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Alison (Lissa) Muscatine's Files
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TOBACCO TALKINGPOINTS
Documenting the Problem
Youth smoking is on the rise. Each day about 3000 American children become regular
smokers. Of these, 1,000 will die early from tobacco-related illnesses. In the past sic
years, the smoking rate among eigthth graders has risen 50 percent. Today the average
teenager begins to smoke at 14 1/2 years old and becomes a daily smoker before age 18.
Youth have widespread access to tobacco products. Although selling cigarettes to
minors is already against the law in all 50 states, studies show that young people easily
obtain tobacco products. Most children and adolescents who smoke purchase their own
cigarettes. National data from the 1995 Youth Risk Behavior Survey show that over
three-quarters of high school students under age 18 who had purchased cigarettes in the
previous month had not been asked by a clerk to show proof of age. Local studies have
shown that enforcement of minors' access laws -- especially laws requiring the retailer to
check for proof of age -- can significantly reduce the percentage of retailers who sell
cigarettes to minors.
Clinton Administration Actions to Combat Underage Smoking
*
On February 28, 1997, President Clinton announced new FDA rules that prohibit
retailers from selling cigarettes and smokeless tobacco to anyone under age 18. This
age restriction is now a Federally enforceable regulation, giving retailers a greater
incentive to adhere to the requirement.
*
Additionally, the FDA now requires retailers to verify age by photo ID for anyone
under the age of 27 who attempts to purchase these products. Most state attorneys
general, and even tobacco retailers, have indicated the need for checking ID's of
customers older than 18, ensuring that retailers don't sell to mature-looking adolescents.
*
Future provisions will reduce the appeal of smoking and further restrict access. On
August 28, 1997, new FDA rules will become effective. They include: prohibiting
billboards within 1,000 feet of schools and playgrounds and restricting other advertising to
black-and-white text only except in locations only accessible to adults; permitting black-
and-white text only advertising in publications with significant youth readership;
prohibiting the sale or giveaways of products like caps or gym bags that carry cigarette or
smokeless tobacco product brand names or logos; and prohibiting vending machines and
self-service displays except in places where people under 18 are are never present. On
August 28, 1998 the FDA's final rule will prohibit brand name sponsorship of sporting or
entertainment events. (This rule permits sponsorship in the corporate name). These rules
have recently been struck down by a North Carolina district court, but are being appealed
and are currently under discussion in a settlement process.
The bulk of these new FDA rules were challenged and upheld in the courts recently.
With this ruling, we can regulate nicotine-containing tobacco products and take important
steps to protect our children from a lifetime of addiction and the prospect of having their
lives cut short by tobacco-related diseases. We have taken a monumental first step down :
the long, hard road we knew we had to go to protect our children.
Page 6
15TH STORY of Level 1 printed in FULL format.
Copyright 1995 Bergen Record Corp.
The Record
November 1, 1995; WEDNESDAY; ALL EDITIONS
SECTION: NEWS; Pg. A12
LENGTH: 378 words
HEADLINE: STUDY: KIDS MAGAZINE RAN JOE CAMEL IMAGE
COLUMN: SMOKING
SOURCE: Wire services
BYLINE: FROM NEWS SERVICE REPORTS
DATELINE: SAN DIEGO
BODY:
The Weekly Reader spread tobacco industry views and Joe Camel's
image to millions of elementary school children and was far less likely
than a competing newsletter to include health warnings, a University of
California study shows.
At the time the articles appeared, from 1989 to 1994, the Weekly
Reader's owner was the largest shareholder in RJR Nabisco, the creator
of Joe Camel, the cartoon mascot for Camel cigarettes. It has since sold
its interest.
In October 1994, health advocates attacked the Weekly Reader over an
article for youngsters that discussed smokers rights and the harm to
the industry from smoking restrictions. The article said nothing about
smoking as a cause of lung cancer and heart disease.
Following that uproar, researchers at the University of California,
San Francisco, analyzed 34 articles from the Weekly Reader dealing with
smoking. For comparison, they analyzed 28 from another school
newsletter, Scholastic News, which is published by a family-owned
company.
In the Weekly Reader, 68 percent of the articles included
tobacco-industry views and only 38 percent carried a clear message
against smoking. In Scholastic News, only 32 percent of articles
included industry views and 79 percent carried anti-smoking warnings.
"Weekly Reader's interest in presenting both sides of an argument
can often lead to ambiguity, similar to the ambiguity promoted by the
tobacco industry," said Stanton Glantz, one of the study's authors.
"They're reinforcing the industry's message."
Page 7
The Record, November 1, 1995
The principal researcher, Edith Balbach of the University of
California, San Francisco, said: "Weekly Reader needs to change its
editorial policy. They're certainly not helping kids not to smoke."
The researchers presented their findings Monday at the annual
meeting of the American Public Health Association.
Sandra Maccarone, Weekly Reader's editor in chief, was traveling and
could not be reached for comment, and no one else at the company could
comment on the study, Maccarone's office said.
The Weekly Reader is owned by K-III Communications, a unit of
Kohlberg Kravis Roberts, which was the largest shareholder of RJR
Nabisco until March, when it sold its interest in RJR.
LANGUAGE: English
LOAD-DATE: November 2, 1995
FIRST LADY HILLARY RODHAM CLINTON
ANTI-DRUG/ANTI-TOBACCO DISCUSSION
C.K. MCCLATCHY HIGH SCHOOL
SACRAMENTO, CA
MAY 30, 1996
TALKING POINTS
[Acknowledgments: Kathleen Whalen, principal; parents,
students, and teachers]
First of all, I want to congratulate members of the Boys
Baseball and Girls Basketball teams for their championship
seasons.
I'm delighted to be here at a school that is truly making a
difference in the lives of its students. I understand that
your "Students Reaching Out" program is training students to
teach younger children about the hazards of alcohol, tobacco
and drugs. Their participation is not only an opportunity
for community service, it also offers them important life
skills.
The Friday Night Live Club is also making a difference --
planning weekend events that present fun alternatives to
unsupervised, off-campus activities.
Programs such as these are more important than ever. Every
year, one million children take up smoking. Marijuana use
among young people has doubled since 1991. And alarmingly,
surveys show that more and more children think it's "cool"
to do drugs or alcohol.
