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SPOKESPERSON'S GUIDE TABLE OF CONTENTS 0.1 PREFACE. 0.2 GUIDELINES I.0 HEALTH 1.1 FRAMEWORK ANTI-SMOKING CLAIMS: 1.2 THE STATISTICAL EVIDENCE AGAINST SMOKING IS SO STRONG THAT NO DOUBT REMAINS. 1.3 SMOKING CAUSES LUNG CANCER. 1.4 SMOKING CAUSES HEART DISEASE. 1.5 .' SMOKING IS THE MAJOR CAUSE OF EMPHYSEMA AND OTHER CHRONIC OBSTRUCTIVE LUNG DISEASES. ' i:6 'SMOKERS DIE YOUNGER. 1.7 SMOKING IS DANGEROUS FOR WOMEN ESPECIALLY DURING PREGNANCY OR WHILE USING BIRTH CONTROL PILLS. 11.01' *"ADDICTION" FRAMEWORK Z-D ANTI-SMOKING CLAIMS: `II.2 SMOKERS CAN'T QUIT BECAUSE THEY'RE ADDICTED TO NICOTINE.

11.3 TOBACCO ADDICTION IS SIMILAR TO ADDICTION TO ILLEGAL DRUGS LIKE HEROIN OR COCAINE. 11.4 TOBACCO SMOKING IS A "GATEWAY DRUG" THAT LEADS TO ILLICIT DRUG USE. III.0 PUBLIC SMOKING 111.1 FRAMEWORK ANTI-SMOKING CLAIMS 111.2 A NONSMOKER'S EXPOSURE TO TOBACCO SMOKE IS CLEARLY "PASSIVE SMOKING:" 111.3 iT.~J GIVEN THE "FACTS" ABOUT SMOKING, IT IS ONLY REASONABLE TO ASSUME THAT EXPOSURE TO TOBACCO SMOKE CAUSES DISEASE IN NONSMOKERS. NONSMOKERS, EVEN CHILDREN, HAVE ~ TRACES OF CIGARETTE SMOKE CONSTITUENTS IN THEIR BLOOD; CONSEQUENTLY, THEY MUST BE EXPOSED TO SIGNIFICANT LEVELS OF TOBACCO SMOKE. 111.5 TOBACCO SMOKE CONTAINS CANCER-CAUSING SUBSTANCES, AND THAT IS THE REASON IT IS HARMFUL TO NONSMOKERS. 111.6 TOBACCO SMOKE IS A HEALTH RISK FOR NONSMOKERS SUFFERING FROM HEART AND ~ LUNG DISEASES. ~ ~ 111.7 PARENTS HARM THEIR CHILDREN BY SMOKING AT HOME. 111.8 EXPOSURE TO TOBACCO SMOKE AT WORK IS HARMFUL TO NONSMOKERS. ~ Gt 6/90 2.

111.9 DISINTERESTED AND OBJECTIVE MEDICAL AUTHORITIES SUCH AS THE U.S. SURGEON GENERAL HAVE CONCLUDED THAT TOBACCO SMOKE IS HARMFUL TO NONSMOKERS. 111.10 SMOKING SHOULD BE BANNED IN PUBLIC PLACES BECAUSE TOBACCO SMOKE CAUSES DISEASE IN NONSMOKERS. III.11 SMOKING SHOULD BE BANNED IN PUBLIC PLACES BECAUSE TOBACCO SMOKE ANNOYS PEOPLE AND CONTRIBUTES TO INDOOR AIR QUALITY PROBLEMS. 111.12 SMOKING ABOARD COMMERCIAL AIRCRAFT SHOULD BE BANNED SINCE TOBACCO SMOKE CAUSES DISEASE IN NONSMOKERS. 111.13 CIGARETTE SMOKE IS RESPONSIBLE FOR "SICK BUILDING" COMPLAINTS. IV.O "SOCIAL COSTS" IV.1 FRAMEWORK ANTI-SMOKING CLAIMS IV.2 SMOKING PLACES A BURDEN ON NATIONAL HEALTH SERVICES. IV.3 SMOKERS SHOULD PAY MORE IN TAXES AND INSURANCE TO OFFSET THEIR COSTS TO SOCIETY. IV.4 SMOKING IN THE WORKPLACE CREATES SOCIAL COSTS THROUGH LOST PRODUCTIVITY AND INCREASED EMPLOYER ~ COSTS. p ~ ~ ~ 6/90 3

