This past June the California Department of Health Services announced its latest assault on tobacco—a $22 million advertising campaign aimed in part at young men 18–30 years of age. Funding for the campaign comes from Proposition 99, the 1988 ballot initiative which increased cigarette taxes and dedicated much of the revenue to tobacco control efforts. Among the 25 new radio, television, and print ads produced are a few that emphasise the link between smoking and impotence.

In announcing the campaign, Kim Belshé, the agency’s director, noted rather discreetly that “The Marlboro Man may not be everything he’s cracked up to be.” Journalists were a bit more playful, picking up on the heavy media coverage surrounding Viagra …