Should Tobacco Companies Be Held Responsible for Smoking-related Illnesses and Deaths - Research Paper Example

Introduction The Insider movie released in 1999 starred Russell Crowe as Jeffrey Wigand, a former vice president for research and development at Brown and Williamson, a mega tobacco company and the third largest in America. It told the true story of one of the biggest Tobacco Company scandals that saw the tobacco industry undergo litigation suits amounting to 246 billion dollars. Wigand had blown the whistle after he realized that the company was deliberately lacing its cigarettes with a chemical compound that increased nicotine addictiveness. This was despite the fact that there existed research showing that nicotine had addictive properties (Salter, para3). The scandal that rocked America aired on 60 minutes, a popular investigative journalism program, where Wigand revealed this shocking truth in an interview. The revelations led to the State of Mississippi suing the tobacco company to reimburse them for illnesses related to smoking (Jeffreywigand.com, para1). Gleick writes in an article that Wigand even received death threats to try to keep him quiet including a bullet that he found when he opened one of the letters in the mail. Later on in April 14 1994, in a historic hearing regarding the regulation of tobacco products, Fuentes states that seven CEOs of the nation’s largest tobacco companies appeared before congress in a senate hearing to testify on the addictive properties of nicotine. Each denied that nicotine does cause addiction. A study by Dr. Pollay of the University of Columbia traces the marketing schemes of tobacco manufacturers from 1957-1995. In his study, he writes that a story published in 1952 in the Readers digest, entitled ‘Cancer by the Carton’ rallied CEOs of tobacco companies to form the Tobacco Industry Research Committee that later became the Center for Tobacco research. He asserts that this center has been instrumental in promoting the fact that there is no scientific evidence that proves that smoking does indeed cause cancer. Owing to the story, there was heightened fear in many Americans as to the potential risk that cigarettes posed. Pollay explains that to stymie this growing fear, cigarette companies introduced brands laced with menthol. This was in order to take advantage of the popularity of menthol products, which one could easily obtain over the counter. They further patterned their slogans in line with those of menthol products by using words such as ‘coolness’ and ‘ease of inhalation’. Cigarette companies went on to promote menthol brands as safer to smoke despite there being no scientific evidence to prove this. Such companies included Newport, which capitalized on the popularity of menthol to target youth and minors in their advertising campaigns. Their campaign relied on brand loyalty, since only 10% of smokers changed their choice of cigarettes and did so in their later years. A case study involves Marie Evans, an African American woman who died of lung cancer in 2002 aged 52. In 1958, Newport had conducted an aggressive marketing campaign that involved giving out cigarettes to children including Marie Evans who was ten years old at that time. A further study similarly showed the impact of cigarette on children stating that they could not differentiate between brightly colored candy packs and brightly colored cigarette packs. Such an appeal, the author noted, is likely to entice children to take up smoking at an early age (Boniface, para4). Pollay continues to state that the use of cartoon characters to advertise cigarettes portrays them as having independence, being adventurous and confident. Such images appeal young people and they will thus want to try a cigarette. A particular kind of image forms in the minds of the young that is somewhat distorted. He further explains that researchers have found that teenagers who watch cigarette advertisements are likely to respond three times more than the average adult does. The Lane library website at the Stanford School of Medicine has a gallery that highlights the tobacco industry’s marketing of their cigarette brands dating back to the 1920s. It traces the kind of slogans and images that they used to sell their products. One of the strategies that tobacco companies employed is the use of doctors in their ads. The cigarette manufacturer RJ Reynolds featured a doctor on the cover of its Camel cigarette with a slogan that stated ‘more doctors smoke camel ’. For a long time, the medical profession did not protest to such use since it served to reinforce the doctors’ image in the community. Another study alludes to the emergency meeting held by CEOs in the early fifties to try to restore consumer confidence in the cigarette industry. Saloojee states that the companies were more interested in self-preservation than in the health of the consumers at large. Their major battle consisted in creating an atmosphere of doubt regarding scientific findings. Such an illusion serves to maintain their sales and customers. In 1988, a meeting took place that sought to provide funding to scientists to dispute research on the effects of passive smoking. One of the ways that the tobacco companies maintain their survival is through the gathering of intelligence. This involves obtaining all the information they can on potential threats to their interests and subsequently preparing counterattack measures. Such threats may include a group, a trend or issues that may adversely affect the companies’ profitability. There also exist think tanks that the industry finances to try to look into the future of scientific research that may augur well with the industry (Saloojee, p902-904). The industry also seeks to present itself s one of the economic juggernauts. It fiercely points out that the tobacco industry is a source of jobs and contributes greatly to the economy through revenue. This argument has greatly contributed to polishing up its image. The World Bank however has been quick to negate such assertions stating that few jobs would be lost because of a reduction in tobacco consumption. Moreover, money spent on tobacco products would benefit