V.0 ADVERTISING V.1 FRAMEWORK ANTI-SMOKING CLAIMS V.2 ADVERTISING RESTRICTIONS OR BANS WOULD REDUCE TOBACCO CONSUMPTION. V.3 CIGARETTE ADVERTISING SHOULD BE BANNED BECAUSE IT INDUCES YOUTH TO SMOKE. V.4 TOBACCO ADVERTISING DOES NOT BENEFIT CONSUMERS. V.5 TOBACCO ADVERTISING IN DEVELOPING COUNTRIES IS INAPPROPRIATE. V.6 TOBACCO COMPANIES USE SPONSORSHIP TO CIRCUMVENT ADVERTISING RESTRICTIONS. V.7 CIGARETTE ADVERTISING DISCOURAGES SMOKERS FROM STOPPING. V.8 SPONSORSHIP SHOULD BE BANNED BECAUSE IT IS ONLY A FORM OF HIDDEN ADVERTISING DESIGNED TO EVADE ADVERTISING RESTRICTIONS. V.9 TOBACCO INDUSTRY SPONSORSHIP IS DIRECTED TO EVENTS PARTICULARLY OF INTEREST TO THE YOUNG. V10 CIGARETTES SHOULD BE SOLD IN GENERIC PACKAGES, WITHOUT COLORING AND SYMBOLS. V.11 DUTY FREE SALES ARE A SUBSIDIZED FORM OF PROMOTION AND ENCOURAGE SMOKING. V.12 LICENSING OF TRADEMARKS IS ONLY A FORM OF HIDDEN ADVERTISING. 4 6/90

i VI.O CONSTITUENTS VI.1 FRAMEWORK ANTI-SMOKING CLAIMS VI.2 TOBACCO SMOKE CONSTITUENT LEVELS SHOULD BE PRINTED ON PACKS AND IN ADVERTISEMENTS, OR OTHERWISE PUBLISHED, TO PROTECT THE CONSUMER. VI.3 TOBACCO COMPANIES SELL CIGARETTES IN DEVELOPING COUNTRIES WHICH HAVE HIGHER YIELDS OF "TAR" AND NICOTINE THAN SAME-BRAND CIGARETTES SOLD IN WESTERN COUNTRIES. VILO WARNING LABELS VII.1 FRAMEWORK ANTI-SMOKING CLAIMS VII.2 WARNING LABELS ON TOBACCO PRODUCTS AND IN ADVERTISING ARE REQUIRED TO PROTECT THE CONSUMER. VII.3 STRONGER (OR ROTATIONAL) WARNING LABELS ARE NEEDED ON TOBACCO PRODUCTS AND IN ADVERTISING SINCE PEOPLE ARE NOT AWARE OF THE HEALTH RISKS OF SMOKING. 6/90 5

VIII.O TAXATION VIII.1 FRAMEWORK I ANTI-SMOKING CLAIMS VIII.2 TAXES SHOULD BE USED TO GET CONSUMERS TO STOP SMOKING OR TO REDUCE THE AMOUNT THEY SMOKE. VIII.3 HIGHER TAXES WILL HAVE A POSITIVE EFFECT ON SMOKING PRACTICES. VIII.4 TAXES ARE AN EFFECTIVE AND EFFICIENT MEANS OF COLLECTING GOVERNMENT REVENUE. VIII.5 EXCISE TAXES ON TOBACCO ARE AN EQUITABLE WAY OF RAISING REVENUE. VIII.6 AD VALOREM TAXES ARE PREFERABLE TO SPECIFIC TAXES BECAUSE THEY ARE AUTOMATICALLY INDEXED TO INFLATION. IX.O TRADE - EXPORTS IX.1 FRAMEWORK ANTI-SMOKING CLAIMS IX.2 THE OPENING OF NEW MARKETS FOR THE AMERICAN TOBACCO INDUSTRY HARMS ~ AMERICAN TRADE BY DETRACTING FROM ~ OTHER TRADE ISSUES AND SQUANDERING ~ BARGAINING LEVERAGE THAT MIGHT BE ~~ USED TO BENEFIT OTHER AMERICAN GOODS~ J IX.3 THE EXPORTATION OF CIGARETTES DOES NOT BENEFIT THE U.S. ECONOMY. ~ ~ 6 6/90

