Finally, Big Tobacco’s antismoking ads, but who’ll see them?


Source: CBS News

WASHINGTON – Decades after they were banned from the airwaves, Big Tobacco companies return to prime-time TV this weekend — but not by choice.

Under court order, the tobacco industry for the first time will be forced to advertise the deadly, addictive effects of smoking, more than 11 years after a judge ruled that the companies had misled the public about the dangers of cigarettes.

But years of legal pushback by the industry over every detail means the ads will be less hard-hitting than what was proposed. Tobacco control experts said the campaign — built around network TV and newspapers – won’t reach people when they’re young and most likely to start smoking.

“Their legal strategy is always obstruct, delay, create confusion and buy more time,” said Ruth Malone, of the University of California, San Francisco, who has studied


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