other sectors of the economy. Saloojee further asserts that another way that tobacco companies use to maintain their survival is through the peddling of influence. He explains that tobacco companies have strong lobbying groups that fiercely advocate for their interests. He states that they outnumber congress member at a ratio of 38:1.These lobby groups also influence the kind of content in newspapers regarding the tobacco industry since they co work with some of the journalists to ensure favorable reporting. In South Africa for instance, R&R Tobacco ceased to advertise in The Star newspaper after an editorial seemed to favor government regulation of the tobacco industry. The media thus profiting from money earned through such advertisements generally overlook issues relating to the tobacco industry. Kettle reports a similar expose showing how BAT companies used their corporate social responsibility to try to cover up their industrial activities in the given countries. In Africa for instance, BAT provided funding into AIDS prevention programs to win over the political elite to have the tobacco industry seen in a positive light. The company also tried to disapprove research by the World Health Organization (WHO), by means of scientific evidence from research supported by the tobacco industry to discredit research by WHO regarding nicotine addiction and the dangers to health due to second-hand smoke. She further adds that BAT tried to block the Framework Convention on Tobacco Control with a view of maintaining a free rein in the industry. The industry also launched pre-emptive strikes to ward off measures that would see the banning of smoking in public places, advertisement of tobacco products as well as an increase in taxes for tobacco companies. With a sturdy 15% share of the world tobacco market, BAT currently makes 2.7 billion dollars in pretax profits. Statistics show that around five million people die each year owing to tobacco related diseases. Kettle thus conjectures that BAT’s three hundred brands of cigarette are responsible for close to three quarters of the total deaths, since the company’s brands are currently in circulation in 180 nations in the world. Dobson also writes of another clandestine tactic by the tobacco industry. He claims that at one point, the industry enrolled an international team of well over 80 scientists and medical experts from around the world with a view to resisting regulations pertaining to second-hand smoke. He cites a report in the European Journal of Public Health that stated that in 1991, the industry had targeted to spend 3.3 million dollars in Europe for this purpose. The scientists therefore published findings that would correlate with the industry’s stance that second-hand smoke posed no risk and that the solution was simply to ensure proper ventilation in every building. The aim was thus to channel this information to the media and key policy makers to highlight the need for an improvement in building and ventilation standards without leaving any trail to the tobacco industry. This information found audience through scientific reports, conference meetings and through active lobbying. This strategy commenced in 1987 in Europe obtaining consultants from Belgium, Canada, Germany, France, Finland, Italy, Sweden as well as the United Kingdom. It also boomeranged into Asia and found expression in an international conference on the quality of indoor air that took place in Thailand in 1991. Interestingly, the organizing committee at the conference comprised purely tobacco industry consultants. As of 2004, there was no conclusive evidence to show that this strategy was no longer in operation. Dobson concludes by warning public health consultants as well as policy makers, to be alert concerning the tobacco industry’s powerful influence in fighting off regulation. Two investigators further unearthed another scandal in the tobacco industry. Baker writes that the giant tobacco company Philip Morris hired Roger Walk, an American scientist, to make inroads into the WHO partner research centre in Thailand known as the Chulabhorn Research institute (CRI) through forging ties with the local researchers. The investigators revealed that Walk tried to influence the study of tobacco smoke’s impact on the environment and health as well. The major goal was thus to spread Philip Morris’ interests into Asia using Thailand as a launching pad. This however is in contradiction to article 5.3 of the WHO Framework Convention on Tobacco Control that states that public health policies should avoid any influence from the tobacco industry. The World Health Organization states that in every six seconds, a smoker dies due to a tobacco related sickness. It further states that close to 1.3 billion people globally smoke cigarettes. The tobacco industry greatly influences the youth to take up smoking. This is through their use of smoking scenes in movies that have a rating that permits young people to watch. A recent survey in the UK examined 572 of the highest grossing films from the years 2001-2006 in terms of whether they contained any smoking scenes at all. The researches found that 91% of the films had a smoking scene. Researchers concluded that youths who exposed to smoking in the movies end up smoking as well. They referred to this as a dose- response. Other studies that took place in Mexico, New Zealand and Germany confirmed these studies. This has resulted in agencies such as the WHO and the British Medical Association calling for a reduction in on screen smoking. They further propose that movies that depict smoking ought to have an adult content rating (Anderson, para4). McDaniel asserts that the five million deaths that occur from tobacco-resulting illnesses are greatly facilitated by the tobacco companies’ ability to hinder tobacco regulation. She points out the International Committee on Smoking Issues (ICOSI) agency formed in 1977 whose goal was formulating anti-tobacco control plans as well as creating an international system of regional and national manufacturing associations. The agency later became INFOTAB. The tobacco companies developed this agency rapidly such that by 1984, it