Dr. Ross Morgan:

On Deputy Regina Doherty's point, a very small proportion of the budget is spent on the marketing side on what the industry terms awareness campaigns, which we believe do not work. We talked a little about education, while Deputy Catherine Byrne talked about where it started. Education clearly is important, but legislation must support it, too. Senator Colm Burke alluded to Luther Terry, the US surgeon general, when, finally, the evidence was out that smoking caused lung cancer. It is 50 years since that happened and in the first 30 or 40 years after that event the industry put up a smokescreen of doubt, controversy, jobs and all of the arguments we now hear when we talk about introducing new legislation.

The quotations referenced in the submission are in the public domain and would have got into it during the course of the tobacco master settlement in the United States in 1999. That was the year in which the Marlborough man was retired. He died this week of COPD, the condition suffered by many of the people Mr. Peelo supports. It is a very common and increasing condition of chronic lung disease and disability. He died of that condition. He was a promoter of cigarettes in his early days as an actor. More recent quotations may be available. One would imagine the industry is a little tighter with these quotations now. Some lip-service is paid to awareness campaigns in some countries, for example, the oft-quoted ones in Germany. They have done nothing to impact on childhood smoking.