Finally got around to watching the Merchants of Doubt documentary, based on the book with the same name. The Merchants of Doubt looks at how certain industries used public relations techniques to put doubt in people’s minds about the dangers of their products. This approach began with Big Tobacco fighting the overwhelming evidence that cigarettes cause lung cancer through a vigorous PR campaign revolving around “more science needs to be done.” Big Tobacco put enough doubt in people’s minds that smoking rates barely dropped for 20-30 years after the Surgeon General’s 1964 Report unequivocally stating that cigarettes did in fact cause lung cancer. And millions died from smoking during those years.
That technique of creating doubt was picked up by various other industries over the decades and today the oil industry is very much playing by the same playbook and has been frustratingly successful in creating doubt around the science that man is causing global warming. The movie starts with a very clever interview with a professional magician explaining that his job is deflection and explaining how the old “Three Card Monty” con doesn’t work without shills hidden within the public. “The whole con is about convincing the public that the shill is legitimate and independent,” says the magician, Jamey Ian Swiss.
From Stanton Glantz in the film: “The playbook Big Tobacco developed to attack science worked for 50 years. Other businesses looked at this and said, ‘boy, if this works for tobacco, we ought to be able to use that, too.'”
Glantz is interviewed extensively in the film. I realized that though this is a very familiar name in tobacco control circles, it was the first time I knew what he looked like and sounded like in interviews. Glantz was one of the first scientists to promote smoking bans and to talk about the dangers of secondhand smoke. He has been viciously attacked for decades for promoting tobacco control and smoking bans. I’ve personally seen trolls call him an awful, evil person.
“We spent a lot of time banging our heads against the wall (on tobacco control). These guys are rich, politically powerful … and they’re mean.”
Sure enough the movie shows a segment with Glantz on some talk show with some obnoxious host boasting to him that he smokes four packs a day and looks healthier and younger than Glantz at 42. I sure wondered who that obnoxious talk show host. It took one quick Google search to find out it was Morton Downey Jr. I actually vaguely remember the name, but I would have never figured out that was Morton Downey Jr. without resorting to Google. He was some right-wing talk show host in the 1980s whose show kind of ushered in “hate TV” shows like Jerry Springer.
I did some research. Yup. Mr. “I smoke four packs a day and I look great at 55” died of lung cancer. At the age of 68. Downey actually spoke out against cigarettes toward the end of his life and once filed a lawsuit against Howard Stern for insinuating that he was back smoking after quitting.
Anyway, I digress. There’s one major difference between the film and the book — a 10- to 15-minute segment in the film about tobacco’s role in pushing for fire retardants. This isn’t included at all in the book, but it was a fascinating part of the movie — and something I had never heard before.
In an investigative series done by the Chicago Tribune, reporters with the paper discovered that pounds of fire retardant chemicals being applied to furniture were showing up in household environments — and that studies had shown that these chemicals were both carcinogenic and didn’t really accomplish anything. They asked the question why were the chemicals even being applied if research showed they didn’t work.
The answer: Big Tobacco believe it or not. In the 1970s, thousands of people were being killed in fires caused by cigarettes — by people falling asleep in bed or on chairs while smoking. The tobacco industry was being pressured to develop a self-extinguishing cigarette, something that would have been expensive to develop. “What they (the industry) needed was a scapegoat and their scapegoat was furniture.”
Unbelievably, the vice president of the old Tobacco Institute (a lobbying arm of the tobacco industry, long since disbanded), Peter Sparber, infiltrated a national firefighters’ organization called the National Association of State Fire Marshals and then convinced that group to let him become its legislative representative. In that role, Sparber (a truly weird-looking dude with a porn stache) pushed for laws requiring fire retardant chemicals in furniture. The fire marshals’ group thought Sparber was working for them for free. Instead, the whole time, he was being paid $200 an hour by Big Tobacco.
