Reynolds American, the parent of tobacco company R.J. Reynolds, is hoping that new print and TV commercials will rally opposition to legislation that would give the U.S. Food and Drug Administration (FDA) the power to regulate tobacco products, the New York Times reported April 1.

The ads compare the FDA to a vaudeville-style plate spinner, suggesting that the agency is too overloaded to take on the task of regulating tobacco. "Their own scientific experts warn that the FDA can't do their job properly and warn that lives could be at risk," according to the ads.

"Is this the best time to pass this legislation, given the problems we have with the core mission of the FDA?" said Reynolds spokesperson Tommy Payne.

The ads are running in Washington, D.C., as well as in the home districts of some key members of Congress. They are seen as a reaction to the recent progress made towards passage of the bill, which currently has more than 50 sponsors in the Senate and 215 in the House. "This is the most significant progress we have made in a decade toward enacting this bill and we are confident it will pass this year," said William V. Corr, the executive director of the Campaign for Tobacco-Free Kids.

The ads have been running in the district of Rep. G.K. Butterfield (D-N.C.), who supports the FDA bill, but a spokesperson for Butterfield said that the ads have generated only two phone calls to the Congressman''s office. "It obviously doesn't scare the farmers in the way it might have in years past," said spokesperson Ken Willis.

Corr called R.J. Reynolds "the worst offender when it comes to marketing tobacco products to children" and said it was no surprise the company was opposing the FDA bill.