Free Movies has launched a series of print advertisements
in Variety and other publications. This advertisement
first ran on July 1, 2010 in The Hollywood Reporter
in a Series
What if the toy industry treated lead the same way the
film industry treats smoking?
and toxic hazards don’t mix.
360,000 American teenagers alive today will die prematurely
because of smoking in movies.
That’s why state Attorneys General and health
authorities say smoking should be eliminated from the
movies kids see most.
Instead, the film industry has delayed a real solution,
choosing public relations over public health.
new report on 2007-10 film ratings finds:
The film industry has not increased the rating of any
film because of smoking.
The film industry has instead added fine-print “smoking”
labels to only 15% of all the wide-release, youth-rated
films with smoking.
These labels often downplay the amount of smoking in
the film, regardless of actual content.
should be lead-free and G/PG/PG-13 films should be smokefree.
are not enough. To keep smoking out of youth-rated movies,
simply R-rate future smoking.
smoking triggers the R-rating, producers and distributors
will calibrate tobacco content just as they now routinely
calibrate violence and strong language.
But it’s not automatic. There will be reasonable
exceptions for films depicting actual historical persons
who actually smoked and the dire health consequences
of smoking and secondhand smoke.
After all, we don’t ban all toys. Nor do we merely
label them. We get the lead out of them.
The way the film industry should get the smoking out
of youth-rated films, now.
the new UCSF report at www.escholarship.org/uc/item/8hn866tt
How MPAA/NATO movie labels hide the biggest media risk
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
Lung Association, Americans for Nonsmokers’ Rights,
American Public Health Association, Campaign for Tobacco-Free
Kids, Legacy, Los Angeles 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,