Joe Camel

The British Knights Inc. shoe company is offering teen-agers free athletic shoes if they turn in clothing bearing the image of Joe Camel, the R.J. Reynolds Tobacco Co.'s pitch 'toon. The company calls the move a symbolic gesture. "Joe Camel . . . is trying to increase smoking in our target market," said Larry Schwartz, the company's executive vice president.

I am 12 years old and I attend Rio del Valle Junior High School. I belong to a group called Youth for Healthy Families. I am writing this letter to inform your readers about the dangers of tobacco advertising to children. Did you know that children age 6 are as familiar with Joe Camel as they are with Mickey Mouse? I think the company that makes these ads should stop using cartoons because these tobacco ads should not be targeted to children. If the truth were told, many young people would probably choose not to smoke.

Joe Camel, the dashing dromedary under fire from anti-smoking groups for appealing to youths, has some new lady friends. And his critics aren't pleased. Ads featuring the cartoon camels began running this week in magazines including Redbook, Glamour, People, Us and Sports Illustrated. The full-color spreads show female camels holding lit Camels around the bar, pool table and dance floor at Joe's Place, a watering hole for the fictional R.J. Reynolds Tobacco Co. character.

In the latest skirmish between anti-smoking activists and the tobacco industry, African Americans led a small protest Saturday against the new Camel menthol cigarette being advertised with the catchy Joe Camel character. Activists see the decision by R.J. Reynolds Tobacco Co. to market a Camel menthol as an attempt to entice African American youths into smoking because African Americans are particularly drawn to menthol cigarettes sold by other brands.

Federal regulators have decided against taking any action against Joe Camel, the hip cartoon character R.J. Reynolds Tobacco Co. uses to advertise Camel cigarettes, officials said Tuesday. The Federal Trade Commission voted May 31 to close an investigation of whether the company uses Joe Camel to encourage children to smoke, a statement released late Tuesday said.