Today, we know that smoking kills. But it wasn't so long ago that images of doctors, nurses and celebrities told us to light up. It was good for you, they said. These historical ads tell the story.
Today, we know that smoking kills. But it wasn't so long ago that images of doctors, nurses and celebrities told us to light up. It was good for you, they said. These historical ads tell the story.
Stanford Research Into the Impact of Tobacco Advertising
Tobacco advertisers often used the depiction of an ear, nose and throat doctor to promote cigarettes. "People in those days didn't know about lung cancer, but they knew that it was rough on your throat," said Dr. Robert Jackler, founder of the <a href="index.php?page=&url=http%3A%2F%2Ftobacco.stanford.edu%2Ftobacco_main%2Findex.php" target="_blank" target="_blank">research group SRITA, or Stanford Research into the Impact of Tobacco Advertising</a>, which documents the history of tobacco advertising. "They knew smoking irritates and makes you cough and gag. So having a throat doctor tell you it's OK to smoke was key to success in tobacco advertising and sales."
Tobacco advertisers often used the depiction of an ear, nose and throat doctor to promote cigarettes. "People in those days didn't know about lung cancer, but they knew that it was rough on your throat," said Dr. Robert Jackler, founder of the research group SRITA, or Stanford Research into the Impact of Tobacco Advertising, which documents the history of tobacco advertising. "They knew smoking irritates and makes you cough and gag. So having a throat doctor tell you it's OK to smoke was key to success in tobacco advertising and sales."
Stanford Research Into the Impact of Tobacco Advertising
By today's standards, the ads were shocking. In one ad, a "doctor" describes how a little girl could live to 100 -- years longer than her mother -- while promoting the virtues of smoking.<br /><br />"The none-too-subtle message was that if the doctor, with all of his expertise, chose to smoke a particular brand, then it must be safe," SRITA said. Tobacco ads using images of health professionals like doctors, nurses and dentists ran from about 1935 through the early '60s.
By today's standards, the ads were shocking. In one ad, a "doctor" describes how a little girl could live to 100 -- years longer than her mother -- while promoting the virtues of smoking.

"The none-too-subtle message was that if the doctor, with all of his expertise, chose to smoke a particular brand, then it must be safe," SRITA said. Tobacco ads using images of health professionals like doctors, nurses and dentists ran from about 1935 through the early '60s.
Stanford Research Into the Impact of Tobacco Advertising
Look closely at these ads. You won't see a doctor's name. That's because all of the doctors were really actors. Advertising by real doctors was frowned on as unethical, SRITA says. "Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license."
Look closely at these ads. You won't see a doctor's name. That's because all of the doctors were really actors. Advertising by real doctors was frowned on as unethical, SRITA says. "Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license."
Stanford Research Into the Impact of Tobacco Advertising
This ad was a rare exception. Dr. G. Edward Roehrig was indeed a real doctor, practicing initially in Chicago and later in Los Angeles. "Ironically, he died of lung cancer," Jackler said. <br />
This ad was a rare exception. Dr. G. Edward Roehrig was indeed a real doctor, practicing initially in Chicago and later in Los Angeles. "Ironically, he died of lung cancer," Jackler said.
Stanford Research Into the Impact of Tobacco Advertising
In the early 1900s, women began picking up smoking habits -- and consequently, nurses were used to promote the benefits of particular cigarettes. That would soon become common in the world of tobacco advertising. This ad for Camel cigarettes was released in 1932.
In the early 1900s, women began picking up smoking habits -- and consequently, nurses were used to promote the benefits of particular cigarettes. That would soon become common in the world of tobacco advertising. This ad for Camel cigarettes was released in 1932.
Stanford Research Into the Impact of Tobacco Advertising
In this campaign, Viceroys attempted to assure the public that its brand wouldn't stain teeth, giving the claim credibility by using an actor posing as a dentist.
In this campaign, Viceroys attempted to assure the public that its brand wouldn't stain teeth, giving the claim credibility by using an actor posing as a dentist.
Stanford Research Into the Impact of Tobacco Advertising
The use of celebrities, such as this ad with TV legend Ed Sullivan, was another common tactic to earn the public's trust. Here, Sullivan says he has smoked the Chesterfield brand for 22 years. <br />Ad copy then offers some medical support: "A medical specialist is making regular bi-monthly examinations of a group of people from various walks of life. ... No adverse effects on the nose, throat, and sinuses of the group smoking Chesterfields."<br />
The use of celebrities, such as this ad with TV legend Ed Sullivan, was another common tactic to earn the public's trust. Here, Sullivan says he has smoked the Chesterfield brand for 22 years.
Ad copy then offers some medical support: "A medical specialist is making regular bi-monthly examinations of a group of people from various walks of life. ... No adverse effects on the nose, throat, and sinuses of the group smoking Chesterfields."
Stanford Research Into the Impact of Tobacco Advertising
The use of sports celebrities was also common in the early days of tobacco advertising. Here, leading names in rodeo, polo, table tennis and fishing are placed above yet another endorsement by doctors. <br /><br />"Little protest was heard from the medical community or organized medicine," SRITA said, "perhaps because the images showed the profession in a highly favorable light."<br /><br />The American Medical Association did not respond to a request for comment.
The use of sports celebrities was also common in the early days of tobacco advertising. Here, leading names in rodeo, polo, table tennis and fishing are placed above yet another endorsement by doctors.

