• by Adam Bernard , August 17, 2001

A front page article in the New York Times, and a recently released New England Journal of Medicine report documents an increase in tobacco industry advertising in youth magazines. According to members of Target Market, Minnesota's teen-led anti-tobacco movement, the report shows that in spite of tobacco industry's claims to the contrary, they are, as the TM ads say, "still targeting us."

The study in the Journal found that tobacco companies still advertise in magazines with heavy teen readership. The Massachusetts Department of Public Health recently reported that after lawsuit settlements forced tobacco companies to stop billboard advertising, a number of tobacco companies simply shifted their ad budgets to purchase more ads in magazines popular with youth. In March, the Federal Trade Commission's Annual Cigarette Report showed a marked increase - 34% -- in the tobacco industry's use of magazines to promote smoking.

The New York Times' article has resulted in at least one company being very upset. Brown & Williamson Tobacco Corporation has called on the New York Times to issue an official apology and correction for its page one story stating that the company is advertising its products in magazines with significant numbers of young readers. "We provided New York Times reporter Alex Kuczynski with information that shows the company does not advertise in youth-oriented publications," said Mark Smith, spokesman for the company. "What's worse, we provided the reporter with details about our recent work with Sports Illustrated, Entertainment Weekly, and Rolling Stone that allows us to get back into those publications while ensuring our ads don't reach young readers."

Lorillard Tobacco Company had this to say regarding the New England Journal of Medicine's report on tobacco advertising: "At Lorillard Tobacco Company, our policy is clear -- we do not market or advertise our products to kids."

Another tobacco company, R.J. Reynolds, feels they are doing their part, saying "Our advertising policy fulfills the intent and spirit of the Master Settlement Agreement by dramatically reducing advertising exposure among minors while allowing limited communication with adult smokers," according to Tommy J. Payne, executive vice president -- external relations for R.J. Reynolds Tobacco Company. "We do not and will not advertise in magazines that specifically target minors. We only advertise in magazines that are predominantly read by adults."

Both companies noted that the MSA does not contain a provision requiring that "cigarette advertisements not appear in magazines if more than 15% of the readers are under 18, or if more than two million of the readers are under 18."