A Frank Statement to Cigarette Smokers

As it appeared in over 400 other newspapers on January 4, 1954

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RECENT REPORTS on experiments with mice have given wide publicity to a theory that cigarette smoking is in some way linked with lung cancer in human beings.

Although conducted by doctors of professional standing, these experiments are not regarded as conclusive in the field of cancer research. However, we do not believe that any serious medical research, even though its results are inconclusive should be disregarded or lightly dismissed.

At the same time, we feel it is in the public interest to call attention to the fact that eminent doctors and research scientists have publicly questioned the claimed significance of these experiments.

Distinguished authorities point out:

  1. that medical research of recent years indicates many possible causes of lung cancer
  2. that there is no agreement among the authorities regarding what the cause is
  3. that there is no proof that cigarette smoking is one of the causes
  4. that statistics purporting to link cigarette smoking with the disease could apply with equal force to any one of many other aspects of modern life. Indeed the validity of the statistics themselves is questioned by numerous scientists.

We accept an interest in people’s health as a basic responsibility, paramount to every other consideration in our business.

We believe the products we make are not injurious to health.

We always have and always will cooperate closely with those whose task it is to safeguard the public health. For more than 300 years tobacco has given solace, relaxation, and enjoyment to mankind. At one time or another during those years critics have held it responsible for practically every disease of the human body. One by one these charges have been abandoned for lack of evidence.

Regardless for the record of the past, the fact that cigarette smoking today should even be suspected as a cause of a serious disease is a matter of deep concern to us.

Many people have asked us what we are doing to meet the public’s concern aroused by the recent reports. Here is the answer:

  1. We are pledging aid and assistance to the research effort into all phases of tobacco use and health. This joint financial aid will of course be in addition to what is already being contributed by individual companies.
  2. For this purpose we are establishing a joint industry group consisting initially of the undersigned. This group will be known as TOBACCO INDUSTRY RESEARCH COMMITTEE.
  3. In charge of the research activities of the Committee will be a scientist of unimpeachable integrity and national repute. In addition, there will be an Advisory Board of scientists disinterested in the cigarette industry. A group of distinguished men from medicine, science, and education will be invited to serve on this Board. These scientists will advise the Committee on its research activities.

This statement is being issued because we believe the people are entitled to know where we stand on this matter and what we intend to do about it.

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TOBACCO INDUSTRY
RESEARCH COMMITTEE

5400 EMPIRE STATE BUILDING, NEW YORK 1, N.Y.

SPONSORS:

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THE AMERICAN TOBACCO COMPANY
Paul M. Hahn, President

BURLEY TOBACCO GROWERS COOPERATIVE ASSOCIATION
John W. Jones, President

PHILLIP MORRIS & CO. LTD., INC.
O. Parker McComas, President

BENSON & HEDGES
Joseph F. Cullman, Jr., President

LARUS & BROTHER COMPANY, INC.
W. T. Reed, Jr., President

R. J. REYNOLDS TOBACCO COMPANY
E. A. Darr, President

BRIGHT BELT WAREHOUSE ASSOCIATION
F. S. Royster, President

P. LORILLARD COMPANY
Herbert A. Kent, Chairman

STEPHANO BROTHERS, INC.
C. S. Stephano, D’Sc., Director of Research

BROWN & WILLIAMSON TOBACCO CORPORATION
Timothy V. Hartnett, President

MARYLAND TOBACCO GROWERS ASSOCIATION
Samuel C. Linton, General Manager

TOBACCO ASSOCIATES, INC.
(An organization of free-owned tobacco growers)
J. B. Hutson, President

BURLEY AUCTION WAREHOUSE ASSOCIATION
Albert Clay, President

UNITED STATES TOBACCO COMPANY
J. W. Peterson, President

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Critical Thinking Questions for “A Frank Statement to Cigarette Smokers”

“A Frank Statement to Cigarette Smokers” was a tobacco industry advertisement that appeared in 448 U.S. newspapers nearly six decades ago. It made claims and promises while questioning the findings that implicated smoking as a cause of lung cancer. It was not until 1999, 45 years after “A Frank Statement…” that the tobacco industry stopped claiming that smoking was not injurious to health.1

Complete a critical read of “A Frank Statement to Cigarette Smokers.” After reading it, answer the following questions.

Identifyat least three statements that discredit or cast doubt on the research linking smoking to lung cancer.

Line 1. “…experiments on mice” 3. “…not regarded as conclusive in the field of cancer
research.” 5. “…even though its results are inconclusive” 6. “…eminentdoctors and
research scientists have publicly questioned the claimed significance of these
experiments.” 18. “We believe the products we make are not injurious to health.”

Identifytwo promises made by the tobacco industry.

21. “We always have and always will cooperate closely with those whose task it is to
safeguard the public health.”
30. “We are pledging aid and assistance to the research efforts into all phases of
tobacco use and health.”

Identify at least two statements made to make readers believe the tobacco industry is a good corporate citizen.

4. “However, we do not believe that any serious medical research, …should be
disregarded or lightly dismissed.”
18. “We accept an interest in people’s health as a basic responsibility, paramount to every other consideration in our business.”
26. “…the fact that cigarette smoking today should even be suspected as a cause
of a serious disease is a matter of deep concern to us.”

The four points that “distinguished authorities point out” (lines 10–17) are attempts to obfuscate the findings. How do these four pointsobfuscate the medical findings that smoking causes lung cancer?

Point 1 is true, but that does not exempt smoking.
Point 2 cites the “authorities,” who are they? What makes them an authority?
Point 3 is a half-truth. The entire point of the advertisement was to discredit the
experimental results linking smoking to lung cancer. However, in science, the word
“proof” is not used.
Point 4 is an attempt to discredit the statistics. They question the validity of the
statistics yet state they also apply to other possible causes.

What effect do you think “A Frank Statement to Cigarette Smokers” had on consumers (e.g., belief, practices) 60 years ago?

(Answers will vary; accept all reasonable responses.)

Explain your overall impression of “A Frank Statement to Cigarette Smokers.”

(Answers will vary; accept all reasonable responses.)

1Cummings KM, Morley CP, Hyland A. Failed promises of the cigarette industry and its effect on consumer misperceptions about the health risks of smoking. Tobacco Control 2002; 11 110–117 Downloaded from tobaccocontrol.bmj.com on August 7, 2013

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