Tobacco Documents Online

/i/ o- / `f -.,> Ne.v York: 2!12!309-1400 RADIO ChHCaOo: .312 :5411-202,b DMroih 313344-11177 TV R EPORTS los Anpsibu 213-466'-6124 VMashinptoe. D.C.: 301-656-406'8 17 B t on: 6 os -5 36 -2232 . Philad.iphio: 215-567-7601D Son f.aecisto: 213 466 6124 TRANSCRIPT FOR PROGRAM PHILIP MORRIS THE HOME SHOW STATION CITY WA$C-TV NY Mionmi: 305 358-3358 DATE . 11/01/93 11:00AM AUDIENCE SUBJECT C=GAIZETTE ADVERT'IS'ING BROADCAST'EXCERPT S~ARA~ P~t7It~~CELL~ (H~ost)~ :~ And, we hav'e~ here Dr. Jay Gordon.~ 7,~AR~~Y~ COLLINS (!Host)',:~ Dr. Jay?~ How~ are you?~ PURC'ELL: We' re going to be talking about the smoking cam'paiic::; an anti-smoking campaign. Now, you're a major anti- smokir.g activist. You don't even accept patients in your practicee as a pe!oiatrician if their parents smoke. Is that right? JAY GORDON, MD (Home Pediatrician)':~ One of the firs!t quiest 1c.-:s that I ask the secretaries to ask when somebody calls in is do smoke, because I think it reflects a big philosophical gap. ::-;ean, smoking while pregnant is abusive, and I don't enjoy treatin= families wholsmoke. COLLINS: We'll we''re certainly going to talk about our responsibility and the tobacco industry's responsibility. It's a four bil!lion dollar advertising budget alone, and we've got, what, three milllion or over youngsters smoking? They're increasing that by 3,0010 a day. You hadi 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, Laroqtiette's house for the kickoff of the Infact Tobacco Industry Campaign. COLLINS:~ Let's take a look at PURCELL:~ Mm-Hmi. Yeah. GORDON: We threw a party a couple of weekends ago at Johni Lairoguette 's house. The guest of dishonor was this ugly mug, Joe Camei. (CLIP SHOWS MAGAZINE ADVERTIS'EMENTS' OF JO'E' CAMEL) Whiie Rodio TV Repons ~oeown so oswre the oacurocy oilmatsral wptaLed by, it, d cannot be respons"e ior mistahes w onwswons: ktbterial suqplied by Rod.n TV'Repo,ls may be used ia fik and re(erence fxxposes'onby, h may not be reproduoed. soid od Publiaiy demornhaled or eKhobibd.

ELAINE LAMY tEx. Director - Infac.t): Do you know that hat' : casically a cartoon character, and, reallly what the companiesare trying to do is get people just like you to start smoking?' How do you feel about that? UNIDENTIFIED BOY #1: Just horrible. GORDON: The party was a kickoff for a, new campaign organized by a consuimer 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 Camel :---d campaign by RJR' Nabisco and the Marlboro Man by Philip Morr_s, basically, are adwertising, campaigns that communicate messages to their children and young people to get them, to start smokir,:. JOHN LAROQUETTE : I guess the cartoon character situationn to me _s a-- seems a little insidious, a little insidious, a _it :~ maybe we should have a little more ethics in the jiob there. GOR'DONi: Recent studies published in the Journal of the American Medical Association revealed that one-third of three year oldls could match, Joe Camel with a picture of a cigarette. By the age of six, children recoginize Joe Camel as often as.Mickey Mouse. (CLIP SHOWS'CHiILD MATCHING PICTURE OF' J!O'E CAMEL WITI$, A P I C'T'URE OF A CIGAR'ETTE ) 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. (CI.IP SHOWS CAMEL CZGARETTES, JOE CAMEL AND MARLBORO ADti'EET ISEMEN'ITS ) , GORDON: I3efore the Jioe 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 figure. The cowboy is a hero, and this particular person, basically, represents a lot of the thing,s that youngipeople strive for; ind'ependence,, freedom, no boss, lots of authority. These are

