NATION TO KIDS: DON'T SMOKE

We must counter Big Tobacco's persuasion and manipulation, which have built
a profitable market of 4 million teenage smokers

THINK OF teenage smoking as a tug-of-war between tobacco companies and the
forces of sanity. For years, the battle rope has been pulled in the
direction of Big Tobacco, which has built an army of more than 4 million
smokers between the ages of 12 and 17.

The success of the tobacco industry in recruiting new smokers shows that
advertising and other forms of persuasion work. Every day, 3,000 more kids
start smoking. Nearly nine of 10 of those kids smoke one of the three most
heavily advertised brands - Marlboro, Camel or Newport.

One answer is to stop - or greatly reduce - the images of hip, happy
smokers teenagers see. Eliminate ads in magazines that appeal to kids, end
tobacco endorsements of sporting and entertainment events teenagers watch.
Prohibit tobacco billboards near schools.

Equally important, according to advocates such as the Campaign for
Tobacco-Free Kids, are ad campaigns that promote the no-smoking message in
a variety of ways: That smoking is unhealthy, that it's uncool and that
it's something athletes and other role models don't do. Teenagers also
respond to ads that show tobacco companies for what they are: mass
manipulators.

Another combat technique is raising cigarette prices. For each 10 percent
price increase, there's a 7 percent decrease in new smokers. A bill
introduced last week by Sen. Kent Conrad, D-N.D., could be a great
discourager of new teenager smokers - it raises the tobacco tax by $1.50 a
pack.

Under the proposed $368 billion tobacco settlement, if the industry fails
to meet its target of cutting teenage smoking by 60 percent, Big Tobacco
simply pays a fine and continues with business as usual.

Existing laws prohibiting the sale of cigarettes to minors need to be
enforced and strengthened. Congress must let the Food and Drug
Administration regulate nicotine as a drug. And sales pitches - such as Joe
Camel - with a clear appeal to kids should be made a federal crime.

In the tobacco tug-of-war, government shouldn't be gentle. In pursuit of
profits, the other side uses its persuasive power to lure kids to a life of
smoking - and good odds of a premature death.

)1998 San Francisco Examiner Page C 14