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Of An Attack On Advertising That Failed I dr'" J

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F F C0NT] ;N-DS Paae AA editorial November 10, 1969, says American Cancer Society . =-- - . The American Cancer Society's Anti-Smoking Advertising: A Question of Credibility" :anti-smoking commercials are "untruthful." d I- L. I- .Tobacco 2nstitute-advertises the editorial text. , • - -= , - ~ , __ ~ . . ~ William B. Lewis, ACS board chairman, insists the spots are" not untruthful, calls AA editorial "bitter, unjust." . II.. The Society's "Smoking-Dog" Experiment: A Further 4. 9. ACS holds a news Announces probable Lon ot c,reciiuzlity conference February 5, 1970,,' at the Waldorf: 12 cases of lung cancer in 84 sntio7~ing dogs, with "reassessment of advertising. claims andpolicies of the cigarette industry." Front page publicity begins to make the "12" dogsl famous. us y. e a n 11. The first :zint of trouble: An Amhcrst biologist writes to the N6~,,7:York Times February 9 to say the announcement "cannot serio ke l ° - b t 12. . Joseph F. Cullman-, 3rd, TI executive committee chairman, writes Lewis February 27, 1970, as}:ing for experimental data to be evaluated by independent ex.perts at TI expense. 13. Lewis writes Cullman tlarch 12,-1970;, saying research will be published "in the very near future"and denying data request:. visibility to 12-dogs-g.ot-cancer claim,, suggests readers urge- • Reader's Di.qest; in April 1970 issue, provides greatly expanded U v intervention in czgarette a vertsing. f

- Culiman writes Lewis Mai -'-: -?''?, 1970, repeating, TI's data request. F " former president of Americ;=.^ College of Pathologists Congressional Record March 26, 1970, carries letter from questioning ACS' announ~R-._-.-:,-,_esults. Lewis writes Cullman Ap'i-i;L 17, 1970, saying ACS ,-TI "or any other group ":.xamine data. _Tony Curti:;, chief spokesman in ACS "I Quit" anti-cigarette I I U I L L ~. . a x . L ' ' . . r r ' ~ }~ ~ ~ ~ x r '` ~ -~ ~ ^~ ' n,',r -~.t a. ~ -- 3-' i ' 7!~ _,~ _ ? `K~rt ..<.'C:~ '._. . :'%c a t.: ~ # .~ ~.,~ ,.Y ~'-. ~ y ~ z ~ ~ r~ ~~ Y - ~' :~ ~ ~~ ' *:, r ~r '/ '~ ~, < ~. i, ~ ', , ~:Y ,~ l -}'~s~.:,;~r advertisinq, - is charged :"and on April 27, 1970, pleads -guilty to possession of pot. 20. Cullman writes Lewis April 29, 1970, saying ACS "exploitation of this unpublished'work for publicity purposes is truly without precedent in the scientific community." 21. Cullman holds news conference April 30, 1970, at Overseas Press L!ub- Discloses racts or rl-f,~5 aispute. 37. ACS issues news release April 30, 1970, disclosing a change in-position: It will make the data available to the U. S. Surgeon General for analysis. 39. TI publishes Cullman-Lewis correspondence in newspaper and medical journal ad's ;jeginning May 1, 1970. 42. New York Times editorial May 9, 19i0, says ACS made "an error of judgment.," 43. Lewis responds to TI ads with letters to editors of papers which ran them, beginning May 13, 1970. 44. Medical World News reports Nay 22, .1970, that the prestigious New England Journal of Medicine refused to publish the dog manuscripts. 45. Tobacco Reporter report-s-i:n,its May 1970 issue that Journal raised "questions" abo.;;':. evidence of cancer in the smoking dogs. of the American Medicai Af:sociation manuscript reviewers have_