alil c.~r the~ thinas~ r.'*a~t a~re~ A~x~tremely important to: young a~diults and~ •_hliidren. 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 lifestyie acis~supposedly aimedlat adults.. ('CLIP SHOWS ADVERTISEMENTS FOR KOOL, CAPRI, SPIRITED, CAMEL, NEWPORT, MARLBORO &,VIRGINIA SLIMS CIGARETTES) UNIDENTIF_ED TEENAGE GIRL: Good looking guy, rugged, cowboy. I like.country stuff, so he's cool. I like hirn.. UNIDENTIFIED BOY'#2: They look like they're having fun w ith: a couple of fine girls, and'ithey look like they're surfers. UNIDENTIFIED TEENAGE GIRL #2 : She' s pretty, and' she has :zoodclothes, and her hairs real nice, and she has a real cool _oo.kina cigarette. iJNIDENTIF IE'D1 BOY #'3: They're having a good time, and the: camei,'s smoking, and they look like they're rich and they're, civil,:zed, and they look pretty nice, and I wouldn't mind being' around them. GORDON : Of couirse, what' s rnissingi f rom these ads are thee less alamorous 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 ;:eilow fingers enjoying~whatever, a Paul Mall, after 60~years of doing it. (CLIP SHOWS LOOS£ CAMEL CIGARETTES AT THE FACTORY, LARG'EBO,?C£S WITH THE NAME CAMEL, STAMPED ON THE OUTSIDE & A KID WITH PACKS OF" MARLBORO~CIGAR:ETTES AT A STORE) GORDON: The toba~cco industry loses close to 5,000 customers aday. Thirty- f ive.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 andd even grade schools, and this will continue until we all get together and take a stand ag;ainst the tobacco companies. COLLINS: Boy! That advertising grabs you. Doesn't it? N PURCELL: It sure does. N GO'RDON: This isn an unprincipledi, immoral indiustry that ~ is goingi after our c hildren as the newest cust omers for cigarettes. ~ We have to try to s top~them. 04 ~ ~ ~

- 4! - COLLINS: A1'right, .:ay. When we come back, we're gp'ing to meet one (_ f cuir hildren. Stie' s a teenager who says that she can prove the c,garette 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.. PUFtCELL: Pifteen year old 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 throug,h, a --lassrcom study. Please welcome Deirdre CoLlins. Connolly,, sorry. DEIRDRE CONNOLLY (Anti-Smoking Activist): That's ok. PURCELL: ':ow, :~eirdre, you did a study for your science class, 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 thait the cigarette ads that are dil 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. (CLIP SHOWS KOOL ADSIERTISEMEhTI'.), PURC'ELL,: And, that was, obviously, the kids own reaction: to the age. CONNOLLY: Right. Exactly. PURCELL: 0K. What's another one? CONNOLLY: Another one is that the ad must not associate cigarette smoking as with glamour and with health and as being sexy

andi... unelear) ' mean, :ook at the ad. PURCELL: She iooks pretty sexy and healthy. CONNOLLY: She does look pretty sexy and... GORDON: This is a violation of a code that they instituted voluntarily to avoid the government code. They did not want ~he gpvernment ste'pping in,... PURCELL: So, they decided they better start it, and then now t!-:ey can also violate it.at the same time. GORDON: I mean, look at these ads. These are youngg iookir.c people. They look like they're having fun. It's glaimorous as... PURCELL: GORDON: ~ PURCELL: And healthy. Very healthy. And athletic. GORDOM: And rich, as somebody -- as a boy commented in the previous tape. PUht'CELL: 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. Shie's extremely skinny, extremely beautiful, and' the cigarette industry is targeting the young, younger a~ge 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. PiJRCELL: And stretched out like a lot of cigarettes. CONhIOLLY : Rigint. GORDON: One of the hot young models, this woman named Moss I believe, was quoted as saying that she smoked cigarettes and drinks colias to stay skinny. ~ PURCELL: Uh- Huh. Right. To keep from eating. 4~b Alri!ght. What is~the next one? ,~ COhTIi1OLLY : The last one is that the models in the ad ~ cannot look like they've just participated in, a strenuous, physical ~ N

aC'.tlv~lty... (,CLIP S'HOWS VANTAGE' CIGAR'E'TTE ADVERTISEMENT) PURCELL: Hello. CON1OLLY : As sport. Now, I really don' t understand what ... quest_on.? 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 s-urf. . I can' t do, it. So, this is amazing. So, this is a verv sDecific violation,. CONNOLLY : Right. PURCELL: Well, another rule that they created was~that civarerte 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 Illus'tration' ran inside: the mag,azine. The race care is, obviously, bein'gisponsored by Marlboro cigarettes:. (CLIP SHOWS ADV'ERT'ISEME1idT' OF RACE CA'R' DR'IVER SPONSORED BY MARLBORO CIGARETTE'S ) GORD=: It's terrible. According to their code of ethics, they should have prohibited this picture from appearing in Sports I llu'strated for Kids. This is a magazine that' s read by six and seven andleig,ht year old children. PURCELL:~ And younger. GORDON: And younger. They f igured out that they really wanted! to attract c'hildren and set up this atmosphere before c'hildren were smo'king.. 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. PiJRCELL : Alrigh't. 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.

