Tobacco Documents Online

~' The Tobacco Institute 18151 Street, Northwest Washington, DC 20006 (800) 424-9816 ... ON YOITTIi SMOSIING TOBACCO INDUSI'RY INITIATIVFS The tobacco industry has long taken the position that smoking is an adult practice to be considered solely by mature, informed persons. For this reason, the industry has taken strict measures to address youth smoking. For example: o The tobacco industry ended advertising and promotion in school and college publications and on campuses in 1963. o In 1964, the industry adopted a code prohibiting advertising and promotion in publications directed primarily to persons under 21. The code also forbids the use 4 endorsements by noted sports ftgures` and o'ther'celebrittes vNitli" appeal to youth in advertising. It also requires that any models in ads must be, and appear to be, at least 25 years old. o The tobacco industry offered voluntarily to end commercials on radio and television in 1969. Cigarette ads left the air in early 1971 as a result of Congressional action passed the industry's offer into law. o A code of cigarette sampling practices was adopted in 1981. The cigarette industry's code of sampling practices is brief and to the point. People who engage in sampling are instructed to refuse to give a sample to anyone whom they know to be under 21 years of age or who, without reasonable identification to the contrary, appears to be less than 21 years of age. No sampling activity is done in any public place within two blocks of youth activity centers such as playgrounds or schools. If an adult declines or refuses to accept a sample pack, he or she will not be urged to accept it. All of the independent sampling firms sign a contract which sets forth standards that are at least as strict as the ones in this code. All of the sampling personnel must be advised, orally and in writing, of the sampling rules. All of the sampling activities are monitored to ensure compliance with the code. Any individual who violates the articles of the sampling code is subject to disciplinary action. o In 1982, on the industry's behalt; The Tobacco Institute conducted a nationwide advertising campaign which reached 110 million Americans with the message, "Do tobacco companies want kids to smoke? No. As a matter of policy. No. As a matter of practice. No. As a matter of fact. No "

Youth Smoking Initiatives page 2 o In 1984, The Institute launched its "Responsible Living' program, offering a free parental guidebook, "Helping Youth Decide." Another booklet, "Helping Youth Say No," followed. Both provide guidance on famfly communication to enable parents to help youngsters develop decision maldng skills needed to deal wisely with everyday choices and with lifestyle decisions such as smoking. o The Institute expanded the "Responsible l:iving" program in 1986 by providing unrestricted grants to fund Community Alliance Programs (CAPs) at the rate of ten a year. Towns and cities throughout the U.S. were invited to apply for the grants, which provide the impetus for a broad community- based effort to improve parent-youth interaction, using "Helping Youth Decide" and "Helping Youth Say No" booklets. More than 700,000 booklets have been distributed nationwide, and demand continues to be high among parents and community organizations. The most recent Surgeon GeneraPs Report states that the prevalence of daily smoking among high school seniors dropped from 29% to 20% between 1976 and 1983, fluctuating between 18% and 19% ever since. Daily smoking among black high school seniors fell from 26% in 1976 to 8% in 1987. Among white high school seniors, smoking declined from 29% to 20% during the same period.