PT - JOURNAL ARTICLE AU - Nick Wilson AU - Anne Tucker TI - Die Another Day, James Bond's smoking over six decades AID - 10.1136/tobaccocontrol-2016-053426 DP - 2017 Sep 01 TA - Tobacco Control PG - 489--490 VI - 26 IP - 5 4099 - http://tobaccocontrol.bmj.com/content/26/5/489.short 4100 - http://tobaccocontrol.bmj.com/content/26/5/489.full SO - Tob Control2017 Sep 01; 26 AB - We aimed to examine smoking-related content in all 24 James Bond movies in the Eon Productions series from 1962 to 2015. There were favourable downward trends for any smoking by James Bond (p=0.015 for trend), and for tobacco-related spy-gadgetry (p=0.009). Around 20% of Bond's 60 sexual partners smoked in each decade, and most recently in 2012. There were regular mentions of smoking risks to health (starting from 1967) and product placement of branded packs was present in two movies. Overall, the persisting smoking content remains problematic from a public health perspective, especially given the popularity of this movie series.