I I I I I I I 46. U. S..Surgeon General writes ACS June 12, 1970, saying he doesn't have to review the experimcntal data--he's satisfied it's reliable. Text of letter is released to press by ACS. 49. TI, rebuffed by major, nationally-circulated medical periodicals (American Medical News, JAMA, Medical Tribune, Medical Economics) sends copies of Cullman-Lewis correspondence to all U1. S. in effort to place May 1 ad(',Net•r England Journal did accept it), physicians by direct mail June 16., 1970. 59. 'Culiman write's AMA president June 22, 1970 asking disclosur--~! , of resultE of JAMA review of manuscripts. Cullman also writes Lewis renewing data review request, saying it's "li}.ely that none of the dogs developed lung cancer." 64. AMA holds June 23, 1970, news conference for manuscript authors; networks ask TI spokesmen for filmed comment after authors make statements (now claiming only two cancerous dogs)- but AMA asks TI spokesmen to leave press room. 82. ACS' Cancer News magazine under "spring-summer 1970" dateline says 1Qof the smoking dogs got lung,cancer. 85. Manuscript authors report "findings" to scientific session at AP7A annual convention Junc 24, 1970. 144. Chicago Today editorial June 26, 1970, says Larring TI 0 spokesmen from AMA press room is no way to get at the facts. O 145. Eye, Ear, Nose and Throat Monthly in June 1970 issue editorially questions ACS position. 147. Lewis writes Cullman July 2', 1970, insisting experiment is "accepted by distinguished pathologists." 150. Wall Street Journal reports July 8, 1970, that JILT,,A has found manuscripts unsuitable for publicat.ion and returned them:to authors. 151. Ti president, Horace Kornegay, delivers speech-July 8, 1970, - .calling ACS' report a "hoax."

F Page IV 1520 United States Tobacco Journal confirms July 9, 1970, the Wall Street Journal report of the manuscript rejection. 153. United States Tobacco Journal reports July 16, 1970, reduction~in ACS claim from 12 cancerous dogs to 2. 157. American Medical News July 20, 1970, quotes JAMA editor I I I I I I L to "return," rather than "rejection." reason for special expert review of manuscripts leading saying "enormous" ACS publicity on smoking-dogs was 158. New England Journal of Medicine, in July 23, 1970, editorial, defends right of TI to advertise smoking,health information. 159. Health Bulletin July 25, 1970, reports manuscripts won't - be resubmitted to JAMA. 160. Congressional Record Aug~ust 14, 1970, carries M.D.- Congressman's strong letter of disapproval to U. S. Surgeon General on the off-handed way he prejudged the smoking-dog results. 