RJR Sticks to Its Magazine Advertising Policy

R.J. Reynolds Tobacco Co. plans to maintain its advertising policy and not follow Philip Morris Cos. in reducing cigarette ads in magazines with large youth readership. Philip Morris said this week that it would suspend advertising in more than 40 magazines that have 15% or more readers under 18. RJR’s policy of directing ads to magazines in which at least two-thirds of the readers are 18 or older conflicts with tobacco advertising guidelines proposed in 1996 by the Food and Drug Administration. In its new policy, Philip Morris adopted the FDA proposals, winning lukewarm praise from anti-tobacco groups. Tobacco foes criticized Winston-Salem, N.C.-based RJR’s decision not to change its ad policy, citing the 1998 Master Settlement Agreement with states. The agreement forbids companies from directly or indirectly marketing to youngsters. RJR said its ad policy is within settlement guidelines.