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Tobacco, e-cigarette and alcohol content in popular UK soap operas: a content analysis to explore changes in social norms and scene location.

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Title: Tobacco, e-cigarette and alcohol content in popular UK soap operas: a content analysis to explore changes in social norms and scene location.
Authors: Scott, Nicola J. (AUTHOR), Murray, Rachael L. (AUTHOR), Barker, Alexander B. (AUTHOR), Critchlow, Nathan (AUTHOR), Best, Catherine (AUTHOR), Semple, Sean (AUTHOR)
Source: Drugs: Education, Prevention & Policy. Jun2025, Vol. 32 Issue 3, p220-226. 7p.
Subjects: Tobacco, Electronic cigarettes, Content analysis, Logistic regression analysis, Probability theory, Drama, Television, Social norms, Descriptive statistics, Longitudinal method, Mass media, Medical coding, Alcohol drinking, Health promotion, Confidence intervals
Geographic Terms: United Kingdom
Abstract: Background: Exposure to tobacco and alcohol on-screen promotes use and despite regulations and policies to limit impact, these behaviours remain common. We report a longitudinal analysis of tobacco, e-cigarette and alcohol content in three popular UK television soap operas, to examine changing social norms between 2002 and 2022. Methods: We used one-minute interval coding to measure content in programmes in two one-week periods in three years (2002, 2012 and 2022). Change in the probability of actual and implied use of tobacco, e-cigarette and alcohol over time was examined using logistic regression. Results: We coded 2505 intervals from 78 episodes. Tobacco content occurred in 22% of episodes and significantly decreased from 2002 to 2022 (OR 0.15 95% CI 0.06–0.40). Tobacco use changed over time with decreasing use indoors and increasing use outdoors. No e-cigarette use was identified. Alcohol content was found in 88% of episodes and while it also significantly decreased over time (OR 0.78 95% CI 0.61–0.99) it featured in 20% of broadcast minutes in 2022. Alcohol use in homes increased over time. Conclusion: While tobacco imagery is increasingly rare in these three UK soap operas, alcohol content has remained common. Tightening the UK Ofcom regulations would help to reduce young people's exposure to these harmful behaviours and their potential influence on social norms now and in the future. [ABSTRACT FROM AUTHOR]
Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Tobacco, e-cigarette and alcohol content in popular UK soap operas: a content analysis to explore changes in social norms and scene location.
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  Data: <searchLink fieldCode="JN" term="%22Drugs%3A+Education%2C+Prevention+%26+Policy%22">Drugs: Education, Prevention & Policy</searchLink>. Jun2025, Vol. 32 Issue 3, p220-226. 7p.
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  Data: <searchLink fieldCode="DE" term="%22Tobacco%22">Tobacco</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+cigarettes%22">Electronic cigarettes</searchLink><br /><searchLink fieldCode="DE" term="%22Content+analysis%22">Content analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Logistic+regression+analysis%22">Logistic regression analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Probability+theory%22">Probability theory</searchLink><br /><searchLink fieldCode="DE" term="%22Drama%22">Drama</searchLink><br /><searchLink fieldCode="DE" term="%22Television%22">Television</searchLink><br /><searchLink fieldCode="DE" term="%22Social+norms%22">Social norms</searchLink><br /><searchLink fieldCode="DE" term="%22Descriptive+statistics%22">Descriptive statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Longitudinal+method%22">Longitudinal method</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+media%22">Mass media</searchLink><br /><searchLink fieldCode="DE" term="%22Medical+coding%22">Medical coding</searchLink><br /><searchLink fieldCode="DE" term="%22Alcohol+drinking%22">Alcohol drinking</searchLink><br /><searchLink fieldCode="DE" term="%22Health+promotion%22">Health promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Confidence+intervals%22">Confidence intervals</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22United+Kingdom%22">United Kingdom</searchLink>
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  Data: Background: Exposure to tobacco and alcohol on-screen promotes use and despite regulations and policies to limit impact, these behaviours remain common. We report a longitudinal analysis of tobacco, e-cigarette and alcohol content in three popular UK television soap operas, to examine changing social norms between 2002 and 2022. Methods: We used one-minute interval coding to measure content in programmes in two one-week periods in three years (2002, 2012 and 2022). Change in the probability of actual and implied use of tobacco, e-cigarette and alcohol over time was examined using logistic regression. Results: We coded 2505 intervals from 78 episodes. Tobacco content occurred in 22% of episodes and significantly decreased from 2002 to 2022 (OR 0.15 95% CI 0.06–0.40). Tobacco use changed over time with decreasing use indoors and increasing use outdoors. No e-cigarette use was identified. Alcohol content was found in 88% of episodes and while it also significantly decreased over time (OR 0.78 95% CI 0.61–0.99) it featured in 20% of broadcast minutes in 2022. Alcohol use in homes increased over time. Conclusion: While tobacco imagery is increasingly rare in these three UK soap operas, alcohol content has remained common. Tightening the UK Ofcom regulations would help to reduce young people's exposure to these harmful behaviours and their potential influence on social norms now and in the future. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/09687637.2024.2341006
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      – Code: eng
        Text: English
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      Pagination:
        PageCount: 7
        StartPage: 220
    Subjects:
      – SubjectFull: Tobacco
        Type: general
      – SubjectFull: Electronic cigarettes
        Type: general
      – SubjectFull: Content analysis
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      – SubjectFull: Logistic regression analysis
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      – SubjectFull: Probability theory
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      – SubjectFull: Descriptive statistics
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      – SubjectFull: Longitudinal method
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      – SubjectFull: United Kingdom
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              Text: Jun2025
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