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more than 90% of six-year-olds were able to identify "Joe Camel" as a symbol for
smoking. 61 Fed. Reg. 44476-78; 60 Fed. Reg. 41333.
Faced with this disheartening evidence, the FDA concluded that "cigarette and
smokeless tobacco advertising has a powerful appeal to children and adolescents," 61 Fed.
Reg. 44471, and that "the pervasiveness and imagery used in industry advertising and
promotional programs often obscure adolescents' perceptions of the significance of the
associated health risks and the strength of the addictive power of tobacco products." 61
Fed. Reg. 44571. Thus, in addition to regulations designed to sharply curtail the access of
young people to tobacco products, the agency concluded that advertising restrictions are
necessary to "ensur[e] that the restrictions on access are not undermined by the product
appeal that advertising for these products creates for young people." 61 Fed. Reg. 44465.
Further, the FDA determined that "[t]o be effective, these restrictions must be
comprehensive." 61 Fed. Reg. 44489-90. Indeed, empirical studies in other countries that
have restrictions on tobacco advertising have shown that such restrictions, "when given
appropriate scope and when fully implemented, will reduce cigarette and smokeless
tobacco use among children and adolescents." 61 Fed. Reg. 44493.
For these reasons, pursuant to its authority to regulate "restricted devices," 21
U.S.C. § 360j(e), the FDA promulgated regulations that require a black-and-white, text-
only advertising format, except in adult publications and adult-only facilities; ban outdoor
advertising of cigarettes and smokeless tobacco within 1,000 feet of schools and public
playgrounds; prohibit tobacco companies and distributors from selling or distributing non-
tobacco products, such as hats and t-shirts, bearing a tobacco product brand name or logo;
4
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"ocrText": "02/09/98 MON 09:36 FAX\n005\nmore than 90% of six-year-olds were able to identify \"Joe Camel\" as a symbol for\nsmoking. 61 Fed. Reg. 44476-78; 60 Fed. Reg. 41333.\nFaced with this disheartening evidence, the FDA concluded that \"cigarette and\nsmokeless tobacco advertising has a powerful appeal to children and adolescents,\" 61 Fed.\nReg. 44471, and that \"the pervasiveness and imagery used in industry advertising and\npromotional programs often obscure adolescents' perceptions of the significance of the\nassociated health risks and the strength of the addictive power of tobacco products.\" 61\nFed. Reg. 44571. Thus, in addition to regulations designed to sharply curtail the access of\nyoung people to tobacco products, the agency concluded that advertising restrictions are\nnecessary to \"ensur[e] that the restrictions on access are not undermined by the product\nappeal that advertising for these products creates for young people.\" 61 Fed. Reg. 44465.\nFurther, the FDA determined that \"[t]o be effective, these restrictions must be\ncomprehensive.\" 61 Fed. Reg. 44489-90. Indeed, empirical studies in other countries that\nhave restrictions on tobacco advertising have shown that such restrictions, \"when given\nappropriate scope and when fully implemented, will reduce cigarette and smokeless\ntobacco use among children and adolescents.\" 61 Fed. Reg. 44493.\nFor these reasons, pursuant to its authority to regulate \"restricted devices,\" 21\nU.S.C. § 360j(e), the FDA promulgated regulations that require a black-and-white, text-\nonly advertising format, except in adult publications and adult-only facilities; ban outdoor\nadvertising of cigarettes and smokeless tobacco within 1,000 feet of schools and public\nplaygrounds; prohibit tobacco companies and distributors from selling or distributing non-\ntobacco products, such as hats and t-shirts, bearing a tobacco product brand name or logo;\n4"
}