Message from the President Dear Colleague, As the summer movie blockbuster season comes to a close, all of us in tobacco control have witnessed some positive changes in the landscape concerning one of the major public health issues in the United States. Smoking on screen influences nearly 400,000 new youth smokers each year. Earlier in the spring, the Motion Picture Association of America (MPAA) announced a new ratings clarification to consider smoking as a factor when it rates movies, but the action failed to address the concerns of major public health groups and parents nationwide regarding the strong, research-proven link between images kids see on the silver screen and youth starting to smoke. We have seen the first movie, "Hairspray," tagged with a PG-13 ratings descriptor to include "momentary teen smoking." In addition, thanks to the efforts of Congressman Ed Markey and advocates around the country, two major media companies have implemented policies that represent a positive shift in the way that Hollywood addresses youth exposure to the negative tobacco images in movies. However, despite these glimmers of progress, there is still much work to be done. The Walt Disney Company, the most recognized global family entertainment company, last month pledged to Congress that "depictions of cigarette smoking in future Disney-branded films will be non-existent." Disney has also agreed to "place an anti-smoking PSA on DVDs of any future film that does depict cigarette smoking." In light of this announcement, we also learned that Universal Pictures has implemented a policy that "presumes that no smoking incidents should appear in any youth-rated film produced by Universal Pictures…" Legacy recognizes these important steps forward in saving young lives from potential lifetime tobacco addictions and premature death. We would encourage other entertainment companies to also take a careful look at the consequences of smoking in entertainment products, and follow Congressman Markey's call to take responsible actions — such as showing effective anti-smoking public service announcements to ensure better public health and save lives. Sincerely, Cheryl G. Healton, Dr. P.H. President & CEO American Legacy Foundation