There is a causal relationship between exposure to tobacco depiction in movies and initiation of smoking by youth. Cullen and colleagues quantified the tobacco use depictions in a sample of television programs popular with youth aged 12 to 17 years during the fall 2007 season. Of the 73 episodes examined, 40% included at least 1 depiction of tobacco use, 33% showed 1 or more depictions of cigarette use, and 8% demonstrated at least 1 depiction of cigar use. Most tobacco depictions were of cigarettes, amounting to 270 total incidents in 61.5 total hours of programming analyzed, for a mean of 4.4 incidents per hour. The greatest proportion of episodes with at least 1 tobacco depiction was observed on FOX (44%), followed by The CW (41%). Nationally, the estimated number of youth aged 12 to 17 years who were exposed to tobacco use as a result of the television programming examined in this study was 940 000. Current TV Parental Guidelines do not consider any form of substance use, including tobacco, in determining a program rating.