Opinion: How did an iPhone smoking game get a 12+ rating?

On May 29th, publisher TTr Games released Smoke Rings to the iPhone App Store.  The object of the game is to use the microphone on your iPhone to blow smoke rings with virtual cigarettes.  The better your smoke rings, the better your points.  It’s essentially a smoking simulator with a scoring system.

While the idea comes across as pretty tasteless, something of this nature aimed at those in the legal age range to purchase tobacco is something that I really have no valid reason to get uptight about.  But it’s not.  The game has officially been rated 12+ for, and I quote, “infrequent/mild alcohol, tobacco or drug use or references”.

Really?  A game where the entire object is to pretend like you’re smoking falls under the category of infrequent/mild tobacco use or reference?  It’s astounding that somebody out there though this was ok.  Even reading the instructions from the official website makes this sound like the actual act of smoking;

In order to puff smoke rings, You must first “suck” some smoke. To do this, try to suck the air out of the iPhone from its microphone at the bottom-right side of the iPhone, making some kind of “sssssh” noise

You can only get a limited amount of smoke at a time so don’t waste Your cigarette too much! You must see a reddish glow at the bottom of the screen if You do it right. When You think You got enough smoke, make a puffing noise like “Pft” or Ph until You see a ring!

Believe me, I’m the farthest thing from a reactionary alarmist. For the most part, watchdog groups make my stomach turn more than Smoke Rings ever could.  But in a world that is progressively becoming more and more aware of how tobacco use regularly kills both smokers and non-smokers, to see this app even exist (let alone be rated acceptable for adolescents) is mind-boggling.  For years tobacco companies have counted on drafting in legions of dopey teenagers to form life-long smokers.  An app like Smoke Rings will help foster that culture of tobacco acceptance amonst the youth.

Apple’s 17+ rating , which requires the purchaser to be 17 or older to purchase content, lists amongst its criteria the frequent use of “alcohol, tobacco and drugs which may not be suitable for children under the age of 17.”  I can’t imagine a title that more fits that description than Smoke Rings.  So how did it get through?  Who’s actually in control of these ratings?  And who is going to hold them accountable?

For more information on this product, visit the AppStore product page or TTrGames official website for the game.

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