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RICHMOND, Va. -- Tobacco giant Philip Morris USA is requesting the entertainment industry voluntarily eliminate its products from any industry productions in a new trade print advertising campaign, according to a company news release.
The campaign is designed to make entertainment industry decision-makers aware of Philip Morris' position on product placement and use of its brands. It also encourages the industry to reduce or eliminate smoking scenes in movies directed at youth.
"Movies have the power to amuse, delight, teach and inspire. However, some studies suggest they may also influence a child's decision to smoke," said Jennifer Hunter, vice president of youth smoking prevention and cessation support for Philip Morris, citing reports by Pediatrics, the American Journal of Medicine and the Journal of Marketing.
The ads began appearing this week in Daily Variety, The Hollywood Reporter and other entertainment trade publications.
Philip Morris said it does not want its brands or imagery depicted in movies or television. Since 1990, the company's policy has been to deny any request for its use in movies or television shows that were intended for general audiences.