There’s an infamous quote attributed to Sparber: “If you can ‘do’ tobacco, you can do just about anything in public relations.” Sparber now works for the Heartland Institute, a right-wing anti-global warming think tank. So, he is still in the thick of deflection and creating doubt to this day.
Anyway, it’s a solid documentary that will both entertain you and make you mad. It’s a solid addendum to the book for all the extra tidbits.
“The Merchants of Doubt” is a fascinating book by science historians Naomi Oreskes andErik M. Conway. I had an interest in the book because it explored how industry forces have used scientists to create doubt about their products and/or initiatives … and that all began with the tobacco industry back in the 1950s … hence my interest in the book.
Merchants of Doubt has a pair of chapters regarding the tobacco industry … first about the lies and obfuscation attempted by the industry when information first came out about the dangers of smoking and lung cancer, then 20-30 years later, the industry used many of the same techniques to try and deflect about the dangers to non-smokers from secondhand smoke.
One of the fascinating things about this book is that from the 1950s and the great tobacco coverup all the way to global warming cover-up 40-50 years later, a small cadre of ideologically driven scientists were involved in all these issues. Why scientists would involve themselves in science as disparate as lung health and oncology to global warming? The initial assumption would be that these scientists were all paid off by various industries to deflect and create doubt about their products, but actually money is a less important factor than you would think. Ideology is the biggest factor.
The book revolves around three Cold War physicists who got involved with the tobacco industry, the oil industry, the chemical industry, etc., primarily because of their politics. These guys — three guys — did a tremendous amount of damage over the past 50 years by being very, very loud and determined and having a lot of industry backing.
The book begins with a Cold War physicist named Frederick Seitz, who worked on the atomic bomb in the 1940s. I was fascinated by the description of Seitz; a conservative pro-business, anti-regulatory right-winger. He let his ideology drive
Seitz reminded me of a well-known scientist who has been involved in tobacco control, but several years ago, turned against the rest of the scientists in the tobacco control field. I’ll get to him later. “The Merchants of Doubt” doesn’t really get into this guy, because as near as I can tell, he became active about 10 years ago and the “Merchants of Doubt” stops exploring the area of tobacco control about 20 years ago.
Anyway, the book explores several scientific/ environmental controversies and the roles played by the same very small and very determined group of scientists to deflect and confuse the public. It begins with tobacco and lung cancer, then “Nuclear Winter”, Ronald Reagan’s ridiculous “Star Wars Initiative”, the attacks on Rachel Carson and “Silent Spring”, back to the tobacco industry and the wars of words over secondhand smoke (of which I was involved for several years) and finally into the huge battle over global warming, which of course is still ongoing.
I’ll quote several passages here from the book:
The tobacco road would lead through Star Wars, nuclear winter, acid rain and the ozone hole, all the way to global warming. Frederick Seitz and his colleagues would fight the facts and merchandise doubt all the way.
When it came to the original fight over smoking and lung cancer, one would assume that after the 1964 Surgeon General’s report came out unequivocally showing the link between smoking and lung cancer, but the tobacco industry fought back, with help from Seitz and others, creating its own “science” simply to confuse people … ie, to create doubt in the minds of the consumers. It was a technique refined and perfected decades later by the fossil fuel industry to create doubt about global warming (97 percent to 98 percent of scientists believe global warming is a fact and that it is man-made. However, much of the public has been led to believe there is no consensus about global warming and that there is still a lot of “debate” over the issue.).
From the Merchants of Doubt:
(In science) a conclusion becomes established not when a clever person proposes it, or even a group of people begin to discuss it, but when the jury of peers — the community of researchers — reviews the evidence and concludes that it is sufficient to accept the claim. By the 1960s, the scientific community had done that with respect to tobacco. In contract, the tobacco industry was never able to support its claims with evidence, which is why they had to resort to obfuscation. Even after decades of tens of millions of dollars spent, the research they funded failed to supply evidence that smoking was really OK. But then, that was never really the point of it anyway.”
