Free Movies has launched a series of print advertisements
in Variety and other publications. This advertisement
first ran on June 2, 2009.
One in a Series
world just changed for kid-rated movies with smoking.
On June 1, the United Nations’ health authority,
the Geneva-based World Health Organization (WHO), declared
in a new global report:
“Any future film with tobacco
imagery should be given an adult rating, with the possible
exception of films that reflect the dangers and consequences
of tobacco use or depict smoking by an actual historical
figure who smoked.”
Giving future films with tobacco imagery “adult”
status (“R” in the US, “18”
in the UK, “A” in India, and so on) will
permanently and substantially reduce adolescents’
on-screen tobacco exposure — averting hundreds
of thousands of tobacco deaths in the United States
and millions more around the world.
An estimated 95% of US films are exported. Many only
become profitable in overseas distribution. In the future,
the only way to make certain that US films can reach
young audiences everywhere will be to make these movies
To future-proof movies, calibrate tobacco
imagery the same way filmmakers now routinely calibrate
sex, violence and language. It’s that simple.
to WHO, films with smoking already in distribution should
trigger strong anti-tobacco spots in theaters, on DVD,
cable, satellite and other channels. It also advises
barring all tobacco brand display and requiring producers
to certify that their smoking films are free of tobacco
payoffs. Already, nations around the world are taking
regulatory action to protect the largest generation
of kids in history.
and directors invest years in a movie. To give every
youth-rated film project a chance to find its largest
audience and keep on earning, just leave out the smoking.
And welcome the world.
in movies kills in real life. Smoke Free Movie
policies —the R-rating, certification of no payoffs,
anti-tobacco spots, and an end to brand display —
are endorsed by the World Health Organization, American
Medical Association, AMA Alliance, American Academy
of Pediatrics, American Heart Association, American
Legacy Foundation, American Lung Association, Americans
for Nonsmokers’ Rights, American Public Health
Association, Campaign for Tobacco-Free Kids, LA County
Dept. of Health Services, New York State Dept. of Health,
New York State PTA, and many others. Visit our web site
or write: Smoke Free Movies, UCSF School of Medicine,
San Francisco, CA 94143-1390.