Promises, promises: self-regulation of US cigarette broadcast advertising in the 1960s

US broadcasters, advertising profes sionals and politicians joined health advocates in the 1960s in calling for controls of cigarette promotional prac tices, particularly on radio and television. The tobacco industry repeatedly re sponded with seemingly sincere promises and instituted self-regulation codes and procedures, first using the Tobacco In stitute and later the National Association of Broadcasters. The disclosures of ad vertising industry insiders, the evalua tions of the advertising trade press and new analyses of media sponsorship buy ing patterns all indicate that these efforts were more cosmetic than effective mana gerial controls. When anti-smoking mes sages were mandated onto US broadcast media, the cigarette industry volunteered to abandon broadcast advertising. The ultimate legislation to stop broadcast ads, had the effect of eliminating the require ment that air time be provided free for pro-health public service announce ments. Sponsorship of sport events and teams began almost instantly, creating television promotional exposure, now with no health warnings. This well-docu mented American experience suggests that other countries should not rely ex clusively on industry self-regulation, as its promise is likely to far exceed its per formance.