8264
A Public RP1&t_;o'MS Strai=
for the Totacco Advisart. Counc4l
Av==aisal Frooosals Prevared bv C&=cbe'_l_joh.-spn ?-.d
9-
Introduc"Clon
1. 1. This paper sets out the lines of a suggested publLc relat-4ons
strategy @for the Or:Lt:Lsh tobacco =anufact---ing Industry as it enters
the 1980's. The proposals arm drawn up an the basis cf an
appraisal of the =&:an challanges and responses on various &spaces of
the s=olUng question, and of the evolution of public attitudes
tc-.-;axds the habit in the last quarter of & cent-.=y. in the
sc=e atte=pt is =ade to d:Lst:Lnguish ele=ents cz! change -Irom these
v`,ch a=e l1kely to contInue or which are now of relativel%- less
1.2. In frazmlng reco=endatlons, we have been greatly helped by
p=eli=inary cUscuss:Lon -.Y--th Sir James Wilson., and by being able to
d=aw on the strategic guidelines which he hi=sqjf prepared a-% the
beginning af this year. In acknowledg-4n-, our indebtedness tc him,
ire must. however accept responsibility for the way in -vh--;ch --,re have
interpreted or. developed those ideas w.h.1ch appeared orIginally in his
paper.
1.3. As our own has developed, we have been conzcious that It may
p=cve only a stage towards the preparation of a definitive sta@:C=ent
C' 7.A.C. Is public Relations strategy and prcg=a=*. But we hope
that by taking the opportunity to stand back :!=on. the daily pre-
occupation of the smoking and health a=g-ent, and to su=vey in
pe=spectlve the longer term n@fluences at work, It wild aiso 32--vt
to mark the watershed represented by the ending of the :!or=ez
T;ZC/TAC duu=v:Lzate and the InauguratIon of the new and co=prehensive'
Tobacco Advisory Council. The changoe cor-es at a critical stage In
the tobacco :Lndustryfs foztunes, when new Ideas are ot-viously
essential but when they may prove the more constructive for bei=g
viewed in the light of 6uactex of a century's eacperlence ce su=-ziv&l
in the face of an unprecedentedly heavy attack.
cont....
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I 4. The proble= is a profound one, going deep ar.
urus'--al-ly wide variety Of related 43suos =edicai, polzt-ca!,
Zfinanciai, moral, social, commerclal. The indus-.rv is-C-einc
chalZe=7ed frem =any directions, and the occositicn to its
ac-._-;v_-z_4as has beco=e increasingly conscious of an international
as L-.;ell as a national potentlal. The industry's response needs,
in consequence, to have many facets, but to be balanced and
co-ordinated, and, above all, -to be umanimcu.s.
The Vertical Challence
2.i. The :-zedIcal challenge to the smoking habit 'Zogan
a_ffectlvely In the 19501s, and the wrork c:f Doll and Hill In -th-l's
ccunt=y is seen as the main reference point In Its development.
Frc= that period, the doctors'preaccupatLon with ci;arette-
smc.<ing, especially, intensified very rapidly. In !955,
lain Macleod, then Minister of Health, announced h-s acceptance ef
the views exoressed in a document by the &Medlcal Research Council,
1_,nxing smoking (a universal habit of enjoyment) -w_-'-.h cancer
(pzcvicusly almost unmentionable and a deeply feared universal
disease). Pro= th-4s event stems the particular e=.:-@-h.asis on
szrickl4r; and. lung cancer which %yas tz dominate medic-:,!. and p=cpa-
gandist thin-1:Ing for about two decades. Nacleod's declaration
had a tzau=atic effect. Itisigni;f--cance.quIckly .=enet=ated the,
ninds o--- the general public, who absorbed the ele=n: of =Isk
much mc=e sivi-ftly than the professionals either rea.'_'zed cr were
pre=a--ed to do theaselves. This exo1ains; hc%v the doctors; foillowing
what =Av be called the Godber/Fletcher strategy, in;t-ali@_played
on fear and &=.-ciety when the publIc were unwilling tn hear such a
=essage - and actually continued to do so until a few years &got
when the anti-s=ck_!_n9 campaigners ca=e to understand the futility
of this approach and began to make =ore use of tec!:.-_.,qUQ5 of
pe=suasion.
2.2. In response to this early challenge, the extablishr-ent of
T.M.S.C. and the funding of researc.1 through the research
Ccunc":L weza at fixs-. sufficient evidence of the ind%istry's will
to seek answ;e=s to the important qumstions beingr as::,2d.. -,!-:a d8v02.c0_
mant of and the setting-up oZ the industry's research
capacl:t,- at Haxrauato wore due, 'I- the firs-, 'place, -:.2 a
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decline in t,-.e of the PI.R.C. on this issue and Its
ar -ids; and, secondly, to a genuine hc=e
refusal cf fu.
of finding an efzfeczive answer to the accusations le-:elle---@ at
tobacco, by -4tiat--ng work on the nature and prot)e=-:--;es c---g
tobacco and tobacco s=c1ce which would be far more s=acif-ic and
penetrating than anyth1mg which could be commissions:! th=cugh
independent labcratoz--es.
2.3. The poiic7 was a clear demonstration of 9bod faith cn -the
industry's pa=-t. Thanks to skilled direction both --n Lc.-.dcn and
in Har=,cga,:e, scienti.:!ic intercourse and czecUb-illty at hich levels
were built a.-d =ea--an(;:ful relationships were developed -.v-lth
exte=nal cz;an:Lsatlons. Valuable results were aCI-4
.-eved; the
message was successfully conveyed that the aim twas t.-e ezJect-4ve
accu=%:2.at--'cn cf knowledge, and that merely conspicu-crus
expenditure cn research, for the sake of publicity, had no =art -4.n
the Overall =Ian. (7hough it is worth recording that, even with
strict zegazd :rcr util'ity and ecanomy in what was dcna, the
exercise pz=ved to be the largest ever undertaken on. a s4-n=le fncet
of - cancer However, the specificity of t.-.a Hazrcgate
progra.---ume pcinted the .vay to --rts o-.,rn 21=itatlons. -"t gradually
became clea= that the :Lntxoductlon into the s=oking and health
controversy Of =atte=s such as tar/nicotine reducticn, for
example, wc@.:ld --nczeas--ngly d--aw the researchers I at-.ent--cn away
-est4cns znt down othe= avenues labe'-led
from the bas c qu
-dc-carc--nccens', 2 In--tiatorSIP llnhibltorsf and the like.
