HUMOR WORKS IN ANTI-SMOKING WAR

ROCKVILLE, Md. -- The Tribune reported that the Illinois Retail Merchants
Association is unhappy with the Food and Drug Administration's education
campaign just launched in the state to curb illegal sales of cigarettes and
smokeless tobacco to kids (Metro news, June 24). The association complained
about the campaign's use of humor and wordplays to remind retailers, clerks
and customers about the law and the risk of fines.

Admittedly, the "No ID, No Smokes" campaign, which includes radio,
newspaper and billboard ads and retailer kits, often uses humorous messages
and colorful characters to discourage clerks from selling cigarettes or
smokeless tobacco to anyone under 18. One in-store poster, for example, has
a retailer saying, "I don't make the law. I just pay the fines if I break
it." Another has a young clerk shrugging his shoulders and saying, "You
need cigarettes? I need ID. Hey. . .we've all got needs."

It is somewhat surprising that the Illinois Retail Merchants Association
did not appreciate the material and FDA's efforts to prevent sales to
minors. The FDA developed the campaign, in part, at the request of
retailers from across the nation who said they wanted help in explaining to
customers why they might have to wait a few extra seconds in line while a
cashier checks photo IDs before selling tobacco products.

In addition, the FDA tested the materials extensively with retailers,
clerks, smokers and others to ensure that the desired message was effective
and the tone appropriate.

Retailers also said that the campaign material would "re-educate the public
that we're only complying with the law. That would make the public less
agitated."

Smokers between the ages of 18 and 27 who reviewed the material agreed. One
said, "Some of it is funny, so I think I'd get a little less angry."

Preliminary results from a follow-up survey in another state where the ad
campaign has run showed how positively retailers are responding to the
materials. Of the retailers who recall receiving the FDA retailer kit,
nearly all of them said it helped educate employees about their
responsibilities, and 95 percent said that it helped customers understand
why stores were checking photo IDs for tobacco sales. And 92 percent of
these retailers said they wanted more free FDA-sponsored material to help
keep the message before their customers and cashiers.

So contrary to the criticisms by the Illinois Retail Merchants Association,
we are finding that retailers like the materials, are using the materials
and want to continue to receive them. And we believe the retailers who care
about curbing youth smoking recognize that one sure way to stop underage
smoking is for retailers to work with us to stop sales of tobacco to kids.

The FDA is serious about stopping underage smoking. We are conducting
compliance checks to ensure that retailers are not selling to minors, and
we are providing retailers with the tools they need--tools that they have
requested--to stop the $1 billion in illegal sales that take place each
year.

We recognize that with at least 500,000 retail establishments selling
tobacco in this country, not everyone will like all of the ads and
materials we develop all of the time. But we also believe that the future
health of our children is worth the effort.

Mitchell Zeller, Associate commissioner, Food and Drug Administration.