Tobacco decline after the 1964 Surgeon General's report (1964)
On January 11, 1964, US Surgeon General Luther Terry released the first official government report linking cigarettes to lung cancer and heart disease. He scheduled the release on a Saturday to blunt the stock market reaction. Per-capita cigarette consumption fell within months and kept falling for decades.
Cigarette sales dropped sharply; Congress mandated warning labels in 1965 and banned TV and radio ads in 1971.
Adult smoking fell from roughly 42% in 1965 to about 11.5% today.
The Surgeon General's January 2025 alcohol advisory explicitly invoked this precedent. Health-warning-driven decline is the same model younger US drinkers are now following voluntarily.
