Food and Drug Administration Commissioner David Kessler last night held Joe Camel up as an example when he condemned the tobacco industry for deliberately directing cigarette advertisements toward youth markets.
In his speech, titled, "Tobacco Policy and Children," Kessler told a crowd that filled Cook Auditorium that an FDA investigation found tobacco industries appeal to young people by using cartoon characters and other images to promote their products.
"Children are bombarded by whimsical images of Joe Camel," he said.
Kessler said R.J. Reynolds tobacco company officials exploited young people by developing the Joe Camel campaign and the Young Adult Smokers program.
He listed many statistics and quoted several tobacco industry officials to show why tobacco companies target youth. Ninety percent of all smokers began as teenagers and 3,000 adolescents begin to smoke each day, he said.
"The addiction begins as a pediatric disease fueled by powerful images," Kessler said. "It is not enough simply to know. It is essential to confront the fact that adolescents are becoming addicted, or have the nation pay the price over and over again."
Kessler quoted R.J. Reynolds as saying that his company needs to attract nonsmokers with irrational reasons why they should start smoking.
"The industries appeal to young people looking for independence," Kessler said, referring to the trademark Marlboro man image.
He said tobacco companies deliberately sell their T-shirts in stores near high schools and colleges.
After obtaining the results from its study, the FDA took action this August by assuming jurisdiction over tobacco, he said.
Kessler said the FDA imposed a rule making it more difficult for children to access tobacco and limits the impact of advertisement, which he predicts will reduce the number of youth smokers by 50 percent over seven years.
Under the FDA's rule, the minimum smoking age is 18 and retailers are required to check the identification of customers 26 years old and under. The rule also banned free samples of cigarettes and cigarette vending machines.
Kessler said the rule restricts cigarette advertisements to black and white text only, prohibits billboards with cigarette promotions near schools and prevents cigarette companies from linking their names to sporting events.
Kessler said the rule will "help protect children from a lifelong addiction."
"Every adolescent believes he or she will not become addicted," he added. "The adult you see standing in the rain in the grip of addiction became addicted in childhood."
Kessler said the world in which the tobacco industry operates is beginning to change.
"No longer can cartoons and other images appeal to young people. No longer can the tobacco industries tell the public it is an issue of adult choice. No longer can the child reach for cigarettes at the candy counter," he said. "We can no longer tolerate the practices that have become so tragically effective."
Tobacco kills 400,000 smokers every year, which is more than all the deaths caused by AIDS, car accidents, alcohol, homicides, illegal drugs, suicides and fires combined, Kessler said.
Kessler is a pediatrician who has served as commissioner of the FDA since 1990.
He graduated from Amherst College in 1973, received a doctor of law degree from the University of Chicago and received his M.D. degree from Harvard University.
