The Czech National Museum is drawing sharp criticism over its new virtual reality exhibition, with concerns mounting that it glamorizes smoking by using historic Czech figures and skirts tobacco advertising laws.
The exhibit, Steps of Progress, launched on July 1 in the museum’s History section. Visitors don headsets to embark on a digital journey through time, watching as historic figures navigate technological advances from the 19th century to the future. But sprinkled throughout the virtual scenes are repeated references to smoking: without a single warning about its dangers.
In one vignette, inventor František Křižík strikes a match to light well-known Czech composer Antonín Dvořák’s cigar. The museum insists the gesture is meant to symbolize the electrification era.
Another scene shows actress Olga Scheinpflugová chatting with industrialist Tomáš Baťa as she casually pulls out a box of cigars or cigarettes. Even a futuristic scene features two humanoid robots discussing technological leaps. One remarks: “We take caffeine in the morning, nicotine for stress and relaxation.”
A questionable sponsor?
The exhibit is sponsored by Philip Morris ČR, the country’s largest tobacco producer and seller. The company’s support is credited in the exhibition and on the museum’s website, but without context or any health disclaimers.
Addiction experts have raised alarms. “It could be a clear promotion of nicotine products,” said Radek Jurnikl of Sananim, an organization focused on addiction treatment. Jurnikl noted he hasn’t personally seen the exhibit but warned that the context is critical.
Museum, manufacturer jumps to defense
The National Museum defended the content, saying the smoking references were added to reflect historical realities and environmental conditions like smog. “Progress is the driving force of human development, but it’s not a straight path without mistakes and errors,” said spokesperson Kristina Kvapilová, attempting to underscore that smoking is indeed a negative trait when explaining the name of the exhibition.
Philip Morris also rejected suggestions of hidden promotion. “None of our brands appear in the virtual reality content,” said company spokesman Vojtěch Severýn. “We follow a strict marketing code to keep nicotine products out of the hands of minors.”
A recent amendment to Czech law tightened restrictions on tobacco advertising, including bans on marketing aimed at minors and sponsorships that could promote smoking. In addition, the Czech Ministry of Health recently banned candy-like flavors in e-cigarettes.
Still, questions remain about why the country’s leading tobacco company sponsored a project that so prominently features smoking, and why no warnings accompany the experience.