Statement of the Tobacco Institute on initiatives taken by the tobacco industry since 1965 to discourage youth smoking. Describes initiatives: 1) Ending advertising and promotion of cigarettes directed to youth, 2) Limiting sampling, and 3) the Initiation of the "Responsible Living Program.'" Concludes with the most recent Surgeon General's report which indicates that youth smoking is decreasing.
Page 1: 00000855
•.. ON YOUTH SMOKING
TOBACCO INDUSTRY INITIATIVF_~
The tobacco industry has long taken the position that smoking is an adult practice to be
considered solely by mature, informed persons. For this reason, the industry has taken
strict measures to address youth smoking. For example:
o The tobacco industry ended advertising and promotion in school and college
p.ublieations and on campuses in 1963.
o In 1964 the industry adopted a code prohibiting advertising and promotion in
publicaSons directed primarily to person under 21. The code also forbids the
use of ,.'ndorsements by noted sports figures and other celebrities with
to youtll in advertising. It also requires that any models in ads must be,
appear to be, at least 25 years old.
o The tobacco industry offered voluntarily to end commercials on radio and
television in 1969. Cigarette ads left the air in early 1971 as a result of
Congre~-~sional action which formalized the industry's offer.
o A code of cigarette sampling practices was adopted in 1981. The cigarette
industrfs code of sampling practices is brief and to the point. People who
engage in sampling are imtructed to refuse to give a sample to anyone whom
they kn.~w to be under 21 years of age or who, without reasonable
identifi,:ation to the contrary, appears to be less than 21 years of age.
No sampling activity is done in any public place within two blocks of youth
activity centers such as playgrounds or schools. If an adult declines or
to aeee!~t a sample pack, he or she will not be urged to accept it. All of
independent sampling firms sign a contract which sets forth standards that
at least as strict as the ones in our code. All of the sampling personnel
be advi.-_ed, orally and in writing, of the sampling rules. All of the
activitie.~ are monitored to ensure compliance with the code. Any individual
who viotates the articles of the sampling code is subject to disciplinary
o In 1982, on the industrfs behalf, The Tobacco Institute conducted a
nationw'.de advertising campaign which reached 110 million Americans with
the mes:~age, "Do tobacco companies want kids to smoke? No. As a matter
of polio,. No. As a matter of practice. No. As a matter of fact. No."
t,~EGED AND CONTIDENTIAL
Produced as required by the Court's March Z 1998 Ordetilt
State of Minnesota, et al. v. Philip Morris, et al,
Court File No.: C1-94-8565
Page 2: 00000856
Youth Smoking Initiatives
o In 1984, The Institute launched its current "Responsible Living" program,
offerint: a free parental guidebook, "Helping Youth Decide." Another
booklet, "Helping Youth Say No," followed. Both provide guidance on family
co_m___m__uaication to enable parents to help youngsters develop decision-making
skills n,.'eded to deal wisely with everyday choices and with lifestyle decisions,
such as smoking.
o The Ir~titute expanded the "Responsible Living" program in 1986 by
p.rovidi,lg unrestricted grants to the National Association of State Boards of
Education for funding Community Alliance Programs (CAPs) at the rate of
ten a y,;ar. Towns and cities throughout the U.S. were invited to apply for
the graJlts, which provide the impetus for a broad community-based effort to
improv, i; parent-youth interaction, using "Helping Youth Decide" and "Helping
Youth :;ay No" booklets.
More than 700,000 booklets have been distributed nationwide, and demand
continu-~.s to be high among parents and community organi~,ations.
The most recent S argeon General's Report states that the prevalence of daffy smoking
among high school seniors dropped from 29% to 20% between 1976 and 1983,
fluctuating betweea 18% and 19% ever since.
Daily smoking am~mg black high school seniors fell from 26% in 1976 to 8% in 1987.
Among white high school seniors, smoking declined from 29% to 20% during the same
J PRIVILEGED AND CONFIDENTIAL
Produced as required by the Court's March 7, 1998 Order
State of MLnn.eso~a~ ~ ;~1o v. ["h~!~p ~orfis, et el.