Warner Bros. understands that entertainment programming has an impact on habits and culture. Without curtailing artistic freedom, we are sensitive to the impact of the films and television programs we produce. Warner Bros. actively works to reduce tobacco imagery in its films.
We adopted the Time Warner Tobacco Depiction Policy in 2005. In 2011, we reached a 90% reduction in depictions of smoking and tobacco brands and products compared to the 2005 baseline, which Warner Bros. tracks and verifies against SceneSmoking.org database. In addition, since 2008, Warner Bros. has included anti-smoking PSAs on all DVDs of films containing tobacco imagery. Since Warner Bros. began this practice, an estimated 60 million viewers have seen these PSAs prior to viewing the film.
Time Warner Tobacco Depiction Policy
Time Warner has a fundamental interest in creating films that appeal to a wide array of audiences. When we develop films, we work with our creative talent to ensure, to the greatest extent possible, that smoking is not depicted in our films unless there is a compelling creative reason to do so. Our practices currently include the following:
- Time Warner film and TV companies do not enter into any product placement or promotion deals with tobacco companies for any of our films.
- Time Warner film and TV companies endeavor to reduce or eliminate depictions of smoking and tobacco products/brands from all English-language motion pictures they produce and/or distribute in the United States rated G, PG, and PG-13 through vigilant communications with the creative team on films in which such depictions are contemplated unless (a) the depiction involves a character who is an actual historical figure known to have used tobacco products; (b) the depiction is warranted for reasons of compelling historical accuracy; or (c) the depiction is part of a conspicuous anti-smoking reference.
- Time Warner film and TV companies endeavor to reduce smoking and tobacco depictions in all R-rated motion pictures they produce and/or distribute in the United States unless there are compelling creative reasons for such depictions.
- For movies produced outside the United States or where Time Warner’s business units’ influence over the content of films is limited (such as movies co-produced by Time Warner businesses and movies produced by others that are distributed by Time Warner businesses), Time Warner discourages the depiction of smoking where the company believes it is appropriate to do so.