The Joe Camel campaign was discontinued primarily due to concerns that it was targeting youth and encouraging them to start smoking. The Federal Trade Commission (FTC) conducted an investigation and concluded that the campaign was specifically designed to appeal to younger smokers. As a result, the FTC requested a court order to end the Joe Camel campaign.
The FTC's complaint stated that RJR (the company behind the Joe Camel campaign) had been exploring ways to appeal to younger and “first usual brand” smokers as early as 1984. This suggests that the company had been intentionally targeting a younger demographic for several years.
The decision to discontinue the Joe Camel campaign was based on the belief that it was promoting smoking among youth, which is a significant public health concern. Studies have consistently shown that smoking at a young age increases the risk of developing various health problems, including lung cancer, heart disease, and respiratory issues.
The Joe Camel campaign featured a cartoon camel that was seen as appealing and relatable to younger audiences. This type of advertising tactic, using cartoon characters, is known to be effective in capturing the attention of children and adolescents. The concern was that the campaign was making smoking seem cool and desirable to young people who may have otherwise not considered smoking.
Furthermore, the FTC accused RJR of strategically placing Joe Camel advertisements in locations where they would be more likely to be seen by youth, such as near schools and in magazines with a large youth readership. This targeted approach further supported the argument that the campaign was intentionally directed towards a younger audience.
The discontinuation of the Joe Camel campaign was seen as a positive step towards reducing youth smoking rates and protecting public health. By removing the prominent presence of Joe Camel in advertising, it was hoped that fewer young people would be influenced to start smoking.
It is worth noting that the Joe Camel campaign was not the only factor contributing to the decline in smoking rates among youth. Various other public health initiatives, such as increased education about the dangers of smoking and stricter regulations on tobacco advertising, also played a significant role.
The decision to discontinue the Joe Camel campaign was based on concerns that it was targeting and appealing to youth, potentially leading to an increase in smoking rates among young people. The FTC's investigation and subsequent court order were aimed at protecting public health and reducing the prevalence of smoking among youth.