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INTERNATIONAL COMMITTEE ON SMOKING ISSUES WORKING PARTY ON SOCIAL ACCEPTABILITY UF' SMOKING Jv1y 27-29, 1977 UNITED NATIONS PLAZA HOTEL :~, NEW YtaRK CITY

CONTENTS Page(s) I. MEETING AGENDA 1-2 II. BACKGROUND, OBJECTIVES AND PROCEDURES 3-9 III. DEFINITION OF TERMS 10 IV. SMOKING AND HEALTH CONTROVERSY IN U.S.A. AN HISTORICAL PERSPECTIVE 11-22 V. BASIC WORKING MODEL 23-24 VI. WORKING MODEL APPLIED TO U.S.A. 25-49 A. Influencing Factors 50-52 B. Counter Measures 53-56 VII. APPENDIX

MEMBERS OF WORKING PARTY ON!SOCIAL ACCEPTABILITY ISSUE Telex No. (Chairman) Mr. Dennis Durden Vice President R. J. Reynolds Industries, Inc. Winston-Salem, NC 27102 (Associate Mr. James F. Hind Chairman) Vice President, Planning R. J. Reynolds Tobacco Company 806446 06446 Winston-Salem, NC 27102 Mr. Andrew M. Reid Commercial Director Imperial Tobacco Limited Lombard Street Bristol BS99 7JR England Mr. Richard Haddon (Yl"vC~D`rre-ctnf of Public Relations British-American Tobacco Co., Ltd. P.'O. Box 482 Westminster House 7 Millbank London SW1P 3JE England Mr. Ulrich Herter Industry Policy & Pub1iC Relations Manager Martin Brinkmann A.G. 851 51 1 44791 7384 3261 .Neuer Jungfernstieg 18 P. 0. Box 30 05 50 2000 Hamburg 36 West Germany Mr. Christian Vogel 841 0212333 Chief of Public Relations Division Reemtsma Parkstrasse 51 2000 Hamburg 51 West Germany Dr. Edward Stern 51 5505 Gallaher, Ltd. 65 Kingsway London WC2B 6TG England Mr. John T. Landry TWX) 710 81 2237 Executive Vice President Philip Morris U.S.A. 100 Park Avenue New York, NY 10017 .. ~ 7

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Page 1 of 2 AGENDA July 27-29 meeting of the ICSI Working Party on Social Acceptability of Smoking (All working sessions will be held at the United Nations Plaza Hotel in New York City) Wednesday, July 27 Reception, dinner and short meeting. 7:00 p.m. Cocktail Hour - Suite #2814 U. N. Plaza Hotel 8•00 p.m. Dinner - Hotel Dining Room, 9:30 p.m. Short working discussion - Suite #2814 Gathering together to get acquainted Working out daily schedule Pass out working notebooks Thursday, July 28 Workroom is registered in Dennis Durden's name at U. N. Plaza 9:00 a.m. (Session I) Discussion of each participant's overview and background perspectives on Social Acceptability Issue 10:30 a.m. Break 11'•00 a.m. (Session II), Review, amplify and settle on exact marching ~ orders for the working party (source document is "Terms of Reference" sheet from first ICSI meeting). Agree on working definitions of key terms. 12:30 p.m. Lunch in workroom 2:00 p.m. (Session III) Settle on scope of work and exact contents to be included;in the working party's September 17 report N Q 3:30 p.m. Break ~ 4:00 p.m. (Session IV) Discussion of basic working model for '~ organizing data that portrays the level of Social Acceptability of Smoking,, country by country 8:30 p.m. Dinner - Windows on The World ?A -1-

Page 2 of 2 P") Friday, July 29 9:00 a.m. (Session V) Discussion of methods and formats for presenting data on "'underlying factors" 10:30 a.m. Break 11:00 a.m. (Session VI) Discussion of methods and formats for presenting data on "counter measures" 12:30 p.m. Lunch in workroom 2:00 p.m. (Session VII) Decide on country by country reporting assignments for each participant 3:30 p.m. Break 4:00 p.m. (Session VIII) Recap decisions and assignments Set place of next meeting Wrap-up comments by each participant 6:00 p.m. Adjourn working session until! August 30 7:00 p.m. Dinner Dennis Durden R. J. Reynolds Industries, Inc. Winston-Salem, NC 27102 July 26, 1977

