Jump to:

Anne Landman's Collection

Associates for Research Into the Science of Enjoyment

Date: Sep 1993 (est.)
Length: 18 pages
2504092465-2504092482
Jump To Images
snapshot_pm 2504092465-2504092482

Abstract

This presentation describes the global tobacco industry's European front group "Associates for Research into the Science of Enjoyment," or ARISE. ARISE was funded primarily by Philip Morris, Rothmans, R.J. Reynolds, British American Tobacco and their food and drink subsidiaries like Kraft, Miller Beer and Nestle. The group was created as a direct response to the 1988 U.S. Surgeon General's report that compared the process of becoming addicted to nicotine to the processes of becoming addicted to heroin and cocaine. This public comparison of nicotine to heroin and cocaine statement sent up red flags in the global tobacco industry, who responded by forming ARISE (without letting the public know they were behind the formation of ARISE).

Page 5 of the presentation is entitled "How ARISE arose!" and says,

"In 1988 the U.S. Surgeon General said: 'Nicotine was as addictive as heroin or cocaine." The industry responded. A group of academics was identified and called together to: review the science of substance abuse, separate nicotine from these substances, act as a forum for scientists who think objectively."

ARISE participants were put forth as sociological experts who purportedly addressed the "science of 'pleasure." They stated that when people are pleased, their cortisol levels drop, and the immune system becomes more effective. When a person fails to experience pleasure, their immune system becomes depressed which leads to "increased disease levels including cancers, heart disease, ulcers and infections." Activities like drinking tea, eating chocolate, shopping and smoking tobacco, they rationalized, caused pleasure and hence enhanced good health. Participating in pleasurable activities like smoking, they claimed, thus gave people personal control over their lives which in turn reduced stress and improved health.

ARISE attacked the comparisons of nicotine to heroin and cocaine, railed against "forcing a 'uniform healthy society,'" and proclaimed that nicotine enhanced performance. They aligned smoking with use of food and drink, and activities like spending time with family, having sex and shopping. ARISE toured Europe generating newspaper headlines like

"HEALTH SCARES ARE BAD FOR YOUR HEALTH" http://legacy.library.ucsf.edu/tid/zhq37e00

"NINE THINGS MORE PLEASURABLE THAN SEX" http://legacy.library.ucsf.edu/tid/eko32e00

"HEALTH PURITANS ACCUSED OF RUINING QUALITY OF LIFE" http://legacy.library.ucsf.edu/tid/cld34e00

"PURITANS 'TRY TO RUIN QUALITY OF LIFE' " http://legacy.library.ucsf.edu/tid/pqc96e00

"THE EC AS A KILL-JOY PURITANS ARE DESTROYING PEOPLE'S ENJOYMENT OF LIFE" http://legacy.library.ucsf.edu/tid/oyh29e00

ARISE participants held conferences, published books, toured several continents, generated media events, newspaper articles, made video news releases, press releases, and wrote letters to the editor.

It was not disclosed that ARISE was formed and funded by the tobacco industry, or that the industry paid for extensive public relations campaigns for the group from 1988-99.

Fields

Quotes

HOW ARISE AROSE!

IN 1988 THE US SURGEON GENERAL SAID: "NICOTINE WAS AS ADDICTIVE AS HEROIN OR COCAINE".

THE INDUSTRY RESPONDED A GROUP OF ACADEMICS WAS IDENTIFIED AND CALLED TOGETHER TO: • REVIEW THE SCIENCE OF SUBSTANCE ABUSE • SEPARATE NICOTINE FROM THESE SUBSTANCES • ACT AS A FORUM FOR SCIENTISTS WHO THINK OBJECTIVELY

ARISE AUDIENCES • THE GENERAL PUBLIC • SCIENTISTS, POLITICAL SCIENTISTS AND ACADEMICS • REGULATORS, OPINION FORMERS AND POLICY MAKERS

THE SCIENCE OF 'PLEASURE'

POSITIVE: PLEASURE: CORTISOL LEVELS DROP - IMMUNE SYSTEM BECOMES MORE EFFECTIVE

NEGATIVE: DEPRESSION: CORTISOL LEVELS INCREASE - IMMUNE SYSTEM DEPRESSED CATECHOLAMINES INCREASED LEADING TO: INCREASED DISEASE LEVELS - INCLUDING: • CANCERS • HEART DISEASE • ULCERS • INFECTIONS