2.4. If iz has to 1-.e ad=itted that no fundamental
was made by the indusz=y as a result of Harrogate, it is equally
true that the =edical Profession Scored no resounding reseaz-c-12
triumph elt%--.e=. The three Reports on Smoking & Health p=cduced
by the Rcyal Colle-.1-a cf Ph.-s-icians between 1962 and 1.277 have
been re-maz1-:ible for their repetitiveness. They have
revealed little that is fresh or original about the s=cki=g-
associated d--seases:' they have, on the wholp, been s-.i=mariles
Of knot--rledg3 atcut the=' which proves not to have charmed vQZ7
con
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greatly in the pas: twenty-cdd years. Since th* -li=s-. revort
appeared, t.he eazly dcoinan: asscciat-4cn between s=ckinq and lung
cancer has 'seen d_--_;.nizhed to sore extent by the increasing
at-.cntlon c;--;ven to othe.r fc==s of the disease - especially breast
cancer In women.
2.5. The platl.or= of risk on which c_-;9&=ette-s=cking rests has,
on the other hand, bo*n broadened by a stronger e=phazis on the
role of the habit as a major factor In hea.=t disease. The
categories of people generally at risk have been =c=e widely
defined as =ore women have taken up the habit; and -.hear
!inclusion has brought In the Issue of smok:Lng durln,:@ pregnancy,
so that the cigarette is ncvo involved i-12 the 1ull cycle c:f birth,
grevth and death.
2.6. But it may be doubted whether the =e-ittexaticn of the
doctors' message an the s-mcking-linked diseases has had arythIng
11ke the e@lfecz they hoped for. Fa=LiliarLty has hred, If not
contempt, certainly a degree of indiffex2nce. Many people way
havc more than a sneaking sympathy for the implIcat.4-crts of the views
expreszed In a eTi=es' leader at the time of the second Royal
Collage of Physicians report. This raised the question whether
the Government should respond to t!-e dangers of smck-Ing 9by goiMg..
beyond a general endeavour to see that the :facts and the Most
nrobable Inferences to be dz-a-m f=cn the= are suff;Lciently
appreciated It added that 'there is this !=pc=zant dif--ezence
between the epidemics attributable to smoking and other epidemics
-rich publlc health regulations have been Imp
to prevent w.
smokers directly involve only themselves in the!= diseases'. And
in ce-nmenting on the alleged economic costs to the nation of the
ill effects of s=oking it asked whether the Royal CcIlege of
Physic1ans had taken account of the savings in suvpc=t and =edIcal
attention after retirement _4n those cases where death before
retirement had been induced by z=ok-Ing. fIt Is parz of this
gruesome equation that tobacco has the social funct-lor.1 of 14miting
the number of elderly dependents t@:at the economy must support.
cont
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2.7. This last point, a brutally realistic one, thaty
with a gan3ral lengthening of the @_%pactaticn c--- 1--:!-3 -..-e really
need soneth:Lng foi people to die of. In su!:st_4tt-t_icn :for the
ef@fects c@f war, poverty and starvation, cancer, as the disease of
the rich, developed countries, nay have some p=adestined part to
play. The argument Is ob%riously not one that the td@!acco industry
could use publicly. atit Its weight, as a Psycholcgical factor In
perpetuating peoplefs taste for s=oklng as an enjoyable if risky
habit, should not be under-estimated.
2. S. Tbe=e ls,..furthermore, a certain eataiis= aL----,t the general
public - an acceptance cf the presence of adverse factcrs 4-n life
which Is not shared by the =edical profession or by scient-4sts
whose task it is to find ways of overco-ing o= countering such
factors. - The disillusion now being felt, f--r example -1-n the United
States, about the small return achieved, by vast expe.-L,_'_-tu=a on
cancer research, reflects a sense of the inescapable nature of the
disease. For s=o-k-ars or potential sackers, this linevitability,
runs against the spirit of caution urged by health 2d=cators. In
this particularly hIghlti-charged area of discussion bcth profession-
als and layman tend to regard cancer as %they _4.11irzical, a threat
which may develop suddenly or slowly, but xvh.-_-'ch is a!-xavs alien to
the body. In reality, of course, though in its ccn-_=clled and
positive aspects, cancer is an essential inS=edient of life without
%which the cells of the human body would be unable to renew themselves.
2.9. Much more could be said about the mer"ca! challange, which
has acted rather like an atomic tl=e-borib, producing fall-cut over
an extended period In many different areas. SC--e of thes-4-,are
mentioned later In this paper. As a conclusion to this section,
however, it should be noted that although heart disease seems to
have overhauled lung cancer to some extent in the lease table of
s.-.c.%inrj-asscc:Lated-illnesses, the fundamental balance cf priority
as between respiratory and cardiac factors still re=ains with the
former. For to lung.cancer must be added the inch less publ-Icised,
but still serious, a;d possibly linked, incidence of chronic
bronchitis and amphysema; and, in so 'far as 4-t counts as a radical
phenomenon at all, passive smoking also -falls i=to the
respiratory category. INO
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The Fc1itical Challenge
3.1. The second =ajar challenge to tho s-ckinq hab---. is the
Polltical one. This was relatively slow to devclc=.
Gcvezr,=ents and politicians aLLke were conscious of the many
logical and practical dangers of entering into a ccntrcvozsy %with
such diverse and open-ended ippllcaticns - arguments about the
inclIvidual's f=eedo= of choice, the role at t.he state as a simple
hold*r-of-the =:Lng or an active enforcer al requiatcry policies, the
inescapable question of tax-revenue and the availability or
otherw1so af altaxnative sources ce budget -4.-.co=e.
3.2. The p==eound changes brough-: about by the electic.-i of L945
-4n the scope of government and what It was expected to achLeve
t ock a long time to establish thezIselves. Fo= =anv years there
%was an uneasy clash between two Iztexpretatz-ons of gcvarn=ent. on
one trend, there was a hankering &after a retu=n to its pre-war
.e unction - that of providing scope foz pecple who we=e considered
basically able to look after themselves to do so wlthim a lawful,
but not too closely defined, contexts Cn the other, there began
to be acceptance of a move towards the mass-adcdnistraticn. of vast
numbers of people who were not thought to be capable cf
exploiting their rights and opportunlt.!.es on their cz-:@. The
mo-.entum of thl a latter view of the task of government has see=ed
in recdnt years. But even the alleged benkficlarLes
of the system are now finding ofllcial intez:farehce in the affairs
at the individual more and more irksc=e. The tide of cznini on
see=.s to be tuxning against unUmited direct--;--,I -,I=c= atzcv_'@.;. and
there is more e=-hasls on personal zespansibility. I.."".at the
A@
'Daily Telegraph' said editorially wh4n the second RCF Report
was published Is pertinent here. The newspaper re=inded the
Government that certain actions, however well-i-r-t-enticned,
can
be futile or counter-productive and that all actions shculd be
based on the concept, conceded by the Royal Colle5e, that the
Gove=n=ent is the se'r'vant rather than the master cr nann-;* of its
peo.ple. It can imform, warn, exhort and set an exanple. In
restricting and prohibiting it should =Ova =are cautiously.
