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Paul M. Fischer, MD
University Family Medicine Evans, Ga

JAMA. 1997;277(7):532.

	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.

—Five years ago we published in JAMA¹ the results of a study examining cigarette advertisement logo recognition by young children. This study showed that children as young as 3 years recognized the cartoon character Joe Camel and could match him with a picture of a cigarette. This study was widely cited in the press and, we believe, has contributed to a better understanding of the role that cigarette advertising plays in our society.

After publication, the RJ Reynolds Tobacco Company (RJR) subpoenaed and obtained our research records, correspondence, and data using the Georgia Open Records Act. In an extensive reanalysis of our original data, RJR did identify 1 methodological problem. We specified 5 randomization orders for presenting the product logos to the children. However, in 1 of the 6 schools we studied, this rotational scheme inadvertently was not used, and instead all of the subjects were . . . [Full Text PDF of this Article]

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