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The Record
OPINION
Lautenberg on
anti-smoking crusade
By MARY ELLEN
SCHOONMAKER, COLUMNIST, From northjersey.com November 15, 2007
FRANK LAUTENBERG is to be applauded
for continuing his longstanding and effective campaign against smoking. He
was largely responsible for the ban that stopped smoking on airplanes two
decades ago. At that time, when it seemed like everybody smoked
everywhere, the ban was a big deal. It was also a hard fight to win.
But it was the forerunner of the bans that came after it, including New Jersey's
statewide smoking ban (minus some casino floor space).
Lautenberg is still at it. This time he wants to stop the tobacco
industry's deceptive marketing and the impression that "light" cigarettes are
safer because they contain less tar and nicotine. Smokers may actually be
taking in more tar with light cigarettes, because they inhale more or smoke more
cigarettes to compensate. That can make the light cigarettes more deadly
than traditional ones and certainly not any safer, Lautenberg said at a Senate
Commerce Committee hearing that he chaired this week.
"Tobacco companies need to be honest with smokers about tar and nicotine
exposure," he said. "We learned today that the [Federal Trade Commission]
tobacco ratings system deceives smokers, plain and simple. It is now clear
that the tobacco industry has been aware of the inaccuracy of these ratings for
more than three decades."
Light cigarettes as a ploy
But that knowledge hasn't stopped the industry from using light cigarettes as a
ploy in the hopes they will keep worried smokers from quitting altogether.
Many smokers may think light cigarettes are a step toward quitting. A
National Cancer Institute survey found that those most likely to buy light
cigarettes were also those most concerned about smoking's health risks.
The truth is they are just as addictive.
The tobacco industry spends a great deal of time and money on its marketing
ploys. Remember Joe Camel? Those advertisements were withdrawn when
it became clear that the cartoon character was intended to attract young
smokers.
But that didn't stop Big Tobacco. Now we have "Camel No. 9." They
come in a pink-bordered package and appeal to women and teenage girls.
It's a play on the perfume Chanel No. 5. But as far as I know, perfume
never killed anyone.
'Light and luscious'
These cigarettes are being marketed as "light and luscious." Light and
low-tar cigarettes are heavily marketed toward young women, including big
advertising spreads in women's fashion magazines.
The manufacturers want women to think they are not only fashionable but also
safer from cancer and other disease if they smoke lighter versions. It's a
lie, but it sells.
Oh, by the way, lung cancer is the leading cause of cancer deaths among women.
Last spring, Lautenberg asked the FTC to investigate the introduction of Camel
No. 9 by R.J. Reynolds, given the clear appeal to young women. Promotions
have included giving away berry lip balm, hot pink purses, rhinestone lighters
and other girl-friendly items. The FTC is investigating.
The Campaign for Tobacco-Free Kids has a special report on its Web site:
"Warning: Big Tobacco Targets Women and Girls."
"Starting in the 1970s and continuing today," the campaign says, "women have
been targeted with advertising for so-called 'light' and 'low-tar' brands, which
implied claims of reduced risk that the tobacco companies knew to be false."
Last year, a federal judge ruled that the industry could no longer describe
their products as low-tar and light because it was a false assurance. That
ruling is on appeal.
The cool factor
Meanwhile, the marketing continues. The Campaign for Tobacco-Free Kids
notes that 23 percent of high school girls smoke.
Why? Because it's cool and makes them feel older and more sophisticated
and sexy, or because they think boys will find them more interesting.
I know New Jersey schools tell kids about the dangers of smoking. They
should also tell them about the dangers of the expensive and manipulative
strategies -- the head games -- that tobacco companies use to lure kids in and
get them hooked.
The "light and luscious" Camel No. 9 is a textbook case of appealing to teenage
girls' self-image and their need to be accepted and feel attractive.
Teachers should quote the Campaign for Tobacco-Free Kids: "Loathsome and
lethal" tells it much more like it is.
Mary Ellen Schoonmaker is a Record editorial writer and
columnist. Contact her at
schoonmaker@northjersey.com. Send comments about this column to The
Record at
letterstotheeditor@northjersey.com.
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