8:45 AM -- They're thinking of the children yet again, reports Reuters:

The film industry group that rates U.S. movies in terms of their suitability for children Thursday unveiled new rules affecting tobacco use in films that would stop children from seeing movies that glorified lighting up on-screen...

MPAA Chairman and CEO Dan Glickman said in a statement, "The rating board ... will now consider smoking as a factor, among many other factors, including violence, sexual situations and language, in the rating of films...

The MPAA said films whose rating are affected by tobacco use will now include phrases such as "glamorized smoking" or "pervasive smoking" in their description.

The new ratings standard won support from the American Cancer Society whose chief executive officer John Seffrin said, it was an important initial step by the MPAA. But he added that ultimate goal to eliminate tobacco use in movies marketed to children and youth.

But Matthew Myers, president of the Campaign for Tobacco-Free Kids, said he was "deeply disappointed," saying that films with smoking in them should be rated R.

Well, we've saved the kids from Tom and Jerry. Time to protect them from really deleterious influences:

Sigh. What's next? "This film is rated F for excessive consumption of trans-fats"? "Warning: This film may be unsuitable for small children as it contains scenes of graphic jay-walking"?

— Larry, Attack Monkey, Light Reading