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3.3. In no sphere has the enczaach:rent of the s7zte,s
influence jvon the individual been =ore obvious -n t@:at of
health. Since 1945, health has become a high pricrity =att er
throu,ghe,4z. the trorld- In Western co-untzies the u;:On it
is almost obsessional. The existence of complex ard social
security systems, paid for by the co=unity, has
elinalnatee4 the individuals fright -to be unhealthyl. i4e now has
a 'duty' to his fellow Citizens to enjoy a full =eas--=e of the good
health synic-h is defUned as his by right. Th--s sense cf Icb-2igatory-
fitness' has encouraged doctors and those in a!2.--e-- =zcfessionz to
take, on s@:cial grounds, an even more authoz:Lt&=_-'&-. star!ce than
is justified an medical ones. They have not been -to invoke
political support in enforcing their views. (In t!"-s czn,:ext, the
three Rc@;al College of Physicans; remcrts can ba nc-.ad as having
entered into ;?@=-Wuments about taxation, advertising a=d s-@ on, which
have only an indirect connexion vrith health and c-"n-za! =ed4clne-
3.4. Thc professional pressure brought to bear c-@ :.-e Ze:_a=tment
of Healt'- azid Soc4aal Security gradually -forced "he =zliziclans at
its head to accept a role in the smoking and heal-,.-. z=t=,zve=sy.
The turning-point was reached when S--r Keith joseT;:: azzeed to the
=easu:rarter.t of -the tar and nicotine content of c_-;aze,:tes. Unltl
then the ccvern=ent had canten-ed itself with ;ivin= -.he =ubl--c
blanket ac-'vice not to smoke, while leavIng pecple nake L:9 -.he--x
cvm minds on the basis of evidence vr@--_ch v.-as readi-y a-.-allable to
the=. Li.'-t2 the tc!:acco industry' ltseLf, it had res_:s7ed any =Ovo
to-.-jards the q,_-ant-_;.f_4caticn of risk. Sir Reith jcsf7"13 chan5e of
tack alter2d all this. The tar/nlcatine -1-4guras nee_-ed@k.
inter-areta-__-cn - and the logical conclusicn c:f Was
health guldance. The Industry rightly :Lnsi sted t@a-. tnis nust
cc.-te frcm the healt'- authorities themselves.
3.5. The consequences have taken a pred4ctably wide -.-_azlety of
for=s. -.-ey include such 'Positive' initiatives as '-eal:h
warnings c7t cigaret-14 packs, public propaganda th=c,_=_-- t-e Health
--ducation Cc-uncil, and advice to local and hospital by
WAY of NHS c-annelb- M'ut they also include political 'sa'e-
Protectival devices such as the Hunter Cc=-=i@tee, attemuts <=)
to secure a =cdus vivendi with the industry through arrez,7ents on
advartisin; and promotion, or even the pr*sentatic- ZZ tax
inc=oases z:-: Tobacco as having a health The (_^J
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:;.LL4 As
a
stax.ce is, in faratt an equivocal on;@ illcely -to c--.-t--.nue
to sc. ;:_-CYeSsiC=' it --s
be.. . -.,Through its links with -the medical
'.1.
i.-m=oss4ble for the D.14I.S.S. to take anything but a d4sa==zcving
and d1scouraoLng attitude towards s=oking. But Ln purely
polltical and electoral 'ter=s, 3=y government is bound to try
to avoid The rigorously logical consequences of such a -csition.
21
Th_-s goes far towards exTiaining the contortions of Cover.-=ent
'poUcyl an tobacco-subst:Ltutes. where the I ndust=y's response to
the political challamge in defining health risks failed, at least
partly, for want of supportive fiscal =easures and of ne,-,t=allty
towards (:Lf not endorsement 0f) the health advantages off
substitutes.
3.0. Ar-ong politicians, too, t2hera is much pe=sc.-.al interest
in the tmoking and health issue, with v:Lw7s for and aga:Lnst on
both sides af the Houses of.Parlla=ent. Predictably, the
interventionists and lantis' tend to be on the Labour side while
Conservatives broadly favoux leaving t'he decision whether to s=cke
cr not to the infor=ed individual. But, like govern-ments, ,Ws
are susceptible to contradictory Ineluences and may equlvccate.
Loca! ecanomic. and e=pIc"ent considerations may weigh more
heavily in their constituencies than their personal convictions do.
N
3.7. Both in governmental and parUamentary tex=s, the=e.:!ore, - the
-ndustry will need a high degree of sophistication and dipic=acy
in distinguishing between the substance and the.ap=earance.of
toleration for its activities While LT should not mere-ly
passively accept restralnts and c-_it:Lcis=, but must in its own
wide= commercial interests be seen to defend Itself' vigorously,
it ;%-III be well advised to use subtlety rather than protestation
@in its reactions.
The Anti-S=okersl Challenge
4.1. The th--;-d important challenge comes from the new &nt-;-
smokIng 1estabI1x.-=ent' - the alliance of lay and professional
propagandists.and persuaders who are active In ASF, the Health
Education Council, the med4-al and a variety of small asscciat-Icits.
Their campaign is carried cn over a broad front ran-'Ing fxcm the
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-brcadc&s-._-;n= c:r televised 'documentaries' to as1.ci.--: quest-Icns at
com=any T72e-:Ln;s. They devote effort to the Appeara:t=e cf a h-;5h
degroe Cf t2c.@nical knowledge in all t.-lat their do. much a_" their
success i- ..th the
.1 th;s is due to increasing public famLlia=ity
use of s-.&=--:st-;cs based on epidemiologlcal method. A p@,encnenon of
the last ;few decades, the =athod has perhapi helped to gave an
im==esslon of =ore dynamic medical progress than has ac-.uaj!y been
=&.la. It has encouraged attention to detail and to a better
rec=rded acc=ulatlon of expe=lemce, but it has so=ewhat =asked the
-ice of =evolutionary discoveries about the diseases -.h which,
abse. Wi
s=clkinq is 1--nked.