Hill and Knowlton documents showed that the tobacco industry knew the dangers of smoking as early as 1953 and conspired to suppress this knowledge. They conspired to fight the facts and to merchandise doubt.
Doubt mongering also works because we think science is about facts, cold hard definite facts. If someone tells us that things are uncertain, we think that means the science is muddled. This is a mistake. There are always uncertainties in any live science, because science is a process of discovery.
So what prompted these scientists like Seitz and a pair of Cold War physicists — Bill Singer and Bill Nierenberg — to turn their back on the scientific method? They were all highly educated and brilliant in their fields, but in the end, they became nothing more than shills. In fact, Seitz was literally a paid shill for Big Tobacco.
The Merchants of Doubt offers an explanation:
“Bad, bad sicence. You can practically see the fingers wagging. Scientists had been bad boys; it was time for them to behave themselves. The tobacco industry would be the daddy who made sure they did. It wasn’t just money at stake; it was individual liberty. Today, smoking, tomorrow … who knew? By protecting smoking, we protected freedom.”
Later, a small but loud group of scientists was relied upon to fight against the rising tide of evidence that secondhand smoke was dangerous to non-smokers. Singer, a physicist, who had zero training in oncology or pathology or biology, led the charge. Again, it came down to a blind devotion to right-wing, pro-marketplace ideology.
From the book:
“One answer that has already emerged in our discussion of acid rain and ozone depletion: these scientists, and the think thanks that helped to promote their views, were implacably hostile to regulation. Regulation was the road to Socialism — the very thing the cold War was fought to defeat. This hostility to regulation was part of a larger political ideology, stated explicitly in a document developed by a British organization called FOREST — Freedom Organisation for the Right to Enjoy Smoking tobacco. And that was ideology of the free market. It was free market fundamentalism.”
“Our society has always understood that freedoms are never absolute. This is what we mean by the rule of law. No one gets to do just whatever he feels like doing, whenever he feels like doing it. I don’t have the right to yell fire in a crowded theater; your right to throw a punch ends at my nose. All freedoms have their limits, and none more obviously than the freedom to kill other people, either directly with guns and knives, or indirectly with dangerous goods. Secondhand smoke was an indirect danger that killed people.”
“Why did this group of Cold Warriors turn against the very science to which they had previously dedicated their lives? Because they felt they were working to ‘secure the blessings of liberty’ If science was being used against those blessings — in ways that challenged the freedom of free enterprise — then they would fight it as they would fight any enemy. For indeed, science was starting to show that certain kinds of liberties are not sustainable — like the liberty to pollute. Science was showing the Isaiah Berlin was right: Liberty for wolves does indeed mean death to lambs.”
Which brings us to the curious case of Michael Siegel.
Merchants of Doubt, part two —
the curious case of Michael Siegel
I’ve never met Michael Siegel, never corresponded with him, never interacted with him in any way, shape or form. So, any psychoanalysis I give about him is strictly based on what I’ve seen from his writing online. While reading “The Merchants of Doubt,” I kept thinking about this tobacco control scientist, really a leader in the movement for several years, who turned against the movement about 10 years ago. The story of Frederick Seitz really reminded me of this guy. I knew about him only because on old discussion forums about secondhand smoke, when the dangers of secondhand smoke were still being hotly debated, this guy’s name kept coming up over and over from Libertarians and smokers fighting smokefree laws, quoting him and his “studies” debunking the dangers of secondhand smoke. It took a couple of minutes of Google searches and I found his name — Michael Siegel. Like the line from “Star Wars”, that was a name I had not heard in a long time. I don’t think I had given him five minutes’ thought in the past five years.
I had assumed years ago that Siegel was just some tobacco industry paid shill, but believe it or not, he really isn’t. He was a guy who actually was pretty active in tobacco control for a number of years and is still quoted to this day by some media outlets as a “tobacco control expert.” However, Siegel pretty much turned against the tobacco control movement about 10 years ago when he got kicked out of a listserve of tobacco control experts and scientists for — depending on what side you’re on — being too contrarian or too argumentative.
