Smoke Out

Last week, all six studios and what seemed like every camera-ready politico jumped on board for a press conference to announce that anti-smoking PSAs would be slapped on many DVDs with scenes where characters light up.

But will it be enough?

The American Medical Assn. Alliance has been especially critical of the studios releasing summer tentpoles with tobacco use, like Universal’s “Incredbile Hulk.” Melissa Walthers, a spokeswoman for the group, says that the most recent studio action is a step in the right direction, but it still not enough.

She wrote in an e-mail, “The AMA Alliance supports running anti-smoking ads before all films (whether on DVD or in theaters) that include images of smoking. This useful action, however,  is only one step on a longer road to doing the right thing.  That is why we — along with a broad array of partners — continue to demand that the ratings system be modernized to rate smoking in movies R.  Doing so will cut youth exposure in half, preventing an estimated 200,000 kids from starting to smoke.”

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