These days, it seems like your can do just about anything on your mobile device: text friends, play games, even smoke a cigarette! You can download apps that researchers say promote smoking and experts warn they have the potential to encourage kids to puff.
Dr. Deborah Gilboa often talks to her kids about the risks of smoking.
"If we don't mention smoking they're liable to be curious about it on their own," she said.
Now she has to talk to them about the dangers at hand, both in the real world and in the virtual one. Millions of people wold wide are now downloading mobile apps that researchers say promote smoking. The American Cancer Society warns they appear to be targeting teens and children, with some rated for kids as young as 12.
"Ninety percent of adults who go on to smoke throughout their life began as children, so parents need to be aware that these are not benign or innocuous apps," said Dr. Thomas Glynn with the American Cancer Society.
More than 100 pro-smoking apps are available, ranging from virtual smoke sessions, to nicotine-themed battery widgets, to tobacco "shops" where you can roll your own cigarettes. Consumer Researcher Connie Pechmann says smoking simulation apps have sparked the most interest.
"You can put the phone next to your mouth where the microphone is and inhale and exhale and see the cigarette burn down," she said.
Pechmann likens these apps to advertisements.
"They make smoking look attractive and cool and edgy and fun and something you can do with your friends."
Right now the app world is largely unregulated, and the Federal Trade Commission says there is no evidence any U.S. tobacco company is involved.
"We do know that in a number of the apps, specific tobacco products and specific types of cigarettes are named, and we have not heard any outcry from the tobacco industry about that," said Glynn.
Gilboa was surprised at how easy the apps were to access on her Android.
"There's nothing you have to click that says I promise I'm ‘x' number of years old," she said.
Currently, iTunes only ask for a simple age confirmation. Pechmann says more safeguards are needed.
"All you need to do is ask the kid ‘What year were you born?" and ‘How old are you now?', and that will throw off any 12-year-old," Pechmann suggested.
The American Cancer Society would also like to see warnings on the apps themselves.
"These warnings should say smoking can kill you, smoking causes cancer, smoking causes heart disease," said Glynn.
For now, experts say parents should keep the lines of communication open.
We contacted R.J. Reynolds and Philip Morris International and both told us they have no connection to these apps.
Full statement from R.J. Reynolds Tobacco Company:
"R.J. Reynolds Tobacco Company has no connection whatsoever, formally or otherwise, with these apps. As stated at our website, we believe minors should never use tobacco products and adults who do not use or have quit using tobacco products should not start. Also, no tobacco product has been shown to be safe and without risks, and quitting cigarette smoking significantly reduces the risk for serious diseases."
Full Statement from Philip Morris International, Inc.:
"To the best of our knowledge, none of the apps referred to in the study that was recently published in Tobacco Control journal are owned by Philip Morris International. Any use of our brands in the apps identified by the study was not authorized by us. We take the unauthorized use of our brands and trademarks extremely seriously and will take any action necessary to stop their illegal use."
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