Jump to full article: National Cancer Institute (NCI), 2008-08-21
Intro: When I first started TV work with the ABC affiliate in Boston in 1972, broadcast television
was king, with a realm dominated by only ABC, CBS, and NBC. . . .
Perusing the information in this enormously informative volume, I was once again reminded
of those elemental emotions: exhilaration about the opportunities offered by media and
anxiety about the potential for misuse. Any phrase or sound bite can affect millions of
people. In dealing with tobacco, I think the power of this potential must never be forgotten.
Tobacco captivates people when they cannot rationally resist its siren call and can unleash
a slow, deadly disease that can kill them even as they try to escape the tenacious trap of
addiction . . .
I have come to believe that unless we think and feel that we are fighting a lethal battle against
tobacco use, we will not succeed in stemming the forces that would promote it. This volume
contains a wealth of information about how tobacco companies use media to their benefit.
I predict that, like me, even though you have seen them in action, you will be amazed by
the tactics used to promote tobacco. Tobacco use is a social phenomenon largely propelled
by mass media over the past century, led by tobacco industry professionals who constantly
change strategies to reach their goals. They combine the resourcefulness of a profit-making
industry with a changing media and regulatory landscape to sell a product that remains our
greatest public health challenge. We will not remove tobacco from our society unless we are
willing to understand the industry’s constantly changing tactics. . . .
I invite you to consider this volume a valuable reference for understanding how media can
be used in the war against tobacco. Keep it handy for wise counsel, strategic encouragement,
and a partner in a noble cause.
Tim Johnson, M.D., M.P.H.
Medical Editor, ABC News . . .
Conclusions
1.
Within those states that allow these
processes, ballot initiatives and referenda
have served as an effective tool for
enacting tobacco control legislation by
direct vote. Tobacco industry interests
frequently have used media channels
(such as radio, television, print media,
and direct mail) to defeat these ballot
measures.
2.
Despite the tobacco industry’s media
efforts, it has generally not prevailed,
losing in 32 (76%) of 42 state initiatives
and referenda from 1988 to 2006.
Given the industry’s lack of success in
defeating tobacco control state initiatives
and referenda at the state level, holding
tobacco control initiatives or referenda is
an important, though expensive, option
if a state legislature has blocked tobacco
control legislation.
3.
The tobacco industry consistently has
used several primary themes to defeat
state tobacco tax increase initiatives.
These include suggestions that the
measures would impose unfair taxes
and that tax revenues would not be
spent on health care or tobacco control
programs as intended. Secondary themes
used consistently over an 18-year time
span include that the measures would increase “big government” and wasteful
spending, discriminate against smokers,
and increase crime and smuggling.
Jump to full article » |