Behind Closed Doors: Tobacco Quotes Revealed

For decades, cigarette-makers claimed that they do not target teens, that nicotine is not addictive , and that tobacco use does not cause cancer.  Tobacco CEOs even testified before Congress that they believed nicotine to be no more addictive than Gummy Bears and TV.  The tobacco control community knew that they weren't being honest, but there was never any proof– until now.

Several years ago, the Liggett Group turned over thousands of documents to state Attorneys General in an attempt to settle lawsuits brought against them by several states.  These documents were then used against the other companies until tobacco and the tobacco industry were forced to let the American public see into their dark and secretive world.  Now it’s your turn.  Take a look.

Why They Need You

“Today’s teenage is tomorrow’s potential regular customer… the smoking patterns of teenagers are particularly important to Philip Morris.” (1981 PM Report)

“…If our company is to survive and prosper, over the long term we must get our share of the youth market…” (1973 Claude Teague, Assistant Chief of Research & Development, RJ Reynolds)

“If you are really and truly not going to sell to children, you are going to be out of business in 30 years.” (Bennett LeBow, Liggett/Brooke Group, Ltd.)

“Students are tremendously loyal.  If you catch them, they’ll stick with you like glue.” (1950 Phillip Morris Memo)

“Evidence is now available to indicate that the 14-18 year old group is an increasing segment of the smoking population.  RJR-T must soon establish a successful new brand in this market if our position in the industry is to be maintained in the long term.” (1976 RJ Reynolds Memo)

“Young adult smokers are the only source of replacement smokers.  If younger adults turn away from smoking, the industry must decline...” (1984 RJR Report) 

How They Get You

“Smoking a cigarette for the beginner is a symbolic act… ‘I am no longer my mother’s child, I’m tough, I am an adventurer, I’m not square.’… As the force from the psychological symbolism subsides, the pharmacological effect takes over to sustain the habit.” (1969 PM Report)

“Overall, Camel advertising will be directed toward using peer acceptance– influence to provide the motivation for target smokers to select Camel.” (1986 RJR Letter)

“[Camel advertising will create] the perception that Camel smokers are nonconformist, self-confident and project a cool attitude, which is admired by their peers… Aspiration to be perceived as cool/a member of the in-group is one of the strongest influences affecting the behavior of younger adult smokers.” (1986 RJR Letter)

“It’s a well-known fact that teen-agers like sweet products.  Honey might be considered.” (1972 B&W Marketing Memo)

“In view of the need to reverse the preference of Marlboros among younger smokers, I wonder whether comic strip type copy might get a much higher readership among people than any other type of copy.” (1973 RJR Marketing Memo)

How They Keep You

“In a sense, the tobacco industry may be thought of as being a specialized, highly ritualized, and stylized segment of the pharmaceutical industry.  Tobacco products uniquely contain and deliver nicotine, a potent drug with a variety of physiological effects.” (1972 RJR Research Memo)

“Moreover, nicotine is additive.  We are, then, in the business of selling nicotine, and addictive drug effective in the release of stress mechanisms.” (1963 B&W Report)

“Long after adolescent preoccupation with self-image has subsided, the cigarette will even preempt food in times of scarcity on the smoker’s priority list.”(1969 PM Report)