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To the Editor: As a lover of children's animated films, I was intrigued by the results of Dr Goldstein and colleagues' study¹ of the use of tobacco and alcohol in children's animated films. Following the use of the Joe Camel character in advertising by the RJ Reynolds Tobacco Company, DiFranza et al² showed that sales of Camel cigarettes to the underage market dramatically increased. In that study, children recognized the cartoon character more readily than did adults, associated it more easily with Camel cigarettes, and were more likely to think that Joe Camel was "cool." In another study children as young as 3 years old were not only able to recognize the character but to associate it with cigarettes.³

Hollywood and parents need to be aware that children may interpret the use of alcohol and tobacco in animated films as a nod of approval. After reading the study by Goldstein . . . [Full Text of this Article]

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