Calling a Smoke a Smoke

With muscled men, gorgeous girls and green valleys, the U.S. tobacco industry has long pictured the cigarette as the companion of sex and virility, of glamour and wellbeing. From now on, the industry will have to call a smoke a smoke--and pretty much let it go at that.

Last week the nine major U.S. cigarette makers, imposing the most severe self-regulation in their history, announced a new advertising code. The code is a clear attempt to forestall, or at least to soften, the Federal Trade Commission's imminent controls over cigarette advertising and merchandising, which could include health-caution labels on cigarette packs.

The industry's code, like the health surveys that inspired it, is largely conearned with protecting young people. The companies began discussing a possible code even before the Surgeon General's report on cigarettes and cancer--but not until they had discreetly checked with the Justice Department to win antitrust immunity in this case. Some parts of the code, such as the elimination of cigarette advertising in college newspapers and a halt to the distribution of samples on campus, have already gone into effect. Other portions of the code cover general advertising, for which the industry has been spending some $200 million a year.

No more athletes' testimonials will be used, and no models in cigarette ads may be or look younger than 25. "Cigarette advertising," stresses the code, "shall not represent that cigarette smoking is essential to social prominence, distinction, success or sexual attraction." By that yardstick, the ads will no longer show such athletes as Arnold Palmer, who has been nonchalantly flipping his filter-tip on the grass before sinking a 60-footer, may also abandon such regulars as the menthol sweethearts strolling hand in cigaretted hand, the husky and tattooed Marlboro men, and the Chesterfield panels of distinguished smokers.

What ad campaigns will have to be scrubbed and what themes will be stressed depends on the man chosen to administrate the new code. Hopeful that they can satisfy critics with the kind of strong "czar" professional football has, cigarette companies will give their man broad powers. He cannot have any connection with the industry or own its stocks. Once chosen, he will have absolute veto over all advertising. Penalties for disobeying his veto will range up to $100,000.

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