Smoke and Alcohol Free Media


Alex Barker
C109, Epidemiology and Public Health
University of Nottingham
City Hospital, NG5 1PB

About the project

Exposure to tobacco and alcohol content in the media is a risk factor for subsequent tobacco and alcohol uptake and use in children and adolescents. The Smoke and Alcohol Free Media project’s aim is to investigate the tobacco and alcohol content of popular media in the UK; including films, television, video-on-demand services (such as Netflix), music videos, magazines, computer games and social media.

The Smoke and Alcohol Free Media project has resulted in a series of published studies where we have quantified alcohol and tobacco content across different media formats and measured the child and adolescent exposure to this content.

By investigating the tobacco and alcohol content in popular media, and the subsequent exposure to this, we can determine whether current guidelines and regulations on tobacco and alcohol in the media are enough to protect children and adolescents from this content.

UK Smoke and Alcohol Free Media is a project set up and run by the UK Centre for Tobacco and Alcohol Studies (UKCTAS). UKCTAS is a UKCRC Centre of Public Health Research Centre of Excellence which has received funding from the British Heart Foundation, Cancer Research UK, the Economic and Social Research Council, the Medical Research Council and the Department of Health.

Examples of tobacco and alcohol content in media:

Euro 2016

Youtube videos

Netflix - Stranger Things

Formula 1

Celebrity Big Brother

Key Links

United Kingdom

Department for Culture Media and Sport
British Board of Film Classification
Film Distributers Association
ASH - Smoking in films