The report examined advertising and promotional activities by tobacco companies, which have been shown to “cause the onset and continuation of smoking adolescents and young adults.” For example, the report says the companies are “strategically locating tobacco-related marketing materials where young children will be exposed to them” in convenience stores.

Similar situation in South Africa

According to Dr Yussuf Saloojee, executive director of the South African National Council Against Smoking, not only American youth are being targeted by the tobacco industry, and the same is happening in South Africa and other countries.   ‘€œThe tobacco industry knows that its future is in the hands of children,’€ said Saloojee. ‘€œThe industry’€™s marketing goal is to get youth to experiment with cigarettes, and nicotine addiction will then ensure that they have a customer for the next 40 years.

‘€œSouth Africa has made good progress in reducing smoking among teenagers by banning tobacco advertising and increasing cigarette prices, but in recent years these efforts have stalled,’€ said Saloojee. Although tobacco advertising was banned in 1991 the industry found other ways to target kids and use the Internet, SMSs, e-mails, ‘€œcigarette parties’€ and advertising in retail shops to continue glamourising smoking   so as to get its brands into the hands of teens.

Saloojee further argues that since 2004, cigarettes have become cheaper in South Africa. ‘€œThe Treasury is soft in taxing tobacco because of industry opposition. For example, in the last year the price of bread went up by more than the tax on cigarettes. Increasing the price of cigarettes so that children cannot afford to buy tobacco is probably the most effective way to ensure youngsters do not start smoking.’€

Evidence in the statistics

According to the US Surgeon General report, big tobacco’€™s influence over the youth is evident in the statistics that show that despite decades of health warnings, nearly one in four high school seniors and one in three young adults under age 26 smoke.

Although smoking among high school students has declined since 1994 from 27.5% to 19.5%, or about 3 million students, the rate of decline has slowed in recent years. About 5.2%, or 600 000 middle school students also are current smokers. According to the report, every day in the US, more than 3 800 people under the age of 18 smoke their first cigarette and more than 1 000 of them become daily smokers.

Comment from the tobacco industry denies any wrongdoing on their part saying that their marketing strategies are in full compliance with regulations of the US Food and Drug Administration.

However, Saloojee points out that in 2006, a US Federal court found that cigarette companies had marketed cigarettes to underage teenagers while falsely claiming that they had not done so.

‘€œIn 2006, a US federal court concluded a massive civil proceeding under the Racketeer-Influenced and Corrupt Organisations Act (RICO), involving US affiliates of   South African cigarette companies,’€ Saloojee said.

Menthol cigarettes

The Surgeon General’€™s report also discussed the role of menthol cigarettes and their appeal to younger smokers. It says, “tobacco companies have long known of menthol’s ability to mask harshness associated with cigarette smoke, increase the ease of smoking, and provide a cooling sensation that appeals to many smokers, particular new smokers.”

Advocates agree menthols are especially appealing to youth smokers because menthol acts as an anaesthetic, making it easier to inhale and altering the taste, thereby making them more palatable to young smokers.

Last year an FDA advisory committee concluded that “removal of menthol cigarettes from the marketplace would benefit public health in the United States.”

Sources: CNN, USA Today, AP