American Cancer Society urges action on anti-tobacco media campaign.

OAKLAND, Calif.--(BW HealthWire)--Feb. 10, 1997--The American Cancer Society challenged Governor Wilson's administration today to stand accountable for problems with the Proposition 99 tobacco-control media campaign.

In an emergency meeting of the Tobacco Education and Research Oversight Committee (TEROC), members of the American Cancer Society demanded immediate action to be taken to release new and effective tobacco-control advertisements as soon as possible. Established as a public advisory committee of government-appointed members, TEROC advises government agencies on the implementation and evaluation of Proposition 99 programs.

Since 1989, nearly $500 million have been diverted from Proposition 99, the initiative passed by California voters that imposes a 25-cent tax on cigarettes to fund state wide tobacco-control education and prevention programs and tobacco research.

"The diversion of funds has diminished many parts of the tobacco-control program, including the ability to produce and broadcast new tobacco-control advertisements for the last two years," said Alan Henderson, Ph.D., chair-elect of the American Cancer Society's California Division and professor of the Health Science Department at California State University in Long Beach. "As a result, the teenage smoking rate skyrocketed 31 percent between 1993 and 1995, and the adult smoking rate is beginning to rise.

"Although funds for the media campaign were available as of July 1, 1996 for the current year's program, no media advertisements have been released," said Henderson. "Every day the campaign is delayed, another 300 California children begin smoking and another 130 adults die."

Along with concerns about delays, there is a growing frustration among the public health community and the California public about the administration's apparent defense of an industry responsible for the deaths of more than 42,000 Californians each year -- the tobacco industry. The current administration has pulled powerful and effective tobacco-control advertisements off the air due to unsubstantiated threats from tobacco companies.

"It's not enough just to produce a new media campaign," said Henderson. "What's produced must be a hard-hitting, anti-tobacco campaign that sends California youth the messages that the tobacco industry lies to them, that nicotine is addictive and that secondhand smoke kills. These ads need to compete with nearly $450 million worth of advertising, marketing and promotions by the tobacco industry in California this year," he added.

In previous years, TEROC reviewed story boards and supporting research for new advertising concepts. This year, government officials refused access of such materials to anyone, including TEROC.

"The administration's unwillingness to collect and consider public opinion from its own advisory committee is alarming," said Henderson. "Without review by qualified outside groups, like TEROC, there is fear that new advertisements may be weak and ineffective.

"We will not stand by and watch as tobacco use in California continues to rise," said Henderson. "We will do everything necessary to ensure the type of media campaign that will make a true difference in the fight against tobacco."

CONTACT: American Cancer Society

Katherine Nummy, 510/893-7900, x223