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Fact Sheet S Perceptions and Facts about Youth Smoking =~cepticn. ;:uth smo,ung ts incregsin~ uecause of cigarette advertising, ~,Jsernment oata inoicate tne reverse: youth smoking has steadily declined since ; -5. C~ en tnouen ir.~:iustrv a(lvertising has increased. Reiearch shows that peer vluence and parenral examcie are the reasons why youth smoke, not advertising. ms c"%_% c_ . r.s% c smokcd cigarettes c Centen fcr D;sease Control (the ?9 "__nage Ar.:n_ocs e:.a i%-ecc:ces Sun•ey) shows that 69 5% of i24-to-17 yeara olds have a%~ ::garette: 16 6% expenmcr.ted at some po.nt, but don t smoke. -_ L c.a..-...,, c. r:eLt_-. !--%s Se.rv,ces annuai survey w-ith 1',"100 high-schooi seniors, -..__ _.. _-- -.ti r. s::. :::" : ::gan s L,,titute for Sociai Researcn, shows tiiat over the a__. .: o; smoxLng in e% crv category c:tiev measure. ' S% decitne ? 50'o deciine decitne ;2 0°'o decitne • 4 -. ~. __. ,..__.. .. . _... . yy i ara 1993 in t«v surnel• s ccad,_cted oei:a}f of _..:. ......eSa _. ~-.._. _: .-,:: ence L: t^.e aec,s:cn :o smoke «as peC7 rressure and _....~ . __..c_ , - ;cspcncciits ... 1993) Ad%ert:s.ng \sas asced'oN I°', in i991. ;t was ev ; 492 , wcortcd that thc tna,)or reasons for 1 Cth graaers .cg:rn,rg :c sr-;ehe wero c• r.ctcc,ai nonns and peer nressure Adverttstng was not ed.crta:rg, e auti:or stated. tilere been new tobacco ..e^:s:nQ .a~ pa ens ar,c sc;ne oe^;ograpn,c changes, :here is no basts tor believtng that easont for s;t:c~,.ng r.s% e crangea among SaOICSCCnts. ~ outh stnoking, reported in the Uternahonel Icurnai of :a~e^:s:ne ; 93!, c nc: ces. 7e:e :s no evidence in any ot"t,'te srsdtos t_ suggest that, if oua .^.:axe tlie Ieast difference tn the propensit~, of children to smoko a.n anaiN sis of 3r,nuai tobacco :cns=ption in 22 countr.es assessing the likely effect of a ::garotte aa~ertising ban cn consu:rptton tndicatns that a ban may have the opposite desired e:rect -:: may increase censu-.p';on The authors suggest in the international Jotu-nal of ,~dverttstng i i 993) a piausibie :n:erpretatton may be that without cigarette advertising, health "arntng labe!s have reduced exposure. • .; 1992 stuav b%, Dr ~:l ard ".`,zerski (Florida State University) presented at the American .ycademy of Ad•.er„s:ng ,n :993 found that among 3-to-6 ytar oldr, the older the ctuld, the :-,igher the Ie~e', of c;garene adNeriising recognition and the greater the dislike for smoking.

-2- ?erccprion: Cigarette advertising targets children in order to replace adults leaving the market. i hat's why there is a high prevalence of smoking among the younger age groups. ~icts: The number of adult smokers has been declining for more than a decade. Still, one in four saults smokes. Each cigarette manufacturer has a more than adequate market ;pportunirv to grow by taking share from competitors. That's the purpose of tobacco aaver•tis,ng: to retain a orand•s current adult smokers and to give adult smokers of ~ompeutis•e brands a reason to switch. (See enclosed chart on smoker switching.) not smoke naa been acrn•ciy supported by tndustry ; regrarr,s ter cecaces E, en c gi: y cuth smok;ng has declined, we beiieve more can be done ~ ~cC.e,erate t:•e decitnc. . =r~:r :._ . ~ids :...nk sTching s g arnorcus because of cigarette ad, ertiSing. •+cts ~dtie.^.:s ng aces nut .^.2nge ycutn's overwhelming neEative opinions about smokinQ. ; i 991 i^.:e> b~ Dr ;-rc nkc (T~ntvcrstty of New Hampshire), •4irich Nti,it be presented to :.;e i y9,: a.rrtcr,can Acndc:nv cf ,=,dNerttstng conference, found tha: despite high cigarettt aaticrrs,ng r~..cgn,rten rates, y5°'o of children disliked cigarettes, 9'0% reponed cigarettes are ::a fc: % ~.: an_- n.,.,_ .,, .•._ _n:i dren tnought cigarettes ~xere appropriate ior children • e c:::: rc:a:,. claca4ona; ar.e parental rnaurials to address youth smoking issues. Our ccce C:.::ata .^a; b;'lboards will not be located within 500 feet of a school or e~ 3 cu .o s c^,s::,g :s ;.a ;ed eniy t,n oublicattons directed pt•imanls• to readers 21 years of .. acs ....at :e and appear to be at least 25 ycars of age. :e^•-!ces indicate that -~ou:n smoking t; dxlmtng. T;•,e Centers :°•dtcatcs that cnlv 1: 89% of all 1::-to-1 ?