Love Island viewers would have been exposed to millions of images of contestants smoking and of tobacco-related images during the run of the reality show, new research has warned.
More stringent curbs on smoking images on television are urgently needed, according to research published online in the journal Tobacco Control.
Actual tobacco use appeared in 66 (7 per cent) intervals and usually involved cigarette smoking by one person; smoking by several people occurred in 10 intervals.
The episodes delivered 44 million impressions of branded tobacco products, including four million to children, the research found.