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
= 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.
31. Lorillard (1978). Memo from executive TL Achey to former Lorillard President
Curtis Judge re Newport brand, August 30, Bates No. TINY0003062. Http://www.tobaccoinstitute.com.
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://www.state.ma.us/dph/mtcp/report/mag.htm.
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):