Tobacco Documents Online

+ Tis'e Tobacco Institute 1875 1 Street, Northwest Washington, DC 20006 Draft press release for general media (800) 424-9876 FOR RELEASE: CONTACI: To be determined TI Media Relations 9:00 a.m. (EDT) 202/457-9387 MAJOR NEW INITIA1zM TO DISCOURAGE YOUTH SMOSING ANNOUNCED Efforts focus on access, marketing and edacation WASHINGTON, D.C. - A broad-based series of new initiatives to discourage youth smoking and address recent concerns about cigarette marketing were announced today by The Tobacco Institute. The five new initiatives that expand and reaffirm the industry's longstanding commitment and positive actions against youth smoking are: o A national program to help retailers observe and enforce state laws prohibiting tobacco sales to youth. The store signage and education campaign's theme is "It's the Law." o An industry-supported legislative effort to encourage passage of new state laws setting a minimum age of 18 for cigarette sales in those states without a minimum age law or one lower than 18. NEWS RELEASE o Active legislative support for new state laws requiring supervision of cigarette vending machines located in places frequented by minors. o Sharp new limitations on the distribution of product samples and premiums, requirements that billboard advertisements for cigarettes be located away from areas near schools`'and,"playgrounds;`and'othet strong--new•industry--gnidelines.•that-supplcment• current industry codes. o Direct assistance to parents to help them assist their children in resisting peer pressure to smoke with new, tobacco-specific educational materials to be promoted through a multi-million dollar advertising campaign. "Reducing youth smoking cannot be accomplished by a single action. That's why the tobacco industry is tackling this problem on many fronts," said Brennan Dawson, Vice President of The Tobacco Institute. "Since it is widely recognized that young people smoke primarily because of peer pressure, we are addressing this directly with a major program to assist parents in reducing that peer pressure. At the same time, we are setting into motion measures to help curb youth access to cigarettes through aggressive work with the retail community and by encouraging new state laws," she added. "We also were determined to address substantively concerns about cigarette marketing. And so we reviewed our practices to find what more we could do. While the controversy will surely remain and some will continue to seek censorship, we are taking further steps to address concerns," Dawson said. N O N N

A National Pro¢ram for Retailers: The Tobacco Institute program for the retail industry is designed to encourage strict adherence to state laws prohibiting the sale of cigarettes to minors. With the active involvement of retail organizations throughout the country, The Institute will further spread the word that tobacco products, in accordance with most state laws, should only be sold to those 18 years of age or older. The theme of the campaign - TT'S THE LAW: WE DO NOT SELL TOBACCO PRODUCTS TO PERSONS UNDER 18 -- is incorporated into all program point-of- purchase materials, including signs, decals, stickers and lapel buttons. In three states, the materials will indicate that the law sets 19 as the minimum age for the sale of cigarettes. The program materials also include tips for retail employees on complying with the laws. Materials will be made available free of charge to retail outlets and will be promoted though advertisements in national and state retail publications. IndustM-Supported Lobbying Effo c: A new legislative initiative commits support for passage of legislation establishing 18 as the minimum age for sale of cigarettes in those eleven states and the District of Columbia that have no age limit or one lower than 18. Thirty-nine states currently have legislation setting a minimum age of 18 or 19 for the sale of cigarettes. The industry also will actively support new state legislation to require supervision of cigarette vending machines located in places frequented by minors. While cigarette vending machines are not a popular source for cigarette purchases by young people, the industry will work to enact legislation prohibiting unsupervised machines in places frequented by minors. Additional Youth Guidelines: New youth guidelines supplement those already adhered to by the industry. In the past, the tobacco industry's efforts have included an offer to Congress - made in 1969 and subsequently passed into law - voluntarily to remove cigarette advertising from radio and television. Additionally, for example, the manufacturers do not advertise in publications directed primarily to persons under 21. New guidelines include restrictions on product sampling. Cigarette product samples will not be distributed in or on public streets, sidewalks or parks. Sampling will be restricted to places that are open only to persons to whom cigarettes lawfully may be sold. Cigarette samples will be distributed in such places only to persons 21 or older. No mail distribution of cigarette produces samples will be made without a written, signed certification that the addressee is 21 or older, a smoker and wishes to receive a product sample. The new guidelines also require cigarette advertising on billboards to be no less than 500 feet from any elementary, junior or senior high school or any children's playground. N N N CO ~ ~ ~ 0 F+

The distribution of nontobacco premium items bearing cigarette brand names, logos, etc., also will be limited. Mail distribution of premium items will require a written, signed certification that the addressee is 21 or older, a smoker and wishes to receive the premium. Other distribution of nontobacco premium items will only take place to persons 21 or older, or with the purchase of a package or carton of cigarettes. Clothing bearing cigarette brand names, logos, etc., will be in adult sizes only. Paid product placements in movies have been formally eliminated. Materials to Assist Families: In a widely promoted program, the industry will provide direct assistance to parents to help their children resist peer pressure to smoke. The third in a series, "Tobacco: Helping Youth Say No" specifically addresses the problems children and parents face on the issue of youth smoking. The booklet is an extension of the industry's popular Responsible Living Program, whose materials have already been distributed to more than 700,000 families. The availability of the free materials will be promoted through a multi-million dollar advertising campaign in major publications, including Family Circle, Parade. Ebon,y, People• TV Guidee and others. ###