SCIENCE CONCLUDES PLEASURE PROMOTES HEALTH BY INCREASING OUR IMMUNE RESPONSES AND THUS INCREASING DISEASE RESISTANCE • DEPRESSION CONVERSELY INCREASES DISEASE • THE SENSORY AND OTHER EFFECTS OF ALCOHOL, CHOCOLATE, COFFEE, TEA AND TOBACCO GIVE PLEASURE AND THUS BENEFIT HEALTH - HAVE A CALMING/UNWINDING EFFECT AND BENEFIT HEALTH • THE EFFECTS OF COFFEE, TEA AND TOBACCO IMPROVE ATTENTION AND MEMORY --THUS INCREASE WORK ACHIEVEMENT WHICH ALSO PROVIDES PLEASURE • PERSONAL CONTROL OVER YOUR LIFE GIVES PLEASURE • LACK OF CONTROL OVER YOUR LIFE PRODUCES STRESS

ARISE SUPPORTERS PAST AND PRESENT • COCA COLA • PHILIP MORRIS • GUINNESS • KRAFT GENERAL FOODS • EUROPEAN DUTY FREE CONFEDERATION • MILLER • ROTHMANS INTERNATIONAL SERVICES • EUROTOQUES • BRITISH AMERICAN TOBACCO • COFFEE SCIENCE INFORMATION CENTRE * R J REYNOLDS • EUROPEAN ADVERTISING AGENCIES ASSOCIATION • NESTLE

...ARISE CONFERENCES 1988 FLORENCE • ATTACKED THE VIEW THAT NICOTINE IS LIKE HEROIN/COCAINE • SUBSTANCE USE MUST BE VIEWED IN SEVERAL PERSPECTIVES - HISTORICAL - CULTURAL - ECONOMIC - SOCIAL • NICOTINE ENHANCES PERFORMANCE

ARISE CONFERENCES 1991 VENICE-- • ALIGNMENT [of tobacco use] WITH FOOD AND DRINK • CONCENTRATION ON SENSORY/PLEASURE ASPECTS • SMOKING IS A CONTROLLED PLEASURE - IT DOES NOT TAKE CONTROL • FREEDOM OF CHOICE • MEDICAL POLITICS • MEDIA CUTTINGS PUBLICATION: 'PLEASURE: THE POLITICS AND THE REALITY'

ARISE CONFERENCES 1993 BRUSSELS 'PLEASURE AND THE QUALITY OF LIFE' • EXPLORE THE SCIENCE OF HOW PLEASURE LEADS TO POSITIVE HEALTH - FEELING GOOD • COMPARE HEALTH PROMOTION WITH HEALTH EDUCATION • AGAINST FORCING A 'UNIFORM HEALTHY SOCIETY' • ASSERT INDIVIDUAL'S AUTONOMY TO MAKE CHOICES • MAINTAIN PEOPLEtS SELF RESPECT • MA.IOR PR ACTIVITY PUBLICATION: 'PLEASURE AND THE QUALITY OF LIFE'

Company
Philip Morris
Region
Great Britain
Germany
France
Spain
Italy
Belgium
Named Person
Clodong, A.
Surgeon General
Named Organization
*British American Tobacco Company Limited BAT (See British-American Tobacco Co.)
Defense
Coca-Cola Company
Coffee Science Information Centre
European Advertising Agencies Assn
European Duty Free Confederation
Eurotoques (European chefs association)
Guinness
Kraft General Foods
Miller
Mori
Nestle
Pleasure + the Quality of Life
Pleasure the Politics + the Reality
PMI, Philip Morris International
Reuters News Release
RJR, R.J.Reynolds
Rothmans Intl Services
1988 Florence Arise Conference
Type
SPCH, SPEECH, PRESENTATION
Operation/Project
ARISE
Litigation
Stmn/Produced
Subject
addiction
Front groups
Social Acceptability (Social acceptability of smoking)
The industry fought the decline in social acceptability of smoking through public relations campaigns, legislation, etc.