We all have a role to play in turning these trends back --
government, the media, schools, communities and parents.
The President and his Administration are doing their part.
Last summer, the President announced the nation's first
comprehensive campaign to reduce children's use of tobacco
products. Under the President's initiative, only adults
will have access to tobacco products. And the
Administration has proposed ways to limit the reach of
advertisements and promotions that encourage children to
begin using tobacco products.
The President is also working aggressively to reduce drug
use, particularly among young people. In March, the White
House Leadership Conference on Youth, Drug Use and Violence
launched a national media literacy and drug deglamorization
campaign aimed at children. A Federal marijuana prevention
initiative is resulting in the distribution of information
to help educate young people and their parents about its
dangers. And the President has also encouraged states to
adopt a "zero tolerance" standard for drivers under age 21
who use drugs or alcohol and drive.
At his State of the Union address this past January, the
President made a remark we should all try to keep in mind.
He said, "It is hard to be a parent today; but it is even
harder to be a kid. All of us -- our businesses, our
parents, our media, our schools, our teachers, our
communities, and government -- have a responsibility to help
children make it.
"
That is why what you are doing here in Sacramento is so
important. Your efforts on behalf of your children and
students are helping to keep many of them healthy and safe.
Thank you.
###
Contents
EXECUTIVE PRESIDENT OFFICE
or
THE
DEC & 6 1995
NEW EXECUTIVE
OFFICE BUILDING
American Journal
December 1995. Vol. 85, No. 12
ISSN: 0090-0036
Established 1911
of Public Health
Public Health Briefs
The Journal's one-page author
guide, "What AJPH Authors
VARIOUS TOPICS
Should Know," is printed in each
1690 The Availability of Low-Fat Milk in an Inner-City Latino Community:
issue and is available from the
Implications for Nutrition Education H. Wechsler, C.E. Basch, P. Zybert,
Editorial Office.
R. Lantigua. and S. Shea
1693 Inhaled and Oral Corticosteroids: Their Effects on Bone Mineral Density in
Older Adults J.F. Marystone, E. L. Barrett-Connor. and D. J. Morton
1695 Changes in Perinatal Cocaine Use in an Inner-City Hospital, 1988 to 1992
S. McCalla. J. Feldman, H. Webbeh, R. Ahmadi, and H. L. Minkoff
CHILDREN'S HEALTH
1698 Correlates of High-Density Lipoprotein Cholesterol in Black Girls and White
Girls: The NHLBI Growth and Health Study J.A. Simon, J. A. Morrison,
S.L. Similo. R. P. McMahon, and G. B. Schreiber
1702 Aerobic Fitness, Blood Lipids. and Body Fat in Children R. L. Hager,
L.A. Tucker. and G. T. Seljaas
1706 The Reporting Sensitivities of Two Passive Surveillance Systems for Vaccine
Adverse Events S. Rosenthal and R. Chen
Other Journal Departments
1602 APHA Masthead
1604 What AJPH Authors Should Know
1605
Advertisers Index
1609
Journal Masthead
1710
Letters to the Editor
1714 Book Corner
1718
Membership Application
APHA
1719 Association News: Obituaries and 40-Year Members
1727
Annual Meeting Cassette Order Forms
American Public Health Association
1731
1994 APHA Auditor's Report
1734 Job Opportunities
1742 Volume 85 Index
Tobacco Information in Two
Grade School Newsweeklies:
A Content Analysis
ABSTRACT
Edith D. Balbach, PhD, and Stanton A. Glantz, PhD
Objectives. This study compared
Introduction
that the fact that smoking is dangerous
tobacco-related articles from two
is not in dispute. We further believe that
elementary school publications,
The October 14, 1994, fifth-grade
our editorial voice on these dangers
must be clear and consistent.
Weekly Reader and Scholastic News,
edition of Weekly Reader, a weekly newspa-
published in 1989 through 1994.
per distributed through schools, ran a
Weekly Reader's philosophy is to handle
Methods. Articles for grades 4
cover story titled "Do Cigarettes Have a
health issues as news stories. with mul-
through 6 were evaluated, and the
Future?" that promoted smokers' rights,¹
tiple viewpoints: the philosophy of Scholas-
publications were compared with
a position advocated by. the tobacco
tic News is that students need clear and
each other. Also, issues of Weekly
industry. The ensuing controversy²⁻⁵ fo-
consistent messages on issues involving
Reader published after acquisition by
cused both on the specific content of the
health and safety. The health messages
K-III. which is owned by the firm that
article and on the ownership of Weekly
carried by both publications should con-
formerly owned RJR Tobacco. were
Reader. In 1991, Weekly Reader was pur-
cern those who work in public health.
compared with the earlier ones.
chased by K-III Holdings.⁶ Kohlberg,
Both publications are delivered weekly
Results. Weekly Reader was less
into elementary school classrooms that
Kravis, and Roberts is the majority owner
likely than Scholastic News to men-
subscribe. Weekh Reader reaches 1 202 982
of K-III and, at the time, was the majority
tion short-term consequences of
students in fourth grade, 840 904 students
owner of RJR Nabisco, America's second-
smoking (32% vs 64%) or to give a
in fifth grade. and 478 771 students in
largest cigarette manufacturer.
clear "no-use" message (35% vs
sixth grade.⁸ Scholastic News reaches
Sandra F. Maccarone (written com-
79%). Weekly Reader was more likely
approximately a million students per
munication. October 19, 1994). the editor-
to give the tobacco industry position
grade level (specific figures were not
(68% vs 32%). Post-K-III issues of
in-chief of Weekly Reader, asserted that
released by Scholastic; this estimate was
Weekly Reader were less likely to
Weekly Reader's connection to the tobacco
provided by Dolly Chugh at Scholastic in
provide a clear no-use message than
industry had not influenced the article's
New York [oral communication. January
earlier ones (62% VS 24%).
content:
10. 1995]). The health messages they send
Conclusions. Health profession-
Weekly Reader's mission has always
are thus widely distributed and are rarely
als need to monitor the health infor-
been to present news to kids that is
reviewed on-site by school health profes-
mation carried in these publications,
"colorful but uncolored." We take this
sionals. What effect do these differing
which reach between 1 and 2 million
mission very seriously. Our commit-
editorial philosophies have on the nature
ment to "presenting it straight" has kept
students per grade level each week.
of tobacco coverage in the two publica-
us in business for 66 years. We also have
Although neither publication had
a responsibility to our readership not to
tions? Has Weekly Reader's tobacco cover-
perfect tobacco coverage, Scholastic
press particular issues on them. Our
age changed since its acquisition by
News was significantly better than
responsibility is to present facts that
Kohlberg. Kravis. and Roberts?
