The Consumers Union Report on Smoking and the Public Interest
by Ruth Brecher, by Edward Brecher et al.
Consumers Union of the U.S., Inc.; distributed by Simon and Schuster, 222 pp., $1.50 (paper)
The lamentable history of the cigarette is that of a mortally corrupting addiction having been embraced by millions of people in the spirit of childlike innocence. It is a history which is also strikingly briet. Cigarettes began to be manufactured extensively around the turn of the century, but it was not until as recently as 1921 that cigarettes overtook chewing tobacco, as well as pipes and cigars, in per capita consumption, and the 1930s were well along before cigarette smoking became the accepted thing for ladies.
The popularity of cigarettes was inevitable and overwhelming. They were not offensive in close quarters, nor messy like pipes and cigars. They were easily portable. They did not look gross and unseemly in a lady’s mouth. They were cheap to manufacture, and they were inhalable. Unlike the great majority of pipe and cigar smokers, whose pleasure is predominently oral and contemplative, most cigarette smokers inhale deep into their lungs with bladelike, rhythmic savagery, inflicting upon themselves in miniature a particularly abrasive form of air pollution. Further, the very fact of inhalation seems to enhance the cigarette’s addictive power. Unhappily, few suspected the consequences in terms of health until long after cigarette smoking had gained its colossal momentum. That this type of auto-contamination is a major cause of lung cancer—that it is also a prime causative factor in deaths from coronary artery disease, bronchitis, asthma, emphysema, among other afflictions—was established, and for the first time well-publicized, only a decade ago. The effect this knowledge has had upon the public consciousness may be suggested by the fact that sales this year reached the galactic sum of one-half trillion cigarettes—one hundred billion more than in 1953. There is something historically intimidating in the idea that cigarette smoking as a mass diversion and a raging increase in lung cancer have both come about during the lifetime of those who are now no more than fifty years old. It is the very recentness of the phenomenon which helps make it so shocking. The hard truth is that human beings have never in such a brief space of time, and in so grand and guileless a multitude, embraced a habit whose unwholesome effects would not only totally outweigh the meager satisfactions, but would hasten the deaths of a large proportion of the people who indulged in it. Certainly (and there seems little doubt that the Surgeon General’s report, being released this month, will make this clear) only nuclear fall-out exceeds cigarette smoking in gravity as a public health problem.
For its lucid presentation of the medical evidence alone, The Consumers Union Report on Smoking would be a valuable document. “The conclusion is inescapable,” the Report begins, “and even spokesmen for the cigarette industry rarely seek to escape it: we are living in the midst of a major lung cancer epidemic. This epidemic hit men first and hardest, but has affected women as well. It cannot be explained away by such factors as improved diagnosis …