The tobacco industry targets youth using media such as television and movies; to influence acceptable smoking norms through popular actors, actresses and animated characters. For decades, the tobacco industry has used tobacco imagery and brand identification on screen to both normalize and glamorize tobacco use.
A 2014 Surgeon General report found that the more frequently youth see tobacco imagery in movies, the more likely they are to start smoking. Giving an R rating to future movies with smoking would be expected to reduce the number of teen smokers by nearly 1 in 5 and prevent up to 1 million deaths from smoking among children alive today.
Reality Check (RC), is working to address this problem. RC youth are mobilizing community members, parents, and other influential adults to help approach decision makers and advocate for policy changes to influence movie studios, theaters and businesses to protect our children.
(Content source: Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion, April 2019)