A year later, the tobacco war still isn’t won
Source: www.mercurynews.com Author: Patty Fisher A year ago this week, I was celebrating with health advocates across the country when they won their 20-year battle to get the federal government to regulate dumb and deadly cigarettes. I can't believe it took that long to convince Congress that nicotine, the powerful addictive drug in tobacco, should be treated like any other drug sold to the public. After years of marketing cancer sticks to kids and denying that they manipulated the amount of nicotine in their products to hook smokers, shameless tobacco companies at last had to answer to the Food and Drug Administration. They were given a year to stop their clever tricks such as making candy-flavored smokes and using labels like "light" and "low-tar" to make cigarettes sound less harmful. On Tuesday, the new rules will take effect. But those devoted to the anti-smoking cause know the toxic battles are far from over. With a $12.8 billion marketing budget, tobacco companies will find subtle new ways to attract new smokers. "They are always just one step ahead of us," said Margo Sidener of Breathe California. "The tobacco companies have the best advertising people in the world, unfortunately." Smoking on the screen It doesn't help that cigarette makers get lots of free advertising in movies and on TV. When Sigourney Weaver infamously puffed on a cigarette in "Avatar," it wasn't just a ridiculous endorsement of smoking for the most massive worldwide audience of children and adults ever. Worse, it made no [...]