Editor's Column: Big Tobacco Not Going Quietly

Source from:  Marshall Independent 11/01/2010

Let's hear it for the tobacco industry. No, really, give it up. C'mon, put your hands together. Big Tobacco, the cockroach of American capitalism, is working hard to show not only is it not worried about the future, it's prepared for it. It's adapting like a chameleon. It's not about to let a few smoking bans and feel-good Clean Air acts stop it from cashing in. South Dakota, go ahead and pass your little smoking ban next week. By the way, it's about time, you lemmings. Smoking just isn't what it used to be. It used to be the cool thing to do. The best-looking actors, the sexiest actresses smoked on the big screen. You can't watch a black-and-white movie without seeing half the cast nursing a nic stick. Hollywood only fostered Big Tobacco's success. Sure, smoking in the United States has taken some blows, but it's never been close to needing life support like so many of its victims have. That pesky surgeon general has always put up a decent fight. And today, more states are adopting those smoking bans and more are coming to the conclusion that smoking just isn't worth it. Of course, we've always known that, but we couldn't stop. The secondhand smoke scare made some people cease and desist, cessation programs have done some good, and a hike in cigarette taxes has really put a dent in the tobacco industry's plans. And then there's ClearWay Minnesota, a program born in 1998 as part of Minnesota's legal settlement with the tobacco companies. The Ramsey County District Court entrusted more than $200 million of that $6.2 billion settlement to create ClearWay, which has built a national reputation for controlling tobacco. But out of the ashes of the war between the tobacco companies and those who stand against them, a new, 21st century battle is brewing, and those crafty geniuses who run the tobacco companies are continually coming up with new ways to push their product and keep those who continue to line their pockets to keep lining their pockets. ClearWay's Mike Sheldon, who said the group will come out with a comprehensive survey in January detailing the adult smoking rate in Minnesota, said ClearWay is looking at ways it can be most effective before 2023 when it transitions out. "We're looking at ways we can have the most impact in the time that we have left. Certainly one of the most important pieces is policy work and how we can affect the policies in Minnesota." Oct. 1 marked the three-year anniversary of the Freedom to Breathe Act - Minnesota's statewide comprehensive smoke-free law. Molly Moilanen, also of ClearWay, said that almost 80 percent of Minnesotans are supportive of the Act and she predicts that attitude will continue to trend upward. "A lot of business that were opposed or on the fence about it are now very supportive and are glad that it happened in terms that they have lower maintenance costs and the kind of customers they have. We're really proud of that law, but we know that our work's not done." That's because the tobacco companies continue to evolve and go after youth. Coming to a market near you - maybe you've already seen some of this stuff -are grape-flavored cigarettes. Grape! In purple packages! Like chocolate? They have those, too. Yes, and for you orange lovers, they've got that covered as well. Then there's snus, which has already made its way to Minnesota, so you know everyone else is already doing it. But it gets better. How about finely-milled dissolvable tobacco that comes in strips that contain nicotine. Smell? No way. Smoke? Nope. Just a strip o' nicotine on your tongue. "Then there's orbs, which are basically tobacco Tic-Tacs,"?Sheldon said. "Just put it in your mouth and let it dissolve; that's basically the nicotine delivery system. There's also the strips, which are just like breath strips. This is the wave of the future for the tobacco industry. Certainly they're aware that more and more states are going smoke-free. What they're doing is saying, "When you can't smoke, check these out. When you're at work and you can't smoke use these. Then when you get home, go ahead and pull out your cigarettes.'" But ClearWay again fought back. The Tobacco Modernization Act of 2010 has expanded the definition of tobacco products to include these types of dissolvable products, so by the time they migrate to Minnesota, they will be regulated. It's ClearWay's attempt to stay one step ahead of the serial killer carrying the big knife. "It really brought our tobacco statutes in line with the 21st century," Moilanen said. "The tobacco industry reacted to our smoking bans around the country by introducing new smokeless tobacco products, but this bill will help, so when it does come to Minnesota it will be regulated -they will not be able to sell them to minors, they will be put behind counters, not on the shelf next to candy and gum. And they'll be taxed as tobacco products as well." This battle will wage on, it seems, infinitely. In other words, don't expect the tobacco industry to wave a white, nicotine-stained flag anytime soon. Enditem