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Joe Camel: Up in smoke?

It was a hot summer day in Washington last year when the Academy joined House members at an outdoor press conference to request that the Federal Trade Commission (FTC) reopen its investigation into Joe Camel tobacco advertising and its effect on children. Sometimes, good things do happen to those who wait.

Prompted by that request and a more recent letter by seven senators, the FTC charged May 28 that Joe Camel advertising violates federal law, as it has caused significant injury to the health and safety of children and adolescents younger than 18.

"R.J. Reynolds has conducted one of the most effective advertising campaigns in decades," Jodie Bernstein, director of the FTFC's Bureau of Consumer Protection, said. "Joe Camel has become as recognizable to kids as Mickey Mouse. Yet the campaign promotes a product that causes serious injury, addiction and death. It appeals to our young people. It is illegal and should be stopped. Joe Camel must grow up or go away."

The FTC's complaint challenges the Joe Camel campaign as an unfair practice under Section 5 of the Federal Trade Commission Act. The agency is seeking an order that would prohibit Reynolds from using the Joe Camel character anywhere except adult settings and would require the company to conduct a public education campaign discouraging young people from smoking.