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The R.J. Reynolds Tobacco Co. plans soon to introduce a brand of cigarette – Dakota – that, according to the detailed marketing report prepared for the company, targets young, poorly educated, white women whom the company calls ‘virile females.’

"New Ad Target: 'Virile Female.'" The Washington Post, February 17, 1990


"It is important to know as much as possible about teenage smoking patterns and attitudes. Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while in their teens . . . it is during the teenage years that the initial brand choice is made."

Carol Levy, now Philip Morris’ senior vice president of youth smoking prevention, in the report, "Young Smokers: Prevalence, Trends, Implications, and Related Demographic Trends," March 31, 1981

Industry DeceptionIndustry Deception Tactics

Throughout most of the 20th century, the tobacco industry publicly argued that nicotine was not addictive, that the link between cancer and smoking was not proven, and that the industry had not sought to recruit young people to smoking. However, since the release of thousands of previously secret internal tobacco industry documents as a result of the Master Tobacco Settlement, consumers have become aware that the industry has known for many years that nicotine is addictive, that there are strong links between smoking and cancer and that the recruitment of young smokers is critical to the industry’s future viability. Additionally, these documents provide important information about the ways in which tobacco industry marketing has targeted youth, girls and women and minorities over the years.

The National Cancer Institute spent $47 million in 1991 to develop and disseminate effective smoking intervention technologies. The same year, the major cigarette manufacturers spent $4.6 billion ($4,600 million) in an effort to convince people that smoking is necessary for social acceptance, that it makes one attractive to the opposite sex, and that it enhances self-image. For every $1 that the NCI spends on research to combat smoking, the tobacco industry spends $98 to promote the addiction.

86 percent of teen smokers (ages 12-17) prefer Marlboro, Camel and Newport - (which happen to be the three most heavily advertised brands). Marlboro, in first place, takes 55% of the teen market and 35% of smokers over 25.

Source: "Summary findings from the 1999 National Household Survey on Drug Abuse," Substance Abuse and Mental Health Services Administration , U.S. Department of Health and Human Services

"Today's teenager is tomorrow's potential regular customer. . . The smoking patterns of teenagers are particularly important to Philip Morris. . ."

Philip Morris report sent from researcher Myron E. Johnston to Robert B. Seligman, then vice president of research and development, 1981

Massachusetts Department of Health found that cigarette advertising increased by 33 percent in magazines with high youth readership after the November 1998 Master Settlement Agreement, in which the tobacco companies agreed to not market to teens.

Bowker, Dianne Turner and M. Hamilton, "Cigarette Advertising Expenditures before and After the Master Settlement Agreement: Preliminary Finding." May 15, 2000

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