FOR IMMEDIATE RELEASE
Contact:
Diane Maple
202/785-3355
Elizabeth Hlinko
212/315-6473
AMERICAN LUNG ASSOCIATION CALLS PROPOSED TOBACCO SETTLEMENT ADVERTISING PROVISIONS INEFFECTIVE
Organization Recommends Stricter Advertising, Marketing Guidelines
(WASHINGTON -- July 24, 1997) -- Calling the proposed tobacco settlement's advertising provisions "a mere inconvenience to the tobacco industry," the American Lung Association and a volunteer task force of advertising and marketing experts today issued recommendations for ways to end tobacco advertising and marketing to adolescents.
"Joe Camel and the Marlboro Man may be dead, but cigarette advertising still has an impact on encouraging young people to smoke," said John R. Garrison, Chief Executive Officer of the American Lung Association.
The American Lung Association created a Tobacco Advertising Advisory Committee to analyze the proposed tobacco settlement. Based on that analysis, the Lung Association has developed the following guidelines to ensure that cigarette advertising does not reach young people and contribute to their decision to smoke:
All tobacco advertising visuals accepted for audiences over the age of 18 should be limited to black-and-white ads showing only the product package. No props or scenery of any kind should be allowed. Except for the warning label, no copy should be allowed.
All publications that accept tobacco advertising should be required to conduct annual readership studies showing the percentage of their readers under the age of 18. Those with an under-18 readership more than 15 percent should be prohibited from running tobacco advertisements or announcements of tobacco marketing or promotional campaigns.
Direct and indirect payments for tobacco product placement in movies, TV programs and video games should be banned. So should payments to entertainment or sports figures to smoke "in public" or in the course of their professions, such as in live music performances.
"Human images and cartoon characters were banned from cigarette advertising during last month's proposed tobacco settlements, however there are an infinite number of symbols and images that can be used which are meaningful to adolescents," said Dan Cohen, President of Dan Cohen Marketing/Communications, a member of the Lung Association's advisory panel.
An analysis of a new Camel Lights print advertisement, which adheres to the proposed tobacco settlement's restrictions, reveals the impact symbols and images have on young people. The advertisement appeared in the July 6, 1997 issue of Sports Illustrated and contains the headline "Live Out Loud." Depicted in the ad are several symbols that appeal to young people without the use of traditional images such as human figures or cartoon characters.
"The symbols used in the ad a motorcycle, the wings of an eagle, a camel and the color black create powerful visual messages that appeal to adolescents," said Penelope Queen, Director of Brand Consultancy, TEAM Strategic International, and a member of the Lung Association panel. "This ad demonstrates how easy it is and will be for the tobacco industry to circumvent the tobacco settlement and create powerful advertising to effectively reach a youth audience."
The proposed tobacco settlement recommends new programs for public education and tobacco-use prevention, including counter-advertising campaigns. The American Lung Association's Tobacco Advertising Advisory Committee will review these proposed programs and make recommendations for steps that must be taken to curb the persuasiveness and influence of tobacco imagery in American culture.
The American Lung Association has been fighting lung disease for more than 90 years. With the generous support of the public and the help of our volunteers, we have seen many advances against lung disease. However, our work is not finished. As we look forward to our second century, we will continue to strive to make breathing easier for everyone. Along with our medical section, the American Thoracic Society, we provide programs of education, community service, advocacy, and research. The American Lung Association's activities are supported by donations to Christmas Seals and other voluntary contributions. You may obtain additional information via our America Online site, keyword: ALA, or Web site at http://www.lungusa.org. # # #
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