
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, April 27, 1990                   TAG: 9004270876
SECTION: NATIONAL/INTERNATIONAL                    PAGE: A/9   EDITION: EVENING 
SOURCE: Associated Press
DATELINE: ATLANTA                                LENGTH: Short

CDC SAYS CIGARETTE MAKERS TRYING TO DRAW YOUNG PEOPLE

Federal health officials say tobacco companies are using snappy promotions to target young people in marketing campaigns far afield of their traditional techniques.

The national Centers for Disease Control said Thursday more than two-thirds of the tobacco industry's record $3.3 billion advertising and promotion budget in 1988 went to such things as event sponsorships and free sample giveaways.

"Promotional efforts differ in important ways from traditional advertising," the CDC said.

The health agency contended free samples may encourage children to try smoking and sponsorship of sports events such as televised tennis and racing increases children's recognition of cigarette brands.

But an official of The Tobacco Institute insisted that promotion is the best way to target a shrinking smokers' market and said accusations that the industry is targeting children are "dead wrong."

The CDC's accusations are "a judgment call based on the preconceived notion that the industry is attempting to recruit underage smokers," said Thomas Lauria, assistant to the president of The Tobacco Institute.

"The industry will fire anyone working who gives cigarettes to kids - that's in our code of ethics," he said.

He also criticized the CDC for "grazing in marketing pastures...There's some question in my mind what the CDC is doing over in a field far unrelated to its research," he said.

by CNB