4.2. The ar/zu@slng of huge volumes of statistics has developed
and unee=P_-'nn2d the 9=owth of 'probability logic'. ThIS, in turn,
As Produced an unbreakable chain of &-pparent causality, or at
leas: demonstrable association, bet-mean cigarettes and health r:Lsks.
Cnce unfam-4-11-aLz to most people, and st-111 unwelcome to many,
p=='-abi1_-ty 2.cc--;c has provided the ant-1-smollUng campaigners, both
lay and p=o:6zssicna1, with their richest and easiest mine cf =aterial.
Its influence is so strong and inescapable that thexe is no 'longer
any question of demanding proof of the facts which it alleges to be
true - they can only be disputed on the basis of dis=rccf. The
co1_1n-:er-stat_-st;Lcs for this Sisyphean task are not available and it
seems unlikely that they could ever be p=oduced In a way that would
add to the tc'--acco industry's reputation for credibility.
4.3. 1= is arguable, moreover, that to --kza such defensive action
-'I the health -lield a primary feature of any future p,-bl-;c =elations
st=a--egy -would be a mistake. It means choosing to do battle on
the ground the opposition is strongest and so has thN best
chance of d..-:sc=ed--t:Lng the industry, whether for disingenuousness,
dis.'-onesty or plain obstinacy. Involva=ent im the health deb-ate to
somp degree Is inevitable. But tha man---facturers twill not serve their.
ourn cause by advancing argu=ents which cam--y no ivelght -with the
experts, or indeed. the publ4c - and a denial of the validity of the
V statist--cal linllc between smoking and ill-health is cne such.
4.4. The antirsmaking establishment has, however, strayed over the
bord-er c-O' I-elievability on one lively issue - that c:! passive
4ng, -.-rhic.h --t has
tried to define as if Lt constituted scme
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general =edical threat nstead of a li=itad risk to certain
exceptional cat2ejories c:f people. It has, in fact, trled to ale-
vate a matter of ia=qely sub-jectIve preference and ccnvenience on
to an impersonal scientlfic plane. - This Is an exaggerLtion and is
rightly deridad. nut it does illustrate cne aspect ce s=okLng
which Is beginning to assume almost as zmch importance in the public
mind as the health =i4sks - that tobacco smoke has a high irritant
value socially as wall as =edically, and that s=akers' failure 'to
consider the co.--fort of cthers Is I=portant amomg the =*&sons now
given for conda=ing the-4z habit.
4.5. Another exang,,:,exation In the anti-s=o1c:Lng campaign - and on*
v-' tch is of potent--al accial harmfulness - is the poia=ization of
37.7okers anc nCn-sr%oke=s. Vals could be th2 result of Ins-4stent
atte=pts to persuad3 the public that non-s=ok:Lrxg Is the norm, and
that smokers are sc=ehc-v abnormal. The process is cne in ;which
both sides would siLffe=, since both would be subjected to a kind of
nervous tension in their relations with each -other, and unnecessary
:frlctlon between thm= wild be caused. Such a brittle situation
already exists in the United States, where non-smokers are more
militant than here. There is clearly scope for actlvity designed
to avoid a parallel development In Britain and to try to ensure that
smoking is regarded as cnly one among a number c:f habits which are,
not sacially object--icnaLle car se.
Tne Lecial Challence
5.1. A fourth challen5e, more in the future than the Present, is
the. leoal one. In thIs country the industry has deliberately
stood aside :E=o= p=ancanc-ing on the health argume.-2t. By doing so,
it has also effectively avoided dIxect contention about
responsibility. The lagal-ity of Its products has been generally
accepted; and although health educators contantly assert that there
Is too little unde=standlng of the risks, especially azacnq the
lower social classes,-It has always seemed unlikely that a azit:Lsh
court would uphold a ccmsu=er1s complaint based on alleged ignorance
of them. In the 'United States, the neutral and unprovocative stance
of the British i_ie_-_st.=y was not available because of strong legal
pressures not apol,'=abla in the British content. The possibility
a-' getting substantial damages for disability or death attributable
to SMOL:Ing seemed to b=ing about a situation in which the American
cont.,.;.
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public, though as well acquitted vj_--.%j the --asks as ':he Gritlsh
ona, vras art-J.-ficially shielded fza= acce.pting and a!:scrbing the
element of hazar/d In the smolting hablt. F=c= tl-.* outset, the
U.S. Manufacturers I flexibility oe =---:ceuv=e %was restricted by
their legal advisers keen sense of the over-riding _4=Portance of
not losing a court case.
5.2. There is now a danger that an Amer-.ican-type s--tuation will
.be reproduced in Europe with the introduction of cc=cn Market
legislation on civil and product 11ab-414ty, putting the C=Ployee
or consu:mer in an outstand.-Lngly privileged and protected positIO12
vis-a-vis the e=ployer or manufacturer. Tho tobacco industry,
of course, does not stand alone in the face of th-4s threat: it I s
one which applies to all busIness act-4vLty and to all prcclucts.
Actlon to meet It can therefore be coordinated on a v7ide basis.
though it is only real--stic to raccgn-4-ze, that industry and co=erce
at largo might not be averse from finding scapegoats this looked
I!Ice a step to%,i&=ds self-preservatien for the rest.
5.3. This is there c=e an area In Which an up to date review ce
the British and Continental legal status of the tobacco industry
seems essential, and where it is not enough to go on. experience In
the United States. The Pos-4tion in Scandinavian cc-_ntzies, and
others not in the E.E.C., would very likely repay e:4=ezt study.
no Dru2s Challenge
6.1. Drug rivalry constitutes a flfth challenge. The threat
he=c Is a more insidious one: social concern about the t ng of
drugs, %whether hard or soft, has become less mar-iced in recent
years, even though official policy has remained subst-antially
unchanged. In some places, it seems as If, In the case of
marijuana at least, a certain degree of toleration ncv exists.
In this country, a Campaign to Legalize Cannabis has lately become
active; and sir:Ilar.=oves are being =ade eisewhero, notably in
the United States. As medical pressure against cigarette smokLng
increases, there ix little sign of sl-llar pressure against
-marijuana smoking. It is indeed, co=cnly asserted by its
supporters, irithout any very strong prclIessional react-4--n., that
Mar _IjUana Carries no health risks co==axable to thosc cf tobacco. C:=
ccnt .....
