Narrator: This is Science Today. The American Cancer Society has reported that cigar smoking poses as serious a public health risk as cigarette smoking. But unlike cigarette marketing, promotions for cigars are not required to mention potential health risks. Lisa Bero, a researcher at the University of California, San Francisco, has been conducting a study on how cigar smoking is portrayed in the media.
Bero: We looked at who's quoted in the articles, who talks at all in the articles and we have celebrities and we have a lot of people from the cigar industry. But less than a third of the articles mention anyone from the public health community so that view of cigars isn't getting out in these lay press articles.
Narrator: Bero says these articles also miss another important health risk found in the American Cancer Society's report.
Bero: The other big health effect is the passive smoking effects, because the toxic substances in cigar smoke are actually greater than in cigarette smoke. And that hasn't cropped up in any of the sample of articles that we've looked at so far.
Narrator: For Science Today, I'm Larissa Branin.