Youth Smoking: Beyond Joe Camel

in Smoke-Filled Rooms

Published by University of Chicago Press

Published in print June 2002 | ISBN: 9780226857473
Published online March 2013 | e-ISBN: 9780226857480 | DOI:
Youth Smoking: Beyond Joe Camel

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Youth smoking continues to loom large as a policy concern. This chapter examines the character of the policy problems pertaining to youth smoking, which continue to confound policy analysts. It explores the youth smoking issues and assesses the various policy mechanisms to address youth smoking. Most public discussions of youth smoking rates focus solely on year-to-year trends. The federal lawsuit and other litigation efforts have recently highlighted the alleged targeting of youths in marketing reports supplied to the cigarette industry. These studies purportedly indicate a marketing strategy that involved selling cigarettes to underage smokers. The Joe Camel imagery was that of a roguish character who might be appealing to younger age groups. Joe Camel had become a villain in the eyes of the antismoking movement, in large part because these advertisements were successful in repositioning the brand and bolstering its sales.

Keywords: youth smoking; policy; cigarette smoking; antismoking movement; lawsuit

Chapter.  7297 words. 

Subjects: Company and Commercial Law

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