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12
6.2. There is an c1ovious; danger that, --:f more restrictions are
placed on tobacco and if the marij,--ana habit notches up :f-,rther
small advances In legality, many people =ay switch e=o= one to the
other in the-ir search for a form of escap-a from our neurot--c
c I V i 11 =a-t:L on Marijuana supporters would claim that %was anet
improve=ent fro= the health aspect. Ye-, marijuana Is a
hallucinogen vrith di=ect ef@fects u.=cn Vne =Ind and upon behaviour;
whereas tobacco, despite Its massive slde-vffects, has no
undesirable or dangerous censquences for conduct or. the brain.
As a drug of relaxation, tobacco could yet be a boon for rank-lnd in
a stressful %world. But lasting ha=.-i czuld be done to its
I isfIcent reputation in C-Us respect,' at the point whwe the
Juana intersected and where,
consumption cu--v2s o:! tobacco and =&=
to the layman, tobacco would -take en the sa,-46 criminal or near-
criminal associations as its rival.
6.3. There have 'been persistent rumo%zrs, chiefly in A=erica,
that if this crossover were to happen the tobacco =anu:facturers
%would market =arijuana cigarettes. SUch a move would be extre=ely
bad public relations. The tobacco indust=y may yet find the
mcd-ical profession forced to accord a tclerated place to its
(rrod--f--;ad) products in a society harassed by the increas--ng strains
of urbanisation, industrialisation and overcrowding. V.11th the
r-ir-Ung of such a time in m1nd, the industry needs to preserve the
social respectability o:f tobacco while everything Possible to
minimize its health drawbacks. This a-4-- would be entirely defeated
if tobacco were productively and cc=.mercial2y equated with marijuana.
The International Challenge
7.1. The final challenge to be ccnside=ed lies in the
internationalization of the smoking and health controversy.
Consid2red simply as a scientific quest-icn, -the Medical aspects of
sno!cing could hardly have failed to becc=e an international issue
as researchers In various countries Produced their conflicting or
corroboratory f:Lndings - Doll and H-41-1 Paralleled by Ha=--ond and
Horn, and so on. Su-, the expressic-n of scientific views is
generally cautious, w-dely s:,,aced-cut over time,and confined to a
relatively I-Inited audience. 'What has "-opened in the case of
cont..... CC
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13
s=ok4n; is -hat it has been picked up by the lar;ely sel:f-
appc.nted press-aro-groups of many ccunt=ies and m&te the subject
of an unrev-dztlng propaganda camp&_-rn ained at a =ass-aud_-'ance-
With increasing sophistication in tie tachni(;@.:es o;E us-ing
the various media, the ant_4-s=o.1cLng ca=="gne=s have co-ord--nated
the_-;- activates across frontiers so as to r*_:L:%fc=c* each ctherts
influence locally. They exchange infe=matic=, stu-d@y each othe=16
policies, speak at one anothe=fs confe'=ences, and cc-oPerate,
e:ctensively In trying to ensure that Vhe publicity tney get fosters
an Limpzess_-on of international solidarity aga@_nst s=cking.
7.2. The tobacco industry has every right, in xes.=cnse to such
Ipposit--cn, to organize its own Inte--national =ach--nery so as to be
able to its collective viewpoint 1"_ own wishes.
It is in -his c,=text, no doubt, t@:at a body such as i.c.O.S.1.
would be ex=ected to develop a role; trough its scc=e %would
Wresu=ably be a good deal wider than that of =ost ce the anti-
smckinq aSScC .atlons. These may Indeed cons-zder Issues such as
adve=t!sLng or taxation,,but they do so only became of the part
such 'matters play in Affecting total sales 0:!! clga=ettes and thus,
by definition, In affecting the health of con-s=e=s. I.C.O.S.I.,
on the other hand, would perhaps deal -.-,rith s-z=h t=_;=s on their own
merits or as factors in the
.general industria' an' az=erc_4a1 well-
being of different natIonal economies 1-1 such an approach were
ISSIble It could be a very valuable corrective in -, situation
where one of the most Intractable problems Is that aimost every-
thing said or written about tobacco Ls I:Ln"Ced w1th
the health r_4sks.
7.3. It is only prtid6nt to recognize, of ccursz, -t%-at international
co-ordination by the industry is very likely to be denounced by the
anti-smokers as Immoral or s:LnLstQr. Their cwn acz--vities, beLn4
undertaken In the name of science, madlcime, heal7n or consumer
protection, are, by contrast, fIrreprcachable'. T.-e question of
overtly intox-mational'inItiatIves by industry -.@:us needs
careful study.
CCnt ....
C__J
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The Attivude cf the :.qedia
8.1. This survey of the main features cf Vhe sno'kinz- and health
arguzient today world not be co=Vlete ;,;lt-lout some _-2:fe==_:-.ce to
the -Jay in which t.--.e media's a,".roach to the Subject :ias evolved.
Both in the press and in broadcasting, the last two decades have
seen the growt-h of detailed Lnvestigatory techniques, cften carried
out by tea=s of young journalists or broadcasters. The4r
antlhuslas= and sense cyY co=m:Lt;ment can easily outwe--gh s---ch qualLtlos
as balance'and realism. The result is that the me-dia are no
longer impartial reporters but aLre often one-sided :L-2
AL Particular Cause. This is especlaiiy truo In te-evision where
the InclusIcn of Vhe seeing dimension --Frequently adds nct
object-4vity, but a h4ghly selective su=Ject1v:Lty, tc ar: argument.
Even bodies like the B.B.C., whose Charter imposes; strict
de-,achment u=on-lt, have develqped an allegedly =o=al blas for or
against cartain ideas, groups, policies or products. 7"hey do not
hcs-itate to publlciza these prejudices, generally makin= use of an
accusatory approach --.rh4t--h, especially in live xltuaticns on radio
and television, Produces the des-Ired atmosphere of cznf--ontaticn
and antagonist. Used by .a hcst:Lle ;:=cducar, these lad Versary
tactics, a=e capable cnE do4ng ser1cus :Lnjury im bot'.- a, =cs_-tive and
a neaative sanse.
n.2. The daily =ress is less dangerous from this of vlaw;
but the risks of partiality or of unfriendly crusading in the
Weekly, professional or critical journals are al=ost as creat as
those on tcievisicn - with whose influence and methcds -_'nr="%vr:Ltten
med:La are mcnv in far fiercer competition than they r-'ere tr.?enty
years ago. Certain tax9ets: are more popular than others with
writers and producers. These undoubtedly include big !;-asinesx,
especially of the multinational or International kind, and health
in various as=ects. The tobacco Industry thus offe=s scope for
attack on both pcl-i;.-lical/financial/industr:@aLI and sccial/marai
grounds - a hazardous combination in terms of public
Cont.....