IX.4 THE EXPORTATION OF TOBACCO TARNISHES THE AMERICAN IMAGE ABROAD BECAUSE IT ENCOURAGES THE USE OF A HARMFUL PRODUCT. ~ IX.5 AMERICAN MANUFACTURERS HAVE ATTEMPTED TO FLOOD FOREIGN MARKETS WITH LOW-PRICED CIGARETTES. IX.6 AMERICAN MANUFACTURERS ARE EXPLOITING DEVELOPING COUNTRIES AND ARE GUILTY OF NEO-COLONIALISM AND NEO-IMPERIALISM. IX.7 AMERICAN MANUFACTURERS ARE ENCOURAGING POORLY EDUCATED PEOPLE IN DEVELOPING COUNTRIES TO BEGIN SMOKING. IX.8 AMERICAN MANUFACTURERS HAVE TO INCREASE SALES IN NEW MARKETS IN ORDER TO COMPENSATE FOR THE DECLINE IN - ~ CONSUMPTION IN THEIR HOME MARKET ~ IX.9 AMERICAN MANUFACTURERS ARE "DUMPING" HIGH TAR/NICOTINE CIGARETTES IN FOREIGN MARKETS. IX.10 AMERICAN CIGARETTE MAKERS SHOULD PUT WARNING LABELS ON ALL EXPORTED PRODUCTS TO PROTECT THE HEALTH OF FOREIGN CONSUMERS. IX.ll U.S. CIGARETTE MANUFACTURERS ADVERTISE IN FOREIGN MARKETS TO ENCOURAGE PEOPLE, ESPECIALLY WOMEN AND CHILDREN, TO SMOKE.

X.0 GLOBAL ECONOMIC IMPACT X.1 FRAMEWORK ANTI-SMOKING CLAIMS X.2 THE TOBACCO INDUSTRY MAKES LITTLE, IF .3 ANY, LONG-TERM ECONOMIC AND SOCIAL CONTRIBUTION TO TOBACCO GROWING COUNTRIES. TOBACCO CULTIVATION ROBS COUNTRIES OF .4 AGRICULTURAL LABOR AND LAND THAT COULD GROW FOOD. IT DISPLACES TRADITIONAL CROPS TO SUCH AN EXTENT THAT OVERALL NUTRITION IS HURT. TOBACCO CULTIVATION CAUSES X.5 ENVIRONMENTAL DAMAGE IN TOBACCO GROWING COUNTRIES. FLUE-CURING TOBACCO USES LARGE .6 AMOUNTS OF WOOD, DEPLETING WOODLANDS IN DEVELOPING COUNTRIES NEEDED FOR FUEL AND ADDING OZONE TO THE AIR. INTERNATIONAL COMPANIES ARE X 7 EXPLOITING NEW MARKETS FOR THEIR PRODUCTS BY ASSISTING DEVELOPING COUNTRIES AT EVERY LEVEL FROM CULTIVATION AND PROCESSING OF TOBACCO TO MARKETING THE LOCAL PRODUCT. TOBACCO HAS NOT INCREASED FOREIGN ~ . ~ EXCHANGE EARNINGS AS ANTICIPATED. ~ DOMESTIC TOBACCO SALES MERELY, TRANSFER MONEY FROM ONE SEGMENT OF ~ THE ECONOMY TO THE OTHER AND HAVE NOT STRENGTHENED THE ECONOMIES OF THIRD WORLD COUNTRIES. ~ ~ X.8 ONLY CIGARETTE MANUFACTURERS PROFIT t-~ FROM TOBACCO TO ANY MEANINGFUL EXTENT. 8 6/90

PREFACE fi ' t IIN ~ ~ 204G0~~6'72 ':1 ~~ ~~~ ~ ~j~j, ,~~~~~ 4 ~ICi~ ~t ~~, ~~nli~ ~1~

PREFACE Those connected with the tobacco industrv are often confronted with claims about smoking and health or other Industry-related issues. This manual was developed to provide a reference for some of the most frequently-made claims as well as possible responses. The manual is divided according to the individual issues. Included in each chapter you will find: - an "intellectual framework" outlining the questioner's likely "hidden agenda," i.e., what he hopes to gain and how the line of questioning is likely to flow on that issue. Each element of "their aim" is followed by recommendations as to what "your goal" should be in addition to suggested approaches. - individual claims with recommended responses together with supportive references. Note that some of the responses tend to overlap, as they may be appropriate to more than one section. The material in the manual is for recipients only. It should be safeguarded and should not be copied. In using this guide, it is important always to keep the attached guidelines in mind. 6/90 9