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More Movies to Include Anti-Smoking PSAs to Protect Children's Health
Date:7/11/2008

Statement from the American Legacy Foundation(R)

WASHINGTON, July 11 /PRNewswire-USNewswire/ -- Today, the California Governor's office announced that anti-smoking public service announcements (PSAs) developed by the state will be included in youth-rated DVD movies from several major Hollywood studios. The American Legacy Foundation(R), a national public health foundation dedicated to reducing tobacco use in the U.S., applauds the state of California for joining in the nationwide effort to educate youth on the dangers of tobacco use. Moreover, as young people continue to be exposed to tobacco images on screen and on television, the effort to reach them in this way is critical.

More than half of youth-rated movies contain smoking, and research shows these images can influence 200,000 new youth smokers a year. As a result, the foundation and a host of national health organizations - including the American Heart Association, American Medical Association, American Lung Association and more - have long supported including anti-smoking PSAs before movies with smoking, along with other smoke-free movies policies.

The foundation is delighted that the California Department of Health, a well-respected leader in state tobacco control has joined this important life-saving initiative. Over the past few years, Legacy has worked closely with state Attorneys General around the country to include PSAs from our award-winning truth(R) youth smoking prevention campaign in DVDs, for both youth- and R-rated movies. The Weinstein Company was an early leader in this effort and has since included truth(R) spots in about two dozen films. The Walt Disney Company (Miramax and Buena Vista studios) and Time Warner (Warner Bros.) have also placed these important and highly effective ads from truth(R) in DVDs.

"Putting ads in more movies is a positive step to curb the negative effect that movie smoking has on youth starting to smoke," said Cheryl G. Healton, Dr.
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SOURCE American Legacy Foundation
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