261 



- 17 - 



to lO-fold risk of developing lung cancer and heavy smokers at least 

 a 20-fold risk. 



"Cigarette saoking 1s the ««st important of the causes of chronic 

 bronchitis In the United States, and increases the risk of dying 

 from chronic bronchitis and emphysema. 



"A relationship exists between pulmonary emphysema and cigarette 

 smoking but It has not been established that the relationship is 

 causal. The smoking of cigarettes is associated with an increased 

 risk of dying from pulmonary emphysema. 



"It Is established that male cigarette smokers have a higher death 

 rate from coronary artery disease t^an non-smoking males. 



"Women who smoke cigarettes durinc pregnancy tend to have babies of 

 lower birth weight." 3* 



In the months immediately following the issuance of the surgeon general's 

 report, cigarette sales declined by 20 percent, though they soon rose to 

 previous levels. ^^ 



In an attempt to "head off* regulations, the Industry adopted a 

 ■voluntary cigarette advertising code" in 1964. It contained the 

 stipulation that advertising would not be included in media aimed 

 primarily at persons under age 21. The provisions of the code included 

 the following: 



*C1gar«tt« advertising shall not represent that cigarette smoking is 

 essential to social prominence, distinction, success, or sexual 

 attraction. Cigarette advertising shall not depict as a smoker any 

 person participating in, or obviously having Just participated in, 

 physical activity requiring Stamina or athletic conditioning beyond 

 that of normal recreation." **' 



mth tha release of the 1964 report, cigarette manufacturers showed an 

 upward trend in the emphasis on the health issue in their advertising, as 

 discussed in a Washington Post article, excerpted below, describing a 



