Walt Disney Co. is snuffing out the use of cigarettes in its family films, making it the first major Hollywood studio to implement such a ban.
The company is also discouraging its other labels, Miramax and Touchstone, from depicting smoking in their films, though movie directors will always have creative freedom.
The studio announced it would also post an anti-smoking public service announcement on any DVD featuring a movie where actors are shown smoking. As well, it would encourage theatre owners to do the same.
Disney's move came after U.S. Congress pleaded with Hollywood to limit smoking in pictures. U.S. Representative Edward Markey held hearings last month on the impact movie images have on young people.
Robert Iger, Disney's CEO, wrote a letter to Markey explaining the company's decision to butt-out.
"The Walt Disney Company shares your concern regarding deaths due to cigarette smoking," the letter said. "We expect that depictions of cigarette smoking in future Disney branded films will be non-existent.
Markey said Disney's decision should serve as an example to other studio heads and should prompt them to make similar commitments.
"Disney's decision to take a stand against smoking is groundbreaking and I commend CEO Bob Iger for this important commitment. Now it's time for other media companies to similarly kick the habit and follow Disney's lead," he said, in a press release Wednesday.
In April, Universal Studios also took a step towards curbing smoking in their movies. It said smoking would be reduced in films produced for younger audiences.
A study by non-profit research company American Legacy showed cigarettes are featured in three-quarters of G, PG and PG-13 rated movies. Ninety per cent of R-rated movies depict smoking in them.
The study concluded kids who have a high exposure to smoking in movies are three times more likely to start lighting up themselves.
Walt Disney's namesake himself died of lung cancer in 1966 after years of chain-smoking.
What do you think? Will this help decrease teen smoking, or is it just a gimmick?
