American Medical Association (AMA) Alliance Urges Institute Of Medicine To Take Stronger Stance On Smoking In Youth Rated Movies
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
"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