~ ear olds smoke . a en _ r-;nci s,~c ,._:ir,:uon of one cigarette in tite past month (e g 12 cigareRes a fy^,her tndicates that the ~ounger the age, c::e less .csearc b, Dr Ccmet:a Pechmann (Graduate School cf'vtanagement, t,'niVersttv u:.dcr s grant frorn the state's anti-tobacco progzani, ':o assist coit~~-a! ers an,: healt'ti g; oups n designing and implementing adNertictng strategies that are .;:ost l;heiy to dctcr -,ou:i;s _`-cm startrng to stnoke," concluded in a paper published by the Varkenng Sc;encc inst r~;e 'Xe found that the cigarette ads failed to anhance perceptions of a smoker 7ese nr.dings suggcst that boosttng anti-smoking advertising is preferable to further r esmcnng cigarette adremstng " • jdvernstag Age magazinc co,^•lmtssioned a 1992 survey by research finn BKG Youth, which found that despite h:gh recognt:tcn of cigarette advertising, 90% ef elementary•/ntiddle schooi 3tudents t'r•ink smoking ;s 'gross "We'd have to interpret this to say tl~at cigarette advertising :s certatnly reaching the ey-es of `oung children, (but) I don't know how you could argue.,.thnt it :auscs thcrn to smoke," said Marian Sa;rsnan, 8KG Youta president. ~r ;cseph DiFr~nza, n research for his 12/91 J urnal of the American Medical Association article on Car.tei, found -- hut did not report •• that among high school students who thought :oo Calnci sds are 'ccol, 94% indicated smoking does not make you popular; 95% indicated smoking makes you unattracuve. . HHS (L'nivernR of 'viichigan) finds that 80.6% of 8th graders, 76.5% of 10th graders and 0.6% of higl: school senuon disapprove of smoking. 7

-3- '~rcepuon: The tobacco indusm• is the heaviest user of billboard advertising and places a disproporttonate amount ef that advertising in inner cities, which affec*s vulnerable i black youth. ictl. Because the industry is restricted from broadcast advertising, billboards and publications are the oniv medla available for product messages. Billboard locations are dictated by local zontng ordinances. Therefore, they tend to be concentrated in commercial areas within cities and along highways. Nonetheless. the percentage of underage African-American youth smoking is substantiallv loaer than tne nzrcentige of underage whites smoking; :.^,can .~^ encc^, 5 0°,% '.Vhitc ; 7.4% ~-sca-::% s-_c.es h.a~e :- at recogniuon of ad~cttistng does not affoct negactve product c:sK, . . .'. ,..;G ; :992`, Fcctuuann ( 1993), Henke (1993) see above) L S.3 ,v00 pcopie 1 8 N ears old or younger start smoking every day. ''o one can attest to the accuracy or inaccuracy of this statement. • • s cascd c: a ctatisncai m,~ee; ,:stng 1975.1985 data collected araong adults 20- ~-cars old. :,ese _... ..•._c.s ,,., ... .:e~.e ...:o a:.count e:ther the connnued deciinc in youth s:: oktng or tlie oect ct' sn'.;,K r.e :. ... ,..... - ~~r,r.S:.s, %Lntch haNro tntensuied oser L,e past 8.ears ~rcent;on: -..:..stra:e 'r,e .:.sppror-:z:eacss of aui model in evaluating today's stuokcng rates, consi.d.er it ;,roJected s-ncrctn3 amcng adults tn 1990 would be 28 percent. A C:)C :eport and Lou poll g~o'Aed that tr. 1 y90 scoicers represented 26% of t1u population. ~ t;at 2° o c:eren cc rer:esen:s .1 ^ rcopie •• a 9tg~ntficant differencec igarette use among L.S. ;.outh, after declining in the late 1970s, stabilized again in the 1980s. According to reports on January 31, it rose in 1993. cts: While the level of decline in the '80a was not as steep as in the mid- to late-' 70s, there was still a siQnificant decline. In 1993, the percentage of high school seniors who have ever tried a cigarette essentiAlly stayed the same at 61.9% versus 61.8% in 1992. It would appear that among those trying smoking, there was a very slight increase in the amount they smoked. Previous declines similar to the increases reported this year have been characterized by E{HS as statistically insignificant. Certainly, any increase -- insignificant or otheni9e -- has to be looked at within the context of the increased usage of illegal substances reported for y outh in 1993. From 1980 to 1993, the overall cigarette pattern shows: • Percent Fti:r 1.'sed. 12.8% decline Lzs~in last 30 days 2.0% decline pAL, 10.8% decline 1/2 + atl 23.8% decline