162. Widely syndicated columnist, James J. Kilpatrick has pub- lished in the Washington EveninqStar, September 15, 1970, raises the question: "What Became of the 'Landtnark' O Cancer Study?" O 163. Winston-Salem Journal, September 16, 1970, reports that Archives of Environmental Health, an AMA publication will publish the dog-study, "possibly in December." 164. Roche Medical Image and Commentary, September, 1970:, issue reports on Auerbach-Hammond dog-study. 4~1 169. TI President Kornegay writes a letter to Congress, October 9, 1970, calling the dog-study "one of the great scientific hoaxes of our time," attached is Hon. Tim Lee Carter's letter"to the Surgeon General as reprinted in the Congressional Record. :<=-=174. -Louisville Courier-Journal and the Chicaao Trzbune_ nctnber g y • ongress and quote an :.~ -13 report on the Korne a letter to C }~"~ °"~' AMA spokesman who said JAMA had not rejected the study,-but' returned it to the authors with suggestions for"'revisions. ,,~ fi

IT F V Page 176. Raleigh, N.C. News and Observer editorial states that -"Cancer Society Was Wrong," October 21, 1970. I I I I I I L 177. SUMMARY i

ADU];I:T:_SING AGE -. November 10, t969 P. 14 [{ (~ t~5 t4 ~~ ,^ 'a 1 rw. 11 5~ 'A II I~`w~ t4L~14.a' This is not an attempted dcfense of cigarets or cig; ret sdvertising. It is a simple affirmation of the belief tlic,6 the rules of fairness, accuracy and truth in aclverti.im, silouk? to Of cludinsf the A ii e ic: ±r, C:ra4cr S,,cie_v and the American lieart :1sm. ~. ~:-.,:•. ~ .~, ~ . CCn~mcrcials c<<r:en;lv app<<<i-ino on the air on bchalf of' t:ncse o:•- ganizatious-and1 the',- are Very commercials, as we have te_tifiec3 Lrqucntl_y-mokc un!rn'.?if il andl misleadin, statc•!ncnts r;hich no eon-j- ..,~s.T,. merciirl advcrliScr coralci hope to t;e2 away v: ith. 7 hev SCOUIp no swpjwu. These cornmerc;t,ls say, without any qn; li';icztion, that ciearet smol.- ing, omthe avera.m reduces a s:nol;er's life by 8.3 years„anci that every cigaret you smokc take5 a minute of your life. Tl:~sc are wild, umup- portcd~ allegations. They should not be permitted on the air. The theory that "anything is all rinlit if the right people do it" holds no water at all. llll' advertisinF; ~:lioralci be tnutllful, in ftrct ; nd iro im- plication. This par:jcrrlhr staternent is 11,eith.er. It s:YOUltI not be per- mitted.

E~ ~. I Z yr ~i ,~ t' } ~~ ~ • F... ~' 4:: 4.~ t•. .,[. ~-: :~ ~-,~ • . ~ r l ;L:r r' s L- ~• nted deiense of cigap'lS ~on Of the belief that the i a~v 0~scrsiicii, This-is not ~n.att I~~l it is a sirnple at'firirat~ nl,r•, to, al a ociet5~ and the hmericarl ljeart pssn. ccurac}' and truth in advertising should t 2 or- ~ tl~ e Amcric., ~.n canccr S alr on l~c~lti~,lf of the, t:esti;ied a ~carin~ on clud'in" " ~~~ehav have ntl~,Pi ~,s 1s ~ f!}~ ilsr!'`1~17''~ 4!