Don't Snuff Out That Ad

A California judge rescues a model antitobacco campaign

PROPOSITION 99 WAS A VITAL PART OF CALIFORNIA'S ATtempt to discourage smoking. Passed by health-conscious voters in 1988, the measure hiked cigarette taxes 25 cents a pack. A share of those revenues was earmarked for an antitobacco advertising campaign. The resulting ads won international acclaim and were credited with a 17% decline in the number of smokers in the state. But in January Governor Pete Wilson suspended the $16 million-dollar advertising campaign, citing a need for funds for other health projects. Last week a California state judge ordered Wilson to restore the campaign, saying that Proposition 99 "was not discretionary." Said...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!