摘要：Objectives. This case study describes the events surrounding the first time a major tobacco company advertised in gay media. Methods. We analyzed internal tobacco company documents, mainstream newspapers, and the gay press. Results. Philip Morris was unprepared for the attention its entry into the gay market received. The company’s reaction to this incident demonstrates that its approach to the gay community both parallels and diverges from industry strategies toward other marginalized communities. Conclusions. The tobacco industry’s relationship to the gay community is relatively undeveloped, a fact that may provide tobacco control advocates an opportunity for early intervention. The gay community’s particular vulnerabilities to the industry make development of gay tobacco control programs crucial to reducing gay smoking prevalence and industry presence in the community. Numerous studies suggest that gay men have higher smoking prevalence rates than the population as a whole. 1– 3 Why gay men are likelier to smoke has not been established. Hypotheses include the stresses of coming out and identity formation, depression, antigay victimization, 2 and a desire to fit into a subculture traditionally formed around gay bars, where both drinking and smoking are the norm. 4 Little previous work has explored tobacco industry influences on the gay community. Just as it has approached other minorities, 5– 7 the tobacco industry has advertised in gay media, 8 sponsored gay community events, 9 and contributed to gay and AIDS organizations. 10, 11 The normalizing effects of the tobacco industry’s presence in the community may contribute to a higher smoking prevalence 12 and predispose the community to view the industry positively, support industry policy positions, and discourage tobacco control measures. 13 Advertising may have particular salience in the gay community, where it represents social validation. 14 This study used internal tobacco industry documents and secondary historical media sources to explore the origin and reception of the first tobacco advertising in the gay press. As a “first,” the campaign and events surrounding it generated discussion at the company and in the press. This historical analysis shows how the tobacco industry’s approach to the gay community differs from its approach to racial minorities and suggests that tobacco control advocates have an opportunity to intervene before the relationship between the industry and the gay community becomes fully developed.
