COUNTY OF SAN MATEO

Inter-Departmental Correspondence

Board of Supervisors

DATE:

March 25, 2009

BOARD MEETING DATE:

March 31, 2009

SPECIAL NOTICE/HEARING:

None

VOTE REQUIRED:

Majority

TO:

Honorable Board of Supervisors

FROM:

Supervisor Adrienne J. Tissier

SUBJECT:

Smoke-Free Movies Campaign

RECOMMENDATION:

Adopt a resolution endorsing the Smoke Free Movies Campaign.

VISION ALIGNMENT:

Commitment: Ensure basic health and safety for all.

Goal(s): #6 Children grow up healthy in safe and supportive homes and neighborhoods.

BACKGROUND:

According to Breathe California, approximately 15 percent of all US live-action films rated PG-13, and some 36 percent of films rated G or PG, released in 1999-2006 featured some type of tobacco use. The risk stems from the influences that Hollywood movies are known to have on certain youth values and actions. Images of tobacco use and placement of tobacco products, including identifiable brands, are growing in frequency. This is generating an equal growth in public health concerns, since tobacco use is the No. 1 preventable cause of death and disability.

DISCUSSION:

Breathe California is an organization established to improve air quality and reduce the impact of asthma in children, adults, families and communities. In addition, Breathe California works to reduce tobacco use and exposure to secondhand smoke, and offers services to people with pulmonary diseases to help them better manage their illness.

Breathe California has requested that this Board adopt a resolution endorsing the objectives of the Smoke Free Movies Campaign. These objectives are: (1) Rate new smoking movies “R,” with the sole exceptions being when the tobacco presentation clearly and unambiguously reflects the dangers and consequences of tobacco use or is necessary to represent a real historical figure; (2) Require producers to certify on screen that no one in the production received anything of value in consideration for using or displaying tobacco; (3) Require strong anti-smoking ads to be shown before any movie with tobacco use, regardless of rating; and (4) Stop identifying tobacco brands on screen.

In anticipation of National Public Health Week, April 6-12, I present this resolution for the Board’s adoption in recognition of the public health concerns raised by smoking in movies and in recognition that steps need to be taken to make movies smoking free.

FISCAL IMPACT:

None.