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FDA STANDS FIRM ON PROPOSED TOBACCO AD RULES FOR MAGAZINES
Published March 19, 1996
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).