Weekly Reader. (Am J Public Health.
help kids think about important issues
and draw their own conclusions.
1995;85:1650-1653)
Methods
In contrast, on November 18, 1994, Ernest
B. Fleishman, senior vice president and
We identified articles related to
director of education at Scholastic-
tobacco published in Weekly Reader and
publisher of Scholastic News, a competitor
to Weekly Reader-emphasized that Scho-
lastic was family owned and unrelated to
The authors are with the Institute for Health
K-III or Kohlberg, Kravis, and Roberts:
Policy Studies, Department of Medicine, Uni-
versity of California, San Francisco.
At Scholastic News we believe that in
Requests for reprints should be sent to
most cases, various sides of an issue
Stanton A. Glantz, PhD, Department of
should be presented to young people.
Medicine. Box 0124, University of California,
However, we draw the line when it
San Francisco, CA 94143-0124.
comes to health and safety. We believe
This paper was accepted July 17, 1995.
1 obacco Information
Scholastic News (grades 4 through 6
editions) from January 1989 through
December 1994. The study was limited to
TABLE 1-Tobacco Messages in Two Magazines for Schoolchildren: Weekly
Reader and Scholastic News, January 1989 to December 1994
these two publications because no other
publication approaches them in terms of
Weekly Reader
Scholastic Newsᵇ
circulation size and national distribution
No.
% All Articles
(Donald Adcock. American Association
No.
% All Articles
Articles
on Tobacco
Articles
on Tobacco
P
of School Librarians, American Library
Association, personal communication,
Short-term conse-
11
32
18
64
021
June 1995). Copies of all but 7 of 486
quences covered
published issues of Weekly Reader and all
Inclusion of industry
23
68
9
32
.010
viewpoint
but 1 of 468 published issues of Scholastic
Inclusion of clear
13
38
22
79
.002
News were located; 28 tobacco-related
no-use message
articles were found in Scholastic News
Use of product trade
11
32
4
14
139
(6.0% of the issues), and 34 were found in
names
Weekly Reader (7.1% of the issues). Only
materials distributed directly to students
Note. The Fisher exact test (two-tailed) was used in comparing data.
n = 34 articles.
were reviewed: thus, teacher's editions
on = 28 articles.
were not included.
K-III Communications (i.e., Kohl-
berg, Kravis, and Roberts) acquired Weekly
Reader in April 1991, so all issues of
them, a no-use message was provided; (2)
posed to the actual advertisements, is that
Weekly Reader published in the 1990/91
whether advertising figures. such as Joe
the surgeon general's warning is not
school year were included in the analysis
Camel or the Marlboro Man, were pic-
required to be visible on them. and it was
of "pre-K-III" articles. Of the Weekly
tured without editorial marking (e.g., the
sometimes cropped out of the picture. In
Reader articles found, 13 were in the
international "no" symbol); and (3)
one of the four ads (25%) shown without
pre-K-III category and 21 were in the
whether smoking was presented as a
negative symbols in Scholastic News. the
"post-K-III" category.
"right." Third. it was determined whether
warning was not visible: in 8 of the 11
The criteria for evaluating the ar-
trade names or advertising figures ap-
(73%) Weekly Readers including brand
ticles were derived from the US surgeon
peared in photos and how they were
names. the warning was not visible on at
general's 1994 report titled Preventing
handled (i.e., was there some effort to
least one photograph.
Tobacco Use among Young People.9 This
include a "no smoking" message in or on
RJR Nabisco's Joe Camel appeared
report recommended that tobacco educa-
the photo?). Finally. it was determined
eight times in Weekly Reader. Joe Camel
tion for youth (1) emphasize the short-
whether the tobacco industry's position
may have appeared more often than other
term consequences of tobacco use. such as
(presented directly or indirectly, as opin-
brand images because of the controversy
smelling bad or having yellow teeth. as
ions of smokers) was included and whether
surrounding the use of this cartoon
opposed to long-term consequences such
or not it was countered by other sources.
character. He is readily recognizable by
as lung cancer or heart disease; (2)
An opinion was considered countered
children, and there have been calls for
establish the true social norms of tobacco
unless it was the last comment included in
ending such use of cartoon characters. 10-12
use for young people (i.e., how many
the article. Statistical analysis was con-
There were no negative markings on the
young people actually use tobacco and the
ducted with a two-tailed Fisher exact test.
photos. so they were little different from
acceptability of tobacco use): and (3)
actual ads. In one case (6th-grade edition,
counter positive messages to use tobacco.
Results
February 12. 1992), Joe Camel was in full
such as those contained in ertising and
color on the cover, and the Joe Camel
other media.
Weekly Reader is Scholastic News
billboard featuring Joe and a group of
Each article was evaluated through
In terms of information on short-
musicians was in full color on the center-
the use of the several specific criteria.
term consequences. clarity of the no-use
fold. Next to the billboard photo was a
First, it was determined whether or not
message. and presentation of the industry
photo of Camel gear solicitations and a
the article mentioned short-term conse-
viewpoint. Weekly Reader was weaker than
copy of a poster from "Right Decisions,
quences of tobacco use, including the fact
Scholastic News (Table 1). In addition,
Right Now," RJ Reynolds Tobacco Com-
that smoking is not "cool." Second, it was
Scholastic News never gave the industry
pany's program for youth. The caption on
determined whether there was a clear
the last word in an article; Weekly Reader
the poster reads as follows: "A new ad
"no-use" message, especially from peers.
