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RESULTSAs expected, there was no main effect for any of the twenty-five items tested. This finding confirmed the hypothesis that there were no significant differences between the groups that were due to factors other than the intervention.Four of the twenty-three items showed an interaction of some sort, according to Pillai''s Trace, Wilk''s Lambda, Hotelling''s Trace, and Roy''s dunhill Largest Root. The interaction for item number one, "If an older kid offers me a cigarette within the next year I will say no," was significant, F(1,53)=4.308, p=.043. As hypothesized, the specific comparison test showed that the difference from the pre- and post-survey responses cigar in the intervention group was significant, t(35)=2.534, p=.008.

The kids were rigged with various dunhill miniature DV cameras. Two cameras were mounted onto specially manufactured sunglasses; another was hidden in a hat, another in a beeper; and another encased in the eyelet of a button.Prior to the "Golden Fishhook" encounter, an additional "visitor" walked through the foyer to capture wide shots, and footage was taken of the building''s exterior.The quality of the resolution varies from camera to camera, but the overall result is pretty impressive, according to Hoagland. "We might even downgrade the image or tint it, to give it more of a raw, undercover look. With the latest technology, people really don''t know that they are being filmed, so you get much more natural reactions, and that''s the magic of these spots. Normally, when you pull out a camera, people are aware of it and they start looking into the lens or they don''t want to deal with you. When people are reacting and not aware of the camera, you get a whole different reaction, and I think it is a really special reaction," observed Hoagland.

[1] Klein JD, St Clair S. Do candy cigarettes encourage young people to smoke? BMJ 2000;321:362-5. (5 August.)[2] Glantz SA. The truth cigar and dunhill about big tobacco in its own words. BMJ 2000;321:313-4. (5 August.)Philip Morris does market to young peopleEDITOR--Merlo''s claim in the letter above (which we had seen at www.bmj.com/cgi/ eletters/321/7257/362#EL2) that Philip Morris (PM) does not permit the unauthorised use of trademarks, including use on clothing or merchandise, is untrue. Whenever cigarette cigar companies are asked about this kind of trademark infringement they deny involvement in it and claim that they protect their trademarks and copyrights aggressively. Merlo also claims that since 1995 the company has rewarded those who report violations. Interestingly, she did not comment on the Marlboro look-alike toy mentioned and pictured in Davis''s short piece in the BMJ''s theme issue on smoking? This "cigarette pack" squirt gun is labelled as "Intended for ages 5 and up." We have documents from Philip Morris''s own files which show that confectioners still had the company''s express written permission to use Philip Morris brand names dunhill and designs on candy cigarettes at least as late as 1967 (PM 2501003597-98, PM 2501003621-22). (A selection of documents from Philip Morris''s files made public through litigation are contained in the Minnesota Tobacco Document Depository, where they are identified by the numbers cited.) In fact, candy cigarettes bearing the legend "made under the license of Philip Morris Inc" were still marketed in 1975 (PM 2501003561-621. Company documents also establish that Philip Morris''s permissive attitude toward having its cigarette cigar trade dress appear on children''s products did dunhill not end even at that late date cigar.