| If you are like me you have noticed the anti-smoking ads on T.V. that are targeting teens and their parents. The reason is simple 90% of adult smokers started smoking in their teens and then could not quit. Very few adults ever start smoking because they realize the health risks and cost associated with smoking. It is teenagers that are vulnerable to smoking. In fact the CDC estimates that about 3,000 teenagers start smoking every day and 70% of teens have tried smoking at least once. |  |
As of result of the 1998 legal settlement the tobacco industry is prohibited from taking “any action, directly or indirectly, to target youth… in the advertising, promotion or marketing of tobacco products.” Yet realizing that most smokers start as teens much of the tobacco companies marketing is still indirectly targeted to that age group. Since the lawsuit the Federal Trade Commission says that tobacco companies have increased their marketing expenditures by 125%, for a total of $41.5 million a day.
Outright advertising to kids is prohibited so tobacco companies have adopted new tactics to attract kids: candy-flavored cigarettes and smokeless tobacco. Who are the tobacco companies kidding? Matthew L. Myers president of Campaign for Tobacco-Free Kids says, “that candy-flavored cigarettes are the latest evidence that the tobacco companies are just blowing smoke when they say they have made “profound and permanent” changes in how they do business and don’t market to kids.”
Tobacco Free Kids.org gives examples of these new products:
R.J. Reynolds cigarettes were made famous with the cartoon character Joe Camel. After the lawsuit they were required to change their marketing strategy. So they introduced cigarettes with flavors like pineapple and coconut-flavored “Kauai Kolada” and citrus-flavored “Twista Lime.” In 2004 the featured their new Winter Blends with flavors like “Winter Warm Toffee” and “Winter MochaMint.” The Winter Blends ads appeared in magazines popular among teens. The ads picture “an attractive young woman in bright green holiday garb and ice skates, cigarette in hand. RJR’s online ads urge visitors to ‘Celebrate the wonder of Camel’s Winter Blends. Whether you’re skiing down the slopes or cuddling in a cabin.'”
Brown & Williamson Kool cigarettes also have flavored versions with names like “Caribbean Chill,” “Midnight Berry,” “Mocha Taboo” and “Mintrigue.” Their advertising features hip-hop music and images that appeal in particular to African-American teenagers.
The U.S. Smokeless Tobacco Company is cashing in on the teen scene by marketing spit tobacco with flavors including berry blend, mint, wintergreen, apple blend, vanilla and cherry.
What are people doing to stop this blatant attempt to sell cigarettes to kids? Several state attorneys general have sued tobacco companies saying that they are violating the agreement to not target kids. The federal government is also pursuing a lawsuit against tobacco companies. Tobacco Free Kids is also lobbying for Congress to give the Food and Drug Administration the authority to regulate tobacco companies.
The most important thing is that parents need to educate their teenagers about the risks of smoking, give them reasons to not smoke, and ways to say no. Most teens don’t plan on becoming life-long smokers and they need to understand smoking is addictive; once they make the choice to smoke they probably won’t be able to quit.
You can view examples of the tobacco companies advertising here.
The Campaign for Tobacco-Free Kids accepts donations that they use to fight for stronger tobacco laws and help change public attitudes.