Although General Thaddeus "Thunderbolt" Ross is a villain in "The Incredible Hulk" who seeks the demise of the movie's titled superhero, he still should not smoke, according to one grassroots organization.

The American Medical Association (AMA) Alliance, which is comprised of 27,000 members, has taken the position that any movies that portray smoking should be rated R. "The Incredible Hulk" is rated PG-13, and given that General Ross didn't smoke at all in the first "Hulk" movie, there's no reason for the general, who apparently chomps on a cigar throughout the sequel, to have picked up the lethal habit now, the group argues.

"Shame on ‘The Incredible Hulk' for unnecessarily adding smoking to a sequel that would have been just as exciting and believable without it," said Dianne Fenyk, President of the Alliance. The Alliance claims that 35 percent of new smoking in children ages 9 to 12 can be attributed to exposure to smoking in movies.

Although the MPAA has pledged to consider smoking as a factor in its movie ratings, half of all top box office films with smoking in the 2007 - 2008 season were youth-rated, the AMA Alliance claims.

View a summary of the AMA Alliance's position.

Read more on the issue at nytimes.com.

Read past KidAdLaw coverage of the MPAA's position on smoking in the movies.