Another British university has jumped on the anti-smoking bandwagon.
Researchers at Bristol University say that teenagers who watch films showing actors smoking are more likely to take it up.
Dr Andrea Waylen, who led the research, has called for the age classificition for films that feature smoking to be raised to 18, arguing that it would lower youth smoking rates.
The UK Centre for Tobacco Control Studies has written to the British Board of Film Classification (BBFC) asking it to do just this to protect children from "particularly harmful imagery".
I gave them this quote:
"The idea that films need to be reclassified in order to create a utopian, smoke-free world for older children is not only patronising, it is completely unnecessary.
"Today you would be hard-pressed to find a leading character who smokes in any top 10 box office movie.
"What next? Should government reclassify films that feature fat people as well in case they are bad role models?
"We go to the cinema to escape from the nanny state. The tobacco control industry should butt out and take its authoritarian agenda elsewhere."