Consumer Protection Mission
Part 3 Administrative Complaint

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Title	Number	Action Date	Type of Matter	Product/Service
R.J. Reynolds Tobacco Company	D9285	5/28/97	Advertising Campaign Involving Cartoon Character	Cigarettes

 

R.J. Reynolds Tobacco Company
In an administrative complaint, the Commission alleged that the advertising campaign for Camel cigarettes featuring the cartoon character Joe Camel violated federal law. The purpose of the campaign, according to the Commission, was to reposition the Camel brand to make it attractive to younger smokers. The campaign allegedly induced many underage consumers to begin or to continue smoking cigarettes and as a result caused significant injury to their health and safety. The agency sought an order that would bar R.J. Reynolds from using the Joe Camel campaign and would require the company to conduct a public education campaign discouraging young people from smoking. In July 1997, R.J. Reynolds announced the termination of its Joe Camel advertising campaign.

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