In a nutshell
Doctors are asking for tougher action to protect children from images of smoking in films and on TV. The British Medical Association (BMA) has called on the Government to introduce stern measures aimed at reducing young people's exposure to positive images of smoking. The Forever Cool report, published last week, challenges the Government to make the UK tobacco-free by 2035.
What are they suggesting?
For film censors to take pro-smoking content into account when classifying films and introducing laws so all films and TV programmes that portray positive images of smoking are preceded by an anti-smoking advert. It also suggests ending the sale of tobacco from vending machines and setting a minimum price for tobacco products.
Any resistance to the call?
Smokers' lobby group Forest director Simon Clark told the Daily Mail: 'People are tired of being lectured.'
The story was picked up by most of the nationals this week, with newspapers using a picture of Uma Thurman smoking seductively in Pulp Fiction.
Who are the key PR players?
The BMA has been promoting its message through its in-house press team. The team sent out a separate Scottish press release calling on the Scottish Government to also take action.
18 - Age before most smokers start smoking
20% - Amount of population that still smokes