Chinese Agency Aims to Snuff Out Smoking on Screen

Amid widespread skepticism over China’s tobacco control efforts, the country’s media watchdog has ordered film and TV producers to make smoking less visible on screen.

“Frequent smoking scenes in films and TV dramas do not accord with China’s stance on tobacco control and will mislead the public, especially the young,” the State Administration of Radio, Film and Television, or SARFT, said in a posting on its website.

Nearly a quarter of China’s 1.3 billion people are smokers and they consume one-third of the world’s cigarettes. China ratified the World Health Organization’s Framework Convention on Tobacco Control in 2003, pledging measures to curb tobacco use. But an international panel of experts said in a report released last month that the country isn’t doing enough to curb its smoking habit.

Under SARFT’s new rules, tobacco signs will not be allowed on screen, and no one smoking a cigarette can be shown with a minor.  The agency also is urging film and TV censors to “try their best to cut smoking scenes.”  And if a scene requires smoking, it should be “as brief as possible.”

The official Xinhua news agency noted that, in a survey of 11,000 middle school students, one-third wanted to try smoking after seeing actors light up on TV.

The Hollywood Reporter predicts that SARFT’s anti-smoking initiative will meet resistance. The tobacco industry, it pointed out “is a state-run cash cow that paid roughly $75 billion in taxes to the one-party Chinese government in 2010.”

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