THE DANGER OF CIGARETTE SPECIAL PLACEMENTS IN FILM AND TELEVISION

The popular press has alleged that tobacco companies are placing de-fa cto cigarette advertising in feature films. An investigation of Brown and Williamson Tobacco Company documents finds evidence that these ''s pecial placements'' are indeed used as cigarette ads to circumvent fed eral regulations and sidestep voluntary advertising agreements made by the company. Special placements allow tobacco companies to show celeb rities using their product, to get these ads shown on television, and to avoid the mandated warnings on advertising. Evidence shows that the se placements can be seen in films and on television in ways that can clearly be viewed as ''advertising.'' Research into identification sug gests that we should be very concerned about the use of special placem ents, especially when the product use is by a celebrity. Finally, publ ic policy options are discussed.