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JUST
FOR YOUTH
Background
Numerous
formerly-secret tobacco industry documents show that tobacco companies
have considered kids a key market for their deadly business. Not
surprising since more than 80% of adult smokers take up the habit
before the age of 18. “Hooking” smokers at a young age
has been so important to the tobacco industry that they have studied
the smoking habits of kids, and developed products and marketing
campaigns aimed at them.(1)
As an
RJR Tobacco document explained, “Many manufacturers have ‘studied’
the 14-20 year old market in hopes of uncovering the ‘secret’
of the instant popularity some brands enjoy to the almost exclusion
of others. . . . Creating a ‘fad’ in this market can
be a great bonanza.”(2)
Here
are just a few notable quotes from tobacco industry executives about
kids and tobacco:
- Philip 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 Philip Morris.(3)
- RJ Reynolds:
“Evidence is now available to indicate that the 14-18 year
old group is an increasing segment of the smoking population.
RJR-T must soon establish a successful new brand in this market
if our position in the industry is to be maintained in the long
term.” (4)
- Brown &
Williamson: “Kool’s stake in the 16
to 25-year-old population segment is such that the value of this
audience should be accurately weighted and reflected in current
media programs . .. all magazines will be reviewed to see how
efficiently they reach this group.”(5)
- Lorillard Tobacco:
“[T]he base of our business is the high school student.”(6)
- U.S. Tobacco:
“Cherry Skoal is for somebody who likes the taste of candy,
if you know what I’m saying.”(7)
Tobacco
companies make it very lucrative for retailers to sell their products
– in 2001, tobacco companies gave tobacco retailers almost
$4.5 billion in “promotional allowances” and another
$4.7 billion for “retail value added” specials like
“buy-one-get-one-free.”(8)
This
may help to explain why one-third of tobacco retailers in San Diego
County sold tobacco illegally to underage youth in a survey conducted
by the Tobacco-Free Communities Coalition in 2004. Selling tobacco
to a minor under the age of 18 is against the law. Click
here for more information.
Take
Action!
If you
don’t want to let the tobacco industry suck you or your friends
in, here are a few things you can do:
___________________________________
1. See, also, Perry, C.L., “The Tobacco
Industry and Underage Youth Smoking: Tobacco Industry Documents
from
the Minnesota Litigation,” Archives of Pediatric and Adolescent
Medicine 153:935-941, September 1999.
2. RJ Reynolds, “NFO Preference Share Data – ‘Youth’
Market,” March 8, 1973.
3. Philip Morris, Special Report, “Young Smokers: Prevalence,
Trends, Implications, and Related Demographic
Trends,” March 31, 1981. Bates No. Bates #1000390803, http://www.pmdocs.com.
4. RJ Reynolds, “Planned Assumptions and Forecast for the
Period 1977-1986,” March 15, 1976. Bates No.
502819513 -9532, http://www.rjrtdocs.com.
5. Brown & Williamson, Memo by RL Johnson, Brand Manager, to
Executive Vice President Pittman, February 21,
1973. Bates No. 680135996, http://www.bw.aalatg.com/public.asp.
6. Lorillard, Memo from executive TL Achey to former Lorillard President
Curtis Judge re Newport brand, August 30,
1978. Bates No. TINY0003062. http://www.tobaccoinstitute.com.
7. Freedman, A., “Juiced up: How a tobacco giant doctors snuff
brands to boost their 'kick,'" Wall Street Journal;
October 26, 1994 [quoting former UST sales representative].
8. U.S. Federal Trade Commission (FTC) Cigarette Report for
2001 (June 12, 2003) http://www.ftc.gov/os/2003/06/2001cigreport.pdf
[data for top six manufacturers only]
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