Smoke Free Movies has launched a series of print advertisements in several publications. This advertisement first ran in Roll Call on August 27 and September 2, 2008.
R is for reasonable and responsible.
It’s a scientific fact: The more smoking teens see on screen, the more likely they are to start smoking.
The motion picture and tobacco industries have a long, documented history of promoting smoking. Under pressure from public health authorities and state attorneys general, studios have acknowledged the teen smoking issue and added anti-smoking spots to some DVDs.
But Hollywood has failed to implement the main policy recommendation: permanently and substantially reduce teen exposure to smoking on screen.
The most effective, least intrusive means to cut exposure? Rate future smoking “R.” Producers would simply reserve smoking for their R-rated films, the way they now routinely calibrate other content. Movies rated G, PG, and PG-13 would be smoke-free, cutting teens’ risk from on-screen smoking in half.
Hollywood’s rating system doesn’t cost taxpayers a dime. Yet the R’s results will rank among the most important public health advances of our time.
One letter can now save thousands of lives.
R-rate smoking in new movies.
American Academy of Pediatrics, American Heart Association, American Lung Association, American Medical Association, AMA Alliance, Americans for Nonsmokers’ Rights, American Public Health Association, Campaign for Tobacco-Free Kids, State of New York Department of Health, New York State PTA, Smoke Free Movies.
Smoking in movies kills in real life. The R-rating will except depictions of the dire health effects of tobacco use and portrayals of actual historical figures who smoked (e.g., Churchill). Previously released films will not be re-rated. For a full description of the R-rating and a list of its global endorsers, please go to www.smokefreemovies.ucsf.edu.