Ad 55

Roll Call
Date of first publication: 
R is for reasonable and responsible.
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. [Signers:] 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.
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