Each day the tobacco industry loses 5,000 customers who die or quit tobacco use.
As a result, by 1993, tobacco companies were spending over $6 billion annually to recruit new and current smokers. (90% of current smokers began while still in high school). The 1994 Surgeon General's Report concluded that cigarette advertising appears to increase young people's risk of smoking.
Cigarette advertisements tend to emphasize youthful vigor, sexual attraction, and independence - themes that are likely to appeal to teenagers and young adults.
The three most heavily advertised brands of cigarettes - Marlboro, Camel and Newport - are responsible for 86% of the illegal youth market but only 35% of overall sales. 36% of cigarette ads are in magazines that reach teens.
Tobacco company spending for specialty gift items (such as t-shirts, caps, sunglasses, key chains, calendars and sporting goods) bearing a cigarette logo increased by 122% from $340 million in 1992 to $756 million in 1993.
"Old Joe," the cartoon camel used to advertise Camel cigarettes, is as familiar to 6 year old children as Mickey Mouse's silhouette. A study found that 91% of 6 year olds not only recognized the Old Joe image, but were able to correctly link him with cigarettes. This was the same recognition level measured for the Disney icon.
Since the Old Joe cartoon character was introduced in 1988, Camel's share of the adolescent cigarette market has increased dramatically - from less than 1% before 1988 to 8% in 1989 to more than 13% in 1993.
Source: Stop the Sale Prevent the Addiction, U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, Office on Smoking and Health, 1996
Prepared by the NH Department of Health & Human Services, Tobacco Prevention Program. For more information, call 800-852-3345, x6891 or 603 271-6891.