Tobacco Documents Online

Now Yo.ks 212 309-1t00 RA D1OI Chkayo: 3124A 1 -2020 T1lREPORTS Colroih 313-3Aa-1177 Los Any.l.a 211a66-6124 Waahinyfon, D.C.: 301-656-A068 506tonr617-536-2232 Philadelphia: 215-567-7600 San F.ancisco: 21J-166-6124 . TRANSCRIPT Miemi: 305J58J358 FOR PROGRAM DATE PHILIP MORRIS THE HOME SHOW 71 /07/93' 1:00AM1 STATION GTY AUDIENCE WABC-TV NY SUBJECT C_GARETTE ADVERTISING BROADCAST EXCERPT SARA PURCELL (Host): And, we have here Dr. Jay Gordon. 3ARY COLLINS (Host)': Dr. Jay? How are you? PURCELL: We're going to be talking about the smoking camoa.icn; am anti-smoking campaign. Now, you're a major anti- smokir.g activist. You don't even accept patients in your practice as a: ped'iatrician if their parents smoke. Is that right? JAY GORDON, MD (Home Pediatrician): One of the first questi;,::s that I ask the secretaries to ask when somebody calls in is do •::,usmoke, because I think it reflects a big philosophical gap~. _mean, smoking while pregnant is abusive, and I don't enjoy treati n:, families who smoke. COLLINS: We'll we're certainly going to talk about our responsibility and the tobacco industry's responsibility. It's a four billion dollar advertising budget alone, and we've got, what, three million or over youngsters smoking? They're increasing that by 3,000 a day. You had a party recently that got together some consumer people who are very, very interested in this. GORDON: Right. We got together about 400 people on a Saturday afternoon at John and Elizabeth Laroquette's house for the kickoff of the Infact Tobacco Industry Campaign. COLLINS: Let's take a look at it. PURCELL: Mm-Hm. Yeah. GORDON: We threw a party a couple of weekends ago at John Laroquette's house. The guest of dishonor was this ugly mug, Joe Came%. N . ~ (CLIP SHOWS MAGAZINE ADVERTISEMENTS OF JOE CAMEL) W to 011, Whik Rodro N Reports encemas :o aswr.:he accuracy of ma~~ol wppf*ed by u, A cannol be .asQonsib#s for mislaks or omnsioas- ~AI ~ erwl_• a:erwl wppl~ed by Rad-a fV R'oporis may be vsed 6 Lie and :e/e.eoce purPoses arJy. It may not be .eprodaced, sold a, publidy demonsvabd or e.Hibi/.d. ~ /N a: W 1~

ELAINE LAMY ('Ex. Di~rector - Infact): Do you know that nat';; rasically a cartoon character, and really what the companies are trying to do is get people just like you to start smoking? How do you feel about that? UNIDENTIFIED BOY #L: Just horrible. GORDON: The party was a kickoff for a new campaign organized by a consumer group called Infact. They are enlisting all of us to stop~ tobacco companies from marketing their deadly products to children. LAMY: Many parents probably aren't aware that the Joe Camei ad campaign by RJR Nabisco and the Marlboro Man by Philip "'.orr=s, basically, are advertising campaigns that communicate messages to their children and young people to get them to start smokir..:. JOHN LAROQUETTE: I guess the cartoon character situation to me :s a -- seems a: little insidious, a little insidious, a :itt._ -- maybe we should have a little more ethics in the job there. GORDON,: Recent studies published in the.Journal of the. American Medical Association revealed that one-third of three year olds could match~Joe Camel with a picture of a cigarette. By the age of six, children recognize Joe Camel as often as Mickey Mouse. (CLIP SHOWS CHILD MATCHING PICTURE OF JOE' CAMEL WITH A PICTURE OF A CIGARETTE) ANSON WILLIAMS: At least give kids a chance to form their cwn opinions somewhat intelligently instead of, like, selling them, you know, a Mickey Mouse ripoff. You know? JULIA LOUIS-DREYFUS: Why should this be appealing to children? It's grotesque. (CLIP SHOWS CAMEL CIGARETTES, JOE CAMEL AND MARLBORO ADVERTISEMENTS) GORDON: Before the Joe Camel campaign, Camel cigarettes were smoked by less than one percent of U.S. smokers under the age of 18. After two years with Joe, the figure rose to 33%; one-third of the entire youth market. But, the best selling cigarette with under age customers isn't Camel. It's Marlboro, and their own signature character; the Marlboro Man. LAMY: well, basically, the Marlboro Man is a cowboy N ~,~ 0 figure. The cowboy is a hero, and this particular person,=; basically, represents a lot of the things that young people strive for; independence, freedom, no boss, lots of authority. These are wb ~ ~ ~ ~ ~

