Pubdate: Tue, 28 Apr 1998
Source: Chicago Tribune 
Section: sec. 1
Date: April 26, 1998 
Contact:  
Author: Joan Beck 
Website: www.chicago.tribune.com 
Subject: US IL: Cigarettes And Children: The Rest Of The Story

CIGARETTES AND CHILDREN: THE REST OF THE STORY

Bill Clinton, who often seems to think he is a pediatrician rather 
than a president, last week demanded a tough anti-tobacco bill because 
"we now know from their own documents that tobacco companies targeted 
children." Lately, this is the argument that is supposed to end all 
discussions so we can get on the lynching. Even one-time 
cigarette-industry-defender Newt Gingrich has been won over, 
complaining that manufacturers "clearly were trying to addict 
14-year-olds."

These critics and many others say it's an outrage and a scandal that 
tobacco companies would have stooped to pursuing minors. The evidence 
that they did, from what we've seen so far, is hardly overwhelming. No 
doubt in an industry this big, which like any sector has to find new 
buyers in new generation, some people gave some thought to how they 
might acquire a favorable image among youngsters. And it's not easy to 
come up with ads that appeal to 18-year-olds but have no effect at all 
on 17-year-olds.

But what if they market to minors? Everyone seems to have forgotten 
that for decades, cigarette makers had the right to do exactly that. 
In many states, adolescents were legally permitted to buy cigarettes 
at the age of 16 or 17. Until 1963, Hawaii allowed sales to 
15-year-olds. In 1980, Indiana lowered the cutoff from 16 to 13, 
though it reversed itself two years later. And most of the laws didn't 
prohibit youngsters from smoking cigarettes - only from buying them.
Anti-tobacco zealots think the industry had a sacred moral obligation 
not to entice youngsters. But why didn't the people of the United 
States have an equally urgent duty to take reasonable measures to 
protect kids? Not until the last decade or so were laws passed banning 
sales from vending machines, which children can use as easily as 
adults. Have you ever seen a vending machine for beer?

Although every state has maintained laws against cigarette sales to 
children, they were enforced so rarely that they amounted to a dead 
letter. Before my parents quit smoking some 35 years ago, when I was 
in grade school, they would occasionally send me into a store to buy 
cigarettes, which I never had trouble doing. It wasn't unusual for 
high schools a generation ago to designate an outdoor area where 
students were allowed to smoke. Until recently, smoking by teenagers 
was discouraged, but it was also generally tolerated.

In 1990, the Department of Health and Human Services found that 
despite all the states that forbade sales to minors, only five 
reported the law ever being violated. The total number of violations 
came to only 32 - this at a time where minors were buying nearly 1 
billion packs of cigarettes a year.

HHS Secretary Louis Sullivan complained then that kids can easily buy 
cigarettes virtually any time they want, in violation of the law." For 

this, he did not heap blame on Philip Morris. "It is all to apparent," 
he told a Senate committee, "that we as parents, as educators, as 
health officials and legislators still do not take the problem of 
smoking among our children as seriously as we should." This was just 
eight years ago. But no one proposes holding the rest of us 
accountable for failing to act more vigorously to prevent teenage smoking.

Contrary to what Clinton and Gingrich suggest, very few young 
adolescents are being lured into a cruel tobacco addiction. The 
president laments that 3,000 kids begin smoking every day. When I 
called the White House press office to find his source for this 
estimate, I was directed to the Centers for Disease Control, which 
sent me a 1989 study from the Journal of the American Medical 
Association. But the study said nothing about children. The 
3,000-a-day figure referred to 20-year-olds.

There is a technical term for the president's claim: bald-faced lying. 
The federal government's own National Institute on Drug Abuse says the 
average age at which teenagers start smoking daily is 17 years and 7 
months - just short of legal adulthood.

A lot of kids sample tobacco at younger ages, but the vast majority 
don't get hooked. Some 47 percent of all 8th graders have tried 
cigarettes, but only 1 in 28 smokes as much as half a pack a day. By 
contrast, 54 percent of 8th graders have used alcohol - and 1 out of 
every 12 gets drunk at least once in a typical month. Yet you don't 
hear Clinton or Gingrich proposing to punish Anheuser-Busch or Miller 
for addicting children to a dangerous product.

By now, there is a growing consensus among Washington politicians that 
the tobacco companies have employed systematic deceit in cynically 
exploiting our children for their own selfish ends. Well, look who's 
talking.