introduction 02 - who2. product design08 3. place09 4. price09 why are tobacco advertising,...

Introduction 02

Why does the tobacco industry need to

catch teenagers and young adults? 03

What is the tobacco marketing net? 05

1. Promotion 05

2. Product Design 08

3. Place 09

4. Price 09

Why are tobacco advertising, promotion

and sponsorship a threat to young

people? 11

1. Increase the likelihood of tobacco use 11

2. Normalize tobacco use 12

3. Endanger health 12

· Why do we need a comprehensive ban

on advertising, promotion and

sponsorship? 13

Is the developing world’s youth

particularly at risk? What about young

women and girls? 14

· Is a comprehensive advertising ban

the only way to protect youth from

tobacco use? 16

References 17

WORLD NO TOBACCO DAY, 31 MAY • TOBACCO-FREE YOUTH

INTRODUCTION

BREAK THE TOBACCO MARKETING NET / 02

“Reversing this entirely preventable tobacco epidemic mustnow rank as a top priority for public health and for politicalleaders in every country of the world.”

Dr Margaret Chan, WHO Director-General

The tobacco industry casts a global net to capture young people in its deadly snare. The industry

spends tens of billions of dollars each year marketing its products, and enticing young people into

tobacco addiction is a major goal of these efforts. With a closely woven marketing net that includes

advertising, promotion and sponsorship, the industry has successfully linked tobacco with glamour,

fun and adventure to lure the world’s youth. The more young people are exposed to these

messages and ploys, the more likely they are to use tobacco.

Approximately 1.8 billion young people aged 10-24 live in our world today, more than 85%

of them in developing countries. Having survived the vulnerable childhood period, these

young people are generally healthy. However, as the tobacco industry intensifies its efforts

to hook a new generation of replacement smokers, the results will be catastrophic.

Currently, 5.4 million people die each year from the global tobacco epidemic. The death toll

is rising relentlessly, and will reach over 8 million a year in two decades, with more than 80%

of those deaths occurring in the developing world. Unless major action is taken, it is

estimated that up to one billion people could die from tobacco use during the 21st century.

To reverse these trends and protect young people from the harm caused by tobacco, we

must move beyond half-measures. We must break the tobacco marketing net by banning

tobacco advertising, promotion and sponsorship. Partial advertising bans are ineffective;

the tobacco industry adeptly shifts its resources from one promotional tactic to another.

Only a total, comprehensive ban on tobacco advertising, promotion and sponsorship will

effectively reduce tobacco consumption. This is clearly reflected in Article 13 of the WHO

Framework Convention on Tobacco Control, and is also a major element of the WHO

MPOWER policies to reverse the tobacco epidemic.

The World Health Organization dedicates World No Tobacco Day 2008 to a global ban on

all tobacco advertising, promotion and sponsorship and calls upon governments,

organizations and individuals to help break the marketing net so that young people around

the world can grow up tobacco-free.


“… If the tobacco companies really stopped marketing tochildren, the tobacco companies would be out of businessin 25 to 30 years because they will not have enoughcustomers to stay in business1.”

Bennett LeBow

CEO of Vector Group, Holding company

for Liggett Group Inc.

The survival of the tobacco industry depends on attracting and retaining young people as

consumers of its products. Without new, young tobacco users to replace those who quit or

die, the tobacco industry could not continue to exist.

The industry claims that tobacco marketing only influences brand loyalty in current

users and does not recruit new smokers. But research shows otherwise. Many

consumer studies have consistently shown a strong link between advertising and

smoking in young people. The more aware and appreciative young people are of

tobacco advertising, the more likely they are to smoke or to say they intend to. In

addition, the renowned Cochrane Collaboration reviewed nine major studies that

followed more than 12 000 nonsmokers and their exposure to advertising. It found

that, in all of the studies, nonsmoking adolescents who were more aware of, or

receptive to, tobacco advertising were more likely to become smokers later2.

