['+', ' ', 'advertising', 'tion', 'in', 'particular', '(Note', 'posters', 'above).', 'Just', 'what', 'over-all', 'conclusions', 'the', 'Surgeon', "General's", 'committee', 'will', 'draw', 'or', 'what', 'recommendations', 'it', 'will', 'make', 'are', 'matters', 'for', 'speculation,', 'since', 'the', 'committee', 'isn’t', 'issuing', 'any', 'interim', 're-', 'ports.', 'At', 'the', 'very', 'least,', 'however,', 'it', 'is', 'certain', 'to', 'round', 'up', 'the', 'research', 'evidence', 'that', 'has', 'already', 'produced', 'widespread', 'concern,', 'and', 'this,', 'in', 'itself,', 'could', 'be', 'enough', 'to', 'trigger', 'public', 'pres-', 'sure', 'for', 'limitations', 'on', 'cigarette', 'adver-', 'tising.', 'There', 'are', 'several', 'reasons', 'why', 'ad-', 'vertising', 'should', 'be', 'singled', 'out.', 'First,', 'restrictions', 'on', 'advertising', 'are', 'more', 'practical,', 'and', 'more', 'easy', 'to', 'enforce,', 'than', 'some', 'latter-day', 'species', 'of', 'pro-', 'hibition', 'would', 'be;', 'second,', 'the', 'aver-', 'age', 'citizen', 'could', 'support', 'a', 'campaign', 'to', 'limit', 'cigarette', 'advertising', 'without', 'feeling', 'that', 'he', 'was', 'interfering', 'with', 'his', 'neighbor’s', 'right', 'to', 'go', 'on', 'smoking;', 'third,', 'restrictions', 'on', 'advertising', 'do', 'not', 'strike', 'the', 'layman', 'as', 'a', 'very', 'serious', 'matter.', 'Tobacco,', 'he', 'knows,', 'is', 'a', 'ma-', 'jor', 'industry,', 'but', '“It’s', 'not', 'going', 'to', 'hurt', 'them', 'to', 'pull', 'a', 'few', 'commercials', 'off', 'the', 'air', 'and', 'change', 'their', 'copy', 'a', 'bit.”', 'The', 'steps', 'taken', 'in', 'other', 'countries', 'range', 'from', 'Italy’s', 'flat', 'ban', 'on', 'all', '“publicity', 'advertising”', 'of', 'tobaeco', 'in', 'a', '1962', 'law,', 'to', 'Britain’s', 'anti-smoking', 'campaign', 'which', 'includes', 'an', 'agree-', 'ment', 'by', 'television', 'contractors', 'not', 'to', 'broadcast', 'cigarette', 'commercials', 'before', 'MAY', '10,', '1963', 'ss', '>', 'CIGARETTES', 'CAUSE', 'LUNG', 'CANCER', 'ry', 'of', 'Health.', 'TV', 'tobacco', 'ads', 'are', 'no', 'longer', 'aired', 'before', 'nine', 'p.m.', 'nine', 'p.m,', 'At', 'the', 'same', 'time,', 'Britain’s', 'Ministry', 'of', 'Health', 'has', 'been', 'circulating', 'anti-cigarette', 'posters', 'to', 'local', 'authori-', 'ties.', 'Vivid', 'in', 'color,', 'punchy', 'in', 'text,', 'these', 'posters', 'carry', 'such', 'flat', 'statements', 'as', '“Cigarettes', 'cause', 'lung', 'cancer”', 'and', 'such', 'appeals', 'as', '“Why', 'be', 'another', 'sheep?', 'Before', 'you', 'smoke—think.”', 'Be-', 'hind', 'these', 'steps', 'lie', 'varied', 'pressures', 'in', 'the', 'form', 'of', 'speeches', 'by', 'members', 'of', 'Parliament,', 'doctors,', 'research', 'scien-', 'tists', 'and', 'consumer', 'organizations,', 'which', 'have', 'caused', 'the', 'modification', 'of', 'some', 'copy', 'themes.', 'It', 'seems', 'unlikely,', 'barring', 'some', 'ma-', 'jor', 'medica]', 'discovery,', 'that', 'any', 'cam-', 'paign', 'to', 'ban', 'all', 'cigarette', 'advertising', 'or', 'put', 'severe', 'restrictions', 'on', 'distribution', 'would', 'gain', 'much', 'headway.', 'What', 'could', 'be', 'seriously', 'proposed', 'and', 'enacted,', 'however,', 'are', 'one', 'or', 'more', 'specific', 'regu-', 'lations', 'that', 'would', 'whittle', 'away', 'the', 'tobacco', 'industry’s', 'control', 'over', 'its', 'own', 'advertising.', 'The', 'possibilities', 'include:', '>', 'regulations', 'governing', 'copy,', 'such', 'as', 'a', 'ban', 'on', 'ads', '“aimed', 'at', 'young', 'people”', 'or', 'on', 'suggestions', 'that', 'smoking', 'is', 'smart,', 'sophisticated', 'or', 'identified', 'with', 'social', 'status', 'and', 'success', '>', 'restrictions', 'on', 'the', 'use', 'of', 'media,', 'such', 'as', 'the', 'pre-p.m.', 'television', 'blackout', 'already', 'in', 'effect', 'in', 'Britain', 'or', 'the', 'ban', 'on', 'cigarette', 'advertising', 'in', 'college', 'news-', 'papers,', 'called', 'for', 'by', 'the', 'California', 'bill', '»', 'required', 'statements', 'on', 'cigarette', 'packages', 'or', 'in', 'places', 'where', 'cigarettes', 'are', 'sold,', 'to', 