Tobacco Documents Online

w CIGARETTE LABELING AND ADVERTISING-1ig65 423 advertising then wit.h aclvertisingnow: Practically all the advertising, cited by t'hereport woulkl fail to receive code approval today. For instance, you .vill find that all claims respecting filters now refer to taste and flavor only. Along the same lines, all physical depictions of the filtration process have been eliminated. Under t'liecode, we havetre,titecl the use of charcoal in cigaret'teadvertising in~ the same manner, that is, it is discussed only when lim- ited to a taste or flavor clalm. Not all the changes have been mechanical or semantic. The admin- istrator has broadly interpreted the word "health" as used in the code. Thus every effort has been made to avoid advertising which could be construed! as representing that cigarettes provide relief from tension and fatigue. While cibarett'e smoing may be depicted in the context of pleasant situations, cigarettes may not be represented as the agents of transforming an unpleasant situation into a pleasant one. Ath ti t k d h er ac on n en un er t no e code authority lxrs disi Mcusson. Section 4 of article IV of the code prohibits representations as to the quantity of an ingedient present or absent in the mainstream of the l l h smo ce, im ess t e administrator cletermines that such representation is siYnifii-ant in terms of health and is supported by adeqnate, relevant, and valid scientific data; or unless it is accompanmed by a disclaimer as to significance in terms of health which is sett forth in accordance f with Iuliform~ standards adopted by the administrator. In this con- nection, advertising of three brands which dealt with the amount of tars or nicotine was eliminated by the manufacturers. It is my view e ~ that the figures, staudin;; alone, are meaningle45. It is note.w.orthy that the Surgeon General, in view of the present state of knowledge, is not able to identify either tars or nicotine as the allegedly delet'erions s stances in cigarette smoking. With respect to Prima appeals to persons under 21, the following action has been talien : C~garette advertising has been eliminated in school, college, and university mecdie, and in comic books and coi ' supplements to newspapers; sample cigarettes may not be distribu k to persons under 21 years of age or in school, college, or university c puses and other facilities; nor may any promotional efforts be con- Alt ducted in such facilities. a The code prohibits testimonials by all athletes, celebrities in the to ` entertainment worldy or other persons who in the judgment of the •»d administrator have a special appeal to persons under 21. You may lit• have noticed that in the current baseball season, sportscasters who are ' former atliletes-like Phil Rizzuto, I.ichie Atihbuun, and' Ralph •ily Kiner-are not delivering cigarette commercials. Even the sports- easters who are not former athletes but who have achieved celebrity status as fil,rures in the sports world have their copy carefully N oni- circumscribecL for •. One area my office is looking into is section 1(a) of article I~' of N I of '- ; the code, which prohibits cirarette advertising on television cir radio N Ohl- ~ programs and in publicntions that: are directed primarily to persons ~ under 21 years of age. To assist in this undertaking. I have recently ~ j ,tion ` added to my staff a man ex erienced in the fielcl of maiketin d p g an ~ io»• < ~sdvertising research. 1Ve tu•e now comm,,micatin,_ with s4A-eral of the °0• of ' leading suppliers of program monitoring and audience measurement ~ haro i. ' data, with a view to obtaining information about both the television ry`. O

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