RT Journal Article
SR Electronic
T1 Die Another Day, James Bond's smoking over six decades
JF Tobacco Control
JO Tob Control
FD BMJ Publishing Group Ltd
SP 489
OP 490
DO 10.1136/tobaccocontrol-2016-053426
VO 26
IS 5
A1 Nick Wilson
A1 Anne Tucker
YR 2017
UL http://tobaccocontrol.bmj.com/content/26/5/489.abstract
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.