'the', 'effect', 'that', 'they', 'might', 'constitute', 'a', 'health', 'hazard.', 'In', 'this', 'con-', 'nection,', 'the', 'American', 'Cancer', 'Society', 'did', 'suggest', 'to', 'the', 'Federal', 'Trade', 'Com-', 'mission', 'that', 'cigarette', 'makers', 'be', 're-', 'quired', 'to', 'list', 'information', 'about', 'tar', 'and', 'nicotine', 'content', 'in', 'their', 'advertis-', 'ing', 'and', 'packaging.', 'This', 'suggestion,', 'however,', 'was', 'made', 'in', '1960,', 'when', 'the', 'FTC', 'was', 'moving', 'to', 'filter', 'the', 'tars', 'and', 'nicotine', 'out', 'of', 'cigarette', 'advertising.', '>', 'an', 'outburst', 'of', 'state,', 'county', 'or', 'even', 'municipal', 'local-option', 'laws', 'setting', 'limi-', 'tations', 'of', 'every', 'size,', 'shape', 'and', 'variety', 'of', 'cigarette', 'advertising,', 'and', 'possibly', 'even', 'cigarette', 'sales', '>', 'the', 'circulation', 'by', 'official', 'or', 'semi-', 'official', 'agencies', 'of', 'anti-smoking', 'pub-', 'licity', 'similar', 'to', 'that', 'now', 'appearing', 'in', 'Britain', 'Of', 'all', 'these', 'possibilities,', 'the', 'ban-', 'ning', 'of', 'advertising', '“aimed', 'at', 'young', 'people”', 'carries', 'the', 'strongest', 'emotional', 'wallop', 'and', 'is', 'receiving', 'the', 'greatest', 'attention', 'from', 'health', 'organizations.', 'It', 'was', 'with', 'this', 'possibility', 'in', 'mind', 'that', 'the', 'NAB’s', 'Collins', 'stirred', 'up', 'a', 'donny-', 'brook', 'by', 'suggesting', 'in', 'a', 'speech', 'in', 'Portland,', 'Ore.,', 'last', 'November', 'that', 'cigarette', 'advertisers', 'take', 'steps', 'to', 'meet', 'the', 'situation', 'now,', 'and', 'by', 'hinting', 'that,', 'if', 'they', 'didn’t,', 'broadcasters', 'might', 'be', 'forced', 'to', 'do', 'it', 'for', 'them.', 'In', 'subsequent', 'remarks', 'clarifying', 'this', 'speech,', 'Collins', 'summed', 'up', 'the', 'case', 'for', 'what', 'might', 'be', 'called', 'a', 'tactical', 'retreat', 'by', 'the', 'tobacco', 'makers.', 'He', 'did', 'not,', 'the', 'NAB', 'chief', 'pointed', 'out,', 'issue', 'an', 'indictment', 'of', 'all', 'tobacco', 'advertising.', '“It', 'may', 'well', 'be,”', 'he', 'added,', '“that', 'the', 'results', 'of', 'this', 'study', '[by', 'the', 'Surgeon', "General's", 'committee]', 'will', 'be', 'an', 'attempt', 'by', 'the', 'government', 'to', 'curb', 'certain', 'types', 'of', 'advertising', 'aimed', 'particularly', 'at', 'the', 'young', 'smoker.', 'I', 'would', 'much', 'prefer', 'to', 'see', 'the', 'tobacco', 'industry', 'act', 'on', 'its', 'own', 'initiative', 'rather', 'than', 'as', 'a', 'result', 'of', 'government', 'action', '.', '..', 'the', 'fact', 'that', 'the', 'industry', 'would', 'so', 'proceed', 'would', 'add', 'great', 'strength', 'and', 'stature', 'to', 'the', 'industry', 'in', 'the', 'over-all', 'public', 'view.”', 'The', 'answer', 'was', 'TIRC', 'In', 'the', 'face', 'of', 'such', 'warnings,', 'a', 'large', 'segment', 'of', 'the', 'tobacco', 'industry', 'ap-', 'parently', 'has', 'elected', 'to', 'stick', 'with', 'the', 'approach', 'that', 'has', 'earned', 'its', 'keep', 'up', 'to', 'the', 'present', 'time.', 'The', 'initial', 'reaction', 'of', 'the', 'industry', 'following', 'the', '1933', 'studies', 'was', 'to', 'set', 'up', 'the', 'Tobacco', 'In-', 'dustry', 'Research', 'Committee', 'which,', 'in', 'turn,', 'established', 'its', 'Scientific', 'Advisory', 'Board', 'in', 'June', '1954', 'and', 'gave', 'it', 'carte', 'blanche', 'to', 'sponsor', 'research', 'in', 'the', 'en-', 'tire', 'field', 'of', 'health', 'and', 'smoking.', 'So', 'far,', 'the', 'TIRC', 'has', 'appropriated', '$6,250,000', 'for', '378', 'grants—181', 'initial', 'projects', 'and', '197', 'renewals—to', 'inde-', 'pendent', 'scientists', 'in', 'some', '90', 'labora-', 'tories,', 'medical', 'schools', 'and_', 'hospitals', 'across', 'the', 'country.', 'This', 'includes', '52', 'new', 'grants', 'made', 'in', '1962.', 'In', '1958,', 'the', 'industry', 'also', 'set', 'up', 'the', 'Tobacco', 'Institute,', 'with', 'headquarters', 'in', 'Wash-', 'ington,', 'as', 'its', 'publicity', 'arm.', 'The', 'two', 'organizations', "aren't", 'directly', 'connected,', '49', 'LuSS8TEO']