Bliley PM
Restricting Minors' Access to Tobacco Products
Abstract
Outlines objectives of program designed to restrict minors' access to tobacco, giving reasons behind development and listing program highlights. Identifies first objective to "prevent minors' access to tobacco products by restricting purchase at retail" with review of potential communication vehicles with minors. Relays overall objective "to demonstrate responsible tobacco retailing and marketing by preventing minors from purchasing tobacco products." Covers issues of "Driving Forces", "What Do We Want to Accomplish?", "Quantifying Success", and "Tactics to Make it Happen." Offers listing of "Suggested Contacts" for organizations and matrix of "Educational Programs" with suggested contacts and elements.
User-Contributed Notes
Fields
- Company
- Philip Morris Cos., Inc.
- Type
- Draft Material
- Outline
- Named Person
- Kessler, David A., M.D., J.D. (Former FDA Commissioner)appointed FDA Commissioner by President George Bush in December 1990.
- Named Organization
- 4-H Clubs
- AAAA
- ACESS
- ACLU
- Ad Club
- ADAMHA (Alcohol, Drug Abuse, Mental Health Adm.)Alcohol, Drug Abuse, and Mental Health Administration
- Alcohol, Drug Abuse and Mental Health Administration
- ALEC
- American Medical Association (physicians group)Professional trade group representing American physicians.
- American Civil Liberties Union
- American Legislative Exchange Council
- American Medical Association Education and Research Foundation
- American Wholesale Marketers Association
- AMOA
- Amusement and Music Operators Association
- Big Brother/Big Sister Program
- Boy Scouts
- California Department of Health
- Coalition on Smoking or Health
- COSH
- Council of State Government
- CSG
- DISCUS
- Distilled Spirits Council of the US
- FDA
- Federal Drug Administration
- Federal Trade Commission
- FMI
- Food Marketing Institute
- FOP
- Fraternal Order of Police
- Federal Trade Commission (Enforcement agency for laws against deceptive advertising)Enforces laws against false and deceptive advertising, including ads for tobacco products. Ensures proper display of health warnings in ads and on tobacco products;collects and reports to Congress information concerning cigarette and smokeless tobacco advertising, sales expenditures, and the tar, nicotine, and carbon monoxide content of cigarettes.
- Girl Scouts
- JAMA
- Journal of the American Medical Association
- Law Enforcement Alliance of America
- LEAA
- Media Instititue
- NACP
- NACS
- National Advisory Group
- National Association of Chiefs of Police
- National Association of Convenient Stores
- National Association of Counties
- National Beverage Association
- National Conference of State Legislatures
- National Grocers' Association
- National League of Cities
- National Organization of Black Law Enforcement
- National United Affiliated Beverage Association
- NCSL
- NEA
- NOBLE
- NSA (National Smoker's Alliance)1994 National Smoker's Alliance 1994 - to present. Front group formed by Philip Morris Tobacco Company to oppose smoke-free laws without its corporate involvement being detected.
- NUABA
- Philip Morris U.S.A. (See Philip Morris Incorporated)See Philip Morris Incorporated
- POPAI
- PTA
- Responsible Tobacco Retail Sales Coalition
- Retail Tobacco Dealers of America, Inc.
- RTDA
- RTR Coalition
- State Attorneys General
- Surgeon General
- U.S. Conference of Mayors
- U.S. Hispanic Chamber of Commerce
- UFT
- US Conference of Christians and Jews
- Washington Legal Foundation
- YWCA/YWHA
- Operation/Project
- Alert
- It's the Law
- Keyword
- Waxman Hearings
- Youth Education Program
- ADAMHA Reorganization Act
- Anti-smoking groups
- Direct mail
- Educational materials
- Educators
- General Public Education Program
- Health organizations
- Legislative Education Program
- Model Communities Program
- Option Leaders Education Program
- Responsible Tobacco Retailing
- Retail Education Program
- Thesaurus Term
- Industry sponsored prevention program
- marketing
- mass media
- Minimum age
- public relations
- Restriction
- Retail trade
- sales
- tobacco use
- youth access
- Health advocacy group
- Brand
- Camel (RJR)
- Virginia Slims (PM)
Document Images
Restricting Minors' Access to Tobacco Products
Overview
Phase I Objective:
Prevent minors' access to tobacco products by restricting purchase at retail.
