The 2016 World Health Organization report titled Smoke-free movies: from evidence to action - Third edition, 4 and the University of California San Francisco Smokefree Media campaign 86 recommend the same five evidence-based policies, which aim to reduce exposure to tobacco imagery on screen: Adult-rating future media productions with tobacco imagery Running strong anti-tobacco advertisements before films with smoking, in all media, regardless of the media production's age-classification Requiring production executives to certify that no one associated with a production with smoking, regardless of its rating, received anything of value for the presence of that imagery Ending display of tobacco brands in entertainment media, regardless of rating Making media productions with tobacco imagery ineligible for public subsidies or 'incentives' such as production grants, tax credits or rebates
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"It was basically, 'It's my way or the highway.' So we took the highway," Rallo says
Photographed by Prudence Cuming Associates Damien Hirst and Science Ltd
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