
young person’s odds of starting to vape, building on well-
established research that shows exposure to smoking in
movies causes young people to start using tobacco. The
continued prevalence of tobacco products and images
across screens is an urgent youth public health issue. Our
report finds that:
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60% of young people’s favorite new releases
featured images of tobacco, including top shows
depicting youth and teen tobacco use such as “The
Simpsons,” “Family Guy,” “Rick and Morty,” “Big
Mouth,” and “Law & Order SVU.” The top shows
alone are responsible for exposing an estimated
27 million young people to tobacco imagery in
2020, but they are far from the only popular content
featuring tobacco imagery.
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64% of the top binge-watched shows among young
people included tobacco depictions, including
“The Queen’s Gambit,” “The Umbrella Academy,”
“Shameless,” and “On My Block.”
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Despite a prior pledge to limit tobacco depictions
in its offerings, Netflix was the top offender based
on its new 2020 season releases and popular
binge-worthy shows like “The Umbrella Academy”
and “The Queen’s Gambit,” which included tobacco
in every episode.
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38% of top newly released movies in 2020 depicted
tobacco, including 10 youth-rated films such
as the PG-rated “The Personal History of David
Copperfield,” according to an independent external
analysis.
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23% of the top 2020 Billboard songs featured
smoking and vaping in their music videos, amassing
over 6 billion views on YouTube alone.
The pervasiveness of onscreen tobacco imagery points
to an overall problem with the normalization and
glamorization of smoking and vaping in entertainment
media and pop culture. The entertainment industry
should not be complicit with the tobacco industry in
helping addict a new generation of young people to
nicotine. Truth Initiative urges urgent action to address
the issue, including:
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Calling on content creators to develop
comprehensive anti-tobacco policies and share
them with the public.
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Running successful anti-tobacco and anti-vaping
ads before and during shows that feature tobacco
imagery.
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Certifying that the film industry accepted no
tobacco industry payoffs in exchange for including
tobacco depictions in a show.
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Providing tax and other incentives only to those
productions that do not contain tobacco use.
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Expanding education, outreach, and research
efforts to inform the public, parents, directors,
writers, and producers about the importance of
keeping tobacco out of shows.