did so 9 of the 23 times (39%) in which the
campaign from the maker of Camel
Articles were screened to ascertain
industry viewpoint was provided. Al-
cigarettes encourages kids to make the
whether youth were shown. in photos or
though tobacco brand names and market-
'Right Decisions, Right Now' about smok-
drawings, smoking, possessing. or buying
ing imagery without negative editorial
ing." No particular decision (in particular,
cigarettes and whether accurate data
markings. such as the international "no"
remaining a nonsmoker) is suggested as
were provided (was the source of the data
symbol, ran more often in Weekly Reader
correct. The poster itself shows two boys
given, and were the data accurately
(11 times vs 4 in Scholastic News), the
with "buzz" haircuts and leather jackets
presented?). Also, we examined (1)
difference was not statistically significant.
smoking in a men's room and has the
whether, when young people were inter-
One of the problems with the use of
caption "And you think this looks cool?"
viewed or stories were written about
photographs of advertisements, as op-
They arguably look very cool.¹³
Balbach and Glantz
In contrast. while Joe Camel ap-
physical problems has not generally de-
K-III. For example, in 1990, prior to the
peared seven times in Scholastic News,
terred young people from smoking. Short-
K-III acquisition, Weekly Reader (5th-
students were demonstrating against Joe
term problems. such as yellow fingers and
grade edition, September 7. 1990) ran a
Camel in three of these appearances, and
teeth, bad breath, and smelly hair and
his picture had an international "no"
cover story, "Children and Cigarettes,"
clothes. need to be emphasized with
that concluded:
symbol over it. In two cases, a small
youth. as do the methods the tobacco
photograph of a Joe Camel advertisement
industry uses in its advertising to promote
However. the Tobacco Institute. an
illustrated a story on how the industry
organization that represents tobacco
a positive or cool image for smoking.9
uses advertising "to hide the dangers of
growers and makers of tobacco prod-
The different approaches of these
ucts, says there is no direct proof that
smoking in their ads." In the final two
two student news publications to the
tobacco causes cancer or any other
appearances by Joe Camel in Scholastic
coverage of health issues led to differ-
deadly diseases. And. says the institute,
News, a Camel ad was in the background
ences in their coverage of tobacco. From a
controlling tobacco products is not fair
of a photograph.
to the 50 million Americans who want
public health perspective, the clear and
to smoke. Despite the disagreement.
consistent antitobacco messages of Scho-
smoking has been banned in many
Weekly Reader before and after
lastic News are more appropriate in regard
schools. hospitals. and public places. In
Acquisition by K-III
to issues related to youth and tobacco. By
recent years, no-smoking rules have
spread to many offices. factories. and
The acquisition of Weekly Reader by
contrast. Weekh Reader's interest in pre-
other workplaces. In February. the
K-III was associated with one statistically
senting both sides of an argument can often
Government banned smoking on nearly
significant result and several trends. The
lead to ambiguity. similar to the ambiguity
all U.S. airline flights less than six hours
percentage of tobacco articles in which a
promoted by the tobacco industry.
long.
clear and consistent no-use message was
The problems with Weekly Reader's
These are the last sentences in the story,
provided dropped from 62% to 24%
coverage of tobacco are well illustrated by
arguably leaving fifth graders with the
(P = .038).
the controversial October 14, 1994. issue
impression that there is some legitimate
Discussion of the short-term health
that prompted this study. The cover
controversy regarding the health effects of
consequences of smoking tended to im-
photograph featured a picture of one man
smoking. The effort to create controversy
prove after K-III acquired II Teekly Reader.
holding aloft a large cigarette on which
and doubt about smoking is a well-
Before K-III. Weekly Reader mentioned
"No More Taxes" was written and an-
established tobacco industry strategy. 14.15
short-term health effects only 15% of the
other man wearing a sign that read
Weekly Reader's editorial approach clearly
time, in comparison with 43% post-K-III
"Freedom of Choice." The caption was as
puts it in a position of supporting this
(P = .140). On the other two dimensions—
follows: "In Washington. D.C.. tobacco
strategy.
trade names and industry coverage-
workers protest high cigarette taxes and
Although problems with Weekly Read-
coverage tended to deteriorate. There
smoking bans. Taxes and bans have
er's tobacco coverage predate acquisition
were no trade names visible 77% of the
caused many tobacco growers and work-
by K-III, the lessening of the clarity of the
time pre-K-III, in comparison with 62%
ers to lose their jobs." The story itself
no-use message since the acquisition is a
of the time post-K-III (P = .465). The
contained many of the smokers' rights
rate of presentation of the tobacco indus-
cause for concern. as is the tendency to
arguments. such as "Many say it's wrong
try's viewpoint remained about the same
give smokers or the tobacco industry the
for a government to place such a high tax
(69% of the time before acquisition VS
final word in stories: In one story (6th-
on cigarettes just because some studies
66% of the time after acquisition), but the
grade edition, October 10. 1994), Thomas
have shown them to be a health hazard.
Lauria is identified as "a member of a
industry or a smoker was given the final
'There's a lot of things [that are] worse,'
word in the story more often after the
smokers' rights group" instead of as the
said Ken Boyd. a tobacco grower in
acquisition by K-III (33% after VS 15%
spokesperson for the Tobacco Institute.
Kentucky." In the same issue, a photo-
before acquisition. P = .486). (The avail-
Lauria. in his comments. equates smoking
able data had only a .10 power to detect a
graph appeared of a Camel cigarette sign,
to drinking alcohol and engaging in
15% change in the prevalence of pro-
with the surgeon general's warning
high-risk sports activities and states that
tobacco images at a significance level of
cropped off. A young man was leaning
adults should be allowed to decide what
.05, so the small sample size may have
against a sign lighting a cigarette. model-
they should and should not do. The
ing smoking behavior. A sidebar outlined
contributed to the failure of these changes
equation of smoking to other adult plea-
the pros and cons of a smoke-free nation.
to reach statistical significance. Achieving
sures and the emphasis on choice and
a power of .8 would have required about
No specific health consequences of smok-
decision making follow known tobacco
300 articles.)
ing, long or short term, were discussed.
industry strategies to encourage young
The benefits were vague and abstract:
people to smoke. 14-16
nonsmokers would probably live longer,
At approximately the same time as
Discussion
some studies suggested billions of dollars
the controversial Weekly Reader piece,
in health care savings, and there would be
Scholastic News (4th-grade edition. No-
Both Scholastic News and Weekly
fewer fires. The costs were specific: 47 000
vember 18, 1994) ran a cover story about
Reader rely too heavily on discussion of
jobs lost. $3 billion in lost crop revenue,
two Houston children who convinced
the long-term health effects of tobacco
and $12 billion less in taxes for govern-
Marvel Comics to eliminate smoking on
use to provide optimal tobacco education
ments, leaving them with less money for
its comic trading cards. A detailed dia-
to children. While tobacco-induced lung
health care and schools.
gram. labeled "Smoking is Bad for the
cancer, other cancers, heart disease, and
It should be noted that the ambiguity
Body." discussed both the long- and
other respiratory problems are vital public
in Weekly Reader's coverage does not date
short-term consequences of smoking. In a
health concerns, the threat of long-term
solely from the time it was acquired by
sidebar called "States Get Tough on
1652
Tobacco Information
Smoking," clean indoor all laws were
Conclusions
4 Reilly P Classroom rule: a KKR vehicle
discussed. The article commented that
finds prohi and education a rich but uneasy
"Many smokers do not like the new laws.