boasted 69 members in 57 countries. Research documents from INFOTAB helped members confront local tobacco control measures and ensure tobacco-friendly environments. In 1992, INFOTAB divided into two smaller bodies namely The Tobacco Documentation Centre and Agro-Tobacco Services. The former, disseminates smoking-related information and pro tobacco stances to its members. Agro-Tobacco Services, which has become Hallmark Marketing Services, assists the International Tobacco Growers Association in championing the economic benefits the industry provides to third world nations. These bodies are only concerned with maximizing their profits at the expense of public health (McDaniel para3-4). Corporationsandhealth.org. echoes a similar position. According to an online article, use of tobacco is the single most preventable cause of disease in America. The tobacco scourge kills 440,000 Americans every year, which translates to a loss of 92billion dollars per year in terms of productivity. Tobacco companies seek to boost their market share in order to maintain profits by targeting adolescent and young adults. These companies further increase advertising to minority groups in the U.S. such as African Americans, Hispanics as well as women. With a declining market share in developed countries, these multinationals have turned their focus to developing countries ignoring the fact that people here are the least educated about tobacco related dangers. Despite the existence of the Master Settlement Agreement that tightened rules on tobacco advertisement and marketing to minors, the federal government has been lax in regulating these companies. New Anti tobacco legislations have not been successful as illustrated by Senator John McCain’s unsuccessful attempt to pass a bill in 1998 that would have seen an increase in cigarette taxes. Moreover, legislation requesting FDA regulation of tobacco has never passed successfully since the year 2000. The Legacy Tobacco Documents Library contains many archival documents that unearth the clandestine activities and strategies of the tobacco industry. One is a letter from a BAT company executive with a view to launching a grassroots strategy. The goal was to use company employees to complain about the lack of a smoking zone within the plane. Employees would write these comments and provide them to the flight attendants for submission. Those on flights that had a smoking zone would commend the airline for such a provision. Employees from sister companies in the US such as Philip Morris, would state their intention to switch to another intercontinental airlines that catered for smokers. This tactic used by the BAT, was to act as a counter attack to a recent smoking ban by flooding the airlines with customer complaints letters. They hoped this would threaten the airlines to allow smoking to avoid losing clients. Conclusion The above analysis provides a clear picture that tobacco companies are directly responsible for the many deaths that result from use of tobacco products. The situation has clearly gotten worse as evidenced by the growing numbers of deaths from tobacco related illnesses. The industry ought to bear full responsibility since studies have shown that it puts a premium on profits rather than on public health. The case of Marie Evans is a poignant example of the indifference and greed that drives the tobacco industries’ agenda. They go as far as to target even small children by use of cartoons to promote their brands. Governments the world over should stop bootlicking the tobacco industry because of the financial weight that they possess. The health of citizens ought to come first since the more people die from tobacco related illnesses, the less productive a nation becomes. It is commendable that although President Obama is a smoker, on 22 June 2009, he agreed to sign into law the Family Smoking Prevention and Tobacco Control Act, which will help protect children and teens from the aggressive marketing campaigns of the tobacco industry. Such a move from the world’s largest economy gives hope for the future, as it is likely to have a domino effect across other countries. They too may end up passing legislation to bring checks and balances in the tobacco industry. Works Cited Anderson, S. et al. (2010). Exposure to Smoking in Movies among British Adolescents 2001–2006 Retrieved 26th March, 2010, from http://tobaccocontrol.bmj.com/content/19/3/197.full#ref-9 Baker, S. (2009). New Research Scandal: Scientist’s Hidden Tobacco Agenda Exposed. Retrieved 26th March, 2010, from http://www.naturalnews.com/025245_tobacco_health_Philip_Morris.html Boniface, D. (2010). Children Think Tobacco Is Gum, Candy. Retrieved 26th March, 2010, from http://www.9news.com/news/article.aspx?storyid=139561&catid=339 Corporationsandhealth.org, (2010). Health and Economic Impact. Retrieved 26th March, 2010, from http://www.corporationsandhealth.org/info_tobacco.php Dobson, R. (2010). Study Shows How Tobacco Firms Recruited Scientists Covertly. 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BA Tactics Retrieved 26th March, 2010, from http://legacy.library.ucsf.edu/tid/zha35e00/pdf McDaniel, A.P. et al. (2008). Tobacco Industry Issues Management Organizations: Creating A Global Corporate Network To Undermine Public Health. Retrieved 26th March, 2010, from http://www.globalizationandhealth.com/content/4/1/2 Pollay, R. (2008). Newport Marketing and Advertising, 1957-1995: Evidence from corporate documents and the historical record. Retrieved 26th March, 2010, from http://www.sauder.ubc.ca/Faculty_Link/People/Faculty_Members/Pollay_Richard/~/media/Files/Faculty%20Research/Publications/Pollay%20-%20Newport%20Marketing.ashx Saloojee, Y. & Dagli, E. (2000). Tobacco Industry Tactics for Resisting Public Policy on Health. Retrieved 26th March, 2010, from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2560805/pdf/10994263.pdf Salter, C. (2002). Jeffrey Wigand: The Whistle-Blower. Retrieved 26th March, 2010, from http://www.fastcompany.com/articles/2002/05/wigand.html?page=0%2C2 Stanford.edu. (2010). Not a Cough In A Carload. Retrieved 26th March, 2010, from http://lane.stanford.edu/tobacco/index.html Read More