(B&W) PROTECTED BY MINNESOTA TOBACCO LITIGATION PROTECTIVE ORDER
FROM: CANADIAN TOBACCO MANUFACTURERS COUNCIL
CONTACT:. JACK STRUTHERS
PUBLIC & INDUSTRIAL RELATIONS LTD.
85 SPARKS STREET, OTTAWA
TELEPHONE: (613) 232-2687
FOR RELEASE:
AFTER 11 A.M. SEPTEMBER 21.
OTTAWA, September 21 --- The four major Canadian tobacco manufacturci
have revised the industry's cigarette advertising code to no longer
.adverti-se-cigarettes--.i.. on radio and television from January 1. 1972.
In addition, the manufacturers will, voluntarily, print on
all cigarette packages, both in English and French, the cautionary
notice:
'Warning: Excessive smoking may be hazardous to your
health."
'Avis: Fumer a 1 excas peut nuire a votre Santfi. "
'The package notice will be introduced as early as practicable
during the first half of 1972 as soon as present inventories
are reduced and new packaging materials are available.
In making the anhouncement,,Paul Par6, chairman of the
Canadian Tobacco Manufacturers Council. said the decision to-end
broadcast advertising will appreciably reduce marketing
expenditures in measured media..
This is an absolute reduction in expenditures in measured
media,' he said.
'This step uts the Canadian industry in line with the
p
Voluntary action taken in the U.K. and the voluntary and legislativ-
action in the U.S. to get out of broadcast media and include a'
cautionary label," Mr Pard stated.

(B&W) PROTECTED BY MINNESOTA TOBACCO LITIGATION PROTECTIVE ORDER
2*oo
other revisions-of the industry's code include the
requirements that, as of January 1, 1972, the average tar
and nicotine content of cigarette smoke shall not exceed
22 milligrams of tar, moisture free weight, per cigarette
and 1.6 milligrams of nicotine per cigarette. Additionally,
the industry will make available warning labels for vending
machine operators to place on their equipment.
The code will allow manufacturers to support major
Canadian cultural and sporting events.
Mr Par6 noted that Bill C248 with respect to cigarette
advertising was introduced in the federal parliament prior to
the summer recess but that no further action has been taken
to date.
"The revised code has attempted-to answer tc; the intent of
-the major provisions of Bill C248 and to take into consideration
the long term viability of other segments of the business
communications and agricultural communities which depend on
manufacturers for their continued existence and ability to
provide employment," Mr Par6 said.
.'Faced with a need for orderly marketing planning for 1972,
the manufacturers revised their voluntary code of 1964 to
include implementation of a substantial number of the provisions
of Bill C248 , - he said.
see 3

.(B&W) PROTECTED BY MINNESOTA TOBACCO LITIGATION PROTECTIVE ORDER
'It is a logical development because we feel we must
provide guidelines-for advertisers, our agencies and the media,"
he continued.
Canada's major cigarette manufacturers, all members of
the Canadian Tobacco Manufacturers Council, are: Benson and
Hedges Tobacco Company, Imperial Tobacco Products Limited,
Macdonald Tobacco Inc. and Rothmans of Pall Mall Canada Limited.
-30-
NOTE FOR EDITORS:
"Measured media" includes broadcast, print (including rental
cost of company-owned signs) , transit, subway and associated
production costs and agency. fees. It does not include point-
of-purchase material, sponsorships of sporting and cultural
projects, in-store promotions, etc.
GSZJL2546JL