ZJ
r ii %
L_ Ut"xe __
MAL > AA"CXJ
JL 11
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15
Reccmnendazlons
9. The X1c=egcJ_r.-, appraisal may seem' to reach wl,-.-a-. a=-2, en
baia=ce, scmewhat threatening conc'--us-lons for the t-=L-a=co ind,-st=y.
A sensible =aalis=, both about facts and what pec.ple believe -to be
facts, -is essential, however, in develor-Ing a const=uctive public
relations pcllcy. Moreover, the long-ter:m prospects Fizz the
i.r.dustry st-,911 appear favourabie, provided that noth-in-g is dcre
to Ocopard4_ze the= Ln the na-,ct five years or so.
The Tc1na=cc Advisc=v Ccuncil - Internal CavabIlities
1. The _-"rst =os:Ltivs factor in the situation is the
existence cf the re-sha::ed T.A.C. itseir, reqpre'Senti,nc
continuity zhrough change. As the so!* zollective o=;&n1sation
and voice of the British industry, it now has a central role in
maintaining the authority built up over nearly a quarte= cf a c*=ry
and in showing that comoining corLmercial and research --L-terests has
increased zathex than lessened its responslbiiity-anr@ clojectivity
in both are:.s. In doing this job, tire development and preservation.
0
of t:nani;--i_-;t,1r, both in sumport of the Councills w1th other
bodies and in: the .1ace of c=lticism or imqu:L=y f=cn cutside, is
essential.
0. 2. To the extent thAt the Chairman and =embe=s of the Council
wlll hencef --=-.h be laymen car=ying out a mainly I&- Task, :it is
e-,ctzeriely -1--portant they they should have skilled scient-1-4fic and
modicall advice zea;:-'--Iy available to them. To th-is end,'@the ranf-e
and qual-If--cations af eminent consultants =etained by T.A.C. shc)i:kd
ba@ structured so as to provide coverage of such fields 0.6" Speciai-
izatlon as cardiology, bLo-cbemistry, Lmmunclogy, pathology, I
pha=.macology and S'o on. The holders of these consultancies would
not be merel.v distinguished names on T.A.C. I's writer) ;:aper. Vnel=
function would be to advise 'the Chaixman personally, ex the
me=bers callectively'. on :Lssues of current or potentl-a" importance
over the t.-hole svec-%run oZ smoking and health.
cent....
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10.3. clic a.' the chief advantagos a-.' retainin.; tl.ien .rated be the
S C
-2c.;,ii ap. 4ty to
way in i-!hich they would build up the cou
,evajuatml authoritativrly tire us-efuinass and sIgn-4fic-ance of
varluus klnds of research carried cut e_-thlox in the United KS n 1jd Lxa
or overseats. Viis process of evaluation iYould be a flexlble onla.
In %-Ihich t:ze initiative -for action would pass bac!!: and forth
between the consultants and the Research ComUttee of T.A.C.
Mither side should be able to offer or seek advice according to
circumstances. It is slat3gested that the rresence czO a Co-ordinatorP
responsible for ragular contact w--th the consultants and faLxiUar
With the Warnings of T.A.C., would help to ensure that the system
)rked smoothly. T'liese ex-anded arrangements for c=sultants and
tAn. develo7=ant of the capacity for evalumtlon, wolild play a vital
part in the intcr=al -orkIngs or the Ccumcll and In the enhancement
of its rerutat_-Ion as a prime source of -4nformation. and ccrnent
on snoking issues.
10.4. in this nrr>cess of -technical re-inl'orcement T.A.C. will
undauntedly ne--@,d an adequate? statistical c*f-abIlIty cf its own.
Statistics are the daily cuzzency of t4'1-&e wide variety of bodies
and ineividuals with whom the Council will have to deal. Th%,
dialonue nust be carried on, on the same profe9siona!.7:_y cc::_nand-ng
level as h:Lt!%erto. Another =uch respected fac-411ty at Glen House
n the Library, which must new house one of the world's best
collections of material cn tobacco. 1-1 plays a signi-ficant part
In the Council's public startling and its functions sh.culd be
encouraged.
10.5. in this context the form and content -of the daily S=ck-ing
and Health Synopsis provided by Campbell-Johnson Timited should
be reviewed. The aim would be to ensure that It ccntributed
appropriately to the new role of the Council, and It --eight be found
that this could best be done by giving It a more analytical and
interpretative character. The advice and assistance of Campbell-
Johnson LizLited wcul@,- of course, be at the disposal of the
Council and. of any,of the co=ittees on v-.h:Lr-h it was thought
desirable for a representative to serve.
cant ...
BATCo LTD - MINNESOTATOBACCOLITIGATION

7.
17
r_xternal_ ?Olicv
21.1. The rpconinendations =ade so far have bI@en dizected
towards v=4 aspects of the internal ox9aaizatior. cf the Cmuncil
which are im-ortant for its relations rnith the outs--C.Ae world.
We now turn to indicating the broad lines of Vollc-@.- which the
Counc-41 should, In our view, be following in present cizc-U--istances.
11.2. The close links which hava been forged over many years
%wit;i the Government,. I-rembers of Paxllaz%ent, sclent-l-l"ic contactst
the medical establishment academic and professional circl4s, the
trade unions and ot.%,ers (including the media) should be assiduously
preserved and extended. Through their, the industrv is In a
pos4tion to discuss and influence, often without publIcity, most
of the issues --n wh_-ch tobacco Is Invol"Ved. Contacts in
West=inzter and'Wh-4tehall a-re likely to be speciallY important,
since it is in these circles that the accne-4c sionificance of the
tobacco industry _Js L-ost keenly appreciated, even if, for
political reasons, they give scant r4icognlticn to the fact.
AIIies In the legislative and regulatory spheres are, in the short
tc.r=, ==--,a valuable than al=ost any others. UrLfavo-zrable Changes
in the legal status of the industry could infUct =,z=e permanent
da-mace on it than many of the activities of the anti-smo1king
ca=paigners. What is essential is to safeguard a L-asis for
_eq!t_4=ate opcratiens which will allcm the Industry to outlive the
current militancy against smoking, and eventually tc market its
prod---cts in a more tole:rant cli=.ate oe opinion. (if this zooms
too sanguim-_ a v--e,.y of the 'cyclical' nature of -many camp@o'-;gns
against given products, one need look no further back than the
vIgorcus attack on alcohol consumption in France during the early
1950's. Thare is nc,.,. little trace of M. Nendes-France-'s crusade.)