Document Images

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size:

Page 1: uxh29e00
INaI'\IAOfNa JO 213NI3S Uall! OINI II3IIVSII 2l212I03 S1VI3OSSV 21
Page 2: uxh29e00
ASSOCIATES FOR RESEARCH INTO THE SCIENCE OF ENJOYMENT PRESENTATION OUTLINE 1) BACKGROUND 2) THE BRUSSELS CONFERENCE, SEPTEMBER 1993 3) THE FUTURE ARISE 99VZ60V0SZ
Page 3: uxh29e00
ARISE - THE GROUP • OBJECTIVES OF ARISE • HOW ARISE AROSE! • ARISE AUDIENCES • PROJECTS AND RESEARCH AREAS -THE SCIENCE • ARISE SUPPORTERS • ARISE CONFERENCES • ARISE BRUSSELS CONFERENCE 1993 ARISE LW6otosz
Page 4: uxh29e00
THE OBJECTIVES OF ARISE • TO DEVELOP SCIENTIFIC RESEARCH INTO THE ENJOYMENT OF PRODUCTS THAT GIVE PLEASURE USING A WIDE BODY OF ACADEMIC OPINION • TO PRESENT RELEVANT SCIENTIFIC RESEARCH OBJECTIVELY • TO CONTRIBUTE TO THE SOCIAL ACCEPTABILTY DEBATE • TO DEVELOP THESE THEMES SO THAT THEY ARE UNDERSTOOD BY A WIDE AUDIENCE, INCLUDING THE PUBLIC. ARISE 89VZ60V0SZ
Page 5: uxh29e00
HOW ARISE AROSE! IN 1988 THE US SURGEON GENERAL SAID: "NICOTINE WAS AS ADDICTIVE AS HEROIN OR COCAINE". THE INDUSTRY RESPONDED A GROUP OF ACADEMICS WAS IDENTIFIED AND CALLED TOGETHER TO: • REVIEW THE SCIENCE OF SUBSTANCE ABUSE • SEPARATE NICOTINE FROM THESE SUBSTANCES • ACT AS A FORUM FOR SCIENTISTS WHO THINK OBJECTIVELY ARISE 69K60MSZ
Page 6: uxh29e00
ARISE AUDIENCES • THE GENERAL PUBLIC • SCIENTISTS, POLITICAL SCIENTISTS AND ACADEMICS • REGULATORS, OPINION FORMERS AND POLICY MAKERS ARISE OLtZ60t0SZ
Page 7: uxh29e00
THE SCIENCE OF ' PLEASURE' POSITIVE: PLEASURE: CORTISOL LEVELS DROP - IMMUNE SYSTEM BECOMES MORE EFFECTIVE NEGATIVE: DEPRESSION: CORTISOL LEVELS INCREASE - IMMUNE SYSTEM DEPRESSED CATECHOLAMINES INCREASED LEADING TO: INCREASED DISEASE LEVELS - INCLUDING: • CANCERS • HEART DISEASE • ULCERS • INFECTIONS ARISE I LVZ60V0SZ
Page 8: uxh29e00
SCIENCE CONCLUDES • PLEASURE PROMOTES HEALTH BY INCREASING OUR IMMUNE RESPONSES AND THUS INCREASING DISEASE RESISTANCE • DEPRESSION CONVERSELY INCREASES DISEASE • THE SENSORY AND OTHER EFFECTS OF ALCOHOL, CHOCOLATE, COFFEE, TEA AND TOBACCO - GIVE PLEASURE AND THUS BENEFIT HEALTH - HAVE A CALMING/UNWINDING EFFECT AND BENEFIT HEALTII • TIIE EFF.CTS OF COFFEE, TEA AND TOBACCO - IMPROVE ATTENTION AND MEMORY - THUS INCREASE WORK ACHIEVEMENT WHICH ALSO PROVIDES PLEASURE • PERSONAL CONTROL OVER YOUR LIFE GIVES PLEASURE • LACK OF CONTROL OVER YOUR LIFE PRODUCES STRESS ARISE ZLVZ60t0SZ
Page 9: uxh29e00
ARISE SUPPORTERS PAST AND PRESENT • COCA COLA • PHILIP MORRIS • GUINNESS • KRAFT GENERAL FOODS • EUROPEAN DUTY FREE CONFEDERATION • MILLER • ROTHMANS INTERNATIONAL SERVICES • EUROTOQUES • BRITISH AMERICAN TOBACCO • COFFEE SCIENCE INFORMATION CENTRE • R J REYNOLDS • EUROPEAN ADVERTISING AGENCIES ASSOCIATION • NESTL9 ARISE £LVZ600SZ
Page 10: uxh29e00
ARISE CONFERENCES • 1988 FLORENCE • 1991 VENICE • 1993 BRUSSELS ARISE fiLtZ60t0SZ

Text Control

Highlight Text:

OCR Text Alignment:

Image Control

Image Rotation:

Image Size: