Tobacco Free Initiative

Arabic web site

Key areas and groups

Youth

The tobacco industry has been targeting youth for decades. In the words of a Philip Morris executive: "hitting the youth can be more efficient even though the cost to reach them is higher, because they are willing to experiment. They have more influence over others in their age group than they will later in life, and they are far more loyal to their starting brand." The younger the age when smoking begins, the longer the smoking cycle. Young persons are also more vulnerable because they are likely to be less aware of the addictive nature of nicotine and the harmful effects of tobacco consumption.

The tobacco industry is aware that to maintain and increase their sales, they need to ensure that more people start smoking. The industry needs to lure new smokers to replace the ones who die due to tobacco use. It is estimated that 11,000 people die each day due to tobacco use. Therefore 11,000 new tobacco users are needed each day, or one every 8 seconds, to keep the sales of the tobacco industry intact.

The search for new, young smokers was not only conducted by Philip Morris. An internal document from RJ Reynolds outlined its primary "Marketing Goals" for 1975. These include:

"Increase our young adult franchise ... in 1960, this young adult market, the 14-24 age group, represented 21% of the population ... they will represent 27 % of the population in 1975. They represent tomorrow’s cigarette business.... Thus our advertising strategy becomes clear for our established brands: Direct advertising appeal to the younger smokers..."

R.J. Reynolds, Domestic Operating Goals, 1974, 26 November {Minn. Trial Exhibit 12,377) (Source: Action on Smoking and Health. Tobacco Explained. The truth about the tobacco industry in its own words. ASH,UK 1998)

A former executive of Philip Morris says:

"You don’t have to be a brain surgeon to work out what’s going on. Just look at the ads. Its ludicrous for them to deny that a cartoon character like Joe Camel is attractive to kids."

W. Ecenbarger, America’s New Merchants of Death, Readers Digest, 1993 [C.7] (Source: Action on Smoking and Heatth. Tobacco Explained. The truth about the tobacco industry in its own words. ASH/UK 1998)

Through powerful advocacy, appropriate and effective policies and legislation we can protect our youth.

- Quit for life: a youth smoking cessation program in Canada

- Reducing the sale of tobacco to minor in New South Wales, Australia

- Youth projects in Thailand: a comprehensive example