11.3. The cultivat-fon of good relations -4.1% other c:-A=ters should
have high priority, and eye strongly recom=end that adversary
tactics should be av@ided as far as possible. The stance take
by the industry should not be an entrenchad,beleaguered one; this
only e=hasisgs th& distinction between it and its cust"--arx on the
one hand and the nonsmoking cor=uzi.ty, militant or not, on the
othe=. Such a pola=i=ation is most undesirable --he ai= should
cc
bo -tc achlova reconciliation L-ctwaer: the c::t=er-,ists c.- althez side
cont .....
BATCo LTD - MINNESOTATOBACCOLITIGATION

by strass-r,5, the existence of a contra! ground 01
considerat-40n. The Industry should talce a firn, but calm and
uncontentlous stand In favour 0;:r toleration and of allowing
individuals to take their cnvn. decisions in the light of acct,.ratle,
unemational :Lnfor=&t:Lon.
11.4. F-cherto, -the industry has followed a low prof;lel policys
pze@f *==in- not to talte part in leaded public debates en the s=cking
issue and thus denying the =edla, in particular, the c=nortunlty-
to capita-2-4ze on 'confrontation' situations. I.::! a =ore pos-itive
line is nctv favotz=ed It must be zo4llzad that the macila %fill still
be eager to interview representatives of the i_ndt1str,,qj, :Ln a way
that will put them on the defensive. They must be ready not
=araly to reapand as expected, but to deflect the questions In the
L t:
style c_,9 a skilled politician, answering constructively and in the'
Wa ythat best allows the= to make their c%7n points. This will be
thc Icey to the industry's new, positive attitude - the pursuit of
initiatives when it Cenerates Itsa@", rather than reaction to
the initiatives CZ, others. The task will not be easy, but it is
an lnescapablc corollary of choosing a more active and visible role.
II.S. Thm tactics to be followed will vary with t"-.e circumstances,
but we sungest that every effort be made to avoid ccncentration on
the health issue or en the special =c=al stage attached to the
Manufacturers Zfor marketing a pe=:factly legal produ=t. Instead,
spoltesr-en should (;-rithout appearing to back-t-rack on the old T.R. C.
acceptance of the 1worX.Ing hypothesis' that cigarettes d;, have an
effect or. health) quietly insist that there is no =czal. or@ .
p=actical nec2ssLtly.far the manufacturers to be ex-plici t on thIs
point: ccnsu=ers have all the information they need to decide the
question for themselves. Industry representatives could also
appropriately rar-:Lnd Lntarvietrerz, for e_xa=ple, that. the tobacco
companies and their employees are only one linl1k. in an immensely
long chain of benaei&laries of the smoking habit, ranging through
the distributive and retail trades to the Treasury and the tax
Payer. Cthe= positive points, including the connection betmeen %@C
s=olcing and sccial and =*ntal rela.-cation, should be -.ade x-henever C-3
C-3
cont.....
BATCo LTD - MINNESOTATOBACCOLITIGATION

1 1.6 rluclh stress is at present being put on the objections
.0
to passive s=clking. Medically, @here is little to be said against
It, save In a few eu-ceptional cases. But P- z=akerls assertion
that h- Ls !r-fl:Lct4nr, no health r-;s.'-. on h1s; non-smo-'r-ing neighbours
will not =all' V-2--a Lf they find his s=dke Irritating or
y C.:
aesthetically unpleasant. It would be rea"stic lor smokers; to
acknowledge that their habit is a rosItIve act, wIth observable
efficts; in the sm-rzounding at=osph2re, whereas non-s=aklng is a
--;thcrut direct e;feeccts on other people. 1-1-4ilingnass
nega ;vc act v.-
by Jmdustry spoka!@--en to recognize this Xact and to pezsuade
-nake=s to act appr===Iately, :-jould be an 1--portant ele=e-nt In
restoring a cll=ate of toleration and in re-habilitating smoking as
,a socially acceptable habit.
11.7. The industry has been much disillusioned by tn2
Govarnnent's failuro to give it prqp3r credit --for its %verk over
many years in tar-rad---ctLon; and still more by what it rzgazds as
a virtual betrayal ovc= the development and Int-r6duction of
substitute smok-ing =a-.ar!ajs;- There is still quasi-oeficial
cc-.n(--4er---iat4on of the te=-2 isaf--x slacking'. Yet It is not -4=pczs:Lble
that the industry might have a recogni=bd part to play in this
sphere - and sooner than anyone now expects. Although a really
big chance in cur kncwladge about the s=oklng-assoclated diseases
zoks unlikely at present, It may be that a relatively static period
Is drawing to a close and that the =cm*nt of a real b=eak-through
Is not far of:f . 16'Ith so=e cLra.=at--c advance in what we kncnv about
the causes of cancer or with the discovery o;E an effective cancer-
inhibitor (such as 17--ta-iin A or some other v-itamin nay prove to be),
the smoking and health controversy could be tzansform2d. What the
Industry kncws about tobacco and tobacco s=oke, or about product
modification, would the.12 assume fresh Importance and be capable or
a, crucial contribution to tne acceptability of the snoki:-zel habit
on re-de--lined terms.
ccnt .....
N-D
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2.1.8. The industry thus needs to be alert for a sudden
=adical advance and to be able to respond to It wIth 'evidence
that its own research has been kept active and up to date. The
eact that wcrk 4=n safer smoking -is continuing, despite official
ar-Nathy, should be on* of the. positive points to be stressed by
A
1,1:2dustry spc-'-.es=an whenever possible. Susplcdon that the tobacco
V
i;ico=naries were =arklng time, or-e-ven back-tracking In irritation
over the--'- treatment by the Govemnment, would at once be exploited
by the ant!-s=o':Inq campaigners as further proof of cynICISM an the
Health Issue.
A la=ckers I Code o:f Conduct
12. There are two particular projects both m2nLloned In
Six Wilson's earlier paper* - which would be worth
as =eans c:f giving expression to the policy guidelines
doscr-4bed above. The first is the development of a 'Smokers'
Code of Conduct'. This would be essentially a su-x--y of points
which, if conscientiously observed by snolcers, should crisure that
their could not be accused of inconsiderateness towards their non-
sziok--ng nclghbou=s. It would hell,-.7 to counteract the Irequent
assezticns by ncn-smolkers that smcdccers arrogantly assume a right to
pollute the atmosphere ai-ound the=. By stressing the need for
M. ial understanding of one another Ps preferences and satisfactions
-t Would help to bridge the galp whIch the propagandists are trying
to open betwezn the smoking and nen-s=cking sections of the
population. Its tone should be frank and.posltlve,-'rather than
governessy or restrictive; one ce Its subsid-dary alms woLAd'be
the restoration of the smoker's image, be,, the smoker h:L=self`, as a
sociable, extrovert character, rather than the neurotic, smelly,
outcast figure depicted by the ant-l-s=okers.
