MEDICAL SURFARI; TOBACCO ADS PROMOTE DEATH AND DISEASE

As we complete the American Cancer Society's twenty-third annual Great American Smoke-out, let me leave you with a few thoughts until this time next year. Since it has taken years to scientifically prove and document the deadly effects of tobacco, the tobacco industry enjoyed, with impunity, the opportunity to continue to advertise and promote their products. Now that the disease and death effects of tobacco are well known, there have been some restrictions placed on the tobacco industry regarding advertising and promotion. There have also been some exceedingly large awards in the U.S. courts resulting from judgments against the tobacco industry. However, despite these trends, one simple truth remains. Tobacco is a product that, when used as intended, causes death and disability. Despite this, it is legal to promote and sell this product in virtually every country in the world. This practice has resulted in nearly a half a million deaths in America each year from diseases caused by smoking and it costs the United States nearly one hundred billion dollars each year in healthcare cost and lost productivity.

Much of the success of the tobacco industry is through their exceedingly robust advertising campaign (more than five billion dollars per year, which has increased more than fourteen times since 1970). The tobacco industry is the second largest print media advertiser and the single largest billboard advertiser in the United States.

As I write this, I vividly recall one of my former patients at the VA hospital who, after the hospital went to a no smoking policy, sat outdoors in front of the entrance in his wheelchair (both legs amputated) holding a cigarette with the stubs that remained of his fingers so that he could smoke through his tracheostomy.

Yes, limbs are sometimes lost in some patients who develop severe vascular disease.

This images would more accurately represent what some people can expect from the tobacco industry's products. Instead magazines are replete with tobacco advertisements that are misleading and deceptive, promoting images of smoking as fun, sexy, glamorous, macho and even healthful. I cannot help but look at the titles of these magazines and wonder what there is about tobacco addiction that is consistent with good housekeeping or a better home and garden. It is hard for me to imagine that it can make a woman's day or that it is in some way an essential part of the family circle.

As you subscribe to magazines in this upcoming year, think about this and ask yourself if you want to support those that help promote tobacco addiction and its effects. If not, write to the editors of your favorite magazines and let them know how you feel or select magazines with a no tobacco advertising policy. There is often little that each of us may do as individuals to affect the practice of these behemoth companies but this is one area where you can cause an effect that will count.

World Wide Resources American Lung Associationwww.lungusa.org The American Lung Association provides information on specific smoking topics, including smoking and teens, smoking and pregnancy and the effects of tobacco product advertising.

American Cancer Societywww.cancer.org The American Cancer Society is the sponsor of the Great American Smokeout, which is an annual event held each November.