The cigar-puffing General Thaddeus Ross is a bad guy, all right. So bad that leading medical organizations think that the Incredible Hulk should be rated “R.”
No, it’s not the violence and mayhem Gen. Ross inspires in his quest to capture Hulk that draws objections. It’s his cigar.

Movies are one of the last places in media where kids see people smoking, and thats a big reason why a lot of them start smoking, too, according to anti-tobacco groups and tobacco researchers. It may even be more influential that tobacco advertising, researchers have found. According to a 2005 study in the journal Pediatrics about a third of teens who smoke did so in part because of what they saw in the movies, and those with the highest exposure to tobacco in movies were three times more likely to start smoking as those with the least exposure. A study in the journal the Lancet found much the same thing, and kids whose parents were not smokers were particularly vulnerable.
Tobacco products or smoking occurs in three-fourths of youth rated movies, and 90 percent of “R” rate movies, according to a report by the Legacy Foundation, an anti-tobacco advocacy and research organization.
Legacy, the American Medical Association, and other groups have been pushing the movie industry and Congress to take gratuitous smoking out of films, or give them “R” ratings to reduce the number of kids who are exposed to it. They question whether General Ross’ ever present cigar is really necessary to the plot (such as it is) in The Incredible Hulk or the general’s character. Universal Studios and Marvel Comics “should be especially embarrassed for using comic book movies, which they market to children and know youth will want to see, to promote tobacco,” they said in a public statement.
Films like this that unnecessarily expose kids to tobacco are just as damaging as those that have gratuitous violence and sex, they argue, and should put in the same category.
Are they going over board? What would you think if you knew your kids picked up a cigarette or one of those new sweet little cigars because they saw it in a movie?
Should the movie industry even care about the impact of their products on teen agers?
And why is there so much smoking in movies anyway?