"Little protest was heard from the medical community or organized medicine," SRITA said, "perhaps because the images showed the profession in a highly favorable light."

The American Medical Association did not respond to a request for comment.
Stanford Research Into the Impact of Tobacco Advertising
Some cigarette companies were bold enough to state health benefits on their ads. Here, Marshall's Cubeb cigarettes claim to be a "sure remedy" for asthma, nasal congestion and the common cold.
Some cigarette companies were bold enough to state health benefits on their ads. Here, Marshall's Cubeb cigarettes claim to be a "sure remedy" for asthma, nasal congestion and the common cold.
Stanford Research Into the Impact of Tobacco Advertising
Another series of ads claimed that smoking improved digestion. In this mid-1930s campaign, Camel said, "Using sensitive scientific apparatus, it is possible to measure accurately the increase in digestive fluids ... that follows the enjoyment of Camel's costlier tobaccos. The same studies demonstrate that an abundant flow of digestive fluids is important also to the enjoyment of food."
Another series of ads claimed that smoking improved digestion. In this mid-1930s campaign, Camel said, "Using sensitive scientific apparatus, it is possible to measure accurately the increase in digestive fluids ... that follows the enjoyment of Camel's costlier tobaccos. The same studies demonstrate that an abundant flow of digestive fluids is important also to the enjoyment of food."
Stanford Research Into the Impact of Tobacco Advertising
This ad claims that the longer length of the cigarette reduces health dangers since it would take more time for the smoke to reach the smoker's lungs, allowing more filtering of toxins.<br /><br />"In 1950, the Federal Trade Commission (FTC) investigators had decided that king-size cigarettes, like Embassy, contained 'more tobacco and therefore more harmful substances' than are found in an ordinary cigarette," SRITA said.
This ad claims that the longer length of the cigarette reduces health dangers since it would take more time for the smoke to reach the smoker's lungs, allowing more filtering of toxins.

"In 1950, the Federal Trade Commission (FTC) investigators had decided that king-size cigarettes, like Embassy, contained 'more tobacco and therefore more harmful substances' than are found in an ordinary cigarette," SRITA said.
Stanford Research Into the Impact of Tobacco Advertising
Tobacco companies also capitalized on smoking's tendency to reduce appetite. Many ads promoted the use of cigarettes as a tool for weight loss. Women were a prime target.
Tobacco companies also capitalized on smoking's tendency to reduce appetite. Many ads promoted the use of cigarettes as a tool for weight loss. Women were a prime target.
Stanford Research Into the Impact of Tobacco Advertising
Advertisements aimed at men often insinuated that weight loss from smoking would lead to greater athletic ability, while assuring the public that over 20,000 physicians found Lucky Strike cigarettes to be easier on the throat because they were "toasted."<br /><br />"All American grown tobacco was toasted, flue cured, and that's what made American cigarettes milder than European cigarettes," says SRITA's Jackler. "Toasting leaves made a very soft smoke you could draw into your lungs."
Advertisements aimed at men often insinuated that weight loss from smoking would lead to greater athletic ability, while assuring the public that over 20,000 physicians found Lucky Strike cigarettes to be easier on the throat because they were "toasted."

"All American grown tobacco was toasted, flue cured, and that's what made American cigarettes milder than European cigarettes," says SRITA's Jackler. "Toasting leaves made a very soft smoke you could draw into your lungs."
Stanford Research Into the Impact of Tobacco Advertising
Using images of health professionals to win the trust of the public and downplay the growing concern over smoking continued until the early '60s. In 1965, the Cigarette Labeling and Advertising Act was passed; it was updated in 1969 to read as it does in this ad: "Warning: The Surgeon General Has Determined that Cigarette Smoking Is Dangerous to Your Health." <br /><br />CNN reached out to major tobacco companies for comment about their ad campaigns during this era. Only R.J. Reynolds, maker of Newport, Camel and Pall Mall, replied. "I am not in a position to provide any insights or comments on advertisements that are more than 70 years old," said David Howard, Reynolds American Services senior director of communications.
Using images of health professionals to win the trust of the public and downplay the growing concern over smoking continued until the early '60s. In 1965, the Cigarette Labeling and Advertising Act was passed; it was updated in 1969 to read as it does in this ad: "Warning: The Surgeon General Has Determined that Cigarette Smoking Is Dangerous to Your Health."

