Brit doctors call for 'de-glamorization' of smoking in films

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London, July 7 : In an attempt to de-glamorize tobacco, the British Medical Association has called for the portrayal of smoking to be taken into account when classifying films.

Doctors have said that celebrities who smoke on screen should attract the attention of the censor in the same way as they would if they were engaged in extreme sex or violence, reports the Independent.

The BMA has called for new curbs on the promotion of smoking in the media and said the Government should set a target to make England smoke-free by 2035.

In a report, the association said that more than one in five adults smoke and most start before they are 18 when they are most vulnerable to images that 'increase the allure of the habit.'

The portrayal of smoking in films declined from 1950 to 1990, but has since increased, according to the report.

The BMA is calling for UK legislation to introduce anti-smoking adverts before any film or TV programme portraying 'positive images' of smoking.

The report suggests that cigarettes should be banned from sale in vending machines, removed from display in shops and supermarkets and presented in plain packaging.

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