Free Movies has launched a series of print advertisements
in Variety and other publications. This advertisement
first ran on December 1, 2009 in Variety and
in the New York Times, courtesy of the New
York State Department of Health, on March 2, 2010.
in a Series
years ago, major film studios agreed to include anti-tobacco
ads on their kid-rated DVDs with smoking.
it’s time for the next step.
on screen is an urgent public health concern because
it puts millions of kids at risk.
Tobacco companies have long benefited
from the promotional power of movies. And independent
research confirms that the more smoking our kids see
on screen, the more likely they are to smoke.
Repeatedly faced with compelling evidence
of harm and under pressure from state Attorneys General
and others, in 2007 all of the major film studios agreed
to add strong, anti-tobacco public service ads (PSAs)
to their youth-rated DVDs with smoking.*
At the same time, Hollywood’s kid-rated films
continue to deliver billions of tobacco impressions
to theater audiences.
All motion picture distributors need
to take the full step recommended by national and global
health authorities. Strong anti-tobacco PSAs should
run domestically and internationally:
1] On all DVDs with tobacco imagery,
including R-rated DVDs
2] Before all such films in theaters
3] Before films with tobacco in other
channels including cable and satellite, video-on-demand,
broadband streaming, and down-loads to any viewing device.
Of course, it would be simpler and certainly more beneficial
to children and adolescents if the film industry stopped
pushing tobacco at kids in the first place Until then,
strong anti-tobacco PSAs must be part of a comprehensive,
voluntary solution that includes:
• R-rating future films with
• Ending tobacco brand display
• Certifying film production
and distribution chains are free of tobacco industry
Young audiences must have the necessary,
proven protection of strong anti-smoking PSAs —
no matter how they choose to view movies.
Smoking in movies kills in real life.
Studios must protect kids every time they watch.
Academy of Pediatrics
American Heart Association
American Lung Association
American Medical Association
Americans for Nonsmokers’ Rights
American Public Health Association
Campaign for Tobacco-Free KidsNew
York State Department of Health
New York State PTA
Smoke Free Movies
The Disney Company, Time Warner and The Weinstein Company
adopted anti-tobacco spots on their youth- and R-rated
DVDs prior to the 2007 agreement. Parties to the 2007
agreement include Disney, Fox (News Corp.), Paramount
(Viacom), Sony, Warner Bros. and Universal (General
Electric). To learn more, visit www.smokefreemovies.ucsf.edu
or write Smoke Free Movies, UCSF School of Medicine,
San Francisco, CA 94143-1390.