Voluntary Cigarette Advertising and Promotion Code

The Master Settlement Agreement that R.J. Reynolds and the other cigarette manufacturers signed in November 1998 sets forth numerous tobacco-marketing restrictions. In addition to those restrictions, R.J. Reynolds continues to follow several rules, as stated in the Voluntary Cigarette Advertising and Promotion Code, regarding cigarette advertising. (The remainder of the voluntary code was included in or superseded by the MSA.) These rules state:

• No one depicted in cigarette advertising shall be or appear to be under 25 years of age.
• Cigarette advertising shall not suggest that smoking is essential to social prominence, distinction, success or sexual attraction, nor shall it picture a person smoking in an exaggerated manner.
• Cigarette advertising may picture attractive, healthy looking persons provided there is no suggestion that their attractiveness and good health is due to cigarette smoking.
• Cigarette advertising shall not depict as a smoker anyone who is or has been well known as an athlete, nor shall it show any smoker participating in, or obviously just having participated in, a physical activity requiring stamina or athletic conditioning beyond that of normal recreation.
• No sports or celebrity testimonials shall be used or those of others who would have special appeal to persons under 21 years of age.