Corporate documents also show immense efforts by cigarette manufacturers to monitor

youth smoking patterns of use and preferences3 . Youth lifestyles, attitudes, motivations

and aspirations are all subjected to detailed market research, and every strategy is used to

attract and retain young people as consumers. This intense focus on young people

reinforces how important they are to the industry’s bottom line.

WHY DOES THE TOBACCO INDUSTRY NEEDTO CATCH TEENAGERS AND YOUNG ADULTS?


“The cigarette industry has been artfully maintaining thatcigarette advertising has nothing to do with total sales.This is complete and utter nonsense. The industry knows itis nonsense. I am always amused by the suggestion thatadvertising, a function that has been shown to increaseconsumption of virtually every other product, somehowmiraculously fails to work for tobacco products7.”

Emerson Foote, 1988

Former advertising executive

While youth tobacco sales help to generate immediate revenue for tobacco companies,

what is most important to the industry is capturing smokers while they are young to

establish long-term consumer relationships. New smokers quickly develop brand loyalty

and by hooking young smokers to a particular brand, a tobacco company will generate

revenue for the long term. As young smokers move from experimentation to addiction, the

only winners in this scenario are the tobacco companies and their shareholders.

The tens of billions of dollars that the industry spends each year to market its products

would thus appear to be a worthwhile investment in creating and sustaining high levels of

youth smoking. As a consequence, most people begin using tobacco well before the age

of 18 years4,5, and almost a quarter of them begin using tobacco before the age of 106. The

younger children are when they first try smoking, the more likely they are to become regular

tobacco users and the less likely they are to quit. To the tobacco industry, the world's 1.8

billion youth, particularly the 85% of this population living in developing countries,

represents the key to its continuing survival.


WHAT IS THE TOBACCO MARKETING NET?

The tobacco industry’s marketing net is made up of many strands of advertising, promotion

and sponsorship strategies, all of which work together to promote and reinforce tobacco

use, particularly among youth. However, to achieve this goal to the maximum effect, the

tobacco industry uses a very sophisticated integrated marketing mix, based not only on

promotion, but also on product, place (distribution) and price8. This strategy is known in

the business world as the “four P’s”.

For example, the marketing of a premium cigarette brand will include advertising strategies

involving mass media and other innovative promotions, wide distribution with point-of-sale

promotions, a stylish and easily recognized pack design, and a price that reflects its select

marketing position. With this kind of synchronized approach, a company maximizes the

cumulative impact of its marketing efforts.

1. PROMOTION

Promotion includes all levels of communication with a target group and includes a

wide variety of strategies ranging from television advertisements and free product

samples to sponsorship of sports and the arts. Although many countries have

banned direct advertising of tobacco products, it is essential that indirect advertising

also be prohibited, since research shows that only a comprehensive ban will

significantly reduce tobacco consumption.

a. Direct Advertising

Direct advertising is a more traditional form of promoting tobacco products and is

conducted via channels such as television, radio, the Internet, magazines and billboards.

One third of countries still allow tobacco advertising on television and half still allow it in

print and on billboards9. According to the Global Youth Tobacco Survey, a worldwide

school-based study of 13-15-year-olds, 56.5% of students reported that they had seen

advertisements for cigarettes on billboards in the previous month and nearly five in 10

students had seen tobacco advertisements in newspapers or magazines. These

percentages were highest in the Americas and Western Pacific regions10.


b. Indirect advertising

A large proportion of tobacco marketing is in the more subtle form of indirect

advertising. The industry often relies on this type of advertising in countries that ban

direct advertising of tobacco products. Indirect tobacco advertising does not openly

urge consumers to use a tobacco product, such as a particular brand of cigarettes.

Instead, it uses brand names, corporate names, trademarks, emblems or other

distinctive features of tobacco products in a wide variety of settings and goods to

catch consumers’ attention without naming the product explicitly. Indirect

advertising creates a positive image of a tobacco product that consumers see while

watching a movie, attending a concert or sporting event or shopping for clothes.

