The Cinema Advertising Council’s “creative guidelines” for in-theater ads on May 24, 2004. Two days later, they changed their policy. Why has the MPAA stonewalled for three years? ( Download PDF of entire CAC site — before our protest.)

In 2004, when theater chains were still resisting the idea of running anti-tobacco spots before movies with smoking, their Cinema Advertising Council approved spots that “glorify smoking” in front of PG-13 films.

Posted online, the trade group’s “creative guidelines” mirrored the MPAA’s ratings scheme. Tobacco imagery was okay for PG-13 audiences, while swearing and holding a beer can were reserved for those over seventeen.

By May 26, 2004, the day after Smoke Free Movies and the New Mexico Media Literacy Project (which spotted the problem) briefed the media, the Cinema Advertising Council had moved smoking out of PG-13 ads into R-rated ones.

This group’s rapid reaction contrasts with the MPAA’s refusal to recognize that smoking should be rated “R.” A year later, in May, 2005, the Council had joined the American Legacy Foundation and Will Rogers Institute in plans to post an anti-smoking message on 29,000 movie screens.

The MPAA’s response? Utter silence. Its stonewalling has forced exhibitors to take action independently. Why are the studios isolating themselves? If they continue on this path, Big Tobacco will be the only friend Hollywood has left.