• Los Angeles Times, Thursday, July 26, 2007 12:45 PM

Walt Disney says that it will snuff out depictions of smoking in Disney-label films, as well as discourage lighting up in the more adult fare released by its Touchstone Pictures and its specialty label, Miramax. "Heroes can be cool without smoking," says CEO Robert A. Iger.

Iger also promises to place anti-smoking public service announcements on DVDs of future films--including from Touchstone and Miramax--that depict smoking. It will encourage theater owners to do the same. Rep. Edward J. Markey (D-Mass.) and advocacy groups, such as the Entertainment Industry Foundation's Hollywood Unfiltered campaign, praised the announcement.

But for Disney and Iger, the decision is virtually a no-lose. By making a major public announcement, it moves in front of the issue and further burnishes its family friendly image. What's more, Disney's family films rarely feature smoking anyway.

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