Ever since the dawn of cinema the enter- tainment industry has seemed oblivious to the harm done to people's health by some of the behaviour depicted in its products. Scenes glamour izing smoking and glorifying all kinds of violence, dr ink- driving, unsafe sex and substance abuse have long been everywhere in film, tele- vision shows and – more recently – on the Internet. It's not surprising that public health advocates in the home of the world's larg- est entertainment business, the United States of America (USA), have a long tradition of engaging with the entertain- ment industry.
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