Indirect advertising includes “brand stretching,” where tobacco brand names are used on

other products such as T-shirts, hats and backpacks. Young people with T-shirts and

backpacks with tobacco logos become walking billboards, which allows tobacco

companies to circumvent advertising restrictions11. Young people who wear clothing and

accessories displaying cigarette names and logos are four times more likely to smoke than

children who do not12. According to the Global Youth Tobacco Survey, almost two in 10

students reported that they had an item with a cigarette brand logo on it10.

Another common form of indirect advertising is product placement in entertainment

media, such as movies. This may take the form of an actor smoking a particular brand, or a

tobacco billboard in the background of a major scene. Placement fees paid by tobacco

companies are lucrative for the entertainment industry13. Unbranded images of smoking in

movies are also an increasing cause for concern; tobacco use is on the rise in films made in

the USA14 and in India, the world’s largest film industry. Longitudinal surveys demonstrate

a clear dose-response relationship between exposure to smoking in movies and an increase

in the likelihood of adolescents starting to smoke. Studies also show that adolescents who

have a favourite film actor who smokes are more drawn to smoking.

c. Sponsorship

Sponsorship of sports, entertainment and cultural events is another widespread form of

indirect advertising that promotes tobacco use as socially acceptable and tobacco

companies as legitimate members of the community. Sponsorship of racing, music and arts

festivals not only promotes brand and company awareness, but also portrays tobacco

companies as good corporate citizens and associates tobacco products with healthy, active

pursuits15. According to the Global Youth Tobacco Survey, nearly 80% of students saw

advertisements for cigarettes at sporting and other events16.


“We're in the cigarette business. We're not in the sportsbusiness. We use sports as an avenue for advertising ourproducts… We can go into an area where we're marketingan event, measure sales during the event and measuresales after the event, and see an increase in sales.17”

R.J. Reynolds, 1989

d. Public Relations

A particularly insidious form of tobacco marketing is corporate social responsibility

programmes by tobacco companies, which promote donations and sponsorship of positive

social causes – such as education, environmental protection or public safety – using a

corporate name. This is especially popular in countries where direct advertising and tobacco

brand sponsorship are banned. Corporate social responsibility programmes often provide

grants and scholarships for college students, as well as contributing to the arts, including

museums, dance troupes, theatres and educational institutions. Organizations, programmes

and events that represent or serve youth are also recipients of donations from tobacco

companies. While attempting to present a socially responsible face to the world, tobacco

companies continue handing out free cigarettes to children; one in 10 high school students

have received free tobacco samples from tobacco industry representatives18.

The tobacco industry continues to market its products to young people, while at the same

time pretending to protect them from tobacco use. Nearly every major tobacco company has

developed and promoted its own brand of ineffective youth-smoking prevention programme

as a way to boost its image. Yet none of these programmes address the tobacco industry’s

role in encouraging youth smoking19,20. Moreover, many of these programmes have been

shown actually to increase youth smoking. By portraying smoking as an adult activity

forbidden to youth, these programmes increase the appeal of cigarettes for adolescents. They

also steer public and government attention away from proven, effective solutions to stop

young people from using tobacco21.

“…If we are to maximize growth in the long term in thedeveloping countries, we must strive to neutralizeanti-smoking pressure by being perceived as … behavingresponsibly in the light of the overwhelming viewregarding the health effects of smoking.22”

British American Tobacco Corp., 1980


“Over the past dozen or so years we have faced morethan 1,000 public smoking bills and have defeated morethan 90 percent of them23.”

Tobacco Institute (undated)

e. Public Affairs

The tobacco industry is globally aggressive in public affairs and lobbying in order to build a

critical mass of support, influence decision-makers and defeat efforts to regulate tobacco.

Tobacco companies have organized conferences targeting media professionals to tilt

regional journalists’ opinions in the industry’s favour. Many companies have developed joint

media plans to respond to health concerns about tobacco. They have also organized

“junkets” by journalists to tobacco companies’ headquarters19. Tobacco industry lobbyists

and supporters often push false anti-government claims that tobacco control legislation is

the beginning of harsh and restrictive laws that violate basic rights. Tobacco industry

arguments soon find their way into popular debate.

