
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, July 6, 1995                   TAG: 9507060113
SECTION: EDITORIAL                    PAGE: A-10   EDITION: METRO 
SOURCE: 
DATELINE:                                 LENGTH: Medium

TEEN SMOKING

IT'S HARD not to be doubtful when Philip Morris USA expresses a heartfelt desire to discourage smoking among 3 million young Americans, who spend about $500 million a year on cigarettes.

Adolescents, after all, are the tobacco industry's only growth market in this country. They are an age group increasingly inclined to take up smoking while others are shunning the habit. If cigarette manufacturers can't hook 'em while they young, they may never hook 'em - and there goes the old bottom line.

But even if it's a public-relations bamboozle intended to forestall increased taxes and/or regulations on tobacco products, Philip Morris' self-monitoring campaign may help somewhat to keep cigarettes away from kids.

The world's largest tobacco company announced last week that it will stop distributing free cigarette samples in person and by mail, put new warning labels on packs and cartons, post ``Action Against Access'' signs in retail outlets, and deny merchandising benefits to store owners fined for or convicted of selling cigarettes to minors.

The company says it may spend up to $20 million on the campaign, to include intensified efforts to prevent the use of its brand names or logos on items marketed to minors.

The industry's critics are right: These are less than giant concessions by the cigarette giant. Distributing free samples, for instance, is not a widespread marketing strategy, and young smokers are notorious for ignoring warning labels of any sort.

Potentially more effective are the company's plans to ``join with others in seeking state legislation to prevent minors' access to cigarettes in vending machines'' - legislation that should have been passed by every state many years ago. Philip Morris also says it will now push for legislation to require all cigarettes be sold in sight of or under direct control of a sales clerk who can ask for proof of age; and for the licensing of all retail-store owners who sell cigarettes.

Still, we're skeptical. Legislation in this year's General Assembly to require vending machines be within view of a sales clerk was dropped - due to the tobacco industry's opposition.

by CNB