1. This presentation doesn’t have all multimedia here Contact me to acquire the multimedia ads: Martin Baxter mbaxter@co.riverside.ca.us or (760) 863-7548 or 861-8461

2. Tobacco a generation ago! It was cool to smoke cigarettes…the tobacco companies said It was cool to smoke cigarettes…the tobacco companies said Free cigarettes to military personnel through tobacco company marketing. Free cigarettes to military personnel through tobacco company marketing. The public was shielded from tobacco company knowledge. The public was shielded from tobacco company knowledge.

3. 1964 Cigarettes were 25 cents per pack Cigarettes were 25 cents per pack Almost half of American adults smoked Almost half of American adults smoked2002 17% of adults smoke (1 in 6) 17% of adults smoke (1 in 6) In California it’s $3-$5/pack In California it’s $3-$5/pack

4. Where WAS Smoking Allowed There was no separation of smokers and nonsmokers. There was no separation of smokers and nonsmokers. People smoked: People smoked: On planes In hospitals In restaurants

5. Advertising Celebrities endorsed cigarettes. Celebrities endorsed cigarettes. Ronald Reagan Ad Ronald Reagan Ad Perry Como for Chesterfield Perry Como for Chesterfield Steve McQueen for Viceroy Steve McQueen for Viceroy Steve McQueen died in 1980 from lung cancer at the age of 50

6. They Said Doctors Liked Cigarettes Doctors Choose Camels-radio ad Doctors Choose Camels-radio ad Finally the Perfect Cigarette Finally the Perfect Cigarette (PM-1952) Finally the Perfect Cigarette

7. Lucy and Ricky Both Lucille Ball (d. 1989) & Desi "Ricky" Arnaz (d. 1986) died of tobacco- related disease. Desi Arnaz died within a year of being diagnosed with lung cancer. In 1989, a week after undergoing open heart surgery, Lucille Ball suffered a ruptured aorta and died. I Love Lucy-OpeningI Love Lucy-Opening 1951-1956 I Love Lucy-Opening Ricky Endorses PM Ricky Endorses PM

8. First Surgeon General Report on Smoking and Health-1964 Saturday January 11, 1964, Luther L Terry, M.D., Surgeon General, released a report stating what is so obvious now…that cigarette smoking is a cause of cancer and other serious diseases. Saturday January 11, 1964, Luther L Terry, M.D., Surgeon General, released a report stating what is so obvious now…that cigarette smoking is a cause of cancer and other serious diseases.

9. Ads were taken off the TV 1971

10. Tobacco tax initiative-1988 Lead to the passage of Proposition 99. Lead to the passage of Proposition 99. From its passage in 1988 through 1993, tobacco use in California declined by 27 percent, which is three time faster than the United States average. From its passage in 1988 through 1993, tobacco use in California declined by 27 percent, which is three time faster than the United States average.

11. EPA Secondhand Smoke Report 1993 EPA classified secondhand smoke as a Group A carcinogen, meaning it is a substance known to cause cancer in humans and that there is no safe level of exposure.

12. Master Settlement Agreement- Attorneys General agreement in 1997 1998 the Attorneys General of 46 states signed an agreement with the five largest tobacco manufacturers. 1998 the Attorneys General of 46 states signed an agreement with the five largest tobacco manufacturers. Over the next 25 years states will receive $206 billion from the settlement. Over the next 25 years states will receive $206 billion from the settlement. Problem is… Problem is…

13. How Are Tobacco Companies Involved?(They SPEND) Teens who report seeing tobacco ads in stores are 38% more likely to experiment with smoking…which = addiction. Teens who report seeing tobacco ads in stores are 38% more likely to experiment with smoking…which = addiction. TI spends an estimated $2.3 million a day in California alone. That means every second, more than $1,500 into our communities to lure new victims. TI spends an estimated $2.3 million a day in California alone. That means every second, more than $1,500 into our communities to lure new victims. In 2000, tobacco industry advertising and promotions increased 16% from 1999 and is up 61% from 1995. They spent 80% of their $9.6 billion dollars, on point of purchase advertising and promotions (US FTC). In 2000, tobacco industry advertising and promotions increased 16% from 1999 and is up 61% from 1995. They spent 80% of their $9.6 billion dollars, on point of purchase advertising and promotions (US FTC).

