FTC opens attack on Joe Camel

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The Federal Trade Commission staff opened its challenge of R.J. Reynolds Tobacco Co.'s "Old Joe" Camel campaign today and argued Reynolds "knew or should have known" the campaign would have a direct impact on kids.

"The evidence was that this wasn't a campaign directed to adults with a spillover to kids," said David Shonka, an FTC lawyer. The trial before an FTC administrative law judge is expected to take six weeks.

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Copyright November 1998, Crain Communications Inc.

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