Deficiencies in using media images and symbols in tobaco policy education and advocacy: Case of less risky cigarettes

Currently, various scholars in tobacco control advocacy and education have utilized an analytical approach that argues that framing pro-tobacco control in socially constructed media images and symbols in political advocacy activities is crucial to building political alliances and influencing tobacco control policy. Some recent tobacco control policy research has contended that the primary reason for Philip Morris' support of U.S. Food and Drug Administration (FDA) regulation of tobacco including reducing cigarette risk i is to portray a “repackaged” corporation and socially responsible company. The research for this analysis from 2004 to 2008 for FDA to regulate less risky cigarettes is a detailed qualitative and archival content analysis obtained from previously secret tobacco documents, pertinent newspaper reports, peer reviewed publications, governmental documents, and federal court documents. My research found that the motivation for Philip Morris's support of proposed FDA regulation and harm reduction for cigarettes was primarily to maintain market profitability. In tandem with this primary goal, Philip Morris also sought political stability from intensive anti-tobacco efforts, a new company image, and federal preemption of conflicting and costly state requirements for risk reduction. Using social construction analysis did not explain Philip Morris's primary motivation for seeking FDA regulation of tobacco. Only by focusing on reducing tobacco industry markets and customer use will there be a significant reduction in tobacco consumption.