I agree 100% with smuggs.
The bottom line here is that we're seeing a tobacco advertisement in Freeskier, a magazine whose demographic hinges on the 12-20 crowd, roughly. According to their Master Settlement Agreement (MSA), they will not advertise to "youth."
Who are "youth?"
The UN General Assembly defines "youth" as those between 15-24 years of age. The World Bank defines "youth" as those between 15-25 years of age. The Commonwealth Youth Programme defines "youth" as those between 15-29 years of age. Finally, the National Highway Traffic Safety Administration defines "youth" as anyone under the age of 21.
Is this advertising?
Yes. The advertisement was purchased from Freeskier. Apparently, it takes a position such that tobacco is portrayed as something that "isn't that big of a deal."
Is tobacco that big of a deal?
Yes. A known carcinogen, tobacco has a negative effect on the user. Negative effects on the lungs, mouth, heart, skin, teeth, etc. are longterm and not temporary. Not content with merely harming the user, tobacco harms those around the user due to the effects of secondhand smoke.
Is this an issue legally?
Yes. It doesn't take a lawyer to figure out that General Tobacco (GT) is in the wrong here. They are violating their own Master Settlement agreement by targeting their advertising at youth. It doesn't matter how many people are going to be seeing the advertisement. What does matter, is that people will. Advertising is proven scientifically to desensitize people to harmful things such as tobacco. So yes, this advertisement will inevitably be effective.
Why should I care?
You should care because GT is harming the ski industry through this advertisement. Sure, the ski industry (namely, Freeskier) is gaining money off of this, but have NS and the ski industry as a whole really become that shallow? You would accept money from a company that will harm the health of our skiing community and a company that already has harmed the health of millions of Americans.
I had faith in NS. I had faith in the skiing community. But has it really become this shallow? Skiing is a sport that emphasizes an active, healthy lifestyle and community bonds and friendships. The advertisement may seem small and insignificant, but by proxy it acts to destroy all three of these things that make skiing great.
I urge Freeskier to settle this quickly and halt future tobacco advertising. It may be money, but it's not money that we want in our sport.
A. Gill