Transcript Kids and Tobacco: The Real Story Why the Tobacco Industry’s Claims of Change Are Untrue And What Really Needs to Be Done Adapted from.

Kids and Tobacco:
The Real Story
Why the Tobacco Industry’s Claims of Change Are Untrue
And What Really Needs to Be Done
Adapted from a Presentation by Campaign for Tobacco-Free Kids
Overview
• Tobacco’s Toll: Continues to take a
huge toll in health, lives and money
• Tobacco Industry Has Not Changed:
Despite efforts to appear reformed,
cigarette companies still target kids
• The Real Solution: There is a real
solution to the problem, but we need the
political will to enact it
Tobacco’s Toll
Tobacco’s Toll in U.S.
• Tobacco is the leading preventable cause of
death, killing more than 400,000 each year
• Tobacco kills more people than from AIDS,
alcohol, car accidents, murders, suicides, and
fires combined
• Tobacco results in $89 Billion in annual health
care costs
• Nearly 90% of lung cancer cases, 1/3 of total
cancer deaths, and 1/5 deaths from heart
disease are tobacco related
Tobacco’s Toll in U.S.
• Everyday in America:
– 5,000 kids try their first cigarette
– More than 2,000 kids become new daily
smokers, one-third of whom will die from
smoking-related diseases
• 28% of high school students smoke, according
to CDC
• 41% used some tobacco product in the last
month
Tobacco’s Toll in Missouri
• 9,900 tobacco-related deaths annually
• 41,500 new kids will try their first cigarette
every year
• 18,200 kids will become new daily smokers
every year
• 121,000 kids alive today will die from
tobacco use
• $1.5 billion in annual health care costs
related to tobacco use
Potential Savings in Missouri
If Missouri achieves just 1%
reduction per year for 5 Years
• 203,000 fewer smokers in the state -just from those averted in the first five years
• Saving 67,000 people from a premature
death from tobacco use
• 21,900 Missouri kids alive today would be
spared a premature death from tobacco use
How Did We Get Here?
Highly addictive product
+
Aggressive marketing to kids
+
Lack of government protections
=
Epidemic of smoking among kids
Highly Addictive Product
Percent of those ever using who become addicted
35
31.9
30
25
23.1
% 20
15.4
16.7
15
10
5
0
Alcohol Cocaine Heroin Tobacco
Source: National Comorbidity Survey (1994)
Aggressive Marketing to Kids
Tobacco Industry knows 90% of all
smokers begin at or before age 18
Aggressive Marketing to Kids
In Their Own Words
“It is important to know as much as possible about
teenage smoking patterns and attitudes. Today's
teenager is tomorrow's potential regular
customer…”
-- March 31, 1981 Philip Morris market research report
“[T]he base of our business are high school
students.”
-- August 30, 1978 Lorillard Tobacco memo
Aggressive Marketing to Kids
Have you seen any advertising for cigarettes or spit tobacco
in the last two weeks? ("Yes" responses)
Aggressive Marketing to Kids
Percent Smoking Three Most Heavily Advertised Cigarette Brands
100%
86%
75%
50%
25%
0%
High
School
Students
Aggressive Marketing to Kids
Percent Smoking Three Most Heavily Advertised Cigarette Brands
100%
86%
75%
50%
25%
0%
High
School
Students
46%
Adults
Lack of Government Protections
Tobacco products are not subject to
consumer protections, like safety testing
and ingredient disclosure
Guess which Philip Morris product is
regulated by the FDA?
Lack of Government Protections
• Few restrictions on youth marketing
• Poor enforcement of laws against sales
to minors
• Few states funding prevention programs
• Tobacco industry fights every effort to fill
these gaps
Now The Tobacco Industry
Claims It Has Changed...