all ef the thiinqs t.".at are pxtremely important to young adults and .:hiiiciren. GORDON: We took some cigarette ads to a nearby mall. Here's the reaction we got to the Marlboro Man, Joe Camel, and some active lifestyle ads supposedly aimed at adults. (CLIP' SHOWS ADVERTISEMENTS FOR KOOL, CAPRI, SPIRITED, CAMEL,, NEWPORT, MARLBORO & VIRGINIA SLIMS CIGARETTES) UNIDENTIFIED TEENAGE GIRL: Good' looking guy, rugged, cowboy. I like country stuff, so he's cool. I like him. UNIDENTIFIED~ BOY #'2 : They look likee they' re having fun with a couple of fine girls, and they look like they're surfers. UNIDENTIFIED TEENAGE GIRL 42: She's pretty, and she has 3ooci clothes, and her hairs real nice, and she has a real cool l'ookir.a cigarette. UNIDENTIFIED BOY #3: They're having,a good time, and the camel's smoking, and they look like they're rich and they're c.vilized', and they look pretty nice, and I wouldn't mind beingg around them. GORDON: Of course, what's missing from these ads are the less glamorous realities of smoking. LAROQUETTE: I don't think that's very true advertising. You know, I don't see these old men sitting,in rooms with no teeth and yellow fingers enjoying whatever, a Paul Mall, after 60 years of doing it. (CLIP SHOWS LOOSE CAMEL CIGARETTES AT THE FACTORY, LARGE BOXES WITH THE NAME CAMEL STAMPED ON THE OUTSIDE & A KID WITH PACKS OF MARLBORO CIGARETTES AT A STORE) GORDON: The tobacco industry loses close to 5,000 customers a day. Thirty-five hundred manage to quit, but another 1,200 just die. Where do the replacement smokers come from? They continue to come from our high schools and junior high schools and even grade schools, and this will continue until we all get together and take a standagainst the tobacco companies. COLLINS: Boy!'That advertising grabs you. Doesn't it? PURCELL: It sure does. GORDON: This is an unprincipled, immoral industry that is going after our children as the newest customers for cigarettes. We have to try to stop them. ' ~ Q N W ~ ~ ~ O O

- 4! COLLINS: Alriqht, .;ay. When we come back, we're going to: meet one ~_ t~~u~r -ilildrer, . She' s a teenager who says that she can prove the cigarette companies are violating their own code of ethics. . * * TEENAGERS)'. (VISUAL SHOWS AMOUNT OF CIGARETTES SOLD YEARLY TO ANNOUNCER: Tobacco companies sell 947 million packs of cigarettes to American teenagers every year. PURCELL; Fifteen year o1d Deirdre Connolly of Boston was always opposed to smoking and is convinced the tobacco industry is target.ng, kids. She decided to prove her theory through a =lassreom study. Please welcome Deirdre Collins. Connolly, sorry. DEIRDRE CONNOLLY (Anti-Smoking ActivistY: That's ok. PURCELL: ':ow, 2eirdre, you did a study for your science -lass, and your study really proved that the tobacco industry does seem to be targeting kids. What was your most shocking discovery that you found doing this? CONNOLLY: I think that the most shocking discovery all- in-all was that the tobacco company is violating this voluntary code of ethics that they initiated, and that the cigarette ads that are all over billboards and magazines that children read clearly proves this. PURCELL: OK. Tell us about the code, and let's talk about what the specific parts of the code are. CONNOLLY: OK. Well, I'll just talk about four specific parts that I used in my test. First, the code states that the models in cigarette ads should not look under the age of 25. And, um, in my class it showed that the mean guess we used for our ad is quite like this ad here, and the average guess of the age was 19. Now, that's quite under the age of 25. (CLI,P SHOWS KOOL ADVERTISEMENT) PURCELL: And, that was, obviously, the kids own, reaction to the age. CONNOLLY: Right. Exactly. PURCELL: OK. What's another one? CONNOLLY: Another one is that the ad must cigarette smoking as with glamour and with health and r

- 5 - and... !vncleari I mean, _'ook at the ad. PURCELL: She looks pretty sexy and healthy. CONNOLLY: She does look pretty sexy and... GORDON: This is a violation of a code that they instituted voluntari~ly to avoid the government code. They did not want the government stepping in... PURCELL: So, they decided they better start it, and then now they can also violate it at the same time. GORDON: I mean, look at these ads. These are young iookir.a people. They look like they're having fun. It's glamorous as... PURCELL: Andhealthy. GORDON: Very healthy. PURCELL: Andathletic. GORDON: And rich, as somebody -- as a boy.commented in the previous tape. PURCELL: And, certainly, attractive to be with. OK. What :s the third one that you want to mention? CONNOLLY: The third one is that the models themselves cannot make cigarette smoking to look like a healthy habit, and if you look at this one right here, this is a Super slims ad, or should be say an anorexic slims. Look at the model in this ad. She's extremely skinny, extremely beautiful, and the cigarette industry is targeting the young, younger age group of 15 year old girls who want to look that skinny and who want to look that beautiful so they resort to cigarette smoking thinking they' 11 look like those models. PURCELL: And stretched out like a lot of cigarettes. CONNOLLY: Right. GORDON: One of the hot young models, this woman named Moss I believe, was quoted as saying that she smoked cigarettes and drinks colas to stay skinny. PURCELL: Uh- Huh. Right. To keep from eating. N Alright. What is the next one? ~ CONNOLLY: The last one is that the models in the ad ~ cannot look like they've just participated! in a strenuous, physical ~ N