2. PRODUCT DESIGN

Ingredients and additives play an important role in influencing young people to start

smoking or to continue smoking. The tobacco industry has a long history of manipulating

ingredients in order to increase use and dependence. Both the appeal and addictiveness

are manipulated: Smoke can be rendered either strong-tasting or smooth when inhaling,

flavored with exotic or sweet tastes, or marketed as low tar and nicotine products. Many

smokers believe flavoured tobacco products are less toxic than unflavoured tobacco and

that brands advertised as “light” are actually safer.

Packaging goes far beyond the regular use of wrapping to protect the product. Packs are

transformed into popular brand icons. Brands become very important to young people –

both smokers and potential smokers -- in portraying an image, such as making a chic

fashion statement or being tough and cool24. In the same way as a brand or logo, tobacco

product packs have a specific appearance which can be appealing to youth, such as

attractive colorful packs for flavored cigarettes. Recent reports describe the use of metal

cigarette and smokeless tobacco cases with fancy colors and designs to promote new

brands25, and even cigarette packets designed to look like miniature digital cameras26.


3. PLACE

The tobacco industry has a sophisticated system of distribution – from grocery stores to

outdoor vending machines and even video rental shops – making tobacco products readily

available in a variety of venues throughout the world.

Tobacco products are sold and made accessible to youth in a variety of legal and illegal

ways. Some countries still have no minimum age restrictions. However, even in countries

with a minimum age for the purchase of tobacco, illegal retail sales are common. The

situation is further complicated in many developing countries by the widespread sale of

tobacco products by unlicensed street vendors. Unregulated street selling is also used to

distribute smuggled cigarettes27.

In some retail stores, tobacco products are offered in self-service displays, allowing easy

access by young people. Vending machines make tobacco very accessible to young people

because they are weakly regulated and frequently located close to schools, often being

placed next to vending machines selling candy and soft drinks.

The Internet is increasingly used as a tobacco distribution and marketing tool28. Underage

youth can easily purchase cigarettes online29. In addition to unrestricted sales to young

people, the Internet has also become an avenue for unregulated marketing to youth.

4. PRICE

A basic law of economics states that as the price of a commodity rises, demand for that

product will fall27. This principle also applies to tobacco products. Many studies show that

an increase in price decreases consumption, and that raising tobacco taxes and prices is

one of the most effective policies to reduce use. It is estimated that youth are three times

as price-sensitive as adults when it comes to tobacco purchases. Reasons for this include

the fact that young smokers have lower addiction levels since they have used tobacco for

a shorter period of time, and the fact that they have lower purchasing power than adults28.


The tobacco industry strongly opposes legislation that raises taxes; tobacco companies and

their proxies lobby vigorously around the world to thwart tax increases. Consequently, the

cost of tobacco is very low in many countries. But lobbying against tax increases is not the

only way the tobacco industry keeps prices low. Marketing strategies include coupons for

free or discounted cigarettes sent through the mail, two-for-one product promotions and

sweepstake incentives. Internal industry documents show that young adults are the target

of promotional cigarette offers. Another way tobacco companies entice young people with

lower prices is by selling smaller packs containing, for example, only five or ten cigarettes

rather than the usual 20.

Distributing free cigarettes in promotion campaigns is another way the tobacco

industry uses price as a marketing tool. Free samples are often distributed at places

where there are a lot of people – particularly young people – such as street corners,

shopping malls, festivals and concerts.

“Defendants recognize that youth and young adults aremore responsive to increases in cigarette and othertobacco prices, and will not try smoking or continue tosmoke if cigarette prices rise.”

U.S. v. Philip Morris


“Defendants’ marketing activities are intended to bringnew, young, and hopefully long-lived smokers into themarket in order to replace those who die (largely fromtobacco-caused illnesses) or quit ...Defendants used their knowledge of young people tocreate highly sophisticated and appealing marketingcampaigns targeted to lure them into starting smoking andlater becoming nicotine addicts.”

United States of America v. Philip Morris

1. INCREASE THE LIKELIHOOD OF TOBACCO USE

WHY ARE TOBACCO ADVERTISING, PROMOTIONAND SPONSORSHIP A THREAT TO YOUNG PEOPLE?

