Alcohol imagery and branding, and age classification of films popular

Background Exposure to alcohol products in feature films is a risk factor for use of alcohol by young people. This study was designed to document the extent to which alcohol imagery and brand appearances occur in popular UK films, and in relation to British Board of Film Classification (BBFC) age ratings intended to protect children and young people from harmful imagery. Methods Alcohol appearances (classified as ‘alcohol use, inferred alcohol use, other alcohol reference and alcohol brand appearances’) were mea-sured using 5-min interval coding of 300 films, comprising the 15 highest grossing films at the UK Box Office each year over a period of 20 years from 1989 to 2008. Results At least one alcohol appearance occurred in 86 % of films, at least one episode of alcohol branding in 35 % and nearly a quarter (23%) of all intervals analysed contained at least one appearance of alco-hol. The occurrence of ‘alcohol use and branded alcohol appear