Blue Haze Over California

Adult Californians are less likely to smoke than adults nationally, but a new survey finds the number of adult smokers in the state is on the rise again, and researchers aren’t sure why. Some blame California’s 18-month cutback in an anti-smoking ad campaign funded by the 25-cent-a-pack cigarette tax that voters approved nine years ago. Others point to the very noticeable return of smoking in television programs and feature films, an activity that tends to glamorize the addiction. Whatever the reasons, the increase in adult smoking, along with indications that smoking among adolescents may soon show a significant spurt, can only be seen as regressive and worrying.

Young adults with less than a high school education appear to be more inclined to take up smoking, according to the survey by state health and university researchers. Increases were also evident among adult African Americans and Asian Americans. Overall, last year, 18.6% of adult Californians said they were smokers, up from 16.7% in 1995, while 11.6% of adolescents admitted to smoking.

A new $22-million state program of anti-tobacco ads that began airing last week might help arrest the trend. After Californians passed Proposition 99 in 1988, a vigorous and effective ad campaign was launched and, certainly by no coincidence, smoking rates began to fall sharply. The ad program lagged after the Legislature and Gov. Pete Wilson diverted its funds to general health programs. The new ads are the first since September 1995.

Cigarettes, it has often been remarked, are the only consumer product virtually guaranteed to shorten life if used as intended by the manufacturer. For the general good, that message has to be unremittingly pounded home.

However, more than jawboning might be needed. It’s known that as the price of cigarettes goes up, the number of new smokers--especially teenagers--tends to decline. It may be time to think about again raising cigarette taxes, as a necessary contribution to public health.