Disney (NYSE: DIS) will be banishing cigarette smoking from all future Disney-branded movies, and placing anti-smoking public service messages in titles that are already out on DVD. The announcement is part of a string of moves designed to bolstered Disney's image as a family-friendly company. It has already begun making an effort to lessen the promotion of unhealthy snacks in its products and, according to The Wall Street Journal, it will soon be taking on environmental issues.
Few Disney movies have references to smoking these days, but this decision has strong symbolic value. A major studio is recognizing that it can play some small role in fixing societal problems like obesity, lung cancer, and perhaps global warming.
Corporate social responsibility has become a game of one-upmanship. It's not just about being green, it's about being even greener than the competition. Hopefully Disney's moves will inspire other studios to become more socially responsible.
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