While expert opinions from health
mix: flap over Weekly Reader spotlights
They say they have a right 10 smoke in
educators are typically solicited for mate-
K-111's role in molding young minds. Wall
rials used in schools that arc explicitly
Sirrel Journal, October 12. 1994:A1.`
public places." However. this was mmedi-
5. Schevitz T. Smokers' rights story in kids'
atcly followed by a countering statement:
labeled as "health" materials. general use
paper attacked San Francisco Examiner.
"But the rules are supposed to protect
materials, including student news publica-
October 12. 1994:A4.
people's health. Even if you don't smoke,
tions, are less likely to be subjected to
6. Two educational publishing businesses are
breathing smoke from somebody else's
review by health professionals. The poor
purchased. Wall Street Journal. April 3,
quality of the tobacco information pre-
1991:B6
cigarettes can hurt your health. For that
7. Fleishman EB. An important message.
reason, smoking ibles has gcl tougher
sented in Weekh Reader, in comparison
Scholasiic Vews November 18. 1994. Edi-
and tougher in the future." An earlier set
with that provided in Scholastic News,
tion 56.
of stories on secondhand smoke that
should concern those interested in to-
8. Ulnch's International Penodicals Directory,
appeared in the fourth-, fifth- and sixth-
bacco use prevention among youth. More
1994-1995 33rd ed. New York, NY: RR
generally. health professionals concerned
Bowker: 1995.
grade editions (March 19. 1993) did not
give the industry viewpoint at all and used
about a variety of youth health issues
9. Preventing Tobacco Use among Young People:
.4 Report of the Surgeon General. Washing-
the following sidebar headline in the
should bc aware that health information
ton. DC US Dept of Health and Human
fifth-grade edition: "SMOKE + HU-
enters the classroom through a variety of
Services. 1994.
MAN BODY = TROUBLE
sources. Weekh Reader and Scholastic
10. Fisher PM. Schwartz MP Richards JW.
On November 18, 1994 coinciding
News are distributed to a combined 1 to 2
Goldstein AO. Rojas TH Brand logo
with the Great American Smokeout. the
million students per grade level every
recognition hy children aged 3 to 6 years:
week. -Each student has a copy to take
Mickey Mouse and Old Joe Camel. JAMA.
grade 5/6 edition of Scholastic News
1991:266:31-5-3148.
emphasized the millions of smokers who
home and read. No conventional health
11. DiFranza JR. Richards JW. Paulman PM,
are trying to quit. The article titled "Up in
materials involve this kind of penetration.
el al. RJR Nabisco's cartoon camel pro-
Smoke: Why Are More Kids Trying
It is important 10 know what materials
motes camel cigarettes to children. JAMA.
reach students at individual schools, to be
1991:266:31-9-3153.
Cigarettes?" countered the argument that
smoking is cool and glamorous. It also
attentive to the information provided in
12. Pierce JP. Gilpin E. Burns DM. et al. Does
discussed the fact that young people do
those materials. and to ensure that the
tobacco advertising target young people to
start smoking? Evidence from California.
not worry about lung cancer because they
materials provide health messages consis-
JAMA 1991:266:3154-3158.
believe they can quit any time but that
tent with good public health practices.
13. Lipman J. Why activists fume at anti-
quitting is hard. A roundtable discussion
smoking ads. Wull Street Journal. February
of public school children established a
References
20. 1992:B9.
1. Levy D. Weekly Reader's smoking story
14. Myers ML. Iscoe C. Jennings C. Lenox W,
no-use peer norm. The fact that smoking
lights debate. USA Todav. October 11,
Minsky E. Sacks A. Staff Report on the
is the leading cause of death in the United
1994:A1
Cigarette Advertising Investigation. Washing-
States was labeled a "fact." There was no
2. Applebome P A rarity. an uproar at
ton. DC: US Federal Trade Commission;
tobacco industry viewpoint in the cover
Weekly Reader New York Times. October
1981.
story or sidebar. The coverage was not
12. 1994:B8
15. Glantz SA Tobacco: Biology and Polincs.
perfect. however: three photos showing
3. Joe Camel goes to grade school: article on
Waco. Tex. HEALTH EDCO: 1992.
cigarettes in newspaper for fifth-graders
16. DiFranza J. McAfee T. The Tobacco
people with cigarettes modeled smoking
sets off a controversy. Los Angeles Times
Institute: helping youth say "yes" to to-
behavior.
October 14. 1994:BI. Editorial.
bacco J Fam Pract 1992:6:694-696.
December 1995. Vol 85, No. 12
American
fournal
of
Public
1653
TALKING IT OVER
BY HILLARY RODHAM CLINTON
FOR IMMEDIATE RELEASE
My late mother-in-law was a chain smoker for most of her life. Whenever she
came to visit us at the Governor's Mansion in Little Rock, she always had to go
outside to smoke.
After lighting up one day, she asked Chelsea, who was almost 8, what she
wanted for her birthday. "I want you to quit smoking," Chelsea said.
That simple plea from a granddaughter helped end a 48-year addiction to
cigarettes. My mother-in-law stopped smoking for good on Chelsea's birthday in
1988.
Children have always been the most persuasive voices in convincing adults
to give up cigarettes. 1 don't think I've ever met a child who hasn't been blunt about
his or her aversion to smoke. Consider the fifth-grader who wrote in a letter to my
daughter: "I hate smoking. I can't even be around smoke. I cough and choke."
