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FTC: Joe Camel Ads Are Unfair

WASHINGTON (AP) -- The Federal Trade Commission today charged R.J. Reynolds with unfair advertising practices, alleging that its Joe Camel campaign targets children.

The accusation against the nation's second-largest cigarette maker comes after investigators uncovered new information that was not available when the FTC initially exonerated Joe Camel three years ago.

Jodie Bernstein, the FTC's director of consumer trade protection, had recommended bringing the charges several months ago.

FTC officials would not immediately provide details or the commission's vote. A news conference was scheduled for this afternoon.

RJR spokeswoman Peggy Carter did not immediately return a phone call, but the company has continued to defend Joe Camel, the ``cool'' cartoon character in his dark sunglasses who lounges on billboards and in magazine ads nationwide.

In 1994, the FTC commissioners voted 3-2 not to sue RJR over the Camel campaign, but the FTC staff reopened the investigation last summer after a bipartisan petition from 67 House members.

Joe Camel was a big part of the Food and Drug Administration's own tobacco investigation that culminated in the agency taking steps to curtail sales of tobacco, with its addictive nicotine, to minors.

The FDA had passed documents to the FTC, which separately regulates advertising, including government statistics showing that the Camel brand's share of the youth market jumped substantially after the popular ad campaign began.

The documents also included an RJR survey showing that 86 percent of children ages 10 to 17 recognize Joe Camel and 95 percent of those children know the character is selling cigarettes.

RJR has argued that Joe Camel is no more improper for cigarette advertising than is the Energizer Bunny and other cartoon characters that sell other products.