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F r ' Y CONFIDE-NTIAL ' 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 partv - 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 , ,Q Refers to the described level of acceptance of cigarette smoking by 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 organized activity for and against smoking, and governmental policy and/or types of government legislation on smoking. 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. 3. To examine such counter-measures as have been used. 4. 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.

objectives of Working Party 1. Determine the nature and extent of the social acceptability of smoking, country by country. 2. Categorize and describe its level and trend. 3. Develop strategies to retard or reverse the trend where feasible and desired. The Working Party will be concerned with only objectives (1) and (2) for its first of four quarterly reports, due 9/17/77.

Procedural Steps 1. With U.S.A. as an example, construct an assessment framework based on and showing the sequential evolution of the social acceptability issue. - Identify factors that influenced it and their impact. -_Identify counter-measures that were used and their impact. - Identify trends. 2. Using this framework, identify the current status of the social acceptability issue in other countries as selected by members of the Working Party. - Identify factors that influencedit and their impact. - Identify counter-measures that were used and their impact. - Identify trends. 3. Identify and recommend more effective counter-measures for retarding and reversing the trend toward smoking being regarded as socially unacceptable behavior. 4. Identify and recommend methods for monitoring future trends on the social acceptability issue.

WORK SCHEDULE 7/1 RJR proposes meeting dates and places. Forwards Definition of Social Acceptability Issue, Objectives of Working Party, Procedural Steps, and Timetable. 7/2'7-7/29' First meeting of Working Party held in U. S. "Lead Company" RJR presents U. S. case history on evolution of the Social Acceptability Issue and proposes assessment framework. Assessment framework, definition of terms, evaluation approaches, generalized report format, countries to be monitored and assignments finalized. 8/30-9/1 Second meeting of Working Party held in Europe. Reports for all countries reviewed and agreed upon. Summary outline developed. 9/7 Final reports, country by country forwarded to RJR for consolidation and' summary. 9/17 F'inal/conso!lidated Working Party Report sent to members of ICSI. 11/10-11/11 Reports on Social Acceptability of Smoking with recOmmended next steps presented to full ICSI in Lausanne.

MEMBERS OF WORKING PARTY ON SOCIAL ACCEPTABILITY ISSUE Telex N `(Chairman) ~ (Associate Chairman) Mr. Dennis Durden Vice President R. J. Reynolds Industries, Inc. Winston-Salem, NC 27102 Mr. James F. Hind Vice President, Planning R. J. Reynolds Tobacco Co. Winston-Salem, NC 27102 Mr. A. M. Reid Commerical Director Imperial Tobacco Limited Lombard Street Bristol BS99 7JR England Mr. Richard Haddon Director of Public Relations British-American Tobacco Co., Ltd. P O Box 482 Westminster House 7 Millbank London SW1P 3JE 806446 06446 4791 73'84/5 Mr. U. Herter 841 213 261 Industry Policy & Public Relations Mgr. Martin Brinkmann A.G. Neuer Jungfernstieg 18 P O Box 30 05 50 2000 Hamburg 36 West Germany (assignment of representative in process) 841 021 2333 Contact: Dr. Horst Wiethuechter Reemtsma Parkstrasse 51 2000 Hamburg 51 West Germany (assignment of representative in process) 851 99 255 97-101 Cannon Street London EC4 2OZSpz5300 England Contact: Mr. Hume Stewart-Moore Gallaher, Ltd. Granite House Mr. John T. Landry (TWX) 710 581 2237 Executive Vice President Philip Morris, Inc. 100 Park Avenue New York, NY 10017