Tobacco, Alcohol, and Drug Imagery on Digital Platforms: A Content Analysis of Recently Popular Movies and Series.

Background

Tobacco, alcohol, and drug imagery on streaming services may shape viewers' attitudes toward these substances. This study examined the frequency and mode of such imagery in recently released, popular movies and series.

Methods

We conducted a quantitative content analysis of the 10 movies and 10 series ranked most popular on IMDb on 26 August 2024, among titles released between January 2023 and August 2024. The 20 contents totaled 6508 min. A weighted sample of 300 five-minute intervals was coded into four categories: no imagery, material presence, inferred use, and actual use. These respectively indicated absence, objects, or brands without observed use, signs of use without direct consumption, and observed consumption.

Results

Alcohol imagery appeared in nine movies and all series; tobacco imagery in two movies and five series; and drug imagery in two movies and five series. Imagery was observed in 117 intervals. Because multiple substances could appear within one interval, 125 occurrences were identified: alcohol in 91, drugs in 23, and tobacco in 11. Of these, 28 reflected actual use, 44 inferred use, and 53 material presence.

Conclusions

Alcohol imagery was highly prevalent. Viewers may be exposed to direct and indirect depictions. Clearer labeling, age classification, warnings, and monitoring may support public health protection.