Walt Disney Chief Executive Robert A. Iger has announced an end to depictions of smoking in its Disney-label movies.
According to the Los Angeles Times:
For Disney and Iger, the decision is virtually no-lose. By making a major public announcement, Disney moves in front of the issue and further burnishes its family-friendly image. What's more, the ban extends to Disney's family films, which rarely feature smoking anyway.
Not showing smoking in Disney films may not be such a hardship for the company, but Walt Disney also owns Touchstone Pictures and Miramax, which cater much more to adult audiences. Iger said they’re also planning to discourage smoking depictions in Touchstone and Miramax films but that an all-out ban in this arena is not happening at this time and would be tougher.
Perhaps even more interesting than banning smoking in Disney films, Iger also said the company will put anti-smoking public service announcements on DVDs that depict smoking (including those from Touchstone and Miramax).
Disney’s move comes just several months after the Motion Picture Association of America decided to consider smoking as a ratings factor alongside violence and nudity.