The joe camel ad campaign

Agency to seek cease, desist order, alleging R. Reynolds uses cartoon character to lure underage smokers.

The joe camel ad campaign

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The campaign, which the FTC alleges was successful in appealing to many children and adolescents under 18, induced many young people to begin smoking or to continue smoking cigarettes and as a result caused significant injury to their health and safety.

The FTC charged that R. Reynolds Tobacco Company, the seller of Camel cigarettes, promoted an addictive and dangerous product through a campaign that was attractive to those too young to purchase cigarettes legally.

In fact, the FTC said, after the campaign began the percentage of kids who smoked Camels became larger than the percentage of adults who smoked Camels.

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The agency is seeking an order that would bar Reynolds from using the Joe Camel campaign to advertise to kids and would require the company to conduct a public education campaign discouraging young people from smoking.

The Commission also may order further relief, such as corrective advertising or other affirmative disclosures, after the trial on the case has concluded. That is why it is illegal to sell cigarettes to anyone under the age of Reynolds has conducted one of the most effective advertising campaigns in decades.

Joe Camel has become as recognizable to kids as Mickey Mouse. Yet the campaign promotes a product that causes serious injury, addiction and death. It appeals to our young people. It is illegal and should be stopped. Joe Camel must grow up or go away.

According to the FTC complaint detailing the charges in this case, by some Reynolds employees identified the need to attract younger smokers, including "first usual brand" smokers. Beginning inads The joe camel ad campaign promotions for Reynolds Camel brand cigarettes had as their central theme a cartoon camel sometimes referred to as "Old Joe," "Smooth Character" or "Joe Camel.

In fact, according to the complaint, the Joe Camel campaign was successful in appealing to many children and adolescents under the age of 18 and induced many of these underage consumers to smoke Camel cigarettes or increased the risk that they would do so.

For many of these children and adolescents, the decision to smoke Camel cigarettes was a decision to begin smoking; for others, it was a decision to continue smoking. According to the complaint, the alleged injury was neither reasonably avoidable given the inability of children to comprehend adequately the long-term, chronic health consequences of smoking nor outweighed by countervailing benefits.

The complaint also alleges that Reynolds knew or should have known that the Joe Camel campaign would have a substantial appeal to children and adolescents below 18, as well as to smokers over 18; or that most smokers initiate smoking and become regular smokers before the age of 18 and that by targeting "first usual brand" smokers, the Joe Camel campaign would cause many children and adolescents to smoke Camel cigarettes.

In order to uphold the charges before an administrative judge, the FTC must provide evidence to support a determination that the law has been violated. House of Representatives requesting the Commission reopen a prior investigation of the Joe Camel campaign.

In a letter dated April 9,Senator Frank R.

The joe camel ad campaign

Lautenberg and six U. Senators made a similar request. Inthe Commission had concluded that there was not sufficient evidence to issue a complaint. The petition from the Members of Congress requested that the Commission reexamine that decision. Following the administrative trial, the FTC is seeking an order that would prohibit Reynolds from advertising to children its Camel brand cigarettes through the use of images or themes relating or referring to Old Joe, Smooth Character or Joe Camel.

Reynolds also would have to conduct a public education campaign discouraging youth from smoking. The Commission vote to issue the complaint and proposed order was with Commissioners Mary L.

Azcuenaga and Roscoe B. Intuition alone, however, is not a sufficient basis for issuing a complaint under the statute. The Commission is an agency of limited jurisdiction and is authorized to bring a case only if certain elements of the law are satisfied. Not having found reason to believe that the evidence supports each of those elements, I must dissent.

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The evidence before us now, including the evidence obtained since the Commission considered this matter indoes not convince me that there is reason to believe that the law has been violated.

The issue in this case is whether the Joe Camel advertising campaign causes or is likely to cause children to begin or to continue smoking. Starek continued, "Moreover, it simply is not in the public interest to bring this case now.

Either of these developments might result in advertising restraints that would largely duplicate any remedies the Commission might obtain. The Commission issues a complaint when it has "reason to believe" that the law has been or is being violated, and it appears to the Commission that a proceeding is in the public interest.

The issuance of a complaint is not a finding or ruling that the respondent has violated the law.Archives and past articles from the Philadelphia Inquirer, Philadelphia Daily News, and The first ad for Camel Cigarettes was a teaser that puts today’s ads to shame.

There was no mention of the product, no mention of the parent company, and certainly no mention of tobacco. It was simply the word “Camels” with a picture of Old Joe.

Vintage Joe Camel Ads

Joe was then rediscovered in the US for a campaign for Camel's 75th anniversary in Then, in , the campaign was criticized by the Journal of the American Medical Association. They published a study showing that among young children, Joe Camel was recognized more than the Flintstones, or Mickey Mouse, alleging that the campaign was.

Camel Cigarettes: A Long History of Targeting Kids. Camel Cigarettes / 2 Starting with the Joe Camel campaign, here is a review of R.J. Reynolds’ marketing of Camel cigarettes large Camel ad in Rolling Stone that was wrapped around a cartoon insert.

Nine states. On May 28, , the U.S. Federal Trade Commission charged that the Joe Camel advertising campaign violated federal fair trade practice laws by promoting a lethal and addictive product to children and adolescents under the age of Ordering for Christmas?

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