Reasons:
1) The U.S. Government, the states, voluntary health ~rganizations and anti-
smoking groups have developed anti-smoking programs that focus on the issue
of smoking by minors.
3)
The tobacco industry has developed retail and wholesale programs -- such as
"It's The Law" -- that focus on the issue of minors' access to tobacco products.
Because of our experience with the retail and wholesale trade, we can expect to
have a significant impact on trade-based programs that prevent minor's access
to tobacco products.
2)
Working with customers, supportive public and elected officials, and law
enforcement, we can endeavor to develop ways to successfully evaluate
progress on trade-based programs to prevent minor's access to tobacco products.
Program Highlights:
1) Retail Education program with full range of educational materials
2) Full Sales Force activation and training on minimum age law compliance
3)
Responsible Tobacco Retail Sales Coalition comprised of retail/wholesale
accounts and selected national and state trade associations and law enforcement
4) Minimum age sales compliance linked to Retail Masters program
5) Retail Education linked to Wholesale Masters program
6)
7)
8)
Innovative POP displays and signage
Media/Education components to include paid television and radio ads
State and federal legislative component
Draft. July 28, 1994
Page 1
II. Phase II Objective
After successful implementation of Phase I, we can review potential vehicles
for communication with minors.
Reasons:
1)
As we expand compliance among the retail and wholesale trade, there are some
messages for minors that we will be able to spin-off relating to the access issue.
Communications could be made by representatives of the Responsible Tobacco
Retail Sales Coalition, parent/educator groups, and participants in retail
education programs (such as law enforcement)
Program Highlights:
Potential elements could include:
1)
In school presentations by law enforcement and other RTR coalition
participants and affiliated organizations
2)
Printed materials for in-school use: posters, school publication advertisements,
videos, etc.
Draft. July 28, 1994
Page 2
Overall Ob_ieetive of The Task Force on Minors' Access to Tobacco
To demonstrate responsible tobacco retailing and marketing by preventing
minors from purchasing tobacco products:
A Responsible Tobacco Retail Sales Coalition will serve as the sponsor
of retail education activities as well as act as a platform to gain the
support of a wide range of constituencies:
Trade
Consumers
General Public
Media
Law Enforcement
Other Concerned Parties
A legislative component will also be developed to reinforce uniform
tobacco sales regulations consistent with the coalition's objective to
prevent minors from purchasing tobacco products.
Draft, July 28, 1994
Page 3
II. Drivin~ Forces
A. Situation Analysis
Anti-smoking groups use the theme of "protecting children" to promote
increases in cigarette excise taxes, as well as restrictions on places where adults
can smoke, and how tobacco products may be marketed and sold. In addition,
anti-smoking groups have also incorporated the issue of smoking by minors into
their efforts to establish Federal Drug Administration regulation of cigarettes.
B. Public Policy Ramifications
1. Federal
1992 ADAMHA Reorganization Act Requires Minimum Age Laws and
Inspections
COSH Calls for FTC Investigation of Camel Advertising
1994 Surgeon General Claims That Tobacco Advertising Targets Kids
JAMA Article Links Smoking By Young Women to Virginia Slims
AMA Urges Stadiums and Sports Facilities to Ban Tobacco Advertising
FDA Administrator Dr. David Kessler Urges FTC To Ban Tobacco Ads
Waxman Hearings: Tobacco Executives Are Accused of Marketing to Kids
2. State
All 50 states and the District of Columbia prohibit tobacco sales to minors
In 1994, 33 states consider ADAMHA compliance legislation -- to date, 15
states have adopted language consistent with the industry's position on
preventing access to tobacco products by minors.
California DOH Undertakes Sting of 2,000 Retailers -- 58% Fail
State Attorneys General Review of Retail Policies to Prevent Access to
Tobacco Products By Minors
3. Local
Over 100 municipalities presently restrict tobacco sales and marketing
activities, including, outdoor advertising and self-service displays
Hundreds of bills are introduced each year
Draft. July 28, 1994
Page 4
IH. Whal~ Do We Want to Accomplish?
Obiective
Establish a campaign which demonstrates responsible tobacco retailing and
marketing by preventing minors from purchasing tobacco products.
