Statement of FTC Consumer Protection Director on R.J. Reynolds' Decision To Replace the Joe Camel Advertising Campaign

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For Release

In response to the decision of R.J. Reynolds to replace the Joe Camel advertising campaign, Jodie Bernstein, Director of the Federal Trade Commission's Bureau of Consumer Protection said, "We are gratified that RJR has finally terminated an advertising campaign that we believe has caused substantial injury to children and adolescents.

"We, at this time, do not know the details of their proposal and the details are critical.

"Given this development though, Reynolds should be willing to meet with us to discuss the remaining issues in this litigation that we believe are necessary to protect the public health."

In addition to stopping the use of Joe Camel to market cigarettes to kids, the FTC has asked the company to sign an enforceable order preventing resumption of the campaign, to agree to consumer education messages discouraging persons under the age of 18 from smoking and to maintain and report to the Commission data on their share of the underage market.

Copies of the press release, complaint, and proposed order on the Commission's decision to challenge the Joe Camel campaign are available from the FTC's web site at and also from the FTC's Public Reference Branch; Room 130, 6th Street and Pennsylvania Avenue, N.W., Washington, D.C. 20580; 202-326-2222; TTY for the hearing impaired 1-866-653-4261.


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