Tobacco Documents Online

-12- BUSINESS WIRE [BWO1W] via NewsNet Tuesday July 30, 1991 Update #: 15 Item #: 115 CALIFORNIA DEPARTMENT OF HEALTH SERVICES RELEASES NEW PRINT ADVERTISEMENT FOR HISTORIC TOBACCO EDUCATION CAMPAIGN News Editors, Advertising/Marketing & Health Writers AUfi 11991 SACRAMENTO, Calif.--(BUSINESS WIRE)--The California Department of Health Services (DHS) Tuesday released a new print advertisement that escalates its campaign against the deadly habit of smoking. Scheduled to run statewide in major daily newspapers on July 30, the print ad continues in the same bold approach that has been a trademark of the campaign. " California's comprehensive and aggressive fight against tobacco use has captured the attention of people all over the world, " said State Health Director Molly Joel Coye, M.D., M.P.H. " California is the leader in the fight against tobacco use. " The advertisement, entitled " That Coughing Fit, " was created by Livingston + Keye, the lead advertising contractor for the Department's media campaign. The advertisement complements the campaign's first print ad, " Smoke and Mirrors, " which appeared April 11, 1990. The advertisements do not mince words. Each accuses the tobacco industry of " the selective exploitation of minorities, the seduction of the young and the promotion of suicide. " The advertisement coincides with the release of results from an ongoing DHS study showing that the media component of the campaign was a motivating factor for 33,000 California residents to quit smoking within the last year. The study also concluded that an additional 140,000 Californians cited the campaign's advertising and marketing efforts as " significantly related " to their decision to quit smoking since April 1990. " We are all proud of the progress the campaign has made in the State's fight against tobacco, " added Coye. " A November 1990 UC San Diego study.estimated there were 750,000 fewer smokers due to the efforts of the campaign. But if you look at the figures, we have a long way to go. There are 42,000 Californians who die every year from tobacco, while.300 to 500 California teenagers are getting hooked.every day. " The Tobacco Education Campaign (TEC), funded entirely by cigarette tax revenues resulting from the passage of Proposition 99 in 1988, is a multipronged effort that includes several hundred innovative tobacco education, prevention and cessation programs. The 15-month, $28.6 million advertising and marketing component has attracted considerable attention because of its candid, confrontational anti-smoking stance. The state legislature has continued funding for the TEC through Assembly Bill 99, which is awaiting Governor Wilson's signature. " We face a long battle in changing the social acceptance of tobacco use. Even with continued budget support from the State Legislature and the Governor, we will continue to be grossly outspent by an industry that has decades of experience in marketing their products, " said Dearell Niemeyer, M.P.H., Chief of the Department's Tobacco Control Section. " Cigarette makers -- their self-serving ethics aside -- are incredibly skilled marketers, " said Paul Keye, chairman of Livingston + Keye. " It has been fun to take them on, using the same communication techniques that they have used for a century. Advertising isn't usually a life or death matter. This is. That makes it especiallX rewarding. ' For more information on the State of California's Tobacco Education Campaign, call your local health department's tobacco prevention program. For press information, contact Diana Soltesz or Tom Wright at The Rowland Co., 213/930-2882. COMP ApN5)

AU6 1 1991 cc ISMOKING CANADA TOBACCO FIRMS REFRAIN FROM ADS, FOR NOW RTf 07/31 1547 By Christine Tierney MONTREAL, July 31, Reuter - Canada's biggest tobacco companies said they would refrain from advertising their products for a month, pending appeals to a Quebec court ruling that invalidated a ban on tobacco promotion. The government has not said whether it will challenge last Friday's ruling by the Quebec Superior Court, although it is widely expected to file an appeal within the 30-day limit. Quebec Justice Jean-Jude Chabot ruled that Canada's 1988 Tobacco Control Products Act violates the tobacco companies' freedom of speech and infringes on the rights of the provinces. Chabot's ruling, in which he called the law "a form of paternalism and even totalitarianism," struck a hard blow at Canada's aggressive anti-smoking policy. The law, which was challenged by Imperial Tobacco Ltd, a unit of Imasco Ltd <IMS.TO>, and <RJR Macdonald Inc> bans advertising and requires tobacco manufacturers to print health warnings on cigarette packs. Imperial Tobacco, RJR Macdonald and <Rothmans Benson and Hedges Inc>, which share 99 pct of Canada's domestic tobacco market, said they would not advertise their products during the 30-day period for filing appeals. But they said they may resume tobacco advertisements -- absent from Canadian television and radio since the 1970s -- during the appeals process, which could last for years. "We will discuss that matter with our attorneys," said Imperial Tobacco spokesman Michel Descoteaux. "It's our impression that we could start advertising this morning." The government's attorneys drew the opposite impression from Chabot's 147- page ruling. "My clear impression is that the tobacco companies, pending an appeal, do not have the right to advertise for any tobacco products in Canada," said attorney Roger Baker, counsel to Canada's Attorney General. Anti-smoking groups are in an uproar over the ruling, which they say undermines Canada's successful effort to discourage its citizens from smoking. Canada's policy, which includes the second-highest tobacco taxes after Denmark's, has led to a 25 pct drop in per capita consumption of tobacco over the past two years, according to the National Campaign for Action on Tobacco in Toronto. Government figures show cigarette sales in Canada were down nearly 11 pct in the first six months of the year. REUTER N ~ N ~ ~ ~ ~ N Cj on coMP A93/5)