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Council for Tobacco Research

Advertising News; Cigaret Market Faces Problem. Sun Times [at This Point, Cigaret Companies and Their Ad Ags Seem to Believe That the Regulations Will Not Go Into Effect As Scheduled.]

Date: 29 Jun 1964
Length: 1 page
HT0033034
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snapshot_ctr HT0033034_3034

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Type
NEWS CLIPPING
Depository Date
31 Jan 1996
Named Person
Hill, G.W.
Atc
Ftc
Master ID
300160514-0588
Related Documents:
Request
132
Author
Elden, R., Sun Times
Box
096
Site
Hoyt
UCSF Legacy ID
bpt1aa00

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stna-TMs ChitaaV, Illinoss jtme 29, 1964 ADVERTISING NEWS Ci~aret Mariet faces Problem By Richard Elden When he was asked to appraise the contribution of adver- tiaing to the use of cigarots, George Washington Hiii, American Tobmo't marketing genius in the 1920s and '30s, replied: °f7u Lmpetus of those grest rdvertising campaigns built the cigaret business." But fest week, the tobacco indtatry and Madison Avenue were seatching for some way to perpetuate "thm great carn- paigns" and continue to sell more than $8 billion worth of cigarets a year. The cigaret makers were ordered by the Federal Trade Com- mission to place warnings on their packaget and in their advertising that smoking Is dangerous to health and may eaux deb' The exact language of the cautionary statement would be left up to 1he tobacco cotepaoies While the words "death" and "can:a" do eot have to be used, it will be difficult to find adequate aubstitutea. As expected, the toiacce Industry Immediately declared that It will go to court to ask that the FTC rules be prohibited from gofng into effect. Litigation, testing the commissioa's legal au- tltority, might take up to four years. At this point, eigaret eompaniea and their ad ageneies sean to believe that the regulations will not go ioto effect aa scheduled pao. I for package labeling and Jufy 1, 1965, for advertising). S+AID ONE ADVBRTISiNG EXt?CVIYYEt "Thia thing will never sad. It juet can't." "I think It's a pretty terrible thing." commented another agency man. "It's just another legislative incuraloa" Advertiaing eaecutivea, questioned about the new FTC move, asked not to be quoted. Whether the agency had a cigaret account or not, each contended that it was much too "delicate" an issue. Privately, however, they were vehement In opposing the rule branding cigorete a health hazard. They argued, as did the tobacco indtutry, that It would be "unwise, unwarranted and unfair." But it was clear that if the controversial ruling does go inro effe^f next year, it would have a significant impact on the iod,utry's 5250,000,000.a.year advertising program. In what may well be the understatement of the year, one admon said: "This certainiy is not going to help cigaret setea."

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