[Intl-tobacco] PMUSA: Keep Marlboro et al out of Movies

[Robert Weissman]

This release raises a variety of questions, including: Does Philip Morris I=
nternational agree, and will Altria adopt appropriate policies to ensure it=
s products do not appear in Hollywood  and other movie productions?

Philip Morris USA Supports Eliminating Its Brand Imagery in Movies - Philip
Morris USA
March 1, 2006

Press Releases

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 Morri=
s
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.

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[1]Dalton, Madeline A., Sargent, James D., et al. "Effect of viewing smokin=
g
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.

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Press Contact
Philip Morris USA Media Relations
(804) 484-8897