FDA STANDS FIRM ON PROPOSED TOBACCO AD RULES FOR MAGAZINES

     The FDA is "holding its ground" on proposed tobacco
advertising restrictions for magazines and billboards, but is
reopening comment on some other ad provisions as it tries to
further explain some rules, according to ADVERTISING AGE.  In a
notice released Monday, the FDA said there had been a number of
questions on how it arrived at rules banning tobacco signs within
1,000 feet of a school or playground and limiting magazine ads to
"tombstone ads" -- black and white with text only -- in
publications with more than 15% readership by those under age 18.
In a memorandum released Monday, the FDA said a study by the
Tobacco Institute confirmed "the wisdom" of the 15% standard,
showing that the only sports and racing magazines affected would
be Sports Illustrated (18%), Car and Driver (18.3%), Motor Trend
(22.1%) and Road and Track (20.6%) (AD AGE ONLINE, 3/19).