acti•:I:tv... ('CLIP'SHOWS VANTAGE CIGARETTE'ADVERTISEMENT) PURCELL: Hello. CONNOLLY: As sport. Now, I really don't understand what.. questicn? PURCELL: How can you smoke on a windsurfer is my first GORDON: And, that is strenuous. PURCELL: That is extremely strenuous. I have tried to wind surf. I can' t do it. So, this is amazing. So, this is a very specific violation. CONNOLLY: Right. PURCELL: Well, another rule that they created was that cigaret:.e advertising shall not appear in publications that are directed primarily to those under the age of 21 years of age. Well, here's a promotion that ran in Sports Illustrated for Kids. This •:llustration ran inside the magazine. The race care is, obviously, being sponsoredby Marlboro cigarettes. rrh,~~~ (CLIP SHOWS ADVERTISEMENT OF RACE CAR DRIVER SPONSORED BY MARLBORO CIGARETTES) GORDON: It's terrible. According, to their code of ethics, they should have prohibited this picture from appearing in Sports Illustrated for Kids. This is a magazine that's read by six and sevenand eight year old children. PURCELL: And younger. GORDON: And younger. They figured out that they really wanted to attract children and set up this atmosphere before children were smoking. PURCELL: Mm-Hm. GORDON: They wanted to set up the idea that smoking was cool and athletic and healthy, and they're doing it by having pictures like this appear in something as insidious as Sports Illustrated for Kids. PURCELL: Alright. When we come back, we're going to meet a spokesperson for the tobacco industry. Now, he thinks the industry actually stops children from smoking. 0 O ~ w ~ ~ ~ 0 ~

7 # * # (VISUAL SHOWS PERCENTAGE OF SMOKERS BEFORE AGE 20) ANNOUNCER: Fact: Ninety percent of all smokers start before age 20. COLLINS: Joining us now by satellite from Washington D.C. is Thomas Lauria of the Tobacco Institute, and I might add also that Deirdre Connolly is not part of this segment because the Tobacco Industry's policy is to avoid discussing the issue with children. Am I correct about that Mr. Lauria? THOMAS LAURIA (Spokesperson - The Tobacco Institute): That's correct. We have gone out of our way since 1963 to establish guidelines for our marketing and our presence in the economy so that we are not even perceived as delivering messages to under age individuals. COLLINS: And, yet, with so many youngsters smoking how can you ignore that? LAURIA : Because what an actor or producer or director or writer chooses to do in the context of their work is completely divorced from the people that manufacture cigarettes. GORDON: But the reality -- wouldn't it contribute to the reality of this if we admitted that a discussion between the tobacco industry and teenagers might help? It might help. LAURIA: Well, actually, we have found that the most effective way to address teen smoking -- this is a problem that I think everyone involved~in this program right now shares. We have been concerned about teen smoking for a while ever since it was elevated to the social problem that it is now. we're gratified that, for example, the Center for Disease Control now reports teen smoking in America is at an all-time low; about 12.7%. It's still too high, but that's a great deal lower than the 26% it was in the mid-`70s. COLLINS: How does that relate to the overall population, Mr. Lauria, in terms of smoking? LAURIA: well, smoking has been declining since 1964 by two to three percentage points of market share a year. Right now approximately 26% of adults smoke. COLLINS: Do you smoke, sir? LAURIA: No I don't, Gary.

