SNUFF OUT TOBACCO ALTOGETHER

STEVEN GOLDSTONE, head of the second largest U.S. tobacco companny,
complained that without congressional support for the tobacco settlement,
"tobacco will remain an unsolved problem for many years to come." What
problem is he talking about? The only problem the settlement solves is the
industry's potential bankruptcy. It does little to protect public health.

Agreeing to terms negotiated with attorneys general from 40 states, the
industry promised to reimburse the states $368 billion over a 25-year
period for costs associated with Medicaid patients, accept advertising
restrictions and pay penalties if tobacco use among minors does not
decrease. In return, Congress is expected to limit the industry's civil
liability.

How can we offer an insurance policy to an industry that markets our most
dangerous consumer product and has committed conspiracy and fraud for more
than 30 years?

Tobacco use is the leading preventable cause of death in the country. Each
year 430,000 users die prematurely, and 50,000 non-users die from exposure
to second-hand smoke. More people die from tobacco use than the combined
death toll from alcohol and illegal drug use, AIDS, car accidents,
homicides and suicides. Tobacco-related disease costs our society more than
$123 billion annually with $50 billion in avoidable medical expenses and
$73 billion in lost productivity. During a 25-year period this could amount
to $3 trillion.

At stake are the lives of 50 million adult users as well as 1 million new
teenage users each year, Although smoking has declined among adults since
the mid 1960s, the smoking rate has been stable during the past decade. One
in 'four adults smokes cigarettes. Among high school seniors, following a
15-year decline, tobacco use has increased in the past five years. One in
three smokes cigarettes, and one in 10 uses "spit" tobacco.

Even though no one dares to say it, our goal should be a tobacco-free
America. This may sound radical, but tobacco is the only consumer product
that causes disease, disability and death when it is used as intended. To
argue that tobacco use should be an adult choice is specious. "Free choice"
is meaningless because most users are addicted. Most adult smokers regret
ever having started smoking.

We can achieve a tobacco-free society

by the year 2020 if we adopt the following seven policies. First, raise the
federal tobacco excise tax by $2. This will reduce smoking among youth and
motivate adults to quit. Use the revenue generated to fund tobacco-related
medical care and the subsequent measures. Second, authorize the FDA to
phase out the production and marketing of tobacco within 20 years. Third,
eliminate tobacco advertising and promotion.

Unlike political speech, commercial speech is subject to limited
constitutional protection. An industry that devas-tates public health and
violates the public trust should not be entitled to advertise its
products. Fourth, prohibit tobacco use in workplaces and public settings.
This will help users quit and protect non-users. Fifth, expand the
Centers for Disease Control's nationwide campaign to discourage tobacco use
and promote cessation. Sixth, fund the Departments of Labor and Agriculture
to help tobacco workers and farmers change their enterprise. Finally,
eliminate tobacco imports and exports. Current world-wide smoking patterns
foreshadow the premature death of 100 million people in the next 20 years.

Public support for tobacco control has never been stronger. Most nonsmokers
want a smoke-free environment, and most smokers want to quit. We must
harvest this support and cultivate the political will to move toward a
tobacco-free America.

Dr. Joel M. Moskowitz, associate director of the Center for Family and
Community Health at the University of California at Berkeley, has been
conducting research on programs and policies to prevent tobacco use since
7978.