Philip Morris Stops Giveaway of Book Covers

Philip Morris has stopped sending free book covers to California public schools, but has not agreed to recall thousands of covers already sent, state officials said Monday.

The tobacco giant last fall sent the unsolicited book covers bearing the company’s name and the message “Think. Don’t Smoke” to schools around the country.

The covers were “an attempt by Philip Morris to promote its corporate identity--and consequently its cigarettes--to children through illustrated book covers,” said a letter by state schools Supt. Delaine Eastin and Atty. Gen. Bill Lockyer being sent to schools this week.

Lockyer in February asked the company to stop distributing the book covers and to recall those already out there.

Philip Morris has agreed to stop sending the covers. Lockyer said he is asking again that it recall those sent or tell him “how many book covers were distributed and the names and locations of the schools involved” so the state can remove them, said the letter.

Philip Morris did not immediately return a call seeking comment.