Netflix, the largest streaming service, will cut back on smoking scenes in its original shows, BBC reported.
According to the company, the decision covers both regular cigarettes and wipes. In addition, viewers will be warned in advance that there are scenes of smoking in any movie.
Netflix noted that smoking is dangerous and can negatively impact young people if this process is demonstrated in a positive way.
The new rules came as report was released into cigarette use on screen by the US group Truth Initiative - which campaigns for people to lead "tobacco-free lives".