Cigarettes are one of the most heavily marketed consumer products in America. In 1995
tobacco companies spent almost $5 billion to promote and advertise their products. This
represents an increase in spending of almost 14 times since 1970, when advertising on
radio and television was banned. An estimated 430,700 Americans die each year from
diseases caused by smoking. Smoking is responsible for an estimated one in five U.S.
deaths and costs the U.S. at least $97.2 billion each year in health care costs and lost
productivity.
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While tobacco products have been mass produced and marketed
for decades, it has taken many years for their deadly effects to be scientifically
documented. Tobacco is the only legal product that causes death and disability when used
as intended. |
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Advertising and promotion for tobacco products often are
misleading and deceptive. Tobacco advertising and promotion project images of smoking as
fun, sexy, glamorous, macho, and, most insidiously, healthful. |
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The tobacco industry is the second largest advertiser in the
print media, including magazines and newspapers, and the largest advertiser on billboards.
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Persuasive advertising and promotion add to the difficulties
of those trying to quit smoking by projecting the impression that smoking is a normal
activity indulged by almost everyone. |
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Another strategy of tobacco advertisers is to mount
aggressive campaigns aimed at specific segments of the population, such as youth, women,
African Americans, Hispanics, and blue collar workers. |
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A recent study found that 34 percent of teens begin smoking
as a result of tobacco company promotional activities. |
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Through advertising and promotion, the tobacco industry
targets 1.61 million new smokers a year to compensate for those who quit or die. |
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Brand names used in sponsoring sports, musical and cultural
events convey an image of corporate "good citizenship" and generosity, and
connect tobacco products, which are toxic and addictive, with exciting and healthy events
and activities. |
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Tobacco companies are allowed to deduct the cost of
advertising and promotion from their taxes as a business expense, which saves them in
excess of $1 billion a year in taxes. |
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In a 1987 survey of public attitudes, a majority of
Americans indicated their support for a ban on cigarette advertising. More than 30
national magazines no longer accept cigarette advertisements. A 1992 Gallup poll reported
that a majority of the American public (74 percent) believe that some tobacco product
advertising and promotions are meant to encourage children to smoke, and 68 percent of the
public believe that tobacco product advertising and promotions should not be allowed at
entertainment and sporting events. |
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Many states and localities have taken action by barring
tobacco advertising on public property, in public transit vehicles, and in publicly owned
stadiums and other facilities. |
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On the other hand, because of the influence of the tobacco
companies, a provision of the 1969 federal law providing for health warning labels on
cigarettes also prohibits states and cities from restricting tobacco advertising and
promotion in privately owned sites such as theaters, on taxi cabs, etc. This legislation
also affects anything where interstate commerce rules apply, such as advertisements in
magazines. |
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Powerful lobbying forces representing the tobacco industry,
as well as advertising agencies and some in the print media, continue to oppose any
restriction on tobacco advertising and promotion. |
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The American Lung Association has programs that teach youth
about the realities of tobacco advertising. |