The ad buy marks an unprecedented $5 million effort by the Society to challenge the erroneous information and outright lies the tobacco industry has been feeding the American public. The tobacco companies have already spent, and continue to spend, an estimated $50 million+ on ads that carry a strong anti-government message and claim that tobacco legislation is just an attempt by politicians to "tax and spend."

"Although the American Cancer Society is being outspent by tobacco companies 10 -1, we can't afford not to stand up to their campaign of lies," said American Cancer Society CEO, John R. Seffrin, Ph.D. "By letting these tobacco ads go unanswered, we are risking the lives of the 3,000 kids who become regular smokers each day. Smoking is the most preventable cause of death and disease, yet more than 419,000 people will die this year from smoking-related illness. This is the truth about tobacco."

The television ads will run nationally on CNN beginning September 16, 1998. On September 21, 1998, local ads will run in the following eleven cities that have been inundated with Big Tobacco ads: Abilene, TX; Atlanta, GA; Bakersfield, CA; Columbus, OH; Cincinnati, OH; Denver, CO; Colorado Springs, CO; Greenville, MS; Seattle, WA; Washington, DC and Sacramento, CA.

The ads seek to remind lawmakers and the public of the tobacco industry's dismal record on telling the truth. "The tobacco companies' line about new middle class taxes is another lie. Any price increase would only affect smokers, not the general public." In reality, the only people who pay are people who smoke.

"We now know that tobacco-related illnesses take almost 500,000 lives each year - more than AIDS, alcohol, car accidents, murders, suicides, drugs and fires combined," Seffrin said. "The American Cancer Society campaign is designed to educate the public about the real issue: saving kids' lives."

When Big Tobacco claimed that it didn't target kids in its marketing campaigns, documents surfaced that directly quoted an RJR marketing executive as saying, "They represent tomorrow's cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume for at least the next 25 years."

The tobacco industry also has insisted that it did not try to addict its customers, that tobacco doesn't cause death and disease and that the failed Senate tobacco bill was just an attempt to raise taxes.

The American Cancer Society is a nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy and service.

Emily Smith

American Cancer Society
202-661-5710