NEW YORK (CBSNewYork) - In the wake of the Newtown massacre, Time Warner Cable is trying something new when it comes to the commercials it broadcasts.

“We’ve created a policy that effectively bans visual images of automatic weapons and visual images of weapons pointed at people,” company spokesman Alex Dudley told WCBS 880 reporter Monica Miller on Friday.

“We felt that this, at this time, particularly in the wake of some of the recent incidents, that this was a policy that we felt strongly about,” he said.

He said the majority of ads they sell nationwide are to local businesses that buy blocks of time.

“Some of these ads could end up on family programming, especially programming geared towards children,” he said.

“If a pawn shop submits an ad that has a picture of an automatic weapon, we don’t say to the pawn shop, ‘You can’t air your ad.’ We ask if they would like us to re-edit the ad,” he added.

He said some companies have concerns about the new policy.

“But I think we’ve been able to, in most cases, accommodate advertisements that meet the policy, yet effectively advertise the businesses,” he said.

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