The Case for Hardening of the Target *

Tobacco control efforts increased smoking abstinence up until 1990; however, in the mid-1990s, smoking prevalence rates and the U.S. per capita consumption leveled off and remained constant (CDC 1999b; Taylor 2001; see Chapter 8). Per capita consumption again declined in 1999 following the Master Settlement Agreement (MSA) and a subsequent increase in the cost of cigarettes. However, it is unclear whether this decline is a resumption of the previous trends or a one-time drop due to the increase in cost (see Chapter 8). The percent of ever-smokers who have quit (the quit ratio) increased from 1965 to the early 1990s but has changed little since then (Figure 2-1).