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Mike Males
Bozeman, Mont

JAMA. 1992;267(24):3282.

	Since this article does not have an abstract, we have provided the first 150 words of the full text PDF and any section headings.

To the Editor.

—DiFranza et al¹ and Pierce et al² show that Camel cigarette advertising inclines young smokers to choose that brand. Yet from 1986 to 1990, coincident with Camel's promotion of its Old Joe logo, neither national surveys³ nor the authors' own data show any real growth in teenage smoking. The comparison by Pierce et al of 1986 US and 1990 California data also indicates that the switch to Camels did not coincide with any smoking increase among 18- to 29-year-olds compared with older age groups. The five-state sample of DiFranza et al further shows that despite exposure of nearly all youth to $3 billion in deceptively alluring cigarette ads every year, 70% to 80% continue to reject smoking, as in prior years. Alarms of a new army of advertising-recruited child smokers are unwarranted by the available evidence.

The literature is replete with exuberant findings, later . . . [Full Text PDF of this Article]

Footnotes
Edited by Drummond Rennie, MD, Deputy Editor (West), and Bruce B. Dan, MD, Senior Editor.

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