Tobacco Industry’s “Change”
In 1998 industry settled lawsuits with
states
Claim to no longer market to kids
PR -- Feel-good corporate image
advertising
PR -- “Youth anti-smoking efforts”
Tobacco Industry’s “Change”
1998 Tobacco Settlement
• Negotiated between state attorneys general
and tobacco companies
• The industry promised, among other items,
not to market to kids
• Billboard advertising was banned
• States receive $246 billion from tobacco
industry as result of settlement
Philip Morris Advertisement
“… [The Settlement] is an
unprecedented agreement that
fundamentally changed how tobacco
is marketed, promoted, and
advertised in the United States…”
The Truth
1998 Settlement
• ‘98 Settlement actually affects very little
tobacco marketing -- e.g. magazines, store
advertising not impacted
• In fact, advertising that impacts kids actually
INCREASED after ‘98 Settlement
• Settlement did not require one dime of states’
money go to tobacco prevention
Tobacco Industry’s “Change”
In 1998 industry settled lawsuits with
states
Claim to no longer market to kids
PR -- Feel-good corporate image
advertising
PR -- “Youth anti-smoking efforts”
The Truth
Marketing to Kids
PUBLIC statement of R. J. Reynolds "Position
on Youth Smoking":
"R. J. Reynolds Tobacco Company does not
want children to smoke, not only because it
is illegal to sell to minors in every state, but
also because of the inherent health risks of
smoking and because children lack the
maturity of judgment to assess those risks."
The Truth
Marketing to Kids
PRIVATE R. J. Reynolds company memo:
"To ensure increased and longer-term
growth for CAMEL FILTER, the brand must
increase its share penetration among the
14-24 age group which have a new set of
more liberal values and which represent
tomorrow's cigarette business."
The Truth
Marketing to Kids
• Latest Federal Trade Commission (FTC) shows
cigarette advertising increased by record levels
after ‘98 Settlement:
– Tobacco marketing reached record-high $8.24 billion
in 1999, or $22.5 million per day
– Largest $ increase in history of FTC report
– Increased 22% after signing ‘98 settlement
– Payments for higher visibility on store shelves up 23%
– Promotions, such as buy 1 get 1 free up 65%
The Truth
Increased In-Store Marketing
• July 2000 study showed increases in
in-store marketing after cigarette
billboards were banned by settlement
• 75% of kids visit a convenience store at
least once a week
Source: University of Illinois at Chicago, July 2000
The Truth
Increased In-Store Marketing
• June 2001 study of California stores
shows 48% have cigarette ads at
kids’
eye level (3 feet or lower)
• 23% of stores place cigarettes within
6 inches of candy
• Average store had 17 tobacco ads
Source: Stanford Univ. School of Medicine; Univ. of North Carolina Dept. of Health
The Truth
Increased Magazine Advertising
Ads in Magazines Popular with Kids Increased 33% After ‘98 Settlement
$119.9
$100
Over 15% youth readership
$90.2
Dollars in Millions
$50
Jan - Sept
1998
Jan - Sept
1999
Source: Massachusetts Department of Public Health, May 2000
The Truth
Increased Magazine Advertising
The Wall Street Journal
May 17, 2000
NEWS UPDATE
February 2002
#1 Philip Morris pulls advertising from
80 magazines
#2 R J Reynolds likely to follow suit
#3 Brown & Williamson increased ad
spending by 25%
Overall tobacco ad spending in 2001
36% lower than in 2000
NEWS UPDATE
February 2002
PM says cutback is business decision,
not political or moral decision
PM relies heavily on promotions, direct
mail, and point-of-purchase displays
rather than print advertising
NEWS UPDATE
February 2002
PM has so much market share that
benefit of print advertising may be
negligible
Ad stoppage can allow Philip Morris
attorneys to claim to juries that the
company has truly mended its ways
NEWS UPDATE
February 2002
216
$ in Millions
200
Ad Spending
119
108
PM
RJR
B&W
100
47.5
28
23.8
0
2000
2001
NEWS UPDATE – Part II
February 2002
 As Big Tobacco cuts back on media ads
 Apparently also want tobacco control
advocates to cut back on ads
 Lorillard Tobacco announced plans to sue
American Legacy Foundation in Wake Co NC
state court for some of its “Truth” ads.