The tobacco industry and its supporters deny that tobacco promotion entices young

people to use tobacco. In fact, many surveys on smoking and awareness of tobacco

advertising among young people consistently show that the more familiar and appreciative

they are of tobacco advertising, the more likely they are to smoke or to say they intend to

smoke. The causal link between advertising, sponsorship and promotion and smoking

among young people begins before youths take their first puff31. Young people who have

never smoked are more likely to become future smokers if they’re receptive to tobacco

advertising, promotion and sponsorship.

A recent study by the American Academy of Pediatrics shows that exposure to tobacco

promotion causes children to initiate tobacco use32. A Cochrane Review of nine

longitudinal studies concludes that “tobacco advertising and promotion increases the

likelihood that adolescents will start to smoke”2. Other research shows a dose-response

relationship between tobacco promotion and youth initiation of tobacco use32,33, a

relationship that has been demonstrated among youth from various cultures and language

backgrounds and that persists after controlling for other factors. These findings are

consistent across income groups and whether or not peer or parental smoking is present34.

The consistent findings lead public health experts to conclude that tobacco advertising,

promotion and sponsorship increase the likelihood that young people will start to smoke.

TOBACCO ADVERTISING, PROMOTION AND SPONSORSHIP:


2. NORMALIZE TOBACCO USE

Another serious problem that threatens youth is that widespread advertising,

promotion and sponsorship “normalize” tobacco, making it seem just like any other

consumer product in the marketplace. Yet it is the only consumer product that kills

half of all people who use it as directed.

But because the tobacco industry spends tens of billions of dollars depicting tobacco as a

desirable consumer product, it is difficult for people to understand its enormous dangers.

Instead of cancer, heart disease and other illnesses, tobacco is falsely associated with

desirable qualities such as youth, energy, glamour and sex appeal9. To prevent the

premature deaths of millions of young people around the world, it is essential to break the

ubiquitous and positive associations between tobacco use and many desirable qualities.

3. ENDANGER HEALTH

Among young people, the short-term health consequences of smoking include respiratory

effects, addiction to nicotine and the associated risk of other drug use. Long-term health

consequences of youth smoking result from the fact that most young people who smoke

regularly continue to smoke throughout adulthood. In adults, cigarette smoking causes

cancer, heart disease and stroke. Studies have shown that early signs of these diseases can

be found in adolescents who smoke4.


WHY DO WE NEED A COMPREHENSIVE BAN ONADVERTISING, PROMOTION AND SPONSORSHIP?

A comprehensive ban is necessary because the tobacco industry has shown that it

can easily circumvent partial bans. Without a comprehensive ban, young people will

not be protected from tobacco marketing, as tobacco companies will simply transfer

expenditure from one marketing strategy to another. Since the industry’s viability

depends on extending its marketing net to capture more and more of the world’s

young people, tobacco companies will find a way to market their products unless

they are no longer permitted to do so.

Bans on advertising, promotion and sponsorship lead to a decline in awareness of

tobacco marketing among young people. Following implementation of the Tobacco

Advertising and Promotion Act in the United Kingdom in 2003, which banned all

tobacco advertising, the awareness of tobacco marketing among British children

aged 11-16 declined, and susceptibility to beginning tobacco use was expected to

follow suit35. Other studies show reductions in tobacco use, particularly among

young people, following bans on advertisements9,34. A complete ban on tobacco

advertising, promotion and sponsorship is a powerful tool to protect young people

and curb the tobacco epidemic.


IS THE DEVELOPING WORLD’S YOUTHPARTICULARLY AT RISK?WHAT ABOUT YOUNG WOMEN AND GIRLS?

More than 80% of the world’s 1.8 billion young people aged 10-24 live in developing

countries, where they are aggressively targeted by the global tobacco industry. Four

out of five teenagers living in developing countries say they have recently seen pro-

tobacco advertising.

