The Tobacco Deal

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Case Study Analyses Paper

The Tobacco Deal

Learning Team A Jeffrey Madaski, Dale Robertson, David Lee, and Aaron Bellew

Sociology / 101

Mr. Dustin Phillips

September 0, 00

Introduction

Many people fail to realize the numerous and various issues concerning the tobacco industry. This industry is a highly controversial one. Tobacco companies attempt to sell their products to the best of their ability using diverse forms of advertising. However, during their promotions and sales, they must try to maintain the importance of social responsibility, health effects, and their political and social roles. A mistake made in these areas could be extremely costly to even the largest tobacco giant. More and more people are becoming aware of the dangerous effects that smoking imposes, not only on the people who directly use the products, but the people who are in the company of those who use the products as well. Here we attempt to present logical case analyses to show our readers an in depth look at issues surrounding the tobacco industry.

Major Problems and Issues With the Tobacco Industry

A major problem for the tobacco industry is the way they choose to advertise their products. It has been shown that tobacco giants prefer to target teenagers as direct marketing strategies. Unfortunately for the companies that have engaged in this sort of advertising, it is not only unethical but also illegal in many senses. "The 00 National Survey on Drug Use and Health, released by the U.S. Department of Health and Human Services, found that 4.8 % of youth smokers (ages 1 to 17) reported Marlboro as their usual brand. The next two youth-preferred brands, Lorillard's Newport at 5.1 % and R.J. Reynolds' Camel at 10.5 %, trailed well behind Marlboro" (U.S. Newswire, 00). Many people are angered by the statistics of teens smoking today and a largely blame the tobacco maker for "pushing" their product on the teenagers of America.

Properties of Substances in Tobacco Products

To understand the gravity of the effects of smoking on the individual and society as a whole, we need to understand the characteristics of the substances that are contained within cigarettes and other tobacco products.

Nicotine. Nicotine is found in the leaves of the tobacco plant. Although classified as a stimulant, nicotine "can produce either relaxation or arousal, depending on the user's state"(Gale, 001). Because of its multiple effects, it can be considered a mood-altering drug. Common use is through smoking or chewing the leaves of the tobacco plant. Another popular method of use is through snuff. This method requires the user to place finely ground leaves into their noses or between their cheeks and gums.

Nicotine is highly addictive and has a negative impact on the user's health. "Nicotine is so highly addictive that the American Psychiatric Association includes it in their diagnostic manual under substance dependence"(Gale, 001). Some interesting statistics reflect how difficult it is to break the addition of nicotine.

· "5% of those who try to quit smoking will be successful on their first try (Gale, 001).

· "% will quit for an entire year (Gale, 001).

Carcinogens. "A carcinogen is a substance that causes a normal cell to change into a cancerous cell" (Gale, 001).

"For a carcinogen to cause cancer a person must be exposed for a certain length of time and at a high enough concentration. Repeated exposure to a carcinogen over an extended period (such as 0 years) increases the likelihood that a normal cell's genetic material will mutate and initiate cancer" (Gale, 001). There are 60 known carcinogens found in cigarette smoke.

Public Health Issues

Adverse health effects of nicotine include constricting small arteries in the heart and elevated blood pressure. Combination of these problems may result in heart pain

(angina), heart attacks, strokes, and circulatory problems.

Carcinogens in smoking account for "approximately one in every seven deaths in the United States, and one in three between the ages of 5 and 70"(Gale, 001). These deaths are largely due to cancers and heart diseases. "In 1, the EPA designated second-hand smoke from cigarettes to be a known human carcinogen. It is estimated that ,000 lung cancer deaths a year are caused by second-hand smoke"(Gale, 001).

The following information expands on the effects of secondhand smoke exposure (Levchuck, Kosek, and Drohan, 000).

· There is an increased risk of lung cancer in nonsmoking adults.

· ETS endangers, or damages, the respiratory health of hundreds of thousands of children each year.

· Parents who smoke in the presence of their children increase the risk for the children to develop lower respiratory tract infections such as bronchitis.

· Infants and children exposed to ETS by smoking parents more frequently have problems with coughing, excess mucus, and wheezing.

· ETS annually causes between 150,000-00,000 lower respiratory infections in children under the age of eighteen months.

· Older children might experience reduced lung function due to ETS exposure.

· Asthmatic children are especially vulnerable to effects of ETS.

