Our Mission

Founded by The Entertainment Industry Foundation (EIF), our mission is to educate all of those in the entertainment industry about the impact on-screen smoking has on young people and encourage them to take action to reduce the glamorization of on-screen smoking.

Why It's So Important Young people report that they are very influenced by what they see on-screen and by actors they admire. Young teens (ages 12-14) are significantly more likely to report awareness of on-screen smoking portrayals than young adults. Children with the highest exposure to smoking in movies are three times more likely to start smoking than those with the least exposure.

Our Goals

First and foremost, we seek to educate members of the entertainment industry about the impact smoking has on young people and the steps they can take to make a difference. Education and outreach has not been done before. We believe that good information leads to good decisions.

Ultimately, we hope our efforts will result in: Reduction or elimination of gratuitous on-screen portrayals of smoking in G, PG and PG-13 rated movies. These are the films kids watch, yet more than 50 percent of these movies currently depict smoking. Elimination of brand identity of tobacco products on-screen. Featuring a particular brand of cigarettes on-screen amounts to millions of dollars of free advertising for the tobacco industry, and research shows that young people tend to smoke the brands that are shown in movies. Portrayal of the harmful effects of smoking in movies and television shows when appropriate.

Hollywood Unfiltered respects and upholds the right to artistic freedom. We do not endorse an R-rating for smoking because we believe the best way to accomplish the goals of this campaign is through education, not regulation.