When Stranger Things debuted, viewers were captivated by the show’s intricate storytelling, supernatural thrills, and the nostalgic embrace of the 1980s. But the series also unintentionally became a lightning rod for public health concerns. In 2019, advocacy groups drew attention to the depiction of smoking on screen, specifically calling out Stranger Things. The argument was clear: by featuring characters smoking without negative consequences, the show risked glamorising tobacco use and influencing impressionable audiences.
"This show is sending the wrong message about smoking," the group insisted, highlighting the potential impact on young viewers. The conversation quickly escalated into a broader debate about the responsibility of content creators in shaping social norms. Stranger Things, with its wide-ranging popularity and multigenerational audience, had inadvertently found itself at the centre of a discussion about ethics, entertainment, and youth culture.
Netflix, recognising the validity of these concerns, responded thoughtfully. They acknowledged that smoking can lead to serious health issues and admitted that its portrayal without context or consequences might encourage acceptance among viewers. The streaming giant’s response highlighted a growing awareness of how entertainment and culture intersect, particularly when content is consumed by younger audiences who often internalise character behaviours.
Netflix Implements a Smoke-Free Policy
Taking the concerns seriously, Netflix introduced a sweeping policy that changed how smoking could appear in its original content. From this point forward, the streaming service would only commission TV shows rated TV-14 or below and films rated PG-13 or below that entirely avoided smoking imagery, including cigarettes and e-cigarettes, unless the depiction was historically or factually accurate.
This policy shift reflected more than corporate caution; it was an acknowledgment of the company’s cultural influence. Entertainment carries power: a single popular show can shape perceptions, habits, and even consumer behaviours. By proactively addressing the presence of smoking, Netflix demonstrated that responsible storytelling can coexist with creative freedom.
For the Stranger Things universe, this policy presented an intriguing balance. While the show often draws on the '80s aesthetic, a period when smoking was far more culturally prevalent, creators now had to navigate historical accuracy alongside contemporary responsibility. The Duffer Brothers and their team were faced with the challenge of maintaining authenticity without inadvertently promoting harmful behaviours, a challenge they met by contextualising smoking in a way that did not glamorise it.
The decision sparked discussions across the entertainment industry about ethical responsibility. Stranger Things became a case study in how popular media can influence societal norms, demonstrating that creative works are rarely consumed in a vacuum. Netflix’s policy signalled a shift: impactful storytelling does not require the depiction of harmful behaviours to resonate or engage audiences.
This move also opened dialogue about other behaviours in media that might warrant similar scrutiny, such as substance use, violence, or toxic relationship dynamics. By highlighting the influence of media on young viewers, Stranger Things inadvertently pushed the conversation beyond entertainment, encouraging creators to consider the broader impact of their narratives.
As we anticipate the release of Stranger Things Season 5 in November 2025, fans can reflect on the show’s legacy not only as a masterful tale of friendship, horror, and ’80s nostalgia but also as a catalyst for cultural change. The choices made by the series in navigating social responsibility exemplify how popular storytelling can simultaneously entertain and influence meaningful discussions on health and ethics.
Stranger Things’ influence on Netflix’s smoke-free policy underscores the broader responsibility that entertainment carries in shaping societal perceptions. By addressing these issues proactively, the show and its platform have fostered a healthier viewing landscape, proving that even fantastical tales of Demogorgons and the Upside Down can spark real-world impact.
