Gears 5, the latest in Microsoft’s third-person shooter featuring extreme violence, is banning all depictions of smoking in the latest game for the franchise.

The news comes via a new statement from developer The Coalition (via Variety), when non-profit anti-smoking organization Truth Initiative approached Turner, an esports league and American television show, who have broadcasting rights to the game.

Turner worked with Microsoft and The Coalition to remove all instances of smoking within the game. Turner is promoting the game during this weeken’s ELeague Gears Summer Series Invitational, where the game will be shown off to fans for the first time.

“I’ve seen firsthand the devastating impact of smoking. It’s always been important for me to not use smoking as a narrative device, which is why we made the conscious choice to avoid highlighting or glorifying smoking in ‘Gears 5’ and throughout the Gears of War Universe moving forward,” said Rod Fergusson, studio head at The Coalition.

“This took a lot of time and a lot of good thinking,” said Seth Ladetsky, senior VP, Turner Sports Sales. “It’s the right image for ELeague — and the game itself — to project.”

It’s worth pointing out that the game still retains all of its visceral combat, shooting, and violence, retaining its “M” rating (for audiences 17 years of age or older here in the United States), for “blood and gore, strong language and intense violence.”

Gears 5 is launching on September 10th for Windows PC and Xbox One.

Editor’s Note: Featured image is from Gears of War 4.