Abstract
This Philip Morris document, found in file with the name "TASKFORCE ON UNDERAGE SMOKING ISSUES" appears to be a precursor to Philip Morris' "It's the Law" youth access program. Note the objectives of the program are to:
--Achieve a level of greater credibility
--Blunt rhetoric
--Elevate level of responsiveness to retailers
--More global: Create a model for world-wide use and incorporate their ideas.
While later the document does proclaim that a goal is to reduce underage consumption of cigarettes, a page of the document entitled, "REASONS MINORS SHOULDN'T SMOKE" lists these reasons: "Smoking is an adult choice...Many adult choices involve risk which makes them adult choices."
Neither the addictiveness of cigarettes nor the detriment smoking poses to health are mentioned as "reasons minors shouldn't smoke."
ON another page, an objective of the program is that is should be "creditable [sic] with elected officials."
Fields
- Quotes
OBJECTIVES
--Achieve a level of greater credibility
--Blunt rhetoric
--Elevate level of responsiveness to retailers
--More global: Create a model for world-wide use and incorporate their ideas.
AUDIENCES
--Legislators
--Regulators
--Wall Street
--Minors
--Law Enforcement
--Retailers
--Parents/Edicators
--Customers
--Media
--General Public
--Consumers 21-24 year olds
--Antis
--Industry
--Executive Branch
--Clergy
--Social Service Organizations
--Potential allies and third parties...
REASONS MINORS SHOULDN'T SMOKE
--Smoking is an adult choice
--Adults play a role in keeping minors from smoking
--Many adult choices involve risk which makes them adult choices.
[Graph with the word "minors" in the middle and balloons pointing to the center with the labels: legislations, industry retailers, media, law enforcement, Institutions incl antis, indivuduals.}
OBJECTIVE
Establish a program that is creditable with elected officials. The program must include quantifiable/measurable standards that can be used to demonstrate effective self-regulation and a reduction in underate consumption over the long-term.
- Company
- Philip Morris
- Region
- United States
- Named Person
- Richards, T.C.
- Xxann
- Keane, Denise F.
- Merlo, Ellen (PM Corp. Affairs VP)
Marketing Services prior to 1986. Understood use of nicotine addiction in selling PM products.
- Xxjack
- Xxjane
- Xxjim
- Xxjosh
- Daragan, Karen (PM Corp. Affairs, Public/Media Relations)
Manager of media relations for Philip Morris USA 1993-94. Later worked with Carolyn Levy in PM's youth smoking prevention department.
- Xxlance
- Xxpeter
- Xxtina
- Litigation
- Stmn/Produced
- Operation/Project
- It's the Law
- Type
- REPT, REPORT, OTHER
- CHAR, CHART, GRAPH, TABLE, MAPS
- LIST, LIST
- Subject
- youth
- youth access
- smoking prevention
- program planning
Document Images
Page 1: yck92e00
OBJECTIVES
Achieve a level of greater credibility
Blunt rhetoric
Elevate general population's comfort level
Show level of responsiveness to retailers
More global: Create a model for world - wide use and incorporate their
ideas ~
Page 2: yck92e00
AUDIENCES
Legislators
Regulators
Wall Street
Minors
Law Enforcement
Retailers
Parents/Educators
Customers
Media
General Public
Consumers 21-24 year olds
Antis
Industry
Executive Branch
Clergy
Social Service Organizations
0 Potential Allies & Third Parties
Page 3: yck92e00
99
STATE ISSUES
51 States and DC have age laws
48Q18
3Q19
51 states fine retailers
31 states restrict vending
31 states restrict sampling
38 States have licensing - 24 states Ntirill revoke
32 States require retail signage of state law
37 States prohibit kids from buying cigarettes
40 State monitor youth smoking
10-12 have possession laws
Page 4: yck92e00
go
CUSTOMER & 3RD PARTY ISSUES
Address minimum age
License Suspension
Fines for purchase
Vending
Sales clerks
I.D.
Fines for sale
Legal guardian
schools
Retailer education
Page 5: yck92e00
COMPANY ISSUES
Retailer education on laws
sales reps
content of P.O.S./Images
cartoon characters
Age of Models
out of home advertising
event marketing
ad content
promotions
Packaging
sampling
0 ad placement
Page 6: yck92e00
M2
REASONS MINORS SHOULDN'T SMOKE
Smoking is an adult choice
Adults play a role in keeping minors from smoking
Many adult choices involve risk which makes them adult choices.
Page 7: yck92e00
ASSIGNMENTS
Theme
Ann, Jane
Policy
Josh, Lance, Peter, Tina, Jim
Access
Ellen, T.C., Jim, Denise
3rd Parties
Karen, Jack
Page 8: yck92e00
02
Objective
Establish a program that is creditable with elected officials. The program
must include quantifiable/measurable standards that can be used to
demonstrate effective self-regulation and a reduction in underage
consumption over the long-term.
The program would take into account two distinct elements:
1) Activities at Point-of-Purchase to restrict access to the product
2) A broad-based public education campaign to reduce consumption
Areas of Consideration
Each element can be broken down into a variety of subgroups for plan
consideration and implementation. A complete list of areas has not been
established, however preliminary discussion included the following areas:
Point-of-Purchase
P-O-P includes elements that can be developed internally, or through third
parties (customers, associations, organizations and public officials).
Internal Elements:
1) Retail eligibility for incentives contingent on sales age enforcement
2) Wholesale eligibility for incentives contingent on educating retailers
3) Retailer "know the law" education
4) Review of P-O-S materials Z
5) No cartoon characters in advertising
6) Increase the age of models in advertising
7) Restrict/eliminate Out-of-Home advertising
8) Restrict/eliminate event marketing
9) Eliminate stadium advertising
10) No humans in advertising
11) Limit promotions
Page 9: yck92e00
External Elements:
1) Increase minimum age to 21
2) Require licensing
3) Increase fines for underage sales
4) Restrict vending
5) Loss of employment - "3 strikes" laws for underage sales violations
6) Mandatory carding to 30 years of age
7) Issue "Use" violations for minors
8) Legal Guardian provisions for parents of underage purchasers
9) Restrict use in schools to adults in teacher's lounges
10) Retailer "know the law" education .
Reduction in Underage Consumption
R-U-C may focus on a number of audiences:
1) Minors
2) Parents
3) Teachers
4) Third party organizations
This area warrants further examination
