I recently watched the film "Thank You for Smoking" and pondered on the question: "could I actually do Nick Naylor's job?"
In all honesty, I think I have the skill set to do what Nick Naylor did. I just don't think I'd have his same will. It's one thing to beat around the bush in a meeting; it's another to passionately stand in front of cameras and try to frame cigarettes in a positive light. At the end of the day, money means nothing if you can't go to sleep on good terms with yourself.
| The letter Don wrote to the Times. |
The whole question reminds me of an episode of Mad Men called "Blowing Smoke," where Don Draper takes out a full-page ad in The New York Times titled "Why I'm Quitting Tobacco." The ad isn't really about quitting smoking, it's about Don's job, and what he's really been doing for the last twenty-five years. He admits, in so many words, that everyone in the industry already knows what he's been doing: peddling a product for which good work is irrelevant, because people can't stop themselves from buying it. His job has been convincing people to slowly kill themselves. The kicker comes earlier in the same episode, when Don runs into an old flame who's now a heroin addict, and he sees in real time that no amount of clever advertising ever actually mattered. Addicts buy regardless. The product was always going to sell itself.
Don doesn't actually quit smoking by the end, and the letter is at least partly self-serving, but the point still lands for me. So no, I don't think I could do Naylor's job for any salary. I wouldn't feel morally adequate promoting cancer in a stick.
This led me down a rabbit hole of thought, and again, I asked myself another question: "Should the government just outlaw all advertising for harmful products like cigarettes?"
My answer is absolutely not.
First, the government has already killed most of the conventional means of advertising for cigarettes. Nixon signed the Public Health Cigarette Smoking Act in 1970, banning cigarette ads on radio and television starting in January 1971. Whatever's left of cigarette advertising lives in print, point-of-sale, and packaging, and even those channels have been progressively restricted. The on ramp for "vice" advertising in this country is already pretty thoroughly paved over.
Second, I was in 8th grade when vaping, specifically the JUUL brand, became a national panic and was heavily restricted. Did that stop kids from vaping? Not even close. I'd argue it made the problem worse. The 2020 FDA flavor restriction only applied to cartridge-based devices like JUUL, which created a massive loophole for disposable vapes. Within a couple of years, disposables like Puff Bar, Elf Bar, and Geek Bars were everywhere; cheaper, easier to hide, and ironically more accessible to minors than the product the FDA had just gone after. Believe me, I was one of them. Restricting JUUL didn't kill teen vaping. It just rebranded it.
| Disposable vape products |
Third, and this is the part I think most people don't sit with long enough, the same argument that says "ban vice advertising because it's bad for our health" can be turned on basically every consumer category in America. If the principle is "the government should ban the advertisement of anything that's bad for our health," here's a short list of products that would have to go: processed foods and fast-food restaurants, all alcohol, any technology with a screen, pharmaceutical drugs, junk food and candy, and basically anything wrapped in plastic. Once you accept that government can outlaw advertising for products that harm people, you've handed it a mandate it will keep using, and the next product on the list won't be the one you wanted to ban.
I do think harmful products should have meaningful restrictions on how they're marketed, especially when those products clearly target minors. But I'd rather see that principle applied honestly across the board than picked off product by product when the politics happen to line up. As far as legal versus ethical considerations go, this is the rare case where they push in the same direction for me. The First Amendment doesn't have a "vice" exception built into it, and I'm not sure I want to be the one to invent one.