The Alliance Against Tobacco is a powerful network of French organizations united by a common goal: creating a smoke-free future. Founded in 1991 by renowned Professor Maurice Tubiana, this coalition came to life in the wake of Frances’s landmark Loi Evin (Evin’s Law). UPDATE: FRANCE BANS SMOKING IN SOME PUBLIC PLACES FROM 1 JULY 2025.
Named after Claude Evin, then French Minister for Health, the law reinforced restrictions placed on tobacco and alcohol, especially in advertising. Today, the Alliance continues to lead the charge as a respected voice in the fight against tobacco, championing policies and awareness efforts.
Festival Where you Smoke
Ever wondered why your favourite stars can’t seem to shoot a scene without holding a cigarette? It’s not just about mood or style—it’s a clever move by Big Tobacco. The Alliance against Tobacco has chosen the Cannes Film Festival 2025 to launch its new campaign, Festival où Tu Canes. Its goal: to highlight the ongoing presence of tobacco products in movies, despite the official public health policies limiting its use.
Tobacco Companies and Pop Culture
When tobacco ads started getting banned in the ’70s, cigarette brands got creative, by turning to Hollywood to keep smoking looking cool. From Grease to James Bond and Thelma & Louise major films subtly glamourised cigarettes. With the help of behind-the-scenes funding from giants like Philip Morris. It wasn’t just about style—it was strategy, aimed at making smoking look rebellious and edgy on screen.
Back in the 1980s, Rocky icon Sylvester Stallone made headlines when he inked a $500,000 deal with a subsidiary of British American Tobacco. The contract? Stallone agreed to puff exclusively on their brand in five of his upcoming films. It was classic product placement.
In 2015, Imperial Brands—the company behind several tobacco and vaping products—signed a deal with French DJ and producer The Avener. In the music video for his hit song Castle in the Snow, Imperial’s e-cigarette made a sleek cameo, aimed at younger audiences.
Anti-Smoking Facts and Figures
According to the Alliance against Tobacco, tobacco hasn’t lost its starring role. Cigarettes are still making regular cameos in today’s films, television shows and trending music videos.
And it’s not without consequences—almost half of 15 to 25-year-olds say seeing smoking on screen makes them more likely to try it. Even more believe that movies and series still glamourise the habit.
- On average, tobacco exposure in films is equal to about six TV adverts. But recent films contained even more. The top spot goes to Asteroid City with 19 minutes of on-screen smoking. Next with 14 minutes comes the Oscar-winning movie Anora (the equivalent of 28 commercial ads). And L’Amour ouf isn’t far behind with 11 minutes of on-screen cigarettes which translate to 22 spots.
- Over 53% of youth‑favourite TV shows include scenes of people smoking—reaching 25 million teens. Stranger Things (series 2) features more than 260 smoking scenes, making it a standout example.
- Die with a Smile music video: Bruno Mars and Lady Gaga spend nearly half the clip with a cigarette in hand—and it’s had over 1 billion views on YouTube.
- Recently, there were several examples of influential female singers glamorizing tobacco: Rosalía gifted Charli XCX a bouquet of cigarettes for her birthday. And TikTok star Addison Rae was spotted smoking two cigarettes on camera.
Why Fighting Against Cigarettes on Screen Matters
- Twice the temptation: Seeing characters light up on screen doubles your chances of picking up a cigarette yourself.
- Vape vibes: Those same scenes triple your likelihood of trying vaping.
- Ex-smoker relapse: Nearly three-quarters (72%) of former smokers admit seeing smoking in films rekindles their craving to smoke.
- Glamourised habit: Two‑thirds of 15–25‑year‑olds feel movies and series still make smoking look cool.
“Seeing smoking everywhere hooks young people on nicotine- and that’s why we’re calling on policymakers to bring everyone to the table.
It’s time for a fresh charter that curbs tobacco promotion across film, music, art and beyond- just like the 2018-2022 national anti-smoking plan envisioned.”
– Marion Catellin, CEO of the Alliance against Tobacco
For more information about Alliance Against Tobacco and to support this charity, please click here.
