According to a story on FT.com, Disney-branded movies will not feature smoking and they will actively encourage other companies in the Disney family (Touchstone, Miramax, et al.) to do the same. Additionally, DVD's of movies that feature smoking will contain a public service announcement about its hazards.

In a letter to Edward Markey, chairman of the House subcommittee on telecommunications and the internet, Bob Iger, Disney’s chief executive, said smoking in Disney-branded films would be “non-existent”. The company would also “discourage” depictions of smoking in films made by its other studio labels, which make films for older audiences, such as Miramax and Touchstone, he said.

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Mr Markey, who has called for tougher action to stop children from smoking, said it was “time for other media companies to similarly kick the habit and follow Disney’s lead”.

“We know that the presence of smoking in a movie significantly influences a child’s decision to start,” he said. “This is troubling given the fact that a vast majority of smokers begin smoking before their 18th birthday. I am pleased that Disney is embracing a policy that is consistent with the long-term public health of the nation.”

This action comes just weeks after the MPAA announced that it would consider the presence of smoking scenes in its ratings determinations.

For the full article on FT.com, please click on the Read link below.

[Thanks to reader Ron H. for bringing this to our attention!]