NEWS UPDATE – Part II
February 2002
 Lorillard accuses Legacy of violating the MSA
by conducting prohibited “personal attack on,
or vilification of” tobacco companies
 Since Legacy’s first broadcast a TV ad of
body bags in front of a tobacco firm's
headquarters, cigarette makers have
complained settlement ground rules were
broken
NEWS UPDATE – Part II
February 2002
 Legacy’s response?
 Ads merely stated the truth - - therefore did
not vilify anyone
 Additionally, tobacco companies are
powerless to sue Legacy as it is only a
beneficiary of MSA and was not a party to it
 Legacy has sued Lorillard in New Castle Co
DE state court
NEWS UPDATE – Part II
February 2002
 “Is the truth campaign actually true?
. . . any industry that is responsible for the
deaths of more than 400,000 people a year is
doing some pretty ugly things.
And to point those out, is that vilification?"
William H. Sorrell, Vermont Attorney General
Chairman of the tobacco committee of the
National Association of Attorneys General
Tobacco Industry’s “Change”
In 1998 industry settled lawsuits with
states
Claim to no longer market to kids
PR -- Feel-good corporate image
advertising
PR -- “Youth anti-smoking efforts”
The Truth
The Truth
The Truth
PR to Avoid Change
Philip Morris Philanthropy
$150
$150
$115
$100
Dollars Given
Publicity Cost
$50
$0
The Truth
The Wall Street Journal
July 16, 2001
The Truth
What They Don’t Advertise
• Philip Morris Report: "Positive effects [of smoking]
include savings in public health-care costs and state
pensions due to early mortality of smokers, and savings
of public costs related to the support of the elderly."
• Response of Czech doctor Eva Kralikova:
"Following that logic, the best recommendation to
government would be to kill all people on the day of
their retirement."
The Truth
American Legacy Foundation
Tobacco Industry’s “Change”
In 1998 industry settled lawsuits with
states
Claim to no longer market to kids
PR -- Feel-good corporate image
advertising
PR -- “Youth anti-smoking efforts”
The Truth
PR to Avoid Change
Industry’s “Youth Prevention” Campaign:
• Sends an inconsistent and ineffective
message
• Source is not credible
• Offers no reasons not to smoke
• Positions smoking as an adult habit
and, therefore, appeals to kids
The Truth
PR to Avoid Change
“The 16-20 year old begins smoking for
psycho-social reasons. The act of
smoking is symbolic, it signifies
adulthood…”
-- Philip Morris internal document
The Truth
The Truth
PR to Avoid Change
Tobacco Industry’s Real Targets:
• Policy makers who can enact real
changes in laws and regulations
• Potential Jurors who consider liability
cases costing billions of dollars
The Truth
In Their Own Words
“Systematically brief all key members of
Congress and state legislators on our
tobacco youth initiatives ... target
advertising on our youth initiative to
key legislative states and districts.”
-- Philip Morris, “Corporate Affairs Five Year Plan 1992-1996,” January 1992
The Truth
In Their Own Words
“…the ultimate means for determining the
success of this [youth prevention]
program will be: 1) a reduction in
legislation introduced and passed
restricting or banning our sales and
marketing activities…”
-- 1991 Tobacco Institute Memo
The Truth
Summary
• Cigarette makers continue to market in
ways that impact kids
• Despite the ‘98 settlement, advertising
continues to increase at record levels
• Using PR to convince policy makers
and jurors they are reformed
The Real Solution to Reducing
Youth Tobacco Use
The Real Solution
1 Food and Drug Administration (FDA)
consumer protections
2 Other Policy Changes
– Clean indoor air laws
– Excise taxes
– Health insurance coverage for cessation services
3 Comprehensive Tobacco Prevention
Programs in Each State
The Real Solution
1 Congress must pass FDA legislation to
– Stop tobacco marketing and sales to children
– Force industry to disclose cigarette ingredients,
like ammonia, formaldehyde and arsenic
– Eliminate or reduce harmful components
– Regulate dangerous and misleading health
claims
* Congress must not be fooled by Tobacco Industry’s attempt