Siegel then decided to make it his personal crusade to be the thorn in the side of the tobacco control movement. Seven, eight years ago, he was attacking pretty much any and all studies being done on secondhand smoke. Again, the EPA, Surgeon General, Centers for Disease Control, World Health Organization and vast majority of scientists have reached the unequivocal conclusion about the dangers of secondhand smoke. All I can do is laugh at this guy Siegel (again, he seems to be a pretty smart scientist, he worked at Boston U.), railing that the Centers for Disease Control and Surgeon General’s Office (and the Food and Drug Administration when it comes to e-cigs) have no idea what they are talking about. “The CDC and Surgeon General and FDA are wrong, but I’m right, because I’m smarter than all of them.” Seriously, read the guy’s blog … that’s what he’s saying.
Again, I was able to find his blog and found to my delight that he seems to have abandoned his personal crusade against secondhand smoke studies and has now decided to change course and go after any and all studies regarding e-cigarettes. I swear if this guy isn’t receiving a paycheque from Blu E-cigs, then he’s a schmuck, because he oughta be; he’s absolutely doing the bidding of the E-cig industry. His crusade now appears to be to defend the e-cig industry against all these nefarious studies making them look bad. I have to be honest, I just busted up laughing when I saw this.
This is how ridiculous this guy is. One of his posts is about recent studies showing that the use of e-cigs among teens has exploded in the past two years. Meanwhile, the use of cigarettes among teens has collapsed. It’s just plain simple common sense that teens are switching from cigarettes to e-cigs because they’re easier to buy and because they’ve been given the idea by e-cig marketing that e-cigs are cool and more harmless than cigarettes. This is what Michael Siegel writes about this. This is an example of just how far gone this guy really is. He’s so busy nitpicking others purely for the sake of nitpicking, he appears to have long since stopped seeing the forest for the trees:
However, it is not true that the progress we have made in reducing youth smoking is being threatened by youth experimentation with e-cigarettes. The only way that our progress in reducing youth smoking could be threatened by e-cigarette experimentation is if e-cigarettes were a gateway to youth smoking or if e-cigarettes were as hazardous as smoking.
I just want to say to this guy: “Dude, what the fuck? What is wrong with you?” No one is saying e-cigs are as bad as cigarettes. What people are saying is that they are a different nicotine delivery system and that kids are simply transitioning from one nicotine delivery system (cigarettes) to another (e-cigs) and that this is not necessarily a step in the right direction … because it’s STILL NICOTINE … and it’s still incredibly physically addictive. So, yeah, e-cigs are a threat to the progress in reducing youth smoking for that reason alone, douchebag. This guy spends all his energy parsing language from government agencies and it appears to me he has massively lost sight of the big picture … nicotine addiction by its very nature is not a good thing.
I thought it was just me about this guy, but I found two other bloggers who have had more direct interactions with him who reach the same conclusion … that he is one weird guy and one damned difficult guy to figure out.
One is a blog written by a guy who goes by the name “Orac” who starts a blog entry about Michael Siegel by saying, “I don’t know what to think of Michael Siegel.” This blog entry is great and articulates better than I can everything wrong with this guy (I will articulate my own misgivings about Michael Siegel later, but seriously, Orac does it better.). Orac says that while it appears Siegel makes a lot of good arguments in some of his posts about secondhand smoke, what gives him a “bad feeling in the pit of his stomach” is that Siegel relies a lot on the term “junk science,” which is a term actually invented by the tobacco industry and that Siegel on his blog literally has nothing whatsoever positive to say about any study on tobacco, secondhand smoke or e-cigs that he personally wasn’t a part of. I haven’t plowed through eight years of Siegel’s blog, who has the energy, but everything I’ve personally seen is to the effect of, “this person study was bullshit, I’m smarter than this guy…”
Like Orac (not me) says:
Looking through Dr. Siegel’s blog, in fact, I had a hard time finding any articles in which he had anything good to say about any studies of the effects of indoor smoking bans. Recent posts have savaged a studies from Scotland, Indiana, and Ireland. I looked for a single example of Dr. Siegel praising an SHS study, and I was unable to find one. Surely they can’t all be bad, can they? And if they’re all bad, then I have to wonder: Why does Dr. Siegel still believe that SHS is harmful to health if in his opinion the science of recent studies is so bad? A little balance every now and then would be helpful; it’s little wonder that tobacco cranks love to cite him, given that the overall gestalt of his blog, I’m sorry to have to say, is more than a little crank-like, at least to me. True, I could be mistaking passion for crankery, but even so that’s the impression that, try as I might, I can’t entirely shake.