· Exposure to secondhand smoke can increase the number or severity of asthma attacks experienced by hundreds of thousands of young asthma sufferers each year.

· Each year, ETS might lead to the development of asthma in thousands of non-asthmatic children.

· The asthmatic condition of 00,000 to 1,000,000 children is worsened each year as a result of ETS exposure.

· ETS causes significant eye, ear, nose, and throat irritations.

· ETS may negatively affect cardiovascular (relating to the heart and lungs) health.

Lastly, recent studies suggest that the effects of smoking may have an adverse effect on infant neurobehavioral. "Twenty-seven nicotine exposed infants and unexposed full-term newborn infants with no medical problems were compared. The findings were such that the infants exposed to nicotine were more excitable, required more handling, and showed more stress/abstinence signs, specifically in the central nervous system, gastrointestinal, and visual areas" (Law, 00). The conclusions from this test suggest that infants born to women that smoke during pregnancy are experiencing withdrawal symptoms from nicotine.

When it comes to social and political issues on tobacco where should the line be drawn. No matter how as individual we argue and protest and write letters its is ultimately up to society to face the facts. Yes we see commercials all the time on how cool it looks to be smoking a cigarette. Yes the commercials have cool people and it's usually by a beach so the whole setting of the commercial looked cool. We as adults have to realize this is a battle we have to face everyday and protest to the day we die if we want to fight the cigarette battle for our kids sake because this is all about money.

No matter how many Anti-smoking organizations there are we have a tuff battle ahead of us. Yes we all should help and be active in a group that promotes Anti-smoking issues. If you just spread the word that will do the job also. As long as we take control of our lives and help family and friend know the danger that smoking can do to you health that doing a great job. W can spend money on anti-smoking commercial and organizations bit like I said it is up to society to watch there own health physically and mentally.

What Merrell William did on page 11 was a great thing. He stole official document that showed the truth on what nicotine did to your health. It stated that's it was an addictive drug and the health hazards it caused. He blew the whistle on this issue because he was having heart problems or doing it to show the public smoking is bad for you? He must have been really upset to start stealing official documents to show the public that smoking is bad for you. No matter how many cases you bring to the table it's all about money to the government and to rich big companies trying to have a happy fun life with all the money they're making.

I know the Anti-smoking commercials I see on TV works for my kids and me because it shows smokers who died from smoking, the lungs and hearts of these people were so black it's gross. Just looking at it should give your kids a big jolt knowing that smoking can kill or give you black hearts and lungs. Like I said before it is up to us adults to show our kids that smoking is bad for you and it can kill you. Teach them and show them the truth behind all the smoking issues that we as a society have to face trying to fight these companies who put illegal items in their tobacco.

I am all for the Anti-smoking organization and all the protest that theses groups do. We as society have to face responsibility and stand up together and teach our kids that smoking can kill and give cancer. And if we teach our kids from grounds zero and at school this might help a lot but we have to start now and fast to help our future.

Positive Changes

Advertising has to be one of the first positive changes brought on following the

"Deal". The use of characters such as the Marlboro Man and Joe Camel are no longer allowed. This is probably a good thing since these characters are easily recognizable by almost anyone especially children. Having the good intention of preventing the next generation of possible smokers from picking up the habit. Considering that most smokers start before the age of 18. According to a U.S. News article Tobacco deal zeroes in on teen smokers (June 1 17) there will be three provisions to curb teen smoking.

· First, it will attempt to shield kids from tobacco advertising by banning outdoor ads, ads on the Internet and ads in magazines with a substantial youth readership. Joe Camel would be out of the picture, as would the Marlboro Man and any other people or cartoon figures formerly used in advertisements.

· Second, the settlement seeks to limit underage access to cigarettes by banning vending machines, limiting mail-order sales and imposing stiff penalties on stores caught selling to minors. The industry is also required under the settlement to set up a nationwide licensing system for tobacco retailers.

· Third, the tobacco industry will pay for a $500 million-a-year anti-smoking marketing campaign, including spots on prime-time national TV commercials, print ads, direct mail, billboards and the Internet.

The industry once spent $6 billion in advertising now, in order to off set the lawsuits and payouts, they increased their advertising expense to over $ billion dollars in annual marketing expenditures this according to Federal Trade Commission's report for 000.

