• Ventura County Star, Tuesday, October 16, 2007 10:31 AM

The ad campaign for the new Camel No. 9 cigarette that targets women is drawing fire from some politicians and pressure groups, which are urging magazines to reject it. In one print execution, boxes of smokes are shown with long-stemmed roses and a promise they are "light & luscious." Another shows an evening gown, plus stiletto heels, handbag and other accessories with text reading "inspire your inner style maven." It also supplies a Web site where readers can find nearby vintage clothing stores in their area. "It's a very seductive form of advertising," says Rep. Lois Capps, adding it is flagrantly irresponsible.

The California Democrat has been pushing publishers to turn down the ads. RJ Reynolds Tobacco Co. says it just wants to win over women who are smoking other brands. "This is not about getting 40-year-old women to switch," says Matthew Myers, president of the Campaign for Tobacco-Free Kids. "This is about a company that is trying desperately to grab a larger share of the youth market."

What makes the ads particularly bad is placement in magazines read by young women and teenage girls. Last summer, she sent a letter - signed by 40 other members of Congress -- to 11 leading women's magazines asking them to stop accepting ads for Camel No. 9. The missive was ignored.

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