IMPORTANT NOTE: THIS FACTSHEET WAS PREPARED
BEFORE THE MASTER TOBACCO SETTLEMENT AGREEMENT, WHICH SOMEWHAT LIMITS
OUTDOOR ADVERTISING, SPONSORED EVENTS, AND ADVERTISING TO YOUTH
TOBACCO PRODUCT ADVERTISING AND
PROMOTION
Fact Sheet - 8/98
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.
For more information call the American Lung Association at 1-800-LUNG-USA
(1-800-586-4872), or visit our web site at
http://www.lungusa.org.
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