The objective of the smoke-free media initiative is to eliminate pro-tobacco imagery from youth-rated movies and the Internet by:

  • the Motion Picture Association of America (MPAA)  implementing an “R” rating recommendation for the Smoke Free Movies network
  • YouTube implementing a policy that requires videos with pro-tobacco product messages or that illustrate specific brands of tobacco products be posted as age-restricted/adult only content
  • Reality Check youth compiling and disseminating information on the presence of the tobacco industry in the media
  • working with a local media outlet to implement a policy that protects youth from pro-tobacco marketing and imagery. Examples include:  running anti-tobacco PSA's during programming with pro-tobacco imagery, restriction of advertising local smoke shops or electronic cigarettes, and running anti-tobacco PSA's before youth rated movies that contain tobacco use imagery.