Yet somehow between childhood and adolescence, too many young people
forget their better instincts and begin smoking. Adolescents account for the
purchase of some 500 million packs of cigarettes a year. On any given day, 3,000
young people become regular smokers. And nearly 1,000 of them will die as a
result of their addiction.
Recently, there has been renewed debate over whether tobacco is addictive.
I think most of us agree that it is, and we appreciate those loud warnings that Dr. C.
Everett Koop, the Surgeon General from 1981 to 1989, gave us when he talked
about the dangers of smoking.
Yet while many adults elementary-school teachers and parents, especially
-- are working to combat the lure of smoking, still others are getting children hooked
for life.
Consider this: The Weekly Reader, a popular children's magazine, published
articles on smoking between 1989 and 1994 that spread tobacco-industry views
and offered limited information about the health effects of smoking, according to a
study by a medical professor at the University of California at San Francisco.
It turns out that The Weekly Reader is owned by the same company that at
the time owned RJR Nabisco, the country's second-largest maker of cigarettes.
Another study has shown that Joe Camel, the cartoon mascot of Camel
cigarettes, is now as recognizable to 6-year-olds as Mickey Mouse. Joe is
LISSA
MUSCATINE
003
TALKING IT OVER 7/16/96
Page 2
everywhere on jackets, baseball caps, gym bags, tank tops. No wonder Camel is
the most familiar cigarette brand among 12- to 17-year-olds.
Our children can't even watch their favorite sporting events without seeing
the logo of a cigarette brand on a stadium wall or in the background of the television
screen. Movies today are filled with characters reaching for a cigarette -- or worse,
marijuana, the next step for some kids who get hooked on tobacco. Last fall, for
example, I was shocked when my mother and I watched two "family" movies in
which the heroines casually smoked marijuana.
What is clear is that commercial interests -- and corporate greed -- are
working against our children.
If children can get through their adolescent years without smoking, chances
are, they won't light up as adults. And they are less likely to fall down the slippery
slope that begins with cigarettes and leads to illegal drugs and other destructive
addictions and behaviors.
To help reduce smoking among young people, the Clinton administration
has proposed regulations that, if put into effect, would allow cigarettes to be sold
only in face-to-face transactions with adults. Tobacco billboards would be
prohibited within 1,000 feet of schools and playgrounds. Other billboards and
magazines with significant youth readerships could only display black and white,
text-only advertising.
Companies would not be allowed to sell or give away products such as hats
bearing a cigarette logo or name. Brand names such as Virginia Slims or Winston
could not sponsor sporting events (although those events could be sponsored in
the corporate name). And the tobacco industry would fund a public education
campaign about the dangers children face from smoking.
Whether or not these regulations go into effect, we need to be more vigilant
as a society about the social costs of business decisions and how they influence
our children.
While we all want to encourage competition and innovation -- hallmarks of
American capitalism - we must strike the right balance between the freedom
businesses need to make profits, and the preservation of family and community
values. We can't afford to sacrifice either one.
COPYRIGHT 1996 CREATORS SYNDICATE, INC.
ALL RIGHTS RESERVED
July 16, 1996
SENT BY:ALA
; 7-17-97 :10:10AM AMERICAN LUNG ASSOC. -
:# 2/10
MESSAGE POINTS FOR SMOKING STORY
While smoking rates for adults are declining, teen smoking is on the rise. Peer pressure, easy
access to cigarettes and culural norms are only part of the reason why.
Unfortunately, the tobacco industry has mastered the fine art of linking cigarettes to fame,
fortune and fast times through its extensive marketing and advertising campaigns. By
featuring attractive, young models smoking, the tobacco industry has effectively linked
cigarettes to beauty, fashion and eternal slimness.
In actual fact, smoking causes a host of illnesses including lung cancer. emphysema and
chronic bronchitis. In addition, research has consistently shown that smoking causes skin
wrinkling and may make women appear less attractive and prematurely old.
Cigarette use in movies is perhaps the most insidious form of tobacco advertising. Nothing
on the screen says its a tobacco ad. There is no warning about tobacco use. The only thing
a young person sees is a famous, often attractive movie star lighting up and looking sexy.
With a single movie, the tobacco industry can reach millions of young people in every
country in the world.
Each year, the tobacco industry spends more than $4 billion dollars on cigarette advertising.
Who knows how much the tobacco industry spends to have their products prominently
featured in the movies.
Regardless of whether the tobacco industry pays for cigarette use in the movies or not, every
time an actor or actress lights up, millions of young people get the message that smoking is
desirable, sexy and glamorous.
Some actors and actresses who found out how deadly smoking can be are: John Wayne,
Humphrcy Bogart, Gary Cooper, Betty Grable, Lee Remick, Lucille Ball and Tallulah
Bankhead (silent screen actress). All of these very glamorous actors died on not-so-
glamorous smoking-related diseases such as lung cancer and emphysema.
The American Lung Associaiton docs not promote censorship of smoking in movies. Instead
it encourages self-censorship by asking that the film industry be aware of the images it
portrays and that young people be aware of what they're watching.
Michael A. O'Mary
07/17/97 10:27:24 AM
Record Type:
Record
To:
Alison Muscatine/WHO/EOP
CC:
Subject: Re:
Some info from the NewsWeek article if you haven't read it already:
At least one of the leads in every Oscar nominated film last year lit up on screen.
Smoking is portrayed as sexy. Witness Leonardo DiCaprio in Romeo and Juliet last year.
Young peope believe they are invicible and are convinced that they can quit smoking if they
want. Furthermore, they believe their young bodies are able to handle the harmful effects of
smoking easily.
Cigarette companies will have to aim at a slightly different demographic thanks to the tobacco
deal. They have already started targeting 20 somethings by producing speciality cigarettes.
(Along the same lines as specialty beer and coffee)
The article appeared in NEWSWEEK on July 21, 1997. I'm going to check with the American lung
association to see if they have any furthur studies on this.
SENT BY ALA
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AMERICAN
LUNG
ASSOCIATION®
FAX
FAX NUMBER: 202-456-6244
TO: Michael Ombry
FROM: Elimphese Hlinko, 212-315-6473
DATE:
TOTAL PAGES INCLUDING COVER SHEET:
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SUBJECT:
MESSAGE:
you need any other
information please call!
