The recent report released from the Institute of Medicine (IOM) urging the Motion Picture Association of America (MPAA) to "consider the use of tobacco in the movies as a factor in assigning mature film ratings" does not directly prevent youth exposure to film smoking. The AMA Alliance supports standards that require the MPAA to mandate that any film showing tobacco be rated "R". While the IOM report takes a step towards holding the MPAA accountable for increasing ratings for youth-targeted films with tobacco, it does nothing to directly stop the proven impact that depictions of smoking in movies has on the health of children and teenagers. Currently, Hollywood recruits approximately 390,000 new youth smokers a year -- nearly enough to replace all of the smokers who die of tobacco-related diseases on a yearly basis. "Concerned parents are unwilling to subsidize an entertainment option that clearly puts their children at such a serious life-long health risk," said Nita Maddox, President of AMA Alliance. "We believe this is an urgent children's health issue that must be addressed now." The AMA Alliance, the volunteer arm of the American Medical Association, is committed to public health promotion in their organizational mission. A not-for-profit organization of more than 26,000 grassroots members working in their communities, the AMA Alliance strives to ensure child safety, prevent abuse and violence, promote healthy lifestyles, and increase awareness of available health care resources. Visit the AMA Alliance web site at

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