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TOBACCO/
INDIRECT ADVERTISING
source: www.wpro.who.int/media_centre/
fact_sheets/fs_20020523.htm
tobaccofreekids.org/research/
factsheets/pdf/0075.pdf
quitsmoking.about.com/cs/
antismoking/a/statistics_2.htm
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As more and more countries impose total or partial bans on tobacco advertising, the industry has been adept at finding creative new ways to publicise their brands, especially with young people. Such ‘indirect advertising’ methods include… - sports sponsorship: the tobacco companies link their products with health and athletic prowess, and reach a large number of young people, by sponsoring sporting events and teams;
- tobacco companies have been keen to sponsor adventure races or other activities with an exciting, daring image. In Asia, there is the Camel Trophy, Marlboro Adventure, Benson & Hedges Golden Dreams and Mild Seven Outdoor Quest. The ‘Asia Marlboro’ road-racing competition was featured prominently on Chinese television allowing Philip Morris to circumvent Chinese law banning cigarette advertising. In Hong Kong, Salem sponsored tennis tournaments featuring teenage idol Michael Chang;
- promotional items: tobacco companies put their cigarette logos on T-shirts, hats, backpacks and other consumer items popular with children and teens. Such practices circumvent advertising restrictions and turn the wearers into walking billboards;
- despite tobacco industry claims that promotional items are meant for smokers over age 21, one study found that 30% of all kids (12 to 17 years old) owned at least one tobacco promotional item, such as T-shirts, backpacks, and CD players. A longitudinal 1999 study published in the American Journal of Public Health showed that adolescents who owned a tobacco promotional item and named a cigarette brand whose advertising attracted their attention were twice as likely to become established smokers than those who did neither;
- brand stretching: tobacco companies are now moving beyond traditional promotional items to the marketing of other products with a shared brand name, such as Marlboro classics clothing, Salem power station music stores and Benson & Hedges coffees and coffee shops. These new marketing ventures are designed to keep promoting tobacco brand names even when tobacco advertising is banned;
- Malaysia has been dubbed the ‘indirect advertising capital’ of the world. Some of the tobacco industry's most blatant efforts to target young people can be seen here. Although there are restrictions on advertising, tobacco companies have found ways to bypass these laws: heavily advertised products include the Benson & Hedges bistro, Dunhill accessories, Marlboro clothing, Kent Horizon tours and Salem Cool Planet concerts. Spending on tobacco advertising is extremely high. In 2000, two tobacco firms alone reportedly spent more than US$40 million;
- samples: in many countries, the companies give away free samples in areas where young people gather, such as at shopping malls, rock concerts and discos. Giving away an addictive product costs them little, and ensures them a steady stream of new customers;
- in Kandy, Sri Lanka's second largest city, British American Tobacco (BAT) paid for the logo of its most popular brand to be painted on the front wall of a prestigious girls' high school and the scoreboard of a boys' school. BAT also hired young women to give free cigarettes and promotional items on college campuses, shopping malls and other venues for the young;
- entertainment: the tobacco industry sponsors discos, rock concerts and other events popular with young people, and has encouraged the positive portrayal of smoking in movies. They have also begun to rely on global satellite, cable and internet advertising to circumvent national ad bans;
- in Malaysia, ‘Salem Cool Planet’, has brought top stars such as The Corrs, Savage Garden and Deep Purple to the country to perform. Other tobacco firms have sponsored movie ticket giveaways as well as television shows such as the ‘Dunhill Double’ and ‘Perilleys 25’ action films.
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