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Netflix Promises to Cut Down on Smoking… On Their Shows

Published Wed, 03 Jul 2019 17:05:08 -0500

Netflix has agreed to cut down on, or eliminate altogether, depictions of characters smoking on shows rated for younger audiences.

The move comes after the 2018 study "While You Were Streaming," a Truth Initiative project that tallied the total number of occurrences of characters smoking on streaming media services. The study covered the 2016-17 season, and found 866 depictions of smoking on Netflix alone. There were another 343 occurences spread out between the other streaming services and cable networks.

Those depictions of smoking were broken down even further, with 292 cases on Unbreakable Kimmy Schmidt, nearly 30 more than on Orange is the New Black. The Kimmy Schmidt case should be clarified, though, since a lot of those numbers aren't from tobacco use, but from a wall of cigarettes that were shown in a bodega on the program.

Truth Initiative looked at shows that were popular with people between the ages of 15 and 24 years of age. Netflix shows that were sampled included Orange is the New Black, Fuller House, Stranger Things, House of Cards, Daredevil, and Unbreakable Kimmy Schmidt. Off of Netflix, shows like The Big Bang Theory, The Walking Dead, American Horror Story, Bones, Once Upon a Time, and Pretty Little Liars.

The research showed that onscreen tobacco use had increased since the previous season, and that 28 million younger people were exposed to tobacco use while watching television.

The report claims that media exposure to tobacco use is responsible for 37% of young smokers picking up the habit.

Netflix has responded to the study by agreeing that "smoking is harmful and when portrayed positively on screen can adversely influence young people," and has pledged to eliminate depictions of smoking or e-cigarette use on shows rated TV-14 or below… "except for reasons of historical or factual accuracy."

The streaming giant has agreed to cut down on depictions of smoking on programs aimed at older audiences as well: "there'll be no smoking or e-cigarettes unless it's essential to the creative vision of the artist or because it's character-defining (historically or culturally important)."

Netflix will also be displaying smoking information as part of the age-appropriate ratings system so that subscribers can make informed choices about cigarette usage and how it can impact their health.

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