America’s anti-tobacco lobby swung into action Wednesday with an advertising campaign in support of Senator Edward Kennedy’s congressional bill to place the nation’s tobacco industry under the control of the Food and Drug Administration [WAMN: 22-Jul-02].
The bill contains a number of specific marketing requirements including larger warning labels on cigarette packs and the curtailment of point-of-sale advertising to monochrome representations.
Ads in support of the move urge Congress to back Kennedy’s bill which is co-sponsored by Senators Michael DeWine (Republican, Ohio) and Richard Durbin (Democrat, Illinois). It will receive its first hearing by the Senate Health, Education, Labor and Pensions Committee on July 30.
Paradoxically, it is also endorsed by tobacco giant Philip Morris – although support from this unlikely quarter is believed to be for marketing rather than altruistic reasons.
Running in The Washington Post and Washington Times for three consecutive days, the ads (by GMMB, Washington) claim the public has been misled by the tobacco industry, citing such statements as “nicotine is not addictive …cigarettes don't cause cancer … we will not market to kids.” The payoff line: “We need FDA regulation of tobacco because Big Tobacco just won't quit.”
The campaign is funded by the American Heart Association, the American Lung Association and the Campaign for Tobacco-Free Kids.
Data sourced from: AdAge.com; additional content by WARC staff