Philip Morris Questioned Over School Book Covers October 17, 2000
News Summary
Philip Morris Tobacco Co., the largest tobacco company in the United States, is being questioned over a free school-book cover, which some students say contain hidden messages that promote smoking, the Associated Press reported Oct. 12.Last month, Rhode Island stopped the distribution of the book covers, and now Arizona is questioning the tobacco giant's giveaway, as well. Arizona Attorney General Janet Napolitano wrote a letter to the company asking, "why and how you determined this program is in compliance" with the nationwide tobacco settlement that prohibits tobacco companies from marketing to minors.
The book covers contain the message, "Think. Don't Smoke," and were distributed nationwide as part of the company's campaign to prevent youth smoking.
Some students, however, complained to school officials about subliminal messages they saw in the book covers. An Arizona student said one book cover showed a soccer player smoking in the background. Students said other book covers showed a hidden cigarette pack, a symbol that looks like a cigarette burn, and the words Philip Morris.
In response to the charges, Philip Morris spokesman Brendan McCormick said, "We do extensive testing on all of our youth smoking-prevention efforts. The message to kids is very clear that kids should not smoke, so we're disappointed in those that say the messages say otherwise."
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