News analysis
USA: the name of Philip Morris to sit on 28 million school desks
| The first 150 words of the full text of this article appear below. |
In the 1998 Master Settlement Agreement, the tobacco industry agreed to
halt all marketing and promotion activities directed at children in the
USA. Recently, however, Philip Morris may well have found a clever way
to circumvent the spirit of this agreement. The Philip Morris Youth
Prevention programme has been used as a vehicle through which to expose
potentially 28 million school children to the name of Philip Morris on
a daily basis
within the safety of their own classrooms.
Since spring 2000, Philip Morris has been a partner in the distribution
of colourful book covers to schools around the USA (elementary, middle
and high schools). The Philip Morris covers are emblazoned with the
message, "Think. Don't Smoke"and the name of Philip Morris. Some
say that this youth focused initiative is little more than thinly
veiled advertising, and that the inclusion of the company name is an
attempt to build brand recognition. As
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