Anti-Tobacco Campaign Is Blowing Smoke

In 1988, California voters approved Proposition 99, a measure imposing a 25-cent tax on cigarette packs to fund a public health campaign about the dangers of smoking. Overseen by the Tobacco Education and Research Oversight Committee, the campaign became a model of public health reform, producing aggressive TV and radio commercials that helped halve the number of packs smoked in California between 1988 and 1994.

Since 1994, however, the decrease in smoking has leveled off and the numbers of teen smokers have begun to rise. A principal reason, TEROC chairwoman Jennie Cook says, has been a systematic effort by the Wilson administration to stymie the program. Over the past two years, no new antismoking spots have been produced and her committee has been stripped of its most valued experts.

Ousted last week were Dr. Lester Breslow, author of the definitive text on cancer epidemiology, Dr. Paul Torrance, a tobacco expert at UCLA Medical School, and Dr. Reed Tuckson, president of Los Angeles’ Drew University of Medicine and Science.

Little is known about the three new appointees, although one, restaurateur Doug Cavanaugh, told a Times reporter he strongly opposes state-sponsored commercials that directly attack the tobacco industry. The new committee members were appointed by former Assembly Speaker Curt Pringle (R-Garden Grove) and Gov. Wilson.

We think this is a potentially dangerous setback for the antismoking forces and suggest:

* New appointments. TEROC still has three vacant seats. Chairwoman Cook wants Wilson and the Legislature to reinstate the members removed last week, citing the loss of medical expertise.

* Renewed public education campaigns. In the early 1990s, the state Department of Health Services regularly aired TV and radio spots focused on high-risk groups like youths. But since 1994 the spots have aired infrequently.

The Wilson administration is now beginning production on a new series of antismoking spots. Under provisions of the state proposition that established the oversight committee, TEROC deserves a role in fashioning them. Twenty-one states are suing the tobacco industry for the medical problems caused by its products. California is not. No amount of smoke can hide what’s going on here.