What exactly does "promote" mean here?

The AMA is criticizing Marvel and Universal because, according to them, the new film of The Hulk promotes smoking. How exactly does it promote smoking? The bad guy smokes cigars. Maybe I missed the day this was covered in"we have no free will and are brainwashed by media" school, but how exactly does it promote activity X to have X practiced by the villain? On that reasoning, all movies involving crime should be banned, since they could be said to promote crime. Please.