The purpose of this article is to present a form of publicity used by tobacco manufacturers to promote their brands: product placement in films. More precisely, the first step will be to determine the impact of this advertising technique on consumers and, in particular, on young people. Secondly, we will see how tobacco brands and products are placed in films, both quantitatively (appearance in ecran) and qualitatively (combined positive context). Finally, we will propose some recommendations to counter the influence of this presence of tobacco products in ecran.