~~ 1 l. <S'' i.5 W isS i.r• [v: a..: b ~- ' i par lc~ ion. lnis ip a ~ no ~~jztpr at all. neitl er. . cular statcnient is t ~ ~ , '~he theor5' that: slzovlcl l~e trt~. dvertisingTt should not Ue p°r- i . ~ P j~ ~ St0 1 a u ~w~ s':ou,,C; ,er~ e~ t t and th2 Tl'10'Sr' ~'~ Tld, L1nSUU- reCitlces - {:~ l~iOSE a1'E oi ~'o'lr ]_... he aV erat>c1 _ lir. ing, on .-_ rni7u e ~ I Gt You STTIOtie lc.i.C, ~ a not ; i 1'1 ~.tE'C~ h0]dS cig^ ' shoulo lao~ ~ n- do ~o it t-ons. T.ze}' if'_ t]Zr: tje.-7 , ~ ~-t r, fart anc~l in im- ported ~.lleb<^. ' ,~ 'tlsilic is all ri ~, shl in ia 1l cc: rner¢iaT ~_c!r,Terti~, _ ~r ;,rolt- , Ci~c r l . tln;3 that + ' l ' ' curre Coininercials cotl~rrlel c1~ , ~1,ich no corn- ai1e rery • ~ood aiid they ,- ~statel z,~t5 ~~ ganizutio. .~s-~ Y11J1~ ~~:na ~ imal~c untrutlfuL and i` frequer.U ti'- d Lo~e to ~ ~t av. a~' mitti.e>d . ot C-4 dciC7l.',•~~,t:i?'Ui S1110kII1 ~.:.~..... r ~3='r ~"" ern'~R ~ ez~~ . w.;~ DC -M t • ~ ~ ~1':(: r1~:i:iOlY~zl 11f ~:,S~?iof r .4~C ~ .. 1li Tt cc,nstt nt c1i«n]p?.on of t:rut-111 in aci~'Gz•i,i~in~

hdvc]'tiising Age f ^_ l l ~ t I ~ ~ I L I I L D~,c. 8, 1^.69 t et,;_ /1 T - 1 c l~ 1- ~ The A'a1~~iee of 6..:10 1~_c_T,~i: :.- . T111S (7El'AI@If.rRY 1S41Cf"AIxf:'S r01,0,4, LC13C95 M'C YfEI.CO7.tE flboiit Afi''f:onesty in Anti-Smoking Ads' I:clitorial' To the I:dilor: An ccfil riid ill the Nov. 10 issue mal:os lie ex- -tt"aot'dinary charFO that Utc :lmeri- can Cancer Socirtl^ and tliev\nn•ni- can, lloart Assn: are includin ; statelncutsin their anli-cil!aret comnurcials"u'ittwut'an' v citwli- ficalion" that arc "•lt-ild and un- supporlcd" and "tmtiatlllful and misleading." You then defend tnathinad- vorUsinr: And there we afircc. .Aut'>:rcrnSlNc Aes has r-ported' - the cigarc•ti controversy with acw- mirable calm and fairnc:::, has explainadour t'ie):IloinO often and j}utl. \I are A rcvl It tliisbittnr, mittoe tchich joit:tll•rrcognizcd the validit.of his method. \'s'hat Dr: ISamn:nccl didwas to apP1X acinariaI tccliniqncs, bas;d on447,0J"J men follourd for sl~\ yc:rs, of n'hom 3407E ciic•rl b~-11': oce *i:lY 1, MIG0 and Jur.c 30i, . 19n5 toda:..:..,,,... ;:... r.: cigarct srn~king;Ile foamdi Riala man of 25 who wasa]icm, smob:cr (Qtcooc' moxc pack:l,rsc•fcigarcts a dap) had 3.3 tcicl•r yc:asof life cxFti•ctanc}' thanlhosc who h.^.dncvcr sruokcd. . Of non-smokers; 7 i,7 ;, may be cx)xclcd to li(-c to 65 )c:irs, but on]l 51^,,. of ntcn tliio sn,okc 40 ,or mo,c cir:arcts a da' may be calx•clr 1to livc to{hot ase- 7n apa)rn in ilie Jounm! (f the n'trtlono( CancerlnslillttcD . ]IannnondAnclioatc•sthat the l,ro- ccdures follGl\cYl in this stucl+: i114:llt tvell' ^biasutv esain,rllosiil (hodircction of tuldt•.rt,hmahr,;• the diffcrencc in lifocxpeclancc lic(n'ec)) cietuct smuldc•rs and non, .cmul:cr.• ^ ThefilUrreofthclossof! a min- ttte of life for a rninute Of snlol;- in)'t•rasdct•old;feil by our epicir- miarlol;ical ctcl,ullmenl. fror.t 111eR.3?olrfl luo: IGc.