Thank you, Orac. Thank you for convincing me it’s not just ME (and Michael McFadden is a total freaking Libertarian crank). If Siegel were interested in legitimate science, wouldn’t he be dissecting these secondhand smoke and e-cigarette studies and as part of a peer-review process rather than on his blog, rather than associating with idiot losers like Michael McFadden? I’d love to hear from Siegel about that. More on Siegel’s blog in a minute. In the end, Orac says Siegel basically “comes off like a crank.”
I found another pretty hilarious post about Siegel from another blogger named Carl Phillips, who is a researcher in the field of alternatives to tobacco who has actually has dealt with Siegel. He rips into Siegel for attempting to start up a $4.5 million crowdfunding campaign to study e-cigs as a means of smoking cessation. Here are my two favourite passages from Phillips’ rant:
I wrote to Siegel about (speaking just for myself) is that what he was doing also appeared to violate the spirit, and perhaps the letter, of rules of public research ethics. It is extremely dicey to ask a threatened community for research funds. E-cigarette users are terribly worried about the political climate, and thus are likely to respond to any request for funds that comes with a promise of doing something about the regulatory threats to their ability to choose to vape. Thus anyone asking for such funds needs to be very careful to make sure they are not promising too much. … By contrast, Siegel presented only a hand-waving description of what he planned to do. When confronted with concerns with potentially problematic details of the (unspecified) protocol he or his staff always (to my knowledge) responded with some equivalent of “oh, we will take care of that — don’t worry.” This is the behavior of a shady corporate consultant, immediately responding to every question with reassurance in spite of apparently never having thought about it before, not of a careful researcher. I am certainly not calling either Siegel or his staff shady, but when your behavior looks like that of someone who is shady, it should be a red flag.
Siegel is notorious for being part of the cabal that blames evil corporate influences for never-specified nefarious impacts on research and policy. Funny how that does not seem to bother him when he wants to fund his own research with corporate donations.
So, I have one blogger saying he comes off like a crank and another saying he and his staff are behaving in a shady manner. Orac also posted a comment that Siegel seems to enjoy too much playing the role of gadfly. That really resonated with me and then there was this passage in “Merchants of Doubt” referring to scientists such as Seitz and Singer:
“They promoted claims that had already been refuted in the scientific literature, and the media became complicit as they reported these claims as if they were part of an ongoing scientific debate. Often the media did so without informing readers, viewers and listeners that the ‘experts’ being quoted had links to the tobacco industry, were affiliated with ideologically motivated think tanks that received money from the tobacco industry (or in later years the fossil fuel industry), or were simply habitual contrarians, who perhaps enjoyed the attention they got promoting outlier views.
I think that final sentence hits the nail on the head about Michael Siegel and here’s why I think that. Siegel definitely has a very ardent following. I saw it 7 or 8 years ago on old Topix message forums, Libertarians quoting his blog posts left, right and centre. Here’s what really bothers me about Michael Siegel. On his blog, one of his followers, someone who has posted repeatedly on his blog, in fact, has an avatar of Barack Obama with an Adolph Hitler mustache and hairstyle. I know if I considered myself a serious scientists and one of my ardent followers had an avatar mashing Adolph Hitler, arguably the most evil man in history, and Barack Obama, I certainly would be asking myself, “what the hell am I doing here?” I would be asking myself why people like that were a member of my fan club. It appears to me (I’m playing armchair psychiatrist here), that this is someone who enjoys being a “rebel” an “outlaw”, whatever and enjoys having a fan club of like-minded people … Internet cranks and Libertarians. Someone touched upon in “The Merchants of Doubt.”
