2. The government changed American television through legislation in 1970
The three networks made enormous profits from the fees they charged sponsors who advertised on their shows. In 1970, tobacco companies were major advertisers on all three networks. Cigarette advertisements were ubiquitous. A long-running advertising campaign for Marlboro created a character which became a piece of Americana, the Marlboro Man. The ads featured a ruggedly handsome cowboy working the range, mending fences, herding cattle, and camping. When he relaxed, it was with a Marlboro cigarette. All the while the theme music from The Magnificent Seven played behind the narration.
Other tobacco companies presented jingles and slogans which became part of the American lexicon. A drive to remove cigarette advertising from television began in the 1960s. The networks and the tobacco companies fought hard against congressional legislation targeting them. Tobacco companies were by far the largest advertisers collectively on television by 1970. On April 1, 1970, President Nixon – himself a pipe smoker – signed legislation passed by Congress known as the Public Health Cigarette Smoking Act. It banned all cigarette advertising from television and radio, effective on January 1, 1971. Anti-smoking Public Service Announcements continued to be broadcast. The Marlboro Man continued, though in print advertisements and on billboards and posters at points of sale.