Dennis Durden AN INTRODUCTORY STATEMENT Page ] of 2 ON THE July 26, 1977 HEALTH ISSUE AS RELATED TO THE SOCIAL ACCEPTABILITY ISSUE IN SMOKING 10%, • Conventional wisdom in the U. S. tobacco community says that the "social acceptability" issue has arisen because other issues of anti-smoking forces have failed to curb cigarette consumption. More specifically, failiings of the so- called "health"issues are cited as the reasons for a new and much stronger anti- smoking thrust based on social acceptability. I disagree. I don't believe that the social acceptability issue is being forced'as a "replacement for the health issue. Quite the contrary. I think social accepta- bility is viewed as a logicalfollowup to an assumed victory which i,s being claimed on the health issue, 4nti-smoking forces feel they have achieved this victory and are now ready to make a followup effort. As far as the tobacco community is concerned there has been no such "'health victory° The industry believes that the health indictments of smoking are unproven. The industry feels that more research is needed before there will be enough facts to reach any verdict on the "health" issue. To me, the anti-smoking forces are saying that more health research is not needed'.. Instead, what they want to see is more money being spent to spread the knowledge they have already established about the"health"hazards and dangers of smoking. They feel that they have their health victory in hand. They see everyone of our cigarette packages bearing the label"Warning, the Surgeon General has determined that cigarette smoking is dangerous to your health." I believe they now feel the time is right to seek a broader warning, which would ultimately include N a phrase such as this: "The Surgeon Generali has determined that cigarette smoking Q ~ is very dangerous to your health and to the health of non-smokers." As I read the opinion surveys, I bel~ieve that more ar.:; of the American public tends to agree with the anti-smokiing forces• Fi.`-1-!iy,I think that the „ health issue iis closed_until there has been sufficient additional medical research ~ -3-

to teopen the Surgeon General's.report. Thus, to me, it iis logical that the anti-smoking forces turn to social acceptability as a key i~s we. However, they could not make this turn if they did not feel that they had their "health: victory." The "health victory" had to come first. It is an initial step in isolating smokers and arousing their fears and anxieties. The health issue and the soci,al acceptability issue are closely intertwined. We treat them separately, but as my opening premilse, I hold that no successes could have been achieved in the social acceptability issue if the foes of smoking hadn't been able to assume and, in fact, claim a "victory" on the "health" issue.

WORKING PARTY ON THE SOCIAL ACCEPTABILITY OF SMOKING ISSUE BACKGROUND, OBJECTIVES, AND PROCEDURES Background From the inaugural meeting of the International Committee on Smoking Issue, Shockerwick House, June 1977, the following was accomplished: (1) A charter (position paper) was approved. (2) An "outside contact" and press release policy was established regarding ICSI. (3) Three working parties were formed to examine the current state of each of three areas of interest, and to develop strategies. Suggested terms of reference to guide each working party were developed. A single company was chosen to be the "lead company" on each working party - charged to produce a report acceptable to the full ICSI - as noted below: Social Acceptability of Smoking R. J. Reynolds Tobacco Company Smoking Behavior British American Tobacco Medical Research Imperial Tobacco Limited

Working Definition on Social Acceptability of Smoking Refers to the described level of acceptance of cigarette i,,aap 5mt~ti,~=5 smoking nby a country's society - including non-smokers as well as smokers. It can be measured by the attitude toward smoking, the nature and extent of people's smoking behavior, types of organiied activity for and against smoking, and governmental policy and/or types of government legislation on smoking. C2 .\~TT ..co TJL Terms of Reference for Working Party on Social Acceptability of Smoking 1'. To assess the current level of the social acceptability . of smoking; country by country, where relevant. 2. To identify the factors which have affected this. .: To examine such counter-measures as have been used. . To recommend the counter-measures to be used. 5. To recommend a:mechanism for monitoring and measuring future changes. The objectives and procedural steps that follow flow from these terms of reference.