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We need, in other words, to find
new ways to make smoking look ridiculous.
John F. Banzhaf III had no particular animosity toward the
cigarette companies when he sat down in his Bronx home on
Thanksgiving Day 1966 to watch a football game with his father.
He was struck by a cigarette commercial that seemed to glamorize
a habit that both his parents practiced...
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While at Columbia
University School of Law, Banzhaf had studied the ''fairness
doctrine,'' a Federal Communications Commission policy that
required broadcasters to offer free air time to opposing views
on controversial public matters. He wondered whether the
doctrine could be applied to cigarette advertising...
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