Bargaining with the Feds

NEW YORK CITY: In an attempt to slow a growing public relations nightmare, Philip Morris announced it will back government measures to restrict tobacco use by minors if the government in turn does not regulate cigarettes. The nation's largest tobacco company called for a federal ban on all cigarette vending machines and severe limitations on advertising. In return, Philip Morris wants to block a Food and Drug Administration push to regulate tobacco as a drug. The advertising ban would prohibit nearly all tobacco signs at sports stadiums, and all outdoor advertising within 1,000 feet of schools and playgrounds. It would also prohibit the use of logos and characters on non-tobacco items. Philip Morris, which made the announcement with Unites States Tobacco, answered a call made by President Clinton last week to join the debate on tobacco use by minors. The White House quickly responded that the measures taken by Philip Morris "fall a little bit short" of Clinton's demands. Although the FDA had no immediate response, TIME's Elaine Shannon does not expect it to accept these measures. "The FDA response will be more measured than the White House, but it won't be 'This is O.K. and we won't look to regulate nicotine as a drug,'" Shannon says. "The issue is broader than advertising and cigarette use by teens. The issue is whether or not nicotine is a drug. This is a philosophical issue." -->