Beyoncé should stub it out

AT the Beyoncé concerts in Dublin (June 9/10) one set of songs opened with the pop star sprawled across a chair, under a spotlight, simulating smoking. She appeared to inhale deeply, exhale, and said a in a sultry tone: ‘That was good’.

We at the Irish Cancer Society are outraged that Beyoncé, who is an influential figure among young people, promotes smoking as being cool and glamorous.

As smoking is the leading preventable cause of cancer, the Irish Cancer Society places particular emphasis on advocating for progressive tobacco control policy and promoting smoking cessation.

It is well documented that half of all smokers will die from tobacco-related disease and, of these, 50% will die prematurely.

In Ireland, 6,000 people die every year from tobacco-related diseases. Smoking causes 30% of all cancers, including 90% of lung cancers. Annually, 1,500 people die from lung cancer.

The overall prevalence of cigarette smoking is currently 24.7%, according to figures from the Office of Tobacco Control (OTC) this year. There was a decline in smoking after the smoke-free workplace legislation in March 2004, but this has now been reversed.

In particular there is a reversal in the decline in smoking among young people. It is estimated that 16% of those aged 12-17, 18% of those aged 15-18 and 33% age 19-35 smoke (OTC, 2006).

As we are aware, young women are strongly influenced by popular culture. Many elements of this help them achieve their wish to be seen as mature, independent, popular, sophisticated and glamorous. Many believe smoking, which is often seen as a rite of passage from childhood to adulthood, will help them achieve this goal.

Despite years of effort by anti-tobacco forces to curb cigarette marketing and advertising aimed at young people, alluring images of smoking are still pervasive in the entertainment industry.

We believe it is imperative that all sectors of society take action to change the cultural acceptance and promotion of smoking.

In this regard, we urge singers like Beyoncé and others in a similar position to think seriously about the far-reaching consequences of their actions on a young and influential audience. Young women need positive role models to influence their behaviour in ways that will not be detrimental to their health and future behaviour.

Tobacco use primarily begins in adolescence and it is evident that those attending the concert were in their teenage years, or younger. We would therefore also urge concert promoters to be aware of the content of the performances they are promoting and the potential negative influence it may have on the concert-goers.

Young people’s health should be given top priority by everyone in society, especially those who have the potential for significant influence.

John McCormack

Chief Executive

Irish Cancer Society

43-45 Northumberland Road

Dublin 4