Walt Disney Co. is to become the first major Hollywood studio to ban depictions of smoking.

Walt Disney has announced that there would be no smoking in its family-oriented, Disney-branded films and it would ‘discourage’ it in films distributed by its Touchstone and Miramax labels.
Disney’s chief executive, Robert Iger, also said that the studio would place anti-smoking public service announcements on DVDs of any future films that feature cigarette smoking. He said the company would encourage theatre owners to screen anti-smoking public service announcements (PSAs), before such films. But Iger cautioned that "cigarette smoking is a unique problem and this PSA effort is not a precedent for any other issue."