As part of the 1998 nationwide tobacco settlement with U.S. states, tobacco companies agreed to fund the ad campaign. However, the agreement also allows companies to stop funding the campaign if their combined market share fell below 99 percent after March 2003.

Big Tobacco's market share dropped below that level as small cigarette companies not involved in the settlement began offering discounted cigarettes.

The Truth campaign is aimed at discouraging young people from smoking and to encourage those who do to stop.

Joseph Califano Jr., a former top federal health official, is leading a petition drive to urge tobacco companies to continue paying for the ads.

"I say to the tobacco executives, 'If your words aren't just rhetoric, then fund the Truth campaign,'" said Califano.

According to Cheryl Healton, head of the American Legacy Foundation, it costs nearly $100 million a year to run the national ad campaign. If the tobacco companies no longer fund the campaign, the foundation could begin drawing down its endowment until it runs out of money.

COMMENTS ON THIS ARTICLE:

Posted by Debbie on 12 Apr 08 02:41 PM EDT

I am a smoker of 35 years..I can't quit..I wish I could but I can't. Why not before they lose the ads funding get one in on the government that is making a profit off my addiction..

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