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October 2, 2002

Tobacco Advertising and Freedom of Speech—Reply

Author Affiliations

Stephen J.LurieMD, PhD, Senior EditorIndividualAuthor

JAMA. 2002;288(13):1586-1588. doi:10.1001/jama.288.13.1585

In Reply: The ultimate challenge for public health tobacco policy is to radically reduce the prevalence of smoking. In the next years, doing so in a way that affects cigarette consumption across all social strata will be critical, since over the past several decades a steep social gradient—those with greater resources smoke less, those with fewer resources smoke more—has emerged in the United States. To that end the denormalization of smoking will be essential. It was to foster such a process that we proposed our set of counteradvertising measures designed to have a fundamental impact on attitudes toward smoking.