I got a lot of out “Merchants of Doubt.” One of the things I didn’t expect to get out of it was that maybe I finally understand this secondhand smoke contrarian I remember hearing so much about 8 to 10 years ago.
I have put this documentary in my Netflix queue, though I have a feeling it will be really bad for my blood pressure. This is a documentary by the Robert Kenner, who also made “Food, Inc.” about how the oil industry, chemical industry and pharmaceutical companies have copied the same techniques used for many years by Big Tobacco to “change the narrative” about the dangers of their product (in the case of the oil industry, global warming), by sowing the seeds of doubt and confusion in the American product. The movie has the same title of a book I have to get my hands on by Naomi Oreskes and Erik Conway.
The purveyors of doubt have been extremely successful in shaping public opinion on global warming, unfortunately, by creating the idea that “there is no scientific consensus” that man is causing climate change, even though 97 percent of scientists involved in the fields of climate, meteorology, etc., have actually reached this consensus. By finding a few loud voices (and likely paying some of those voices handsomely) to rail against the consensus, the industry has pretty effectively changed the discourse and changed public attitudes about global warming. Most polls show roughly half of respondents don’t believe mankind is creating the problem of global warming.
Tobacco was very successful in its campaign to confuse the public for decades. For years, Big Tobacco found its own scientists to refute the growing evidence that cigarettes were behind the epidemic of lung cancer cases that began around the 1930s (roughly 30 years after cigarettes starting becoming popular.). Some of the same exact people who cut their teeth in a massive disinformation campaign for tobacco actually went on to work for the chemical industry and oil industry.
From a New York Times review of “Merchants of Doubt”:
“If you can ‘do tobacco,’ ” one of the perpetrators is quoted as saying, “you can do just about anything in public relations.”
The awesome book, “A Cigarette Century” chronicles in exquisite detail the steps that the tobacco industry went to counter the concerns over cigarettes. The U.S. Surgeon General’s report on lung cancer and smoking came out way back in 1964 and you would have thought this would be the death knell for the tobacco industry. Yet, the smoking rate remained stubbornly high over the next 30 years. Why? Doubt. Confusion. Paid shills. No one knew what to believe.
The tobacco industry established its own laboratories and did its own research, partly to generate data it believed would disprove the fears over lung cancer and smoking. Instead, the tobacco industry’s own data confirmed those fears and the industry kept this information under wraps for decades until it finally came gushing out in the 1980s and 1990s mostly through the discovery process of numerous lawsuits against the tobacco industry.
Meanwhile, the industry continued to maintain the safety of its products, putting filters on the cigarettes (which essentially do nothing) and having doctors in ads and promoting their products as safer than other brands. Incredibly, as late as the mid-1990s, tobacco executives continued to insist during congressional hearings that nicotine was not addictive, despite the reams and reams of evidence proving otherwise.
Like I said, this movie will not be good for my blood pressure. One of the reasons I get so worked up about it was arguing with my mom after my dad died of lung cancer at 49. First, she insisted that it was Hodgkin’s disease, not lung cancer from the four packs a day he smoked. Then, she claimed if he got lung cancer, it was from air pollution. The “air pollution is causing the epidemic of lung cancer” line is STRAIGHT out of the Big Tobacco disinformation campaign from the 1950s. Twenty-five years later, that stuck in my mom’s head. Twenty-five years later, she used that as a rationale to continue smoking and now she is dealing with severe COPD.
Sigh. The lies people tell. And the people that listen to them.