Message from the President Dear Colleague, In a March letter to Philip Morris USA, the National Association of Attorneys General (NAAG) Tobacco Committee confirmed that Philip Morris would not resume operating its youth smoking prevention campaign "Talk. They'll Listen." According to the communication from Arizona Attorney General Terry Goddard and Washington Attorney General Rob McKenna — the Co-Chairs of the NAAG Tobacco Committee — the company has no current plans to renew the campaign. A copy of the letter is attached. NAAG has urged PM to permanently discontinue its youth smoking prevention programs, since research studies have found exposure to youth-targeted smoking prevention advertising conducted by tobacco companies has no beneficial outcomes for youths. One recent study in the American Journal of Public Health found that youth smoking prevention ads created by the tobacco industry and aimed at parents actually increase the likelihood that teens will smoke in the future. In light of this evidence, we believe that if the tobacco industry really wanted to help curb youth smoking, tobacco executives would agree to permanently pull these ads off the air. Instead, youth should be exposed to ads and messages provided by sources that are independent of the tobacco industry, including the American Legacy Foundation®'s proven effective, truth® youth smoking prevention campaign. The American Legacy Foundation commends the life-saving work of the attorneys general — the enforcers of the landmark Master Settlement Agreement (MSA) between the states and the tobacco industry — for diligently protecting youth from the harmful effects of tobacco and continuing to monitor industry advertising and prevention efforts. Sincerely, Cheryl G. Healton, Dr. P.H. President & CEO American Legacy Foundation