-4- n: Smoking is the No. 1 problem among American youth. T;te tobacco tndustrv agrees with t.de Surgeon General that % outh should not smoke, and ~'i actitiely pursuing programs to tlelp reduce youth smoking. The good news is that _;; rogress has been made -• -uth smoking incidence itias decl4ned in the last 15 years. In ~~irness, smoking is but cne :f several major issues today's young people must address. ~S i ~crstty ef ':: ~rgaa~ re~cr~s that a h:g.her p==tage of higii school seniers have _sod a: c oi ;?'''' a.,)a be=n cn_-,c , 52 5? ") than nave tned smoki•ng ~61.9%) in theu- lifetime. :n Sc;,te.:,oe. : y93 , eponca that; • `9°'o ot• cil i C-to-i 9, ear s ~d~ta ssv thev •;culd get a ha.ndgun u 1 wanted one. ~a~e 3c ca :r:o a pnvsica: t.g:.t ::, school, ~a~e carned a%%eapon to scnoet tnts scnool year, • ::°o ha~e ceen t.^.:eateneo phystca,tv tn tne past 30 days, ~atie oeen sn;,: .n :ne past ~ear, ,.t so~:~eer,e e:se rs .!O1 -es •n .:.e 'w•eii•Bc:ng of Amencan Y-uth, reieased b} the U S. e:._._ ,.•..a as uxc:~ :o oc mu.rlerea and tv+•!ce as llkelv to cot:untt as :eenage:s ~rre,c iy!0 .,. .• :,se e:7:-•g Wr*es:ec t;a3 sosrea 30-fo'1d n tne same ttme pertod. scrle;a cnm(: ssroro ~c•.uiger than 2! A_,,,_ ers t • ~92•93 acade:ntc yee.r) fcund that• • ;° c_ rs sre son•..r s••. a' east a 8 e%erage aamt,^,ed to some totzu of cluattng Ct :'.. ma:es c._n aof a sexual assault; :'3 by another srudent `,as ,. cs:cere~ 9 r,;cc ~ ouch smoke because thev do not realize the risks of their actions. On the contrarv, ~outh o•rrestimate the health risks of smoking. to sco^t s^:eking and . if anything, e•,en exaggerate its . neattn e:?'r_:s. S:ate of Ce'.ifornta• Lepaivr,cnt of Heaith Servtces, Request for roposa: fc- ::.taccc ccnt:o; ::.ed:a ca.^ipatgr,, 9 I2'911 %',scus: t u-ke i n:~ crsitv a:.d ed:tor ot ao,rrne; of R~sk and Unccr ginN) has found that 16- .0-21 ~ car citis tenC to oN ers:ate tr,e nsic of lung cancer from smoking even more than adults, •.4 ho aiso overstate tre^i. remate teenagers, nc says, overstate the risks more than male teenagers 7ese findings scangiy :.ontradtct the models of individuals being lured into smoking at an cariy age without a.ny cogiuzance of 11e nsks•" ~Smokinct: \lakin¢ the Risky D i: ,\V Kip Viscusi, `'Y- Oxford L'tuverytty Press, 19921 3=ch risclinoff (Carnegle `tellon 1:niverstry) reported in Ainericsn Psychologist (1993) on a cornpanson of three groups to assess (heir a'bilities to;udge risks (including etgarettes)• 86 cuddle-ciass tcens. their parcnts and 95 high-nsk teens frorn3uvetule facilitiu. He found that overall teens cad the sa•me ao ltty to judge nsks as adults, and that thty are no more apt to think themselses tnsvlnerable kmong the reasons he speculated that teens engage in risky behaviors ~s that they see great benei:tS ir, the behnvior giving them status with peers. HHS t~..~niversity of Vlichlgan) repons that 69.5% of hip~ school seruors say there is ''grcat sk" tn smoking one or more packs of cigarettes a dav.

-5- "CLpl19ti1'. Kids who start smoking cannot quit. cts: Research as aell as common sense clearJv indicates otherwise. •. , n-moers indtcata that 6I.9% of high school seniors nave ever sMoxed, '_9 Q0': 4ase sm=cc past 30 davs; iy 0% smoked daily, c.carly tndicating that =uiP e.Yr~er1.T.Gnt ~ ~ sTck :8 , icr.out taxing it up. ~ e Ce ::ers ci n:scsse i:urd that 54% of 1Z-ta-i' year olds who smoked (b5• their in past 30 days) said tl;ev •,tcwd not be stnoking a car ;ater -' 1 ,^:::::tar:1 ha~e cuit Wthout any asststancc i nere is no indication that _5c sr,cuid 5c a iac;c; ,n anvone s aoilitv to quu if thcy rca.ko that dec:sion. _._ e'c r~crc a,:,,.,;s S ~,c nsve euu smoking 'nearh 43 =iiion) than are currently »tX _-: s s _. _... _. _. _ e..n .. _ : ., -g ae.rc;s TVOaCCo Jt y l 0-~-+ . -7b 74 or 74 I -6996. .