to push ineffective and inadequate FDA legislation
The Real Solution
2 Other policy changes
– Clean indoor air policies to protect kids and
adults from second hand smoke
– Excise taxes on cigarettes to reduce youth
consumption
– Provide health insurance coverage for cessation
services
The Real Solution
3 Comprehensive tobacco prevention
programs in states
– ‘98 Settlement provided funds to states, but
did not direct how money must be used
– Unfortunately, most states, including MO,
are failing to fund prevention programs at
the minimum levels recommended by the
CDC
– To be successful, programs must be
comprehensive
Comprehensive State Programs
1. Public Education -- Counter Marketing
Comprehensive State Programs
2. Community Based Programs
Comprehensive State Programs
3. School Based Programs
Comprehensive State Programs
4. Programs to Help Smokers Quit
Comprehensive State Programs
5. Enforcing Laws Against Sales to Minors
The Real Solution
Comprehensive tobacco prevention
programs in states
1. Public education (counter marketing)
2. Community-based programs
3. School-based programs
4. Helping smokers quit
5. Enforcing laws prohibiting sales to minors
 Must be well-funded, sustained and
evaluated
Comprehensive Programs Work
Smoking Rates Reduced
• In three years, Florida has reduced smoking
by 47% among middle school students and
30% among high school students
• Since 1995, Massachusetts has reduced
smoking among high school students by 15%
Comprehensive Programs Work
Lives Saved in California
• Lung and bronchial cancer rates reduced by
14% between 1988 and 1997, compared to
less than 3% in other parts of the country
(CDC, Nov. 2000)
• Prevented 33,300 heart disease deaths
between 1988 and 1997
(University of California, San Francisco, study, December 2000)
Comprehensive Programs Work
$$$ Money Saved $$$
• California - Saved $390 million in health
costs by preventing 12,000 heart
attacks and strokes in seven years
• California - Saved more than $100
million by reducing the number of
pregnant women who smoke, resulting
in fewer low-birthweight babies
Comprehensive Programs Work
$$$ Money Saved $$$
• Massachusetts - Saving $85 million per
year by reducing smoking-caused
health costs
• Missouri can realize significant savings
in lives and money
The Challenge in Missouri
200
164
CDC minimum
150
provided
Tobacco Ads in MO
100
50
32.8
18.7
0
$ Millions
Conclusion
• Tobacco remains by far the #1
preventable cause of death and disease
• Industry claims of change are aimed at
blocking real reforms
• The real solution must include FDA
regulation and comprehensive,
well-funded prevention programs
What Tobacco Free Kids is Doing...
• Supporting effective FDA authority over
tobacco products
• Urging state legislatures to spend tobacco
settlement money on tobacco prevention
• Working with state advocates to achieve
policy changes such as tobacco excise taxes,
clean indoor air laws and health coverage for
cessation services
What You Can Do...
• Tell your federal representatives to support
effective FDA regulation of tobacco
• Tell state legislators and Governor Holden to
spend tobacco settlement money on tobacco
prevention and other policy changes
• Work for local ordinances addressing clean
indoor air, youth access, etc.
• TO ACT NOW, go to www.tobaccofreekids.org
and click on ACTION CENTER
2002 Missouri Legislation
• Current status of legislation can be obtained
at www.house.state.mo.us
• Move cursor to 2002 Bill Info
• Then on Bill Tracking Search
• Select 2002 Advanced
• Then type in either
– Keyword
– Bill Number
– Bill Sponsor
Additional Information Sources
National Center for Tobacco-Free Kids
1400 Eye Street
Suite 1200
Washington DC 20005
Tel: 202-296-5469
Fax: 202-296-5427
www.tobaccofreekids.org
American Legacy Foundation
1001 G Street, NW, Suite 800
Washington, DC 20001
202-454-5555 phone
202-454-5599 fax
www.americanlegacy.org
DHSS contacts ...
P.O. Box 570
Jefferson City MO 65102-0570
• Tobacco related issues
– Bureau of Health Promotion
573-522-2820
[email protected]
• Cancer related issues
– Bureau of Cancer Control
573-522-2841
[email protected]