Marvel editor-in-chief Joe Quesada says the company is taking steps to eliminate having its main characters smoke.
"It's not for every Marvel character," Quesada says. "It's, for the most part, any Marvel character that kids are going to identify with. So it's also depending on the book.
"So for example, if an artist wants to draw a guy on the street smoking, fine by all means. We just have a problem with Wolverine smoking. My grandfather died of a heart condition related to his smoking. My father just had a collaposed lung last year.
"It's just a matter of whether we want to promote cancer or not, and quite frankly, we're done promoting it.
"Again, there are exceptions. I just went through this with somebody. Can Nick Fury smoke? Well, you know what, if Nick Fury shows up in the FANTASTIC FOUR, I'd rather not have him smoke. But if Fury's in a MAX title, which he is, sure, let him smoke away. I think our adult readers are a little more responsible and know whether they want to smoke or not."