IF YOU DO NOT RECEIVE ALL THE FAX SHEETS. PLEASE CALL
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Fax: (212) 265-5642
Phone: (212) 315-8700
7-17-97 :11:03AM AMERICAN LLING ASSOC. 1
SENT BY ALA
American Lung Association Fact Sheet
TEENAGE CIGARETTE SMOKING
Cigarette smoking during childhood and adolescence produces significant health problems among
young people, including cough and phlegm production, an increased number and severity of
respiratory illness, decreased physical fimess. an untavorable lipid profile, and potential relardation
in the rate of lung growth and the level of Insximum lung function. An estimated 419,000 Americans
die cach year from diseases caused by smoking. Smoking is responsible for an estimated one in five
U.S. deaths and costs the U.S. at least $97.2 billion each year in health care COSTS and lost
productivity.
Each day, 3,000 children smoke their first cigarette. That's more than one million annually.
Approximately one-third of these children who become smokers will eventually die of
smoking-related diseases.
At least 3.1 million adolescents are current smokers.
People who begin smoking at an early age are more likely to develop severe levels of
nicotine addiction than those who start at a later age.
Cigarene advertisements tend to emphasize youthful vigor, sexual attraction and
independence themes, which appcal to teenagers and young adults struggling with these
issues.
A survey reveals that in 1994, 30.7 percent of boys between the ages of 12 and 17 had tried
some form of smokeless tobacco. Although previously little use of smokeless tobacco was
seen among adolescents, the prevalence of its use among older teens increased between 1970
and 1985. coincident with strengthened marketing by the smokeless tobacco industry during
that time. Approximately 90 percent of all initiation of tobacco use occurs among persons
under the age of 18. According to a 1995 national survey of high school students, the
overall prevalence of current cigarette use and frequent cigarette use were 34.8 percent and
16.1 percent, respectively.
Peers, siblings, and friends are powerful influences. The most common situation for first
trying a cigarette is with a friend who already smokes.
A recent survcy indicated that among students 17 years and under who were current smokers.
77.5 percent reported never being asked for proof of age when buying cigarettes in a
store.
Tobacco use primarily begins in early adolescence, typically by age 16; almost all first use
occurs before the time of high school graduation.
# 3/ 6
:
7-17-97 04AM ; AMER ICAN LUNG ASSOC.-
SENT BY : ALA
Teenage Cigarette Smoking/2
Tobacco use is associated with alcohol and illicit drug use. and acts as a "gateway drug." It
is generally the first drug used by young people who enter a sequence of drug use that can
include tobacco. alcohol, marijuana. and harder drugs. According to the 1994 Surgeon
General's report, 12-17 year olds who reported having smoked in the past 30 days were three
times more likely to use alcohol, eight times more likely to smoke marijuana, and 22 times
more likely to use cocaine, within those past 30 days than those 12-17 year olds who had not
smoked during that time.
The initiation and development of tobacco use among children and adolescents progresses
in four stages:
forming attitudes and beliefs about tobacco
trying to experiment with it
regularly using tobacco
being addicted
Sociodemographic factors associated with the viset of tobacco use include being an
adolescent from a family with low socioeconomic status. Behavioral risk factors for tobacco
use by adolescents include:
low levels of academic achievement and school involvement
lack of skills required to resist influences to use tobacco and
experimentation with tobacco products.
Personal risk factors for tobacco use by adolescents include:
a lower self-image and lower self-esteem than peers
the belief that tobacco use is functional
lack of the ability to refuse offers to use tobacco
Environmental factors for tobacco usc by adolescents include:
accessibility and availability of tobacco products
perceptions by adolescents that tobacco use is normal
peers and siblings use and approval of tobacco use
lack of parental support and involvement as adolescents face the challenge
growing up
In August 1996. the Food and Drug Administration issued regulations to limh the
accessibility and appeal of tobacco products to young people. The regulations include the
following.
billboards and signs: Billboards and signs limited to black-and-white text only:
except in adult-only facilities: tobacco billboards banned within 1,000 feot of
schools and playgrounds;
:# 1/6
7-17-97 :11:06AM AMERICAN LUNG ASSOC. 1
SENT BY : ALA
Teenage Cigarette Smoking/3
print ads: black-and-white text only ads in publications whose youth
readership is more than 2 million, or 15 percent, of total readership:
vending machines: cigarette vending machines limited to facilities where
children are prohibited;
giveaways: ПО product giveaways with brand names or logos;
sponsorship: enteriainment or sporting events sponsored only in the corporate
name, not the brand name:
photo IDS: buyers under age 27 must produce photo identification;
education: industry-run educational campaign, including TV ads, about health
risks;
singles: no free samples. single cigarette sales or packages of fewer than 20
cigarettes.
Tobacco use in adolescence is associated with a range of health-comprounising behaviors,
including being involved in fights, carrying weapons, engaging in high risk sexual
behavior. and using alcohol and other drugs.
The following materials are available from the American Lung Association, 1-800-
LUNG-USA:
Facts About Cigarette Smoking
(Order #0171C)
Don't Lei Your Dreams Go Up in Smoke
(Order #1032C)
The Coach's Final Lesson Video
(Order #6315)
Smokeless Tobacco
(Order #0606)
Is There A Safe Tobacco?
(Order #1092)
# # #
ap/amkteen apd
196
# 5/ 6
: 7-17-97 :11:07AM :AMERICAN LUNG ASSOC.-
SENT BY ALA
American Lung Association Fact Sheet
CIGARETTE ADVERTISING AND PROMOTION
Cigarettes are one of the most heavily marketed consumer products in America. Tobacco
companies currently spend almost $6 billion a year to promote and advertise their products and have
increased their spending by more than 12 times since 1971, when advertising on radio and television
was banned. An estimated 419,000 Americans die each year from diseases caused by smoking.
Smoking is responsible for an estimated one in five U.S. deaths and costs the U.S. at least $97.2
billion each year in health care costs and lost productivity.
While tobacco products have been mass produced and marketed for decades, it has taken
many years for their deadly effccts to be scientifically documented. Tobacco is the only legal
product that causes death and disability when used as intended.
