ABSTRACTSmoking scenes in movies, exploited by the tobaccoindustry to circumvent advertisement bans, are linked toadolescent smoking. Recently, a Hong Kong romanticcomedy Love in a puff put smoking at centre stage, withnumerous smoking scenes and words that glamourisesmoking. Although WHO has issued guidelines onreducing the exposure of children to smoking in movies,none is adopted in Hong Kong. Comprehensive tobaccocontrol strategies are urgently needed to protect youngpeople in Hong Kong from cigarette promotion in movies.
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