The BMA has called on the UK governments to introduce a raft of tough measures to protect young people from the positive images of smoking seen regularly in films and magazines and on television.

Film censors should have to take account of a movie’s pro-smoking content when deciding on its classification, the BMA recommends. And it should be a legal requirement that all films and television programmes that portray positive images of smoking be preceded by an advertisement against smoking.

The BMA believes that these and other policies could help to make …