Did some digging.
It comes from here:
" But then, in October, The Weinstein Company, a New York-based independent producer and distributor run by the founders of Miramax, announced that it would start adding Truth® spots to its smoking DVDs, starting with the video debut of Clerks II in January, 2007.
The other part where they want to rate films "R" (18)
if they have smoking in them:
Ads for all movie ratings
Anti-tobacco spots help inoculate audiences, but they are not the whole answer. They treat the toxic exposure, rather than prevent it. The single most effective measure is to reduce adolescent exposure by half — with the R-rating.
"What about the other half? Teens see about half as many R-rated movies as PG-13 movies, but R-rated movies have, on average, twice as much smoking. It would take restrictions on content — which we oppose — to clear smoking out of R-rated fare. Instead, anti-tobacco spots will help counter this exposure even after the smoking “R” is implemented."