NH group wants 'R' rating for movies showing heavy drinking
Now researchers at Dartmouth-Hitchcock's Norris Cotton Cancer Center say those ratings should also take depictions of alcohol use into consideration.
Elaina Bergamini is the lead author of the study, "Trends in Tobacco and Alcohol Brand Placements in Popular U.S. Movies, 1996 through 2009," published last week in the journal JAMA Pediatrics.
Meanwhile, brand placement for alcohol is still self-regulated. And the study found that alcohol brand placement has "increased significantly in movies rated acceptable for youth audiences, a trend that could have implications for teen drinking."
Bergamini said the Norris Cotton study group started out looking at cancer-risk behavior. And while its focus was on tobacco research, they also recorded data on movie depictions of alcohol, sex, violence and drugs.
About two-thirds of those top-100 movies in the study were rated G, PG or PG-13. And it turned out that 63 percent of all alcohol brand appearances were in youth-rated films.
She contends alcohol companies are intentionally inserting their brands into movies that youngsters will see.
Bergamini says both the movie and alcohol industries have a responsibility to regulate what kids see.
And she would like to see the MPAA give movies with a lot of drinking an R rating, meaning anyone under 17 has to be accompanied by a parent or guardian. "And what that ends up doing is it pushes back on the movie creators to trim some of that alcohol out," she said.
To improve the chance of seeing your comment posted here or published in the New Hampshire Union Leader:
- Identify yourself. Accounts using fake or incomplete names are suspended regardless of the quality of posts.
- Say something new, stay on topic, keep it short.
- Links to outside URLs are discouraged, if used they should be on topic.
- Avoid comments in bad taste, write well, avoid using all capital letters
- Don't cite facts about individuals or businesses without providing a means to verify the claim
- If you see an objectionable comment please click the "Report Abuse" button and be sure to tell us why.
Note: Comments are the opinion of the respective poster and not of the publisher.Be the first to comment.