15. Backlash against tobacco use was widespread in the early 20th century
Tobacco consumption continued to rise during the first half of the 20th century. Opposition to smoking grew more fervent among numerous diverse groups. In Germany, during the 1920s and the Great Depression, Adolf Hitler and the Nazi Party condemned smoking as a wasteful expenditure. Hitler banned smoking in his presence, though he did not consider outlawing the practice. Like the armies of the Allies during the Second World War, the Wehrmacht issued cigarettes to soldiers and sailors as part of their rations. Advertising for cigarette companies during the first half of the 20th century became one of the first uses of celebrity endorsement. Babe Ruth and Joe DiMaggio appeared in print advertising for cigarettes. So did Lou Gehrig, who advertised Camel non-filtered cigarettes in magazine advertisements with the claim, “they don’t get your wind, and I can smoke as many as I please”.
Not all celebrities agreed with the use of their image to endorse smoking. Honus Wagner threatened to sue when a cigarette card appeared with his image, and succeeded with getting the card withdrawn. But Wagner, one of the original five members inducted into the Baseball Hall of Fame, did not oppose tobacco use, and both chewed tobacco and smoked cigars. He simply didn’t like cigarettes. The removal of the Wagner card contributed to it becoming one of the most valuable baseball cards to collectors. Actors appeared in advertisements endorsing cigarettes, both male and female, from the 1930s until cigarette advertising was banned in most countries. Even Santa Claus endorsed giving cigars and cigarettes as Christmas gifts. Despite the onslaught of advertising, a steady backlash, led by health professionals and researchers, warned the public of the hazards of smoking in the 20th century. The global tobacco industry fought back.