8 COLLINS: Ever smoke? LAURIA: : experimented with it. As a kid, I didn't like , and it wasn't something that I chose to continue doing. COLLINS: I started when I was nine years old. It took me 40 years to get over it, and I started because my mother smoked, my aunt smoked, my grandmother smoked, and every movie I went to see people smoked, and when I look at these ads, you know, I don't think you have a lot of luck getting 30 year olds and 40 year olds to smoke. But, boy, if you're young and impressionable, these ads. GORDON: well, that's the point of the tobacco industry's campaign, Gary, is that they know that they have to create an atmosphere where smoking is cool. LAURIA: No. Why are you answering my question for me? GORDON: Excuse me. LAURIA: Excuse me. Tobacco advertising, does not increase market share. In fact, it just encourages smokers who al~ready smoke to either stay with their brand or switch brands if they choose to still smoke. In fact, we've looked at international smoking bands, and, basically,'what your other guests want to do is ban ciaarette advertising even though there are constitutional protections that anyone who's involved in a commercial speech wants to see maintained. We've looked at the 16 countries around the world that have banned cigarette advertising. Some since 1971, and in not one of those 16 countries can we demonstrate a lowering of. tobacco consumption by young~people. GORDON: The banning!of cigarette smoking... LAURIA: So, there isn't a linkage. GORDON: There's still promotion of cigarette smoking. As you know, in the countries that you lists, Taiwan, Thailand, and others, even though cigarette smoking -- even though advertising is banned, promotion is not banned. Cigarettes are handed out at rock concerts. Cigarettes are handed out at high schools. Cigarettes are promotedlike crazy. LAURIA: But, we're talking about the American market. GORDON: Absolutely. O LAURIA: In terms of what you're criticizing, and the ~ American market has 25 years of warning labels ih place, has CD enormous school education programs. You can't possible go to grade 0& ra : ~ 0 CA

school ^r high school in California and not have anti-smoking, classes ~_auqht to you from the beginning... COLLINS: Alright. Mr. Lauria? LAURIA: Furthermore, the U.S. government itself, through the Office of the Surgeon General and the Department of Health and Human Services says the principle reason why our young people smoke is because of peer pressure and parental and family influences. It's i--ke Gary mentioned he felt 40 years ago. GORDON: And nobody disagrees with that. Except that... LAURLA: And, so what we do to make sure that parents get the ri--ht message on that is that we have created since 1986 a series of programs, excuse me, brochures and literature that help parents address peer pressure, because if they can do that, they can keep their kids away from cigarettes and alcohol and other things. COLLINS: Mr. Lauria? Are you telling me that the incred'i:,ie increase in Marlboro usage and the usage of Camel -- the Joe Camel ads, for example, I'm sure has to be in some part responsible for that incredible increase from 6 million to almost a 500 r^illion dollar revenue attributed to youngsters... LAURIA: Oh yeah, but in that theory, first of all... GORDON: It must come from more than a bunch of kids sitting around and saying let's go have a smoke. LAURIA: No, but, in fact, let's look at the economic reality of it. Camel's market share is flat, and when anti-smokers come to you saying that they've got these studies about dollar figures that the cigarette companies have made off of kids, please take that with a whole bag of salt, because, frankly, Camel's market share is flat, and young people... COLLINS: Alright. When you say it's flat, flat from where? where is it now and where was it in 1987? LAURIA: About 8% of the total market. you think? LAURIA: Well, it was -- Camel used to be the number one brand decades ago. It has shrunk considerably, but those people N either who used to smoke Camel or either don't smoke them any more ~ or they've switched to another brand. You know, three out of ten N smokers quit every year. Excuse me. Three out ten Sfiokers switch ~ ear amon brands ever those who still continue to smoke y y g, . COLLINS: Eight percent? That's pretty healthy, don't

So, you have enormous brand~ switching and the 800 million, not four billion, that i~s spent advertising cigarettes among six competitive companies, that demonstrates that as the pie shrinks these companies, as competitive as they can be, are. fighting for the royalty of... GORDON: The tobacco industry - - the tobacco industry and spokes people for the tobacco industry have not always been eager to tell the truth. It's four billion dollars. LAURIA: No it's not. GORDON: Camel's market LAURIA: No it didn't. share shot up like crazy... GORDON: And even though peer pressure plays a large part, advertising is extremely powerful, and the amount of money that is spent on anti-smoking, campaigns is dwarfed by the ten million dollars a day tf.at is spent on promoting,tobacco to adults and children. LAURIA: This gentleman is very uninformed, Gary. He's talking about FCC numbers that are cited at 800 million, and that's divided by' six companies in over a 160 different brands. So, I don' t see any disproportionate impact in print advertising on young people. COLLINS: Alright. Mr. Lauria? We're gonna wrap this up, and I want to do so with -- I understand you do not have a feed so you're unable to see the advertisements that we ran here earlier. Are you familiar with them since you were listening to it, and if you are familiar with them and you've listened to the conversation previously, do you have any comment about these ads, supposedly, violating your own cod'e of ethics? LAURIA: Well, since all four points of the code of ethics don't exist, it's preposterous. COLLINS: What do you mean they don't exist? LAiTRIA: Well, for example, we do not hire models under 25. The word look like they're under 25 is not exactly in the code, and there's no or_e hired under 25. GORDON: It is in the code. It is in the code. You can read your own code. It's in the code. LAURIA: It's stated that the models are tested to be at least age 25. • N GORDON: To appear... 0 ~ ~ ~ ~ ~ ~ 0 ~