"The evidence is sufficient to conclude that there is a causal relationship between depictions of smoking in the movies and the initiation of smoking among young people...

"An MPAA policy to give films with smoking an adult (R) rating, as recommended by [the World Health Organization, the US Centers for Disease Control and Prevention], and other authorities, could eliminate youth-rated films as sources of exposure to on-screen smoking imagery and reduce the exposure of youth to smoking in movies.

"The adoption of such policies would contribute to a reduction in adolescent smoking behavior." (More)

On May 8, 2012, three dozen state Attorneys General said:

"Given the scientific evidence...the [film] industry cannot justify failing to eliminate smoking from youth-rated movies. Whether this is accomplished through meaningful, consistently enforced policies adopted by each studio across the industry, or through a change in the way movies are rated, or both, the bottom line is that action needs to be taken, now...

"Each time the industry releases another movie that depicts smoking, it does so with the full knowledge of the harm it will bring children who watch it." (More)

Now, it's Hollywood's turn.