An Association O;f Tobacco Users
13.1. This second posi--ble project is the establishment, with
industry blessing, of an independent 4;:ouv or association or
tobacco users. ThIs would act pr--4.-aarily in the Interests of tire
ult-i=ata consumers of tobacco, thcugh in do4--,%g so It would
obviously be likely to serve thcse of the whole tobacco trade as .0
C-1
It rrould there.fcre be im::crtant to secure fron the outset CZ:-
itz c-znp2.,2t3 Independence of the industry. both Ln collcv and action.
BATCo LTD - MINNESOTATOBACCOLITIGATION

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It should, ind2ed, be as free to challeng2 the indust;ry as to
take issue with the anti-&=okers. '.when -.11a Idea was originally
mooted, it was thought that it Might be d_-fllcult to launch in &
uay that did not lay the industry open to the taunt that it was
setting up a 'front' organization In Its c-.,n defence.
13.2. Now, however, two genuinely :Lnde-e=dent suggestions have
been received. One comes -from Aim Chief Na=shal Six Ch:ristor-her
Foxley-No=rls. The objectives which he cuts forward Include the
protection a--' ah adult individuals freedc= of choice in any field
(biit ex-peclally that of smokinC), the dissemination of accurate
:L.,,_-zr=at:Lon Wzout s=oiclng and health, and the defence of smelters
against -znZ'a_4= discrIz-anation or res-6r:Lc-,-;cn in the en-Joyment of
tobacco. lie proposes- to achieve these a-..ms through t-h.e activities
ce a small sta.0
.f, paid from subscriptions and donations, which
would encase in correspondence and In broadcast or other public
discussions, ciirculata a regular ne-.vslett2r and public-4ze the
views of szoka=s. action would Initially be on a moeest scale,
expanding as support Vrew.
3.3.3. The cther'suggestion co-mes from --he for--ier General Seczretary
of the 1.11ationz.2. Union af Retail Tobacconists and Is on broadly
SI,-,tilar lines. These timely inIt_'4atLves seem well worth N
4 loring, and might prove capable of being combined --.-.--a one.
S@_,ch an association could be nost valuabiz to the Industry, as a
typIcally Brit.;'sh reaction to qove=n._-enta@-. Intue-r-13=ence, as an
individual, noncommercial source af co=ent in the media-,,
,and
elsewhere, and as a counter-balance to th2 ant-4-smok.Lng,esiablish-
r.ant I which cZalms to know what is best. both for the nonsmoker. and
the SMOICOX. A body of this kind could also be a usef-u-2. advocate
.n pror-otIng the,concept of laccartable =1sk'. Any Financial
contribution :fzcm the Industry,should suc!-. help be essenEial, would
be very sm-all and would have to be given without strings. The main
problem would be ho%v Vo ensure that the r,=lz-jp had access to the
irldust=yls t.hinlUnq on major issues wIthc-ut appearing to be
merely a mcuth=jece,for it. In this cann2xi;on :Lt -is possible that
Campbell--7ohnsca LI=ited, w1thin any funct4@ons carried out for
T.A.C., could act vuriatt=ibutably both as an inter-madIa=y In
facilitating a two-ray flow of infcr=at:Lc.- between -the group and N-0
co
cant ....
BATCo LTD - MINNESOTATOBACCOLITIGATION



22
T.A.c., and as a backroom guide to the group In overcoming
some of the public relations difficulties It might meet.
International Action
14.1. Internationally, T.A.C. should maintain and develop the
range of scientific and industrial contacts built up during the
last quarter of a century through the Tobacco -Research-CouncLl
A_-
and -the old Tobacco Advisory Committee. These links will be of
inczeasing importance as action in the smoking and health field
e- -cnds ZtIrther into different international bodies such as the
R. -'. C., t'ae 14.H.O. and so on. It wi I 1 also be necessary to
become familiar with the European Parliamentary scene and to got
to know the ,@zitlsh Eux oil. P. to be elected in June 1979.
14.2. We have already mentioned the care required In
developing a role for ICCSI, though it would be inappropriate for
us to make here- any recommendations about the Cormnittee as such.
%la do advise, howaver, that T.A.C. should give particular attention
to the way In ?.,.hich its orm activities - especially in this
country, %vhqre the situation is essentially sui. ganerls and not
necessarily to be handled in accordance with experience elsewhere
are coordinated with those of ICOSI. Heze again professional
liaison could have a useful
part to play.
Legal Study and of Drugs Research
15.1. Cur last two recommendations are simply brief ropetitions-
of advice given earlier In this paper.
15.2. We propose that T.A.C. should commission an up to date
review of the legal status at the tobacco industry In Britain
and on the Continent, With particular reference to any changes
in it that are likely to -flow from C. Z.C. or other legislation.
15.3. We recommend, finally, that T.A.C. should give Instructions
to the approprIate-commIttee (perhaps the Research Committee)
for a sustained monitoring of research into the effects of drugs, N10
particularly marijuana, and of any further moves towards
legalization or ?de-crininalization'. Developments In these areas
shouid be reviewed in relation to possible effects on the
cant.....
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23
re-utatior and use of tobacco.
ccnclusion.
id. Cur =mcommendations are not a_,&,austjve. But they cover
the broad :field of action open to T.A.C., ard attar-pt to define
it in a way that would allow the incorporation an%--A devalcpment
af further ideas along Taxes acceptable to the whcle of the
tobacco industzy in Br:Lta4n. Proper com=exclal c----at:Lt--;cn'
bet--.-een inalvidual manufacturers =ust eovlously continue, 'out the
industry Fill forfeit the considerable opportunities stij-1
available for the !=provenent Of its position if It does not
vensure that such competition takes place w1t4hin an overall frame-
work 0:6 agreement and loyal co-operation. Unani-r-ity, pclitlcal
xealls= and senS4-iVity to public attitudes on both a-des of the
smoking and health issue are the fundamental massacas of this
appraisal.
20 ',14ov-2=ba= 1978.
Ilk
co
co
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BAT Co LTD MINNESOTA TOBACCO LITIGATION