Smoking In Film Case Study

Source from:  Philip Morris USA 03/03/2010

Since 1990, our policy has been to decline all third party requests to use, display or reference our cigarette brands, products, packages or advertisements in any movies or television shows or other public entertainment media. This policy was reinforced in 1998 by the Master Settlement Agreement (MSA), which strictly prohibits participating manufacturers such as Philip Morris USA from paying for product placement in movies, television shows, other performances or video games. PM USA's position is clear - we do not want our brands or brand imagery depicted in movies, television shows or other public entertainment media. The unauthorized use of our brands and brand imagery perpetuates the misunderstanding among some that we pay for or are otherwise responsible for these depictions, which is simply not the case. Research suggests that exposure to cigarette smoking and tobacco in movies may have an impact on youth attitudes and behaviors related to smoking, and consequently, can increase their risk of starting smoking. Unfortunately, the fact that PM USA does not engage in product placement does not mean that our brands are never shown. Some producers and directors choose to depict PM USA brands in their work without our permission. But we are limited in our ability to stop all displays of our brands, because federal and state trademark laws, as well as the U.S. Constitution, protect freedom of expression and the "fair use" of trademarks in works such as movies and television shows. PM USA believes that producers, directors and others involved in the creative process are in a unique position to voluntarily eliminate smoking scenes in movies and other entertainment media directed at youth, and we encourage them to do so. Recently, a major National Cancer Institute (2008) review of the literature related to media communications in tobacco promotion and tobacco control concluded that, "The total weight of evidence from cross-sectional, longitudinal, and experimental studies indicates a causal relationship between exposure to movie smoking depictions and youth smoking initiation (p. 357)." 3 The stakeholders In 2004, PM USA began a stakeholder engagement effort to explore our role in helping to achieve a reduction in the amount of smoking scenes in all entertainment programming intended for youth and to help in the elimination of the use of PM USA brand imagery in all entertainment programming. From 2004 through 2006, PM USA met with more than 20 people and groups who are considered key decision-makers in the entertainment industry. Stakeholders included entertainment industry trade organizations, Screen Actors Guild leaders, health advocacy organizations, producers, directors, writers and actors. What we heard There was little awareness among the entertainment industry about our product placement policy, the cigarette industry's MSA restrictions and the impact that depicting smoking in film has on youth smoking. Informing the entertainment industry about the issue could play an important role in gaining their voluntary cooperation to eliminate smoking in movies directed at youth. How we responded In November 2006 and continuing through February 2007, PM USA placed two print advertisements in entertainment industry trade publications. The first was intended to raise awareness of PM USA's position on product placement and the second encouraged the industry to eliminate smoking scenes in movies directed at youth. In addition, in May of 2007, the Motion Picture Association of America (MPAA) decided to enhance the amount of information provided to parents on the issue of smoking in films. We support the MPAA's decision. Throughout 2007, PM USA executed engagements with major motion picture studios, two minor motion picture studios as well as several key film festivals and trade associations to continue the discussion on eliminating smoking and tobacco use in movies directed at youth. In 2008, there was another outreach to our key stakeholders at major and minor motion picture studios to reiterate our policies and positions and to encourage them to take additional steps to eliminate smoking scenes in movies directed at youth. In addition, We also held a roundtable discussion with directors, producers and film makers at an independent film festival on product placement and the impact of smoking and brand imagery on youth. PM USA will continue outreach to key stakeholders within the entertainment industry in order to continue to inform them about our efforts. Additionally, we hope to maintain these relationships so that we gain additional insight and feedback to help guide our efforts. Enditem