Health care is probably the other most positive side of this deal. The largest portion of the deal going to health care to take care of the damage that tobacco users have inflicted upon themselves. With a 68 billion dollar purse awarded to the cause the states. According to the Health Programs Benefit from Tobacco Settlement (August 11, 001) Under the tobacco settlement agreement, states have been given a great deal of flexibility in how they use their revenue, said Lee Dixon, director of NCSLs (National Conference of State Legislatures) Health Policy Tracking Service. States are making a commitment to tobacco use prevention and to help those already addicted to take the necessary steps to stop.

Financially the states are taking socially responsible steps to help out the tobacco farmers as well. As the decrease in revenue from the tobacco industry increases the farmers are looking at alternative uses for tobacco and/or replacing their tobacco crops with other types of crops or to completely buy them out. According to The Courier Journal Tobacco Buy-out Reached by James R. Carrol (Sept. 5, 00) House lawmakers from tobacco states agreed yesterday on a compromise seven-year, $15.7billion buyout for the nations tobacco farmers. This in turn would give the farmers an out. With ever increasing financial obstacles mounting life as in the industry isn't going to get better, so this is probably the most logical alternative unless they decide to change the type of crops they produce, but then there are certain costs to make that change as well.

Negative Changes

With all the good in the world and good intentions there is always a negative side to things. Despite all the efforts to curb teen smoking it doesn't seem as if everything is going to work. Teens have the attitude that they are invincible and that they will live forever, so all we can do as a society is provide them with the education and hope that one day it will all make since to them. According to a USA Today report (00) Forty-three percent of the nations high school students either smoke cigarettes or cigars or chew tobacco, and the number of teen-age smokers is steadily rising, the government says in a report likely to boost efforts to reduce teen smoking. The real reason kids smoke to be more adult is because rebelling is the sign of being an adult. Adults make their own choices. Children have to do what their parents tell them to do. Parents tell children not to smoke. Teenagers smoke to prove to their parents they have the authority to make their own choices. What they need to see is that not smoking is a form of not being manipulated by the tobacco companies not some form of rebelling.

With the billions of dollars that the states are receiving each year they are starting to misuse the money, since they have such great flexibility in the use of it. They are starting to use the money to plug holes in their budgets to make up for a slow economy. The tobacco money is paying for everything from education to flood control while anti-smoking programs, which some envisioned as the best use of the funds, are being trimmed. According to the State Tobacco Settlement (Sept. 8, 00) for fiscal year 00, the states will receive $0. billion in tobacco-generated revenue, including $8.7 billion in tobacco settlement payments and $11.6 billion in tobacco taxes. The states in FY00 cut funding for tobacco prevention and cessation programs by $86. million, or 11. percent. California being one of the worst cut it's funding by 4%. This is probably due to the states $8 billion budget problem.

References

Carrol, James R. (00, Sept 5). Tobacco Buyout Reached Available [Online]

http//www.courier-journal.com/localnews/00/0/5ky/wir-front-tobacco05-

8848.html

Gale Encyclopedia of Science. (001). Nicotine. Retrieved September 7, 00 from the University of Phoenix Library Health & Wellness Resource Center http//galenet.galegroup.com

Health Programs Benefit from Tobacco Settlement (001, Aug. 11).

Available [Online] http//www.ncsl.org/programs/press/001/pr010811.htm

Karl, J. (17, June 1). U.S. News article Tobacco deal zeroes in on teens. Available

[Online] http//www.cnn.com/US/706/1/tobacco.youth/

Law, K.L., (00) Smoking During Pregnancy and Newborn Neurobehavior. Pediatrics,

v.111,p.118-1. Retrieved Sept 1, 00 from the UOP Library Medline

Database.

Levchuck, C.M., Kosek, J.K., Drohan, M. (000). Reported Health Effects of ETS (Secondhand Smoke) Exposure. Healthy Living. Retrieved Sept 18, 00, from the UOP Library EBSCOhost database

State Tobacco Settlement (00). (author unknown) Available [Online]

http//tobaccofreekids.org/reports/settlements/

USA Today (00) Tobacco Settlement (author unknown) Available [Online]

http//www.usatoday.com/news/smoke/smoke15.htm

U.S. Newswire. (00, Sept, 5.) New federal survey shows Phillip Morris continues to dominate youth cigarette market, says campaign for tobacco-free kids, (6). Retrieved September 1, 00 from Proquest database http//proquest.umi.com/

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