After Leonardo DiCaprio publicly used an e-cigarette at the Screen Actors Guild awards ceremony, the American Lung Association publicly criticized him. This was reported by the celebrity website TMZ. The Dolby Theater, where the Oscars are held, announced that the Academy Awards would be smokefree, including e-cigarettes. (Full stories here and here.)
There is still no official comment from the Academy itself.
Let's hope that this decision to stop promoting tobacco at the Oscar ceremony foreshadows a more substantial institutional response from Hollywood. It's time to stop promoting smoking by implementing an R-rating for smoking movies.