Tobacco.org

• EDITORIAL: Smoking in the movies 

But how much censorship is too much when it comes to protecting public health? A cigarette can convey a tremendous amount of information about a character -- independence, anxiety, toughness or weakness, desperation and, yes, sex appeal. To rate a movie adults-only simply because a character takes a puff would reduce choices for filmmakers and audiences. Moreover, it's hard to see why smoking is more pernicious than other on-screen activities we take for granted, such as drug and alcohol use, violence and risky sexual behavior (all of which, like cigarette smoking, represent public health threats).

There are better approaches than messing around with the ratings system. Last month, Gov. Arnold Schwarzenegger announced that the major studios had agreed to include anti-tobacco public service announcements produced by the state at the beginning of DVDs of films rated G, PG or PG-13 that depict smoking. The National Cancer Institute report concluded that these messages are effective in countering the glamorizing effects of on-screen tobacco use. The spots should be shown in theaters as well, though that would be harder to arrange because they'd cut into screen time normally devoted to paid ads or trailers. But if the MPAA responds to political pressure, the National Assn. of Theatre Owners might too.

Jump to full article »