7 * * t (VISUAL SHOWS PERCENTAGE OF SMOKERS BEFORE AGE 20) ANNO~UNCE~R': Fac~t : 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 aW also that Deirdlre Connolly is not part of this seglment because.the Tobacco Industry' s pol icy < 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 siol many youngsters smoking, how cani;!o•W!i~~gnore 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 -- wouTdn'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 programiright now shares. We have been concerned about teen smoking for a, while ever since it was: 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 rnid-`7Os. COLLINS: How does that relate to the overall population, Mr. Lauria, in termaof smoking,? LAURIA: Well, smoking has beeng declining since! 1964 by two to three percentage points of market share a year. Right now approximately 26% of adults smoke. COLLINS : Do youismoke, sir? LAUR~~IA~: No~I don'~t,~ Gary.~

8 COLLIIi1S : Ever smoke?. LAURIA: : experimented with it. As a, kid, I d',idn't like it, and it wasn't something that I chose to continue doing,. COLLINS: I started when I wasl nine! years old., It took me 40, years to~ get over it, andi 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 oldss to smoke. But, boy, if you're young and impressionable, these ads. GORDON: Well, that's the point of the tobacco industry's. campaicn, Gary, is that they know that they have to create an, atmosp:7ere where smoking i~s cool.. LAURIA: No. Why are you answering my question for me? GORDON: Excuse me. LAUF2'IA: Excuse me. Tobacco advertising, dbes not increase rnarket share. In fact, it just encourages smokers who: already smoke to either stay with their brand or switch brands if they cnoose to still srnoke. In fact, we've looked at international smoking bands, and, basically, what your other guests want to do is ban c.,aareitte 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 demonstratea a lowering of tobacco consumption by young people. GOFtDO'N,: The banning of cigarette smoking,... LALTItIA: 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, andd others, even though cigarette smoking -- even thoug,h, advertising is banned, promotion is not banned. Cigarettes are handed out at rock concerts. Cigarettes are handed out at high schools. Cigarettes are promoted like crazy. LALTRIA : But, we' re talking about the American market. ~ GORDON: Absolutely. ~ LAURIA: In terms of what you' re criticizing, and the ~ American market has 25 years of warning labels in place, has. ~ enormous school educat ion prog,rams. You can' t possible go to grade . on h;;b

school' ^r high school in California and not have anti-smoking, classes tauqht to you fromithe beginning... COLLINS: Alrig,ht. 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... LAURIA: And, so what we do to make sure that parents get the r g^t message on that is that we have created since: 198'6 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 kid& away from cigarettes and alcohol and other things. COLLINS: Mr. Lauria? Are you telling me that the increo:bie 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 ^:illion dollar revenue attributed to youngst'ers... LACTRIA: Oh yeah, but in that theory, first of all... GORDO'N: It must come from, more than a bunch, of kids sitting around andisaying let's go have a smoke. _ LAURIA: No, but, in fact, let's look at the economic reality of it. Camel's market share isi 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, f'lat fromm where? Where is it now and where was it in 198!7? LAURLA: About 81 of the total market.. COLLINS: Eight percent? That's pretty healthy, don't you think?' LAt7RIA: Well, it was -- Camel used to be the number one brand diecadles ago. It has shrunk considerably, but those people 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 smokers quit every year. Excuse me. Three out ten smokers switch brands every year among those who still continue to, smoke.

- 10 So, you have enormous brand switching and the 800 mi~llicn, not four billion, tfiat is spent advertising cigarettes among six competitive companies, that demonstrates that as the pie shrinks these companies, as competitive as they can be, are. f ightingifor 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. LAIIR'I A: No i t'' s not. GORDpN:. Camel' s miarket share shot up like crazy... LAIIFtIA : No it didn''t. 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 that is spent on promot,ing,tobacco to adults and children. LAI7FtSA: This, gentleman, is very uninformed, Gary. He's talking about FCC numbers that are cited at 8010 million, and that'ss divided by six companies in over a, 160 different brands. So, II don' t see any disproportionate impact in print advertising on young, people.. CO'LLINS': 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 code of ethics? LAUF:'IA: Well, since all four points of the code of ethics.don't exist, it''s preposterous. COLLINS: What do you mean they dbn't exist? LAxJFt'IA : wel l, f ox example, we do not hire modie l s under 25. The word look 1 ike they' re under 25 is not exactly in the code, and there's no one hired under 25. GORDON:, It is~ in the code. It is inithe code. You can ~' reald' your own code. It' s inithe code. ~ LAURIA: It's stated that the models are tested'to be: at O least age 251. ~ GORDON: To appear. . . ~ N ~ ~