City Council has responsibility to address storefront tobacco ads
Retail shops throughout Boston have kids coming through their doors every day to purchase staple snacks such as chips, soda, bubblegum and candy. Some of the typical food choices are far from healthy. Yet there is another easily attainable item at these stores that is potentially deadly — cigarettes. Tobacco companies, well aware of the young clientele at many convenience stores, are advertising in and around these shops as a critical and effective strategy to keep smokers smoking and recruit new, young smokers.
At a recent City Council hearing (“Hub youth leaders speak out about unhealthy storefront ads,” Dec. 13, 2007), I submitted testimony in support of initiatives proposed by the Health Disparities Tobacco Project. My support stems from several years ago, when I worked with a youth group to regulate tobacco products, sales and ad placement in and around Codman Square — especially those stores near schools and the health center.
We all know why tobacco companies target teens — it’s simple. They will always need new customers. Few smokers begin smoking as adults. Most people begin smoking before they might acquire good judgment; before they realize they aren’t invincible or immune to addiction; when they are most impressionable and influenced by advertisements suggesting smoking is attractive, tough, or will make them look older.
Instead of letting tobacco companies and retailers capitalize on teens’ insecurities and vulnerabilities, we should be responsibly restricting the advertising opportunities of tobacco retailers, particularly those in close proximity to our local schools.
We have a responsibility to Boston residents to promote healthy living and to safeguard our children from predatory advertising practices. To do so requires that we toughen our laws pertaining to tobacco advertising, better enforce current restrictions and smoking bans, and strengthen our educational outreach efforts about the dangers of smoking — and second hand smoke.
Tobacco retailers have realized they have a captive audience in these teens. It’s time we turn that fact into our own advantage and counter dangerous advertisements by mandating retailers post signs that warn kids of the damaging effects of smoking. Perhaps having a visual reminder that “over 5 million children living today will die prematurely of some smoke-related disease” will change the mind of a youth who is contemplating buying his or her first pack of cigarettes.
While the City Council may not have the authority to stop tobacco companies from packaging their cigarettes in pink, chic-looking boxes, or making new candy-like flavors enticing to teens, or employing other sneaky marketing techniques directed at youth, we do have the authority to better regulate where and how our local retailers can advertise their tobacco products.
I hope the Council will take swift action and respond responsibly to the requests of the Health Disparities Tobacco Project, an initiative I have immense respect for. The organizations working on this proposal are not only mobilizing teens around a major public health issue that disproportionately affects low-income and minority populations. They are also teaching teens about how they can make their voices heard, showing them they can make a difference. I believe that this model of youth leadership and empowerment program should be replicated in other arenas including educational reform, anti-violence programs and civic engagement.
With the participation and investment of today’s youth, we can become a better Boston for future generations.
Michael F. Flaherty
Boston City Councilor, At-Large
