Tobacco marketing Tobacco marketing below the linebelow the line

New promotions and how to counter them New promotions and how to counter them

Action on Smoking and Health Australia www.ashaust.org.au

Outline

1. Progress so far…

2. Tobacco industry targets: then & now!

3. Why they do it? $$$$$$$

4. Where? Films, TV, mags, shops, events

5. Counter measures

6. Goal: comprehensive advertising ban

1. Progress: a long history of incremental decline (pc tobacco consumption)

Source: Customs and excise receipts, ABS

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Landmark report of the US Supreme Court

End of broadcasting of tobacco advertisements

Start of Quit Campaigns

Federal Court ruling on passive smoking

New health warnings Excise increase

2. Tobacco targets

• Children - “a significant market opportunity”

• Young women

• PoliticiansSources: industry documents, secondary school surveys

3. Where is it happening?Examples (we know about)

• Youth events – fashion shows, pop concerts

• Films – 50% increase in teen movies

• Internet – cigar companies using the net: see http://tobacco.health.usyd.edu.au/site/supersite/resources/docs/industry_advertising.htm

• Magazines – accidental, incidental or only lifestyle

• Clubs and bars – “nicotine classrooms”

• Point of sale – in all supermarkets, shops, petrol

• Exemptions – Grand Prix, Indy until 2006

Promotions like this at fashion events were found to be illegal and eventually led to Philip Morris and Wavesnet being fined for breaking NSW tobacco advertising laws.

 

Very glam – and very guilty

Smoking in films … by celebrities on and off screen

- on the rise; - a predictor of youth smoking.

Heavy Heavy metalmetal

Slick silver containers promoting Stuyvesant, handed out to the teenage audience at a Sydney pop concert event.

The brand manufacturers say they had nothing to do with it.

Marketing Pearl in the Oyster

Full-tilt product placement – with brand clearly displayed – in Oyster fashion magazine April/May 2003

Glamorous actress Naomi Watts in theJune/July 2003 Australian magazine edition of Harpers Bazaar.

The same week it was reported that lung cancer amongst women is expected to overtake breast cancer as the No.1 cancer killer of women in future.

Successful, independent… Successful, independent… and she smokesand she smokes

Chilling bravado

At point of sale - Alpine cigarettes displayed in shops on mock fridge to highlight “cool” image.Withdrawn in NSW but not Qld.

Promotion of tobacco is still allowed in F1 Grand Prix races in many countries - including Australia, where exemptions have been granted until 2006.

Ferrari’s Michael Schumacher has been dubbed “the new Marlboro Man”.

Formula One Fiasco

Counter measures

1. Expose conduct and seek support in media campaigns

2. Monitor breaches, seek fines, legal actions

3. Close loopholes in legislative reviews (Federal TAP Act, state/territory laws)

Goals

1. Strategy must include a complete ban on all forms of tobacco promotion and advertising.

2. Advertising bans more effective as part of a fully funded, comprehensive tobacco control action plan.

More information

• www.ashaust.org.au

• Research papers: Stacy Carter (Sydney Uni)

“Worshipping at the Alpine Altar” in Tobacco Control at http://tc.bmjjournals.com/cgi/content/full/10/4/391

Jane Martin and Todd Harper (Quit Vic)2002, “Trojan horses: how the tobacco industry infiltrates the smokefree debate in Australia”, Australian and New Zealand Journal of Public Health, vol. 26, no. 6, pp. 572-573.