Camel Ad Gets a Reprieve From the FTC : Marketing: Unable to substantiate link to smoking by children, regulators won’t act against ad campaign.

Federal regulators have decided against taking any action against Joe Camel, the hip cartoon character R.J. Reynolds Tobacco Co. uses to advertise Camel cigarettes, officials said Tuesday.

The Federal Trade Commission voted May 31 to close an investigation of whether the company uses Joe Camel to encourage children to smoke, a statement released late Tuesday said.

“Although it may seem intuitive to some that the Joe Camel advertising campaign would lead more children to smoke or lead children to smoke more, the evidence to support that intuition is not there,” the commission said.

R.J. Reynolds called the decision “a complete vindication.”

Commissioners Mary L. Azcuenaga, Deborah Owen and Roscoe Starek III voted to drop the investigation. The remaining two commissioners--Dennis Yao and Chairwoman Janet Steiger--released statements saying they were disappointed with the decision.

“I have reason to believe that the Camel campaign induced underage people to start smoking and that proceedings against such ads would be in the interest of the public,” Steiger said.

“There is evidence that the carton character has appeal to minors and that Camel has increased its market share among minors,” Yao said, adding that he wanted the matter aired in an administrative trial.

The commission sent letters Monday to R.J. Reynolds and the Coalition of Smoking or Health informing them of the decision.

“Despite awareness of the Joe Camel character, it has not changed youth’s overwhelmingly negative opinions about smoking,” company spokeswoman Peggy Carter said.

The Coalition on Smoking or Health last week said it was unhappy with the vote. News of the decision leaked earlier this month, but commissioners refused to confirm or deny it.

“The Federal Trade Commission is there to protect consumer interests and this action would give the tobacco industry a green light to continue enticing America’s children,” said coalition member Scott D. Ballin, who also is vice president of the American Heart Assn.

Letters to Rep. Mike Synar (D-Okla.), and Rep. Henry A. Waxman (D-Los Angeles) were sent Tuesday. Synar is a member of the House Energy and Commerce Committee’s subcommittee on health and the environment, and Waxman is the subcommittee’s chairman.