February 19, 1997

Recognition of Cigarette Advertisement Product Logos

Author Affiliations

University Family Medicine Evans, Ga

JAMA. 1997;277(7):532. doi:10.1001/jama.1997.03540310030025

To the Editor.  —Five years ago we published in JAMA1 the results of a study examining cigarette advertisement logo recognition by young children. This study showed that children as young as 3 years recognized the cartoon character Joe Camel and could match him with a picture of a cigarette. This study was widely cited in the press and, we believe, has contributed to a better understanding of the role that cigarette advertising plays in our society.After publication, the RJ Reynolds Tobacco Company (RJR) subpoenaed and obtained our research records, correspondence, and data using the Georgia Open Records Act. In an extensive reanalysis of our original data, RJR did identify 1 methodological problem. We specified 5 randomization orders for presenting the product logos to the children. However, in 1 of the 6 schools we studied, this rotational scheme inadvertently was not used, and instead all of the subjects were