The Motion Picture Association of America just announced that smoking itself will be considered as a factor in its ratings system and depictions that glamorize smoking, or movies that feature pervasive smoking, may receive ratings that do not allow children into theaters to see them.

Quoted in USA Today, Stanton Glantz, head of the group and a professor of medicine at the University of California, San Francisco. “We believe an automatic R for a movie with smoking — unless you’re showing someone getting sick from it — could save thousands of lives.”

Sex Drugs and Violence are however still encouraged in every movie.