CNN reached out to major tobacco companies for comment about their ad campaigns during this era. Only R.J. Reynolds, maker of Newport, Camel and Pall Mall, replied. "I am not in a position to provide any insights or comments on advertisements that are more than 70 years old," said David Howard, Reynolds American Services senior director of communications.
Stanford Research Into the Impact of Tobacco Advertising
The history of tobacco health claims
CNN  — 

Cigarette boxes sold across the United States soon will display a new court-ordered accessory.

Starting Wednesday, tobacco brands have been ordered to put “corrective statements” on product packaging that clearly state the harmful health effects of smoking, according to court documents.

The order follows a long and rocky road of litigation against the tobacco industry.

LONDON - MAY 16: In this photo illustration a cigarette is seen burning on May 16, 2007 in London. Businesses and shops are gearing up for the introduction of the smoking ban on July 1 in England after similar bans have been introduced in Ireland, Scotland and Wales. (Photo Illustration by Bruno Vincent/Getty Images)
LONDON - MAY 16: In this photo illustration a cigarette is seen burning on May 16, 2007 in London. Businesses and shops are gearing up for the introduction of the smoking ban on July 1 in England after similar bans have been introduced in Ireland, Scotland and Wales. (Photo Illustration by Bruno Vincent/Getty Images)
Bruno Vincent/Getty Images Europe/Getty Images
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It comes as a result of a 1999 lawsuit that the US Department of Justice filed against the country’s largest cigarette manufacturers and tobacco trade organizations, claiming civil fraud and racketeering violations over the course of more than 50 years.

In 2006, federal Judge Gladys Kessler ruled that the tobacco industry had violated civil racketeering laws and ordered companies to issue “corrective statements” on their packaging, on company websites, and in print and television ads.

Last year, as part of the court order, tobacco companies launched “corrective statement” ads across prime-time television and in newspapers, detailing smoking’s harms. Under court order, the ads were paid for by the tobacco companies Philip Morris USA, Lorillard, R.J. Reynolds Tobacco Co. and Altria Group.

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Related article Big Tobacco's court-ordered ads make their debut

Now, the statements will appear directly on cigarette packaging.

“Corrective statements are essentially geared towards preventing and restraining future harm,” said Mary Rouvelas, senior counsel for the American Cancer Society Cancer Action Network, which – along with the American Heart Association, the American Lung Association, the Tobacco-Free Kids Action Fund, the National African American Tobacco Prevention Network and Americans for Nonsmokers’ Rights – was involved in the case to ensure that public health interests were presented to the court.

“Once they start shipping, they will appear in the retailers between two days and two weeks after, depending on how much volume that retailer goes through,” she said.

Tobacco companies have been ordered by a federal judge to admit that they deceived Americans about the dangers of smoking.
Tobacco companies have been ordered by a federal judge to admit that they deceived Americans about the dangers of smoking.
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Related article Tobacco companies ordered to publicly admit deception on smoking dangers

A court document with a mockup of the statements shows them stating, “A Federal Court has ordered R.J. Reynolds Tobacco, Philip Morris USA, Altria, and Lorillard to make this statement about the addictiveness of smoking and nicotine.”

The statements go on to note that smoking is highly addictive, that it’s not easy to quit, that nicotine actually changes the brain and that all cigarettes can cause cancer, lung disease and heart attacks, among other health implications.

“We are at a point where 480,000 people a year die from tobacco use,” Rouvelas said, referencing data from the US Centers for Disease Control and Prevention.

“We want to make sure that the public knows about the harms of smoking. We want to make sure that it knows about the fact that the industry intentionally manipulated nicotine, there are dangers of secondhand smoke. All those things that are in those statements are things that we think are very important to be out in the public domain,” she said.

Tobacco companies respond

In a statement Monday, R.J. Reynolds confirmed that these cigarette package onserts are the next phase of the court-ordered corrective statements and will be on all brands of R.J. Reynolds Tobacco Company cigarettes during six two-week periods over a two-year span.

“R. J. Reynolds will continue to fully meet its obligations under this order as part of its commitment of being a responsible company,” the statement said.

Altria, which owns the maker of Marlboro cigarettes, issued a statement last year in response to the court order.

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“This industry has changed dramatically over the last 20 years, including becoming regulated by the FDA, which we supported,” Murray Garnick, Altria’s executive vice president and general counsel, said in the statement.

“We’re focused on the future and, with FDA in place, working to develop less risky tobacco products,” Garnick said. “We remain committed to aligning our business practices with society’s expectations of a responsible company. This includes communicating openly about the health effects of our products, continuing to support cessation efforts, helping reduce underage tobacco use and developing potentially reduced-risk products.”