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News analysis
USA: the name of Philip Morris to sit on 28 million school desks
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  1. KATHERINE CLEGG SMITH,
  2. MELANIE WAKEFIELD
  1. University of Illinois at Chicago
  2. kmcsmith@uic.edu

    https://doi.org/10.1136/tc.10.1.6f

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      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 …

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