14. How Are Tobacco Companies Involved (They Don’t Try to Attract Youth) They PROFIT ILLEGALLY: Each year, children ages 12 to 17 smoke approximately 924 million packs of cigarettes, generating $480 million in profits for the tobacco industry. They PROFIT ILLEGALLY: Each year, children ages 12 to 17 smoke approximately 924 million packs of cigarettes, generating $480 million in profits for the tobacco industry. According to the Surgeon General, 90% of all smokers begin smoking by age 18. The average age of first use is 13-14.5 According to the Surgeon General, 90% of all smokers begin smoking by age 18. The average age of first use is 13-14.5 In 2000, only 54% of tobacco retailers displayed Stop Tobacco Access to Kids Enforcement (STAKE) Act age-of-sale warning signs as required by law in California. In 2000, only 54% of tobacco retailers displayed Stop Tobacco Access to Kids Enforcement (STAKE) Act age-of-sale warning signs as required by law in California.

15. Tobacco & Health Effects The monetary costs to society of tobacco related diseases is approximately $7.19 per pack or $100 billion…while tobacco companies only spent $4 billion to market this. The monetary costs to society of tobacco related diseases is approximately $7.19 per pack or $100 billion…while tobacco companies only spent $4 billion to market this. 500,000 tobacco related deaths each year in the US (50,000 in California). 500,000 tobacco related deaths each year in the US (50,000 in California).

16. 30-day smoking prevalence among California youth using a telephone survey, 1994-2000 Source: CYTS 1994-2000. Prepared by: Tobacco Control Section, California Department of Health Services, August 2000.

17. The Future of Tobacco by the Industry Tobacco marketing is focused on the store environment (point of sale-POS) Tobacco marketing is focused on the store environment (point of sale-POS) Tobacco companies will spend 80+% of their marketing budget at the POS Tobacco companies will spend 80+% of their marketing budget at the POS

18. The Retailers Have a Role The percentage of California retailers illegally selling tobacco to kids hit the highest level in four years at 17.1 percent in 2001, up 33.6 percent from the year before.

19. What is Riverside County Health Department Doing About it? We are assessing advertising present in tobacco retailers in the community We are assessing advertising present in tobacco retailers in the community The owners are asked to participate in our campaign to: The owners are asked to participate in our campaign to: Remove tobacco advertising from places below three feet. Remove tobacco advertising close to candy displays. Remove tobacco advertising from counter tops and the surrounding areas. Post an official STAKE Act warning sign (as required by law) at each cash register stating that the sale of tobacco to minors is illegal. Reduce overall tobacco advertising in the store by 25%.

20. In Return For Participation Retailers will be given: Retailers will be given: RECOGNITION from local media RESOLUTIONS to their city by Health Department PROMOTION to community groups CONGRATULATIONS to local Chamber of Commerce

21. What IS Licensed? Alcohol Alcohol security alarms security alarms bottled water bottled water hair salon hair salon It’s absurd that a license is not yet required to sell a legal product that kills one in three of its consumers. Selling Tobacco IS NOT Licensed!

22. California is Not Always the Leader In Tobacco Prevention Almost half of the nation’s states (24) require a license to sell tobacco with strict penalties for selling tobacco to minors, but California does not. The local communities must lead the way…over 30 cities in CA have licensing laws for selling tobacco.

23. Tobacco Retail Licensing What is tobacco retail licensing? Requires retailers to obtain a license to sell tobacco products, similar to alcohol. Requires retailers to obtain a license to sell tobacco products, similar to alcohol. If the retailer sells tobacco to minors, or violates other local and state laws relating to tobacco, the license can be suspended or revoked. If the retailer sells tobacco to minors, or violates other local and state laws relating to tobacco, the license can be suspended or revoked. The license fee should reflect the costs of administering and enforcing the licensing program; retailers can be charged a flat fee or a fee based on the volume of tobacco they sell. The license fee should reflect the costs of administering and enforcing the licensing program; retailers can be charged a flat fee or a fee based on the volume of tobacco they sell.

24. Tobacco Retail Licensing What are the benefits? Sends a message to all tobacco retailers that a community is serious about protecting kids from tobacco products. Sends a message to all tobacco retailers that a community is serious about protecting kids from tobacco products. Helps determine who is selling tobacco. Helps determine who is selling tobacco. Increases compliance with all tobacco-related laws by creating a greater deterrent than fines alone for violating the law. Increases compliance with all tobacco-related laws by creating a greater deterrent than fines alone for violating the law. Creates a level playing field for the business community. Creates a level playing field for the business community. Licensing and related enforcement are very cost- effective measures for saving lives (up to 1,000 times as cost-effective as mammography), according to research. Licensing and related enforcement are very cost- effective measures for saving lives (up to 1,000 times as cost-effective as mammography), according to research.

25. How Are Tobacco Companies Involved? In the past, the tobacco industry has supported preemption language in proposed state licensing laws to establish weak requirements that cannot be enhanced at the local level. In the past, the tobacco industry has supported preemption language in proposed state licensing laws to establish weak requirements that cannot be enhanced at the local level.