Camel again advertising in magazines after five years away

R.J. Reynolds Tobacco stopped using print ads in the U.S. in 2007 after stirring up controversy over ads for Camel Crush cigarettes with a menthol capsule in the filter. But after five years the smokes are back in magazines once again.This caught the attention of five groups of health activists, who insist that the ads target teenagers. Advertisements for Camel Crush cigarettes have appeared in 24 publications of Time Inc., Conde Nast and Wenner Media.David Howard, senior communications director of parent company Reynolds American, said, “We advertise in a broad range of titles to communicate to a broad range of adult tobacco consumers. When dealing with brand marketing, you’re always looking to evolve.”Reynolds stopped advertising Camel in dailies and magazines in late 2007 after sparking criticism and legal action for a youth-oriented ad in Rolling Stone magazine, and when it faced investigation by the U.S. House of Representatives for its brand targeting women, Camel No. 9. A settlement was reached along the way stipulating that the company will only advertise in magazines of which at least 85 percent of readers are 18 or over. The company buys ad space if the average age of the readership is 23 years or older. Howard says these restrictions were in place before the settlement.Print ads are only a part of the tobacco company’s marketing strategy, which also includes cigarette displays at retail outlets, events and direct-to-consumer activities.