Ad 116

The Hollywood Reporter
Date of first publication: 

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One little letter will save 1 million lives.
[HEADLINE] One little letter will save 1 million lives. [TEXT:] It’s official. On April 16, 2016, the U.S. Centers for Disease Control and Prevention (CDC) reported: “Because of exposure to smoking in movies, 6.4 million children alive today will become smokers, and 2 million of these children will die prematurely from diseases caused by smoking... “Giving an R rating to future movies with smoking would be expected to reduce the number of teen smokers by nearly 1 in 5 and prevent one million deaths from smoking among children alive today.” Health professionals and public polls agree: All future films with tobacco imagery should be R-rated, with two categorical exceptions: • If they portray actual people who actually smoked (as in documentaries and biographical dramas) or • If they unambiguously depict the serious health consequences of tobacco use. The only questions left: How soon will the U.S. film industry start saving a million lives? Why not now? [LOGOTYPE] Smokefree Movies [MOUSETYPE] Smoking in movies kills in real life. Smokefree Movie policies—the R rating, anti-tobacco spots, certification of no payoffs, and an end to brand display—are endorsed by the World Health Organization, American Medical Association, American Academy of Pediatrics, American Heart Association, American Lung Association, Americans for Nonsmokers’ Rights, American Public Health Association, Breathe California, Campaign for Tobacco-Free Kids, Los Angeles County Dept. of Public Health, New York State Dept. of Health, New York State PTA, Turth Initiative, and many others. This ad is sponsored by Smokefree Movies, UCSF School of Medicine, San Francisco, CA 94143-1390.
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