Advertising and promotion for tobacco products often are misleading and deceptive.
Tobacco advertising and promotion project images of smoking as fun, sexy, glamorous,
macho, and, most insidiously, healthful.
The tobacco industry is the second largest advertiser in the print media, including magazines
and newspapers, and the largest advertiser on billboards.
Persuasive advertising and promotion add to the difficulties of those trying to stop smoking
by projecting the impression that smoking is a normal activity indulged by almost everyone.
Another strategy of tobacco advertisers is to mount aggressive campaigns aimed at specific
segments of the population, such as women, African Americans, Hispanics, and blue collar
workers.*
Through advertising and promotion, the tobacco industry targets 1.75 million new smokers
a year to compensate for those who quit or die.
Brand names used in sponsoring sports, musical and cultural events convey an image of
corporate "good citizenship" and generosity, and connect tobacco products. which are toxic
and addictive. with exciting and healthy events and activities.
Tobacco companies are allowed to deduct the cost of advertising and promotion from their
taxes as a business expense. which saves them in excess of $1 billion a year in taxes.
In a 1987 survey of public attitudes, a majority of Americans indicated their support for a
ban on cigarene advertising. More than 30 national magazines no longer accept cigarette
advertisements. A 1992 Gallup poll reported that a majority of the American public (74
percent) believe that some tobacco product advertising and promotions are meant to
cncourage children to smoke. and 68 percent of the public believe that tobacco product
advertising and promotions should not be allowed at entertainment and sporting events.
Racial and ethnic minority terminology reflects that used by the Centers For Disease Control.
:# 6/6
SENT BY: ALA
:
7-17-97 :11:10AM AMERICAN LUNG ASSOC. - -
Cigarette Advertising/2
Many states and localities have taken action by barring tobacco advertising on public
property, in public transit vehicles, and in publicly owned stadiums and other facilities.
On the other hand, because of the influence of the tobacco companies, a provision of the
1969 federal law providing for health warning labels on cigarettes also prohibits states
and cities from restricting tobacco advertising and promotion in privately owned sites
such as theaters, on taxi cabs, etc. This legislation also affects anything where interstate
commerce rules apply, such as advertisements in magazines.
Powerful lobbying forces representing the tobacco industry, as well as advertising
agencies and some in the print media, continue to oppose any restriction on tobacco
advertising and promotion.
For more information. including the following materials and Freedom From Smoking
(FFS) group clinics, call the American Lung Association at 1-800-LUNG-USA:
Facis About Cigarette Smoking
(Order #0171C)
FFS Self-Help Guides
(Order #0063/0055)
"In Control"/ FFS Video Program (VHS)
(Order #6300)
Also available: State Legislated Actions on Tobacco Issues (Contact: Coalition on
Smoking OR Health. 1150 Connecticut Avenue, N.W., Suite 802, Washington, DC 20036;
phone 202/452-1184)
###
sp/emhedv apd
8/96
SENT BY:ALA
:
7-17-97 :10:54AM ;AMERICAN LUNG ASSOC. ->
7/10
Thumbs Up!
Thumbs Down!
AMERICAN LUNG ASSOCIATION.
of Sacramento-Emigrant Trails
Teens Take a Look
at
Tobacco Use
In The Movies
In conjunction with
The American Lung Association of Los Angeles County
The Los Angeles Linkage Project
The Gold Country Tobacco Prevention Coalition
This project is made possible by a grant received
from the Health Protection Act of 1988. Propositon 99.
SENT BY ALA
;
7-17-97 10:56AM :AMERICAN LUNG ASSOC.- -
:# 8/10
A Special Thanks to the Youth Reviewers
Aguila, Rowena
Ewert, Josh
Love, Melissa
Richardson, Mary
Albictz, John
Ferreira, Tim
Luong. Chinh
Rolfe, Carrisa
Albritton, Tevin
Garcia, Alberto
Matulis, Niki
Rowna, Daniel
Alston. Danielle
Gluckman, Eric
McElroy, Phron
Roy, Bobby
Andrade, Rebecca
Harper, Harmony
Merz, Jeremy
Sahar, Andisha
Melissa, Basquez
Harper, Joshua
Munro, Melissa
Sartor. Alexander
Bell, Maya
Henderson, Joel
Nagano, Aaron
Scott, Jennifer
Belnas, Jenny
Howard, Maria
Ngyuen, Fong
Singh, Avtar
Breslin, Carly
Janssens, Jeff
Ngyuen, Karen
Stubbs. Charnell
Brown, Courtney
Kabigting, Filamer
Ngyuen, Tiffany
West, Rodney
Cavillo, Sabrina
Kaulupali, Irma
O'Bryan. Gary
Widby, Mairead
Chinn, Kristin
Kaulupali. Kath
Padilla, Angelina
Wright, Cristina
Daniel, Evan
Kharia, Gurbir
Phan, Kim
Young, Melissa
Dupree, Tanedda
King, Shalanda
Pheatt, Lica
Yu, Jie
Eichhorn, Jasmine
Lac, Helen
Prophet, Nicole
Zapata, Jenny
Epps, Briana
Lac, Elizabeth
Reinhard, Robert
Escalante, Evelyn
Lopez, Raquel
Rico, Albert
New Directions for Youth of Los Angeles
And to Members of the Oversight Committee
Joe Baltake
Cassandra Jennings
Meredith Rolfe
Sacramento Bee
ALA of Sacramento-
Sacramento City
Emigrant Trails
School District
Ruth Blank
Carolyn Martin
Andrew Weisser
Sacramento Cable
ALA of Sacramento-
ALA of Los Angeles
Emigrant Trails
County
Debbie Dunn
Pat McConahay
Mairead Widby
ALA of Sacramento-
ALA of Sacramento-
Youth Representative
Emigrant Trails
Emigrant Trails
Pat Etem
April Roeseler
Jeanne Wilcox
Los Angeles
California Department
Sacramento Educational
Linkage Project
of Health Services
Cable Consortium
STAFF
Jane Hagedorn, Executive Director
Curtis Mekemson, Project Consultant
ALA of Sacramento-Emigrant Trails
Penny Manson, Project Consultant
Sue Smith, Project Director
Marie Boman, Project Assitant
Trisha Gibson. Project Coordinator