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Andrew D’Agostino
The Food and drug administration, otherwise known as the FDA, has many strict standards regarding the advertising and promotion of cigarettes and other tobacco related products. There have been many strides in the past and the present culminating to an austere adherence by tobacco companies to these principles. The basic goal of the FDA by advocating these policies is, to keep children away from cigarettes and other drugs. The established guidelines generally regulate tobacco advertising in all forms of the media, from TV to newspapers and magazines to clothing.
The marketing of cigarettes is severely banned regarding television and the radio. Cigarette ads have been officially forbidden from airing on the radio or TV since 1970. (High Tech Productions) The Federal Communications Commission or the FCC enacted this ban. Since then the FDA has greatly limited what tobacco ads can actually say and how they can actually say it. Concerning children, the FDA’s rules are, “Outdoor advertising is prohibited within 1,000 feet of public playgrounds, elementary schools or secondary schools.” This law makes sure that kids are not directly affected by cigarette ads when they are at school or in a public playground. (Goodwin 1997) Another ban on advertising to minors is, “Tobacco companies will not be permitted to sell or distribute promotional items such as tee shirts, caps, and sporting goods identified with tobacco products, for example through use of a brand name or logo. Similarly, logos, brand names, and other identifiers of tobacco products cannot be used in sponsorship of musical, cultural, and other events or on teams and entries.” (Goodwin 1997) This ensures a number of points. Kids will not be influenced to smoke to get “cool stuff” like clothing articles and other objects of that nature. Also, when children and teens are watching a sport on television or at an arena, they will not see a team wearing tobacco logos.
Although these bars on smoking are effective, many tobacco industries find subtle ways to encourage children to smoke. As of now, there are few restrictions on the use of cigarette advertisements in magazines. These are, the surgeon general’s warning must be 1/8 the size of the ad, the ads may not appear in teen magazines like “teen” or “YM” and all of the smoking models must be realistic with no makeup to hide signs of aging or smoking. The fact of the matter is though, children, especially teens, read adult magazines as well. (Moore 2003) Another loophole that tobacco companies use is, that while teams are not allowed to display cigarette logos, a tobacco company may still sponsor a game or event, therefore allowing displaying of billboards and other such paraphernalia.
1. http://faculty-web.at.northwestern.edu/commstud/freespeech/cont/cases/cigfed.html
2. http://www.unc.edu/~mrobin/example%20manifestos/example01.htm
3. http://www.high-techproductions.com/historyoftelevision.htm
Andrew D’Agostino
The Food and drug administration, otherwise known as the FDA, has many strict standards regarding the advertising and promotion of cigarettes and other tobacco related products. There have been many strides in the past and the present culminating to an austere adherence by tobacco companies to these principles. The basic goal of the FDA by advocating these policies is, to keep children away from cigarettes and other drugs. The established guidelines generally regulate tobacco advertising in all forms of the media, from TV to newspapers and magazines to clothing.
The marketing of cigarettes is severely banned regarding television and the radio. Cigarette ads have been officially forbidden from airing on the radio or TV since 1970. (High Tech Productions) The Federal Communications Commission or the FCC enacted this ban. Since then the FDA has greatly limited what tobacco ads can actually say and how they can actually say it. Concerning children, the FDA’s rules are, “Outdoor advertising is prohibited within 1,000 feet of public playgrounds, elementary schools or secondary schools.” This law makes sure that kids are not directly affected by cigarette ads when they are at school or in a public playground. (Goodwin 1997) Another ban on advertising to minors is, “Tobacco companies will not be permitted to sell or distribute promotional items such as tee shirts, caps, and sporting goods identified with tobacco products, for example through use of a brand name or logo. Similarly, logos, brand names, and other identifiers of tobacco products cannot be used in sponsorship of musical, cultural, and other events or on teams and entries.” (Goodwin 1997) This ensures a number of points. Kids will not be influenced to smoke to get “cool stuff” like clothing articles and other objects of that nature. Also, when children and teens are watching a sport on television or at an arena, they will not see a team wearing tobacco logos.
Although these bars on smoking are effective, many tobacco industries find subtle ways to encourage children to smoke. As of now, there are few restrictions on the use of cigarette advertisements in magazines. These are, the surgeon general’s warning must be 1/8 the size of the ad, the ads may not appear in teen magazines like “teen” or “YM” and all of the smoking models must be realistic with no makeup to hide signs of aging or smoking. The fact of the matter is though, children, especially teens, read adult magazines as well. (Moore 2003) Another loophole that tobacco companies use is, that while teams are not allowed to display cigarette logos, a tobacco company may still sponsor a game or event, therefore allowing displaying of billboards and other such paraphernalia.
1. http://faculty-web.at.northwestern.edu/commstud/freespeech/cont/cases/cigfed.html
2. http://www.unc.edu/~mrobin/example%20manifestos/example01.htm
3. http://www.high-techproductions.com/historyoftelevision.htm