-l:c•1 clrcswvk r no,;o nli.utIlvro-qtu:n'- Icls of :, mllliuu u^•;,1 ~•Is:din oo;: hts lifrliinc. As atr..ull hc lo°,s.liunp 4i4(l0,W1(1 r111111I1Ls If..i 1l 1":) of hft•. ru:n;,.vr r'I' l,itlr uou s nohrls:.. 'fhi+ . malcd:: to' aloc>: uf :,t:noel sixnli~lnltic I,crcif:crrrl stnol:cd__ :I luinu;c. of lifbfur a toinutc of sn,p4:in ;. . Tiro two ctatclncnls to whii 1: you rcfcrtt,ithoul incll~;,t:n~ lfritthcyrcpovt zixcificall)' on hcr,r.q cioarct srnoL-ers crctn', inU':o cur- 1'outlN•. u•idclr=u:cd ~;e,fs. lt't.c,l' "llbuvr ci(;,uet s:nrd<crs, outlleavctaKC,losenliout(.nc tninutc of life for overY minutc•lilqlsmoi:c.., and I ill atlcl:hc•:; "T:1C hcavycir.arct su'ralcor culs 313 yCarS Olli of l:ls ]lfl•:" The statcntcnt onS.3ycarslo;t o)tthenccrarcily lic:a~~v :nw6crs cainc frorn lnc P:CS C:ulcvr fh'r•- t'cnliot. Study, a 1nFaz!)c. rescarr'1 prujccb lastin; rn;ray)c:ns:'rl partict,:ar selurc:mlu,r l~ as c'•c- lit•eced att!tc 1`67 ti'c.ld C:onfcn- l'ztc3c 50 (•ncc on Smr,:anql, a 11c.1IUi, a'hu~c pru,!ralnu conunillce, (icp- lc^cliliirU', snmu Y2 goee[nnicnt, ruLlnGrrp; hc:dlil, ;nd ec(tuation- :l ~roul!s) liad askcd Ctp'Icr Ilnnonoud, S:.P:, :1CS\!R, Frp'dc- ndolorv anct Statistics, to sturt- laarizc the cnstcofcigarcP sntok- IJr.Ilammol:&ac•txcYion condi- tiow that a conrmitlcc of dltliil+ f.oi~!,cd cGidcroiolol;isls from nu,nvcnuu:Uicsbe anpoiutcdlo rcl'icll• and ci,nsidcr this p:-ololom triJx liiin: The rc, rc<enli+tivo= oftfieram.rnillccmet i':i;h Dl'.Havn-mond abraadi ancev . lhen for two iTrn'sbeforc the confcrc•nee. \CLilo theICsc:ux'hontcnich the 3.3 fi,^,- urcisbasedv:.^.s condtucti•d by Dr. II:,ri:nonci and his staff, his fhtd- ing llclc app.ct-c•d by the co:n- Dr• Ifammnnci'sc-,nmr pocl cn- tion stuth.'hns& c•n roc'A~,n.zc.d art,ul,cl the vrortdl as :1 brilli;,n; cotaribaait:rn lh Iic•:,I111 Confcrincerclic.t"cf he coa:!±incd lcisdom of a connnil:rr incitt(!iug: J 1- ncs c.1F - n U. . :. n' c- 1I).ni~hC. 1,-. tC r•cnl n11:, r~. 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(Inc rt ht.rr';)' <'i,t:rnl v.rr., nln c• P. U:. 11:,1..ni,.rnr.'s: r-linl:,f•.:: Iarr. GI),1171 i,•I I,':1I1 (";:::,. Tlie\t'oad Confcrrr,ee asldett IDl: Nc,m:nond to dcl'c!oaslrc;lic data to cell) iilth.e cciucational pro,^.:am,Ile provided t!tcm-:.r.d tuc•wc:a!cCbe nntluc to oarotih- galion iotilC• lnllllons 10145t:Il sm .S:ihg if •scci id not use t!a•m. Thc l:orld may notyetbc atcLuh:n:'s t';Ila::c u~ith in;tr.n:a- ncoul=rtanmanicatiun;. but the Ar.lcrl n C:,nccr Society Is oalj a tcicl.l n:lc call' al.:c~-' from An- t'cl:11:1,,G :\cC. Ectore t•:ritinf; yoatr oditorual Itr-ichvuvhad, cltccfcd v:itll usor tlic.hcart :rs- socic,llani to dt.o:mine t Iretlrerindcoi'ilclc lc rs suplna t,, cl'i dcu;c foroar, stalcmmnlk crnc` I lcnsl Vou e'illlnin,: lhi; iilfonta- tiarn to 3au-i reac ii< aL'cnti(u. 1l'illt lnt It. l.cttic, Chairntan;].oardofDircclors,.. AIncricauCaucer Snclcty, Now yoL. 11 flic c'onl,acrritds An,i tfltdli- fit•d if,cir stntc/nenr~, on .14r. 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