INDUSTRY MARKETING CODE A PR SHAM
Following is a critical look at some key elements of the Code:
Code provision:
"Cigarette advertising shall not appear on billboards
located within 500 feet of any elementary school, junior
high school or high school or any children's playground."
Reality:
With this provision, the industry is admitting that children's
exposure to tobacco advertisements should be limited. But even
if it were followed, in no way would this restriction
preventchildren from seeing cigarette billboards-- they
permeate the landscape. And in the broadest definition of terms,
there are countless examples of billboards in US urban areas
that are within 500 feet of some school or playground.
Try counting tobacco billboards in your own neighborhood.
Code provision:
"No one depicted in cigarette advertising shall be
or appear to be under 25 years of age."
Reality:
What adolescent wants to look like an adolescent? Young people
generally strive to look and act grown-up. Marlboro did not
get to be the leading children's cigarette on the image of an
awkward teenager. So while this provision may sound impressive, it can
actually serve the industry's interests in reaching young people.
Code provision:
"Cigarette advertising shall not suggest that smoking is essential to
social prominence, distinction, success or sexual attraction..."
Reality:
Try to find a model in a cigarette ad who does not appear
to have attained social prominence, distinction, success, and
sexual attraction. All this statement says is that it must be
possible that it's a coincidence that all
these smokers appear so glamorous and successful. It is possible,
rationally, but ads act on our emotions. Most of us
are likely to connect the cigarette with the positive images.
Code provision:
"Cigarette advertising may picture attractive, healthy looking
persons provided there is no suggestion that their
attractiveness and good health is due to cigarette smoking."
Reality:
As with the provision above, regardless of the tobacco company's
intent, the cigarette and the universal good health of the
models in cigarette advertising are intertwined in our minds.
But this statement has a further danger-- its false
neutrality reinforces the industry-sponsored notion that there
is a smoking and health "controversy." By conceding that
advertising should not imply that good health is
due to smoking, the industry undermines the truth
that good health is incompatible with smoking.