ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Wednesday, August 21, 1996 TAG: 9608210023
SECTION: EDITORIAL PAGE: A-10 EDITION: METRO
THE AMERICAN Dental Association vouches for some brands of toothpaste. The American Heart Association allows its heart-shaped emblem to be used on packages of some low-fat, low-cholesterol foods.
But these medical, professional and educational organizations don't sell their endorsements to toothpaste and cereal manufacturers, presumably because they understand it would cheapen their credibility.
We wish the American Cancer Society had thought of its credibility before it decided to take $4 million to endorse the virtues of an anti-smoking nicotine patch and Florida orange juice.
The Cancer Society's intentions may be fine. As with many such organizations, charitable contributions seem to have hit a plateau. With a $427 million annual budget for cancer-prevention, educational and service programs, it could use a healthy infusion of cash to keep its efforts going.
But what of those it's trying to reach with its programs - including, for instance, those trying to quit smoking? Can its advice to use the nicotine patch be as respected when smokers know the organization has a financial interest in the sale of the patches?
For many years, the American Cancer Society has been regarded as an organization with a noble mission: to disseminate sound information about cancer and its prevention. It has helped educate the public about good nutrition, about cancer's early warning signs, about the importance of medical checkups, etc. - all in the interests of Americans' health.
If, considering that mission, it feels the nicotine patch and orange juice are products deserving its endorsement, it should just give the endorsement.
What's troubling is not the principle of the thing. It's the $4 million and, sad to say, the appearance of a sellout.
LENGTH: Short : 39 linesby CNB