WHERE THERE’S SMOKE:
THE MOUSE COMMITS TO ENDING SMOKING ON SCREEN
By David Meyer

You are free to put that in your pipe and smoke it, but don’t count on Disney to ever show it on screen again. Last Wednesday, July 25th, the Walt Disney Company, pledged to U.S. Representative Edward J. Markey (D-MA), Chairman of the House Telecommunications and the Internet Subcommittee, that it will discourage depictions of cigarette smoking in its films. The company also said it will place an anti-smoking PSA on DVD’s of any future film that does depict smoking. Additionally, Disney will work with theater owners to encourage the exhibition of an anti-smoking PSA before the theatrical exhibition of any such film. In a letter to Markey, Disney President and CEO Robert A. Iger said, “The Walt Disney Company shares your concern regarding deaths due to cigarette smoking. We discourage depictions of cigarette smoking in Disney, Touchstone and Miramax films. In particular, we expect that depictions of cigarette smoking in future Disney branded films will be non-existent. In response to your suggestion, our Company will place an anti-smoking PSA on DVD’s of any future film that does depict cigarette smoking.” According to the American Lung Association, cigarette smoking has been identified as the most important source of “preventable morbidity” and premature mortality worldwide. Smoking-related diseases claim an estimated 438,000 American lives each year and approximately 90 percent of smokers begin smoking before the age of 21.•••