Legacy Tobacco Documents Library: California's Tobacco Propositions

California's Tobacco Propositions


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Proposition 5

Proposition 5, known as the California Clean Indoor Air Act of 1978, was the first attempt in the nation to pass a statewide clean indoor air law through the initiative process. The initiative would have required separate smoking and non-smoking sections in workplaces and public places including restaurants. Early in the initiative process, the industry recognized the importance of Prop 5 and they mounted a well-funded and focused effort to defeat the proposition. Proposition 5 was defeated by a 54% "No" vote in November 1978.

The documents below give examples of industry strategies to defeat Proposition 5 including focusing on individual rights instead of health issues; creation of an industry-backed campaign committee called Californians for Common Sense (CCS); and campaign expenditures that reached over $5 million.

Campaign Plan Prepared for the Tobacco Institute by Woodward and McDowell (1977)

A general review and critique of the plan Woodward and McDowell had advanced to develop an overall strategy for defeating Prop 5. The report emphasizes a focus away from health and on to the idea of governmental intrusion into individual rights.

http://legacy.library.ucsf.edu/tid/iqy25e00

Californians for Common Sense, Inc. (1978)

This memorandum provides a detailed budget for the direct and "in-kind" contributions made to Californians for Common Sense, an industry-sponsored campaign committee, for the purpose of opposing the initiative.

http://legacy.library.ucsf.edu/tid/ncd99d00

TI Meeting - California Aftermath (1978)

A summary of issues for an upcoming Tobacco Institute meeting and post-election analysis of Proposition 5. The document notes that the industry spent $5.9 million to defeat Proposition 5 and urges a re-look in the future at promoting a "courtesy campaign" as an alternative to rights infringement.

http://legacy.library.ucsf.edu/tid/bnl01f00

Proposition 5 (1978)

A memo from Ernest Pepples describing the value of the polling research done by V. Lance Tarrance & Associates and the subsequent development of the direct mail campaign. Contracts with the Rose Institute of State and Local Government at Clairmont Men's College were used to identify target precincts for their campaign. This polling research led to the industry's decision to not directly contest the evidence on secondhand smoke but to instead focus upon individual rights.

http://legacy.library.ucsf.edu/tid/cnl01f00