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June 2003, Vol 93, No. 6 | American Journal of Public Health 988-993
© 2003 American Public Health Association

RESEARCH AND PRACTICE

The Outing of Philip Morris: Advertising Tobacco to Gay Men

Elizabeth A. Smith, PhD and Ruth E. Malone, PhD, RN

Elizabeth A. Smith is with the Department of Social and Behavioral Sciences, School of Nursing, University of California San Francisco. Ruth E. Malone is with the Department of Social and Behavioral Sciences, School of Nursing and the Center for Tobacco Control Research and Education, University of California San Francisco.

Correspondence: Requests for reprints should be sent to Elizabeth A. Smith, PhD, Department of Social and Behavioral Sciences, Box 0612, Laurel Heights Campus, University of California San Francisco, San Francisco, CA 94143 (e-mail: libbys{at}itsa.ucsf.edu).

Objectives. This case study describes the events surrounding the first time a major tobacco company advertised in gay media.

Methods. We analyzed internal tobacco company documents, mainstream newspapers, and the gay press.

Results. Philip Morris was unprepared for the attention its entry into the gay market received. The company’s reaction to this incident demonstrates that its approach to the gay community both parallels and diverges from industry strategies toward other marginalized communities.

Conclusions. The tobacco industry’s relationship to the gay community is relatively undeveloped, a fact that may provide tobacco control advocates an opportunity for early intervention. The gay community’s particular vulnerabilities to the industry make development of gay tobacco control programs crucial to reducing gay smoking prevalence and industry presence in the community.




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