Magazines accused of promoting `cool' image of teenage smoking

Glossy magazines contribute to the rising number of teenage smokers by glamorising cigarettes, according to Mr John McGuinness, Fianna Fail TD for Carlow-Kilkenny. "New research points to a link between the imagery in these magazines reinforcing an image that smoking is normal, making young people believe it is not just acceptable, but `cool' to smoke", he said.

Pointing to research to be presented at the World Conference on Tobacco or Health in Chicago this week, he said he hoped the editorial boards of teenage magazines would "think again about their policy of promotion of a dangerous habit".

Researchers from the Centre for Tobacco Control Research at Strathclyde University and from the Department of Community Health Sciences at Edinburgh University analysed 12 magazines, assessing the average space in editorial and advertising which was given to the "promotion" of cigarettes.

The researchers interviewed 12 focus groups of 17 to 18-year-olds about the impression of smoking they got from magazines. The descriptions given included "sexy", "stylish" and "attractive".

Of the men's magazines, Loaded, FHM and Maxim had the highest amount of tobacco advertising. Face and Sky were found to have fewer advertisements, but more positive references to smoking in their editorial pages. Of women's magazines, Marie Claire and Minx were found to have the highest amount of tobacco advertising.

"It seems fairly obvious that if models are featured smoking in designer clothes and surroundings they [the images] will send out a positive message about smoking", Mr McGuinness said. "This is unnecessary and simply not required to sell a magazine."