Oscar-Nominated Films Feature Tobacco Imagery, Raising Public Health Concerns
Event summary
- Eight of the 10 Best Picture Oscar nominees feature tobacco imagery, per Truth Initiative analysis.
- 85% of young people (15-24) report frequent exposure to tobacco use in content they watch.
- Past 30-day nicotine use among 12th graders rose from 17% to 21.8% between 2024 and 2025.
- 43% of young people trying to quit nicotine say on-screen tobacco makes quitting harder.
The big picture
Truth Initiative's findings highlight a growing tension between artistic expression in film and public health imperatives. While youth nicotine use has declined overall, the 21.8% past 30-day usage rate among 12th graders represents a concerning reversal. The organization is pushing for entertainment industry collaboration to mitigate this risk through content warnings and cessation resources. This comes amid broader scrutiny of media's role in shaping youth behavior patterns.
What we're watching
- Industry Accountability
- Whether Hollywood studios will adopt stronger policies to reduce tobacco depictions in response to public health concerns.
- Youth Initiation Risk
- How continued tobacco imagery in prestige films may impact youth nicotine use rates despite recent declines.
- Quit Program Effectiveness
- The pace at which Truth Initiative's EX Program can scale to counter on-screen tobacco's negative influence on quit attempts.