Philip Morris USA Supports Eliminating Its Brand Imagery in Movies

Business Wire, March 1, 2006

RICHMOND, Va. -- Research indicates that youth exposure to smoking in movies can have an impact on whether or not young people smoke(1)(2)(3).

"With the Oscars just a few days away, we want to reaffirm that Philip Morris USA does not pay for or endorse any product placement of its brands in movies." said Jennifer Hunter, vice president, Youth Smoking Prevention and Cessation Support for Philip Morris USA.

For more than 15 years Philip Morris USA has had a voluntary policy declining all third-party requests to use, display or reference its cigarette brands, packages or advertisements in any production intended for general audiences.

The 1998 Master Settlement Agreement reinforced Philip Morris USA's policy by strictly prohibiting participating manufacturers such as Philip Morris USA from paying for product placement in movies, television shows, music videos or video games. Although some continue to believe that the appearance of cigarette brands and brand imagery in movies and television shows is the result of product placement by tobacco companies, Philip Morris USA continues to deny all product placement requests for its brands.

In addition, Philip Morris USA believes that producers, directors, and others involved in the creative process should take voluntary steps to reduce or eliminate smoking scenes in movies and other entertainment media directed at youth.

As a manufacturer of a product intended for adults that is addictive and causes serious diseases, Philip Morris USA believes that it has a role to play to help prevent youth smoking. The company's initiatives are guided by ongoing research to understand the latest developments in youth smoking prevention. Since 1998, Philip Morris USA has spent more than one billion dollars in its company wide youth smoking prevention efforts.

For more information about Philip Morris USA's positions on tobacco related issues, please visit www.philipmorrisusa.com.

(1)Dalton, Madeline A., Sargent, James D., et al. "Effect of viewing smoking in movies on adolescent smoking initiation: a cohort study." The Lancet 362 (10 June 2003): published online.

(2)Sargent, James D., Dalton, Madeline A., et. al. "Viewing tobacco use in movies: Does it shape attitudes that mediate adolescent smoking?" American Journal of Preventative Medicine 22 (2002): 137-145.

(3)Pechmann, Cornelia and Chuan-Fong Shih. "Smoking scenes in movies and antismoking advertisements before movies: Effects on youth." Journal of Marketing 63 (July 1999): 1-13.