Strateeies to Attain Success
1) Develop a retail education program supported by the Responsible Tobacco
Retail Sales Coalition
2) Enlist maximum participation from the trade to ensure compliance with
minimum sales age laws
3) Create partnerships with other constituencies that are concerned with this issue,
including: public administrators, law enforcement officials, educators, parents
Advocate changes in current laws to ensure responsible tobacco marketing and
retailing
Establish credibility with the general public and enlist their support
4)
5)
Draft July 28, 1994
Page 5
IV. Ouantifyin~ Success
.Cd,,teria
1) Obtain Responsible Tobacco Retailing participation from the maximum number
of accounts
2) Develop mechanism(s) to monitor retail sales age compliance and demonstrate
a reduction in sales to minors
3) Demonstrate our support for legislative initiatives that address the issue of
preventing minors from buying tobacco products
Improve public awareness and acceptance of the program
Improve balance in media coverage
4)
Draft, July 28, 1994
Page 6
V. Tactics to Make it Haopen
Tactical Summary.
1)
Enlist
a.
b.
Co
d.
e.
f.
g.
maximum participation from the trade
Freshen Existing Materials/Develop New Materials
Sales Force Training
Retail Masters Linkage
Wholesale Masters Linkage
Coalition Development
Model Communities Program
Parmerships Toward Greater Enforcement
Advocate Changes in Current Law
ao
Review company marketing practices
Minimum Age
Licensing
Single Cigarettes
Penalties -- 3 Strikes and You're Out
Additional Actions
3)
Communications
a. Advertising
b. Direct Mail
c. Fulfillment
d. Publicity & Public Relations
Draft, July 28, 1994
Page 7
VI. Tactics to Make it Happen
1. Enlist Maximum Participation From the Trade
Target Audiences:
Top Down:
• Major National Chains
• Trade Associations
• Law Enforcement
Bottom Up:
• Regional Chains
• Large Independents
• Expand to all company accounts
Review & Freshen Existing Materials/Develop New Materi~llS
Survey effectiveness of existing materials (ITL) with sales force, law
enforcement and retailers
Survey same audiences to determine the most impactful materials
Survey state regulatory agencies to develop state specific elements
Review programs developed by other industries
Sales Forc¢ Trsining
Develop training module to educate Sales Reps about selling retail
education program to accounts
Develop a training module for Sales Reps to use in account training
Retail Masters Linka~,e
Link retail education and sales age compliance to Retail Masters benefits
Establish Penalty Structure
- Suspension of payments
- Expulsion from program
- Remove Account from direct-buy status
Retailers with good performance would receive an annual "bonus"
(product discount, cash or promotions)
Require state signage on front window and register
Wholesale Masters Linkage
Reward for promoting age compliance materials
Reward wholesalers who offer responsible sales training
Draft, July 28, 1994
Page 8
e. Develgpmen¢ of Responsible Tpb~¢¢Q Retailing Coalition
Goals
1) Ensure minimum sales age compliance by retail and wholesale accounts
2) Identify activist retailers for legislative initiatives
3) Identify spokespeople for media and legislative activities
Program Highlights
• Invite participation from retail/wholesale customers
• Invite sponsorship from selected Retail/Wholesale Assoc.'s
• Develop unified retail training objectives and materials
• Ensure minimum sales age compliance from all stores and franchises
• Monitor violations of state minimum sales age laws
f. Model Communities Program
Goal: Create model responsible tobacco retailing communities
Program Highlights
• Launch test program in one community -- expand to five in first year
• Include state ADAMHA agency and local law enforcement
• Full Sales Force and Masters programs linkage
• Participation from all local accounts (build out to other industry
members)
• Participation from national and local trade associations
• Before/after inspection
• Conduct enhanced retail training
° Publicize Results
Draft, July 28, 1994
Page 9
Responsible Retail Community Criteria
• Non-tobacco state
• Enactment of ADAMHA compliance criteria
• Manageable size
• Cooperative local officials and law enforcement
• Representative sample of Masters programs participants
• Cooperation from relevant retail associations
g, Partnerships Toward Greater Enforcement
Goal: Identify third parties to enhance efforts to prevent sales to minors
Program Highlights
• Work with national and local law enforcement
• Encourage use of retail education by the 16 states that have designated
ADAMHA enforcement agencies
• Develop Materials for Parents and Teachers
• Identify potential third party support for Responsible Tobacco Retailing
Draft, July 28, 1994
Page 10
