As-Sunnah Vol. 2 Issue No. 3


Notes: Tobacco Marketing and Kids

The tobacco industry in their own words: The importance of youth customers.

= Phillip Morris: “Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while still in their teens. . . The smoking patterns of teenagers are particularly important to Phillip Morris.” (30)

= Lorillard Tobacco: “The base of our business is the high school student.”(31)

= In 2000, the tobacco companies spent $59.6 million advertising the most popular youth brands in youth oriented magazines.(32) Advertising in magazines with high youth readership actually increased 33% after the 1998 Settlement.(33) A review of the research on tobacco marketing and youth smoking by the National Cancer Institute concluded “that there is a causal relationship between tobacco marketing and smoking initiation seems unassailable.”(34)

= Tobacco marketing can even trump good parenting. For kids who start smoking despite their parents best efforts, advertising is the main reason they begin.(35)

= According to the U.S. Centers for Disease Control and Prevention, the development and marketing of “starter products” with such features as pouches and cherry flavoring have switched smokeless tobacco from a product used primarily by older men to one for which young men comprise the largest portion of the market.(36)

= Adolescents who own a tobacco promotional item and can name a cigarette brand whose advertising attracted their attention are twice as likely to become established smokers than those who can do neither.(37)


30. Philip Morris. (1981). Young Smokers: Prevalence, Trends, Implications, and Related Demographic Trends. Philip Morris Special Report, March 31. Bates No. #1000390803. Http://
31. Lorillard (1978). Memo from executive TL Achey to former Lorillard President Curtis Judge re Newport brand, August 30, Bates No. TINY0003062. Http://
32. King, C. & Siegel, M. (2001). The Master Settlement Agreement with the Tobacco Industry and Cigarette Advertising in Magazines. New England Journal of Medicine, August 16, 345(7): 504-511.
33. Bowker, D. & Hamilton, M. (2000). Cigarette Advertising Expenditures before and After the Master Settlement Agreement: Preliminary Findings. May 15. Http://
34. National Cancer Institute (2001, November). Changing Adolescent Smoking Prevalence. Smoking and Tobacco Control Monograph, No.14, NH Pub. # 02-5086.
35. Pierce, J.P et. al (2002). Does tobacco marketing undermine the influence of recommended parenting in discoursing adolescents from smoking? American Journal of Preventive Medicine, 23(2), 73-81.
36. Giovino, G. et al. (1994). Surveillance for Selected Tobacco-Use Behaviors United States, 1900-1994. MMWR CDC Surveill Summ, November 18, 43(SS-3).
37. Biener, L. & Siegel, M. (2000). Tobacco Marketing and Adolescent Smoking; More Support for a Causal Inference. American Journal of Public Health. 90(3): 407-411.

Taken from As-Sunnah Newsletter -


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