Phillip Morris International (PMI), leading cigarette maker of USA appeals to Hollywood to not exhibit their products in the pictures.
Well it sounds astonishing but studies have shown that representation of tobacco products on big screen can lure children to smoke.
Philip Morris USA often runs commercials on television networks which urge viewers of the hazards of smoking. Richmond-based Philip Morris USA said on Wednesday that it will run advertisements in Daily Variety, the Hollywood Reporter and other trade publications imploring moviemakers: “Please Don’t Give Our Cigarette Brands a Part in Your Movie.”
The company currently holds a 14.5% share of the international cigarette market.
Philip Morris has a wide set of positions on many tobacco-related issues, which includes:
The prevention of youth smoking through:
Access prevention programs to keep youth from getting cigarettes.
Communications and resources to parents and adults helping them to discourage youth from smoking.
Smoking restrictions in public places.
Matt Myers, president of the Campaign for Tobacco-Free Kids, said the industry has been unmoved by previous appeals to shield children from smoking scenes.
“Hollywood has ignored the very serious problem that smoking in the movies contributes to youth tobacco use, the problem goes beyond which brands are shown.”
Glantz, a professor of medicine and leading critic of smoking in movies shown to children, said that even if Philip Morris brands are not shown, the company will benefit from smoking scenes because Marlboro is the leading brand among adolescents.
The ad campaign begins this week and will last for several months.
