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How Tobacco Companies Were Marketing to Children

Posted on 23rd April, 2021

by Legal Staff

Ever since tobacco smoking has become widely accepted in the US, manufacturers have strived to target all demographics through advertising, including young people under the age of 21.

During numerous lawsuits, multiple shocking internal documents revealed how tobacco manufacturers intended to market their products to children.

Today, tobacco companies spend $8.2 billion yearly for marketing campaigns.

According to scientific studies, the advertising and promotion of cigarettes by tobacco companies greatly influence young people to start smoking. Teenagers who are exposed to cigarette advertising often find smoking appealing, as it is associated with being cool and rebellious.

"From the 1950s to the present day, different defendants, at different times and using different methods, have intentionally marketed to young people under the age of 21 in order to recruit "replacement smokers" to ensure the economic future of the tobacco industry," said U.S. District Court Judge Gladys Kessler in a lawsuit against Philip Morris.

Internal Documents of Tobacco Companies Reveal How They Were Marketing to Children

Although tobacco manufacturers claim that they have stopped intentionally marketing cigarettes to children and targeting young people in their research and promotional endeavors, they continue to advertise cigarettes in a way that reaches the vulnerable underage population.

For instance, tobacco manufacturers keep advertising heavily at retail outlets near schools and playgrounds, with large signs clearly visible from outside the stores.

In 2019, tobacco companies spent 97% of their total advertising and promotion money on strategies that facilitated retail sales, such as price discounts, point-of-sale advertising, coupons, and payments to ensure prime retail space.

The following are only some of the most outrageous internal documents showing how tobacco companies have intentionally targeted children through advertising in the past:

  • "Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while still in their teens. The smoking patterns of teenagers are particularly important to Philip Morris." - Philip Morris
  • "Evidence is now available to indicate that the 14-18 years old group is an increasing segment of the smoking population. RJR-T must soon establish a successful new brand in this market if our position in the industry is to be maintained in the long term." - RJ Reynolds
  • "Kool's stake in the 16- to 25-year-old population segment is such that the value of this audience should be accurately weighed and reflected in current media programs (...) all magazines will be reviewed to see how efficiently they reach this group." - Brown & Williamson
  • "The base of our business is the high school student." - Lorillard Tobacco
  • "Cherry Skoal is for somebody who likes the taste of candy if you know what I'm saying." - U.S. Tobacco

Therefore, the intentions of tobacco manufacturers are more than obvious from these statements and, despite claiming that they ceased targeting young people, they are clearly still marketing to people under 21.

Before 1964, when the first medical study revealing the dire health consequences of tobacco smoking was published by the General Surgeon, tobacco companies were even more aggressive in their advertising strategies, as smoking was not seen as a detrimental habit.

On the contrary, cigarettes were actually promoted for their health benefits such as relieving a sore throat, losing weight, and helping digestion.

As a consequence, numerous children saw nothing wrong with smoking and took up the habit, many of whom subsequently becoming regular smokers.

File a Tobacco Claim with the Help of Our Team of Professionals

With over 35 years of experience in evaluating personal injury and product liability claims, our team of experts will help you recover fair compensation.

To become eligible for compensation from the liable tobacco manufacturers, you must have begun smoking before 1964 as a minor.

Call us and our experts will assess your situation to determine whether you qualify for compensation.

If you are or were a smoker who developed the following diseases as a result of smoking, you may be able to file a claim with the liable tobacco manufacturers:

If you meet the eligibility requirement and qualify for compensation, we will subsequently guide you to a specialized attorney so that you can receive the money you are entitled to for your suffering.