Tobacco campaign is nothing but a smokescreen

PINE PLAINS — The Town Board and those members of the public who came to the board’s Jan. 15 meeting were given a reality check by a teen group called, in fact, Reality Check. The group’s purpose is to fight big tobacco companies and their youth-oriented cigarette advertising campaigns.

“Our mission is to wage a war against big tobacco,� said Reality Check member Melissa Bartolomeo.

She spoke of the industry’s efforts to focus its advertising campaigns on teens, and how much manipulation that involved.  

“They have violated their agreements between the 46 states and the tobacco industry to stop marketing to underage youth,� she said.

According to Bartolomeo, for many years New York has  been a leader in the anti-tobacco movement. It also led the movement against candy-flavored cigarettes, a  big attraction to younger smokers, or those just starting to smoke.

But it’s a tough battle to fight. According to the group, in New York alone, tobacco companies spend $80 million a month on advertising and promotion.

“Tobacco companies need to continually replace dead smokers,� Reality Check member Pete Raup-Kounovsky said. “Twelve hundred Americans die every day from tobacco-related illnesses.�

According to Raup-Kounovsky, 500,000 youths became regular smokers in 2007.

“The tobacco industry tries to reach teens through magazines,� he said, adding that glossy ads, cartoon-like characters, sexy models and other eye-catching images are used to attract the attention of potential young smokers. And it’s a strategy that works, according to the teens who spoke before the Town Board.

There’s also in-store advertising, which grabs the attention of shoppers, young and old alike. Members of Reality Check have gone to 35 local convenience stores asking them to remove some of those advertisements; 65 percent have complied since last spring. One store owner even gave a full week’s paid vacation to young employees who stopped smoking.

“There’s also movies. On-screen smoking is one of the greatest threats kids will ever encounter,� Livia Clandorf said, before giving some statistics. “Thirty-six percent of all G and PG rated movies have smoking in them and 75 percent of all PG-13 movies include smoking.�

The group asked the Town Board to pass a resolution supporting smoke-free movies, to be sent to the Motion Picture Association of America, major motion picture studios and their parent corporations, the state attorney general, U.S. senators and congressional representatives and the University of California-San Fransisco Smoke Free Movies Project.

“We tend not to do resolutions on a national level, but I thought that this was worthwhile and a good thing,� town Supervisor Gregg Pulver said as the rest of the board voted unanimously to pass the resolution.

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