18. World governments began to move against tobacco use in the 1960s
In 1964 Luther Terry, then Surgeon General of the United States, released the results of an in-depth study on the health effects of smoking tobacco. The report found, unequivocally, that cigarettes were linked to cancers, heart disease, and other health issues. Supporting studies came shortly thereafter, from European and Asian countries, as well as academic institutions in the United States. The US government began what became a decades-long effort to curb consumption of tobacco. The first such step was the issuing of health warnings on cigarette packs. In 1967, the government, through the Federal Communications Commission, required television broadcasters to air one anti-smoking Public Service Announcement (PSA) for every three cigarette ads broadcast. The extensive advertising for cigarettes on television and radio was targeted next. On April 1, 1970, the United States followed Britain’s lead and banned all advertising for cigarettes on television.
When President Nixon signed the act that day it was scheduled to take effect on January 2, 1971. The date was set so that broadcasters and advertisers could use the preceding New Years Day, a big sports day, to air the advertisements already bought and paid for. Such was the influence of the tobacco lobby in the United States. Despite being banned from television, cigarette advertising continued in magazines, newspapers, billboards, and other media, with many of the advertisers continuing the campaigns introduced on television. Such campaigns included the Marlboro Man, I’d rather fight than switch (Tareyton); You’ve come a long way baby (Virginia Slims, aimed at women) and many others. The television ban initiated the start of a long and continuing decline of smokers in the United States. In 1965 about 42% of the adult population smoked cigarettes. By 2017, it was less than 17%.