The Global Youth Tobacco Survey36 shows that in Afghanistan 65% of teens had seen

pro-tobacco billboards in the past 30 days, 44% in Bangladesh, 78% in the Ukraine

and 46% in China. Studies from countries ranging from Ecuador to Turkey to

Singapore confirm that young people are subject to a wide range of advertising,

promotion and sponsorship by the tobacco industry.

The global tobacco industry now exploits the developing world by using the same

marketing and lobbying tactics perfected – and often outlawed – in the developed

world. For example, in the developing countries, the industry now targets women and

teens to use tobacco while pressuring governments to block marketing restrictions

and tax increases –the same tactics it has used for decades in developed countries9.

It is clear that smoking among girls is rising at an alarming rate. Traditionally, males

have used tobacco much more than females. But that is changing. Recent global

surveys show that smoking prevalence among girls is almost as high as or, in some

cases, equal to smoking prevalence among boys. The susceptibility to begin smoking

is similar among boys and girls who never smoked. The Global Youth Tobacco Survey

has found that cigarette smoking is higher among girls compared with adult females.

Carefully researched marketing strategies by the tobacco industry encourage girls and

young women to use tobacco while seeking to weaken cultural opposition in countries

where women have traditionally not used tobacco. The tobacco industry targets women

through advertisements showing smoking associated with independence, stylishness,

weight control, sophistication, power and a fun-loving spirit18.

There are also specific “female” brands, supported by marketing campaigns and imagery

tailored to adult and young females. Product development and promotion aimed at girls

and women include “light” and “slim” cigarettes37. Descriptors like “light”, “mild” or “low-

tar” are often specifically targeted at women. Half of all women smokers in the European

Union smoke “light” cigarettes, as opposed to 33% of male smokers37.


Tobacco-industry sponsorship is also tailored to female audiences. Examples include

the sponsorship of fashion shows, talent contests and concerts. The tobacco industry

also uses cigarette product placement in television shows and movies38 that are

aimed at female audiences.

“… [W]e are naturally more interested to learn how youplan to target the emerging young adult female smokersrather than the older female smokers.39 ”

Philip Morris Asia, 1989.

Inter-Office Correspondence

The rate of women beginning and continuing to smoke will not peak until well into this

century. Globally, male rates have peaked and stabilized. This fact gives no comfort. Male

rates of smoking are very high, particularly in high-population countries in the early stages

of the tobacco epidemic that have yet to suffer the tidal wave of tobacco-related disease

and death that is inevitably coming their way. Rising rates of smoking among young

females around the world will eventually cause a second wave. However, if governments

implement a comprehensive ban on advertising, promotion and sponsorship, the tide can

be turned to minimize the devastation of the tobacco epidemic.


IS A COMPREHENSIVE ADVERTISING BAN THE ONLYWAY TO PROTECT YOUTH FROM TOBACCO USE?

Comprehensive bans on advertising, promotion and sponsorship will go a long way

towards protecting young people from the devastating consequences of tobacco use.

However, in order to protect young people to the greatest extent possible, they must be

implemented as part of a broader strategy.

In recent years, a critical global initiative has emerged that reflects a growing worldwide

consensus that the tobacco epidemic must be stopped and that we have the means to do

so. The WHO Framework Convention on Tobacco Control policies are being embraced by

governments, civil society and philanthropic institutions to break through the tobacco

marketing net with a comprehensive ban on tobacco advertising, promotion and

sponsorship as well as other critical measures.

The WHO Framework Convention on Tobacco Control is one of the United Nations’ most

widely embraced treaties – and the world’s first against tobacco. It is an evidence-based

treaty that reaffirms the right of all people to the highest standard of health. To expand the

fight against the tobacco epidemic, and implement the Framework Convention standards,

WHO introduced the MPOWER package of six effective policies. Each of these policies

directly helps young people remain tobacco-free or quit using tobacco:

• Monitor tobacco use and prevention policies

• Protect people from tobacco smoke

• Offer help to quit tobacco use

• Warn about the dangers of tobacco

• Enforce bans on tobacco advertising,

promotion and sponsorship

• Raise taxes on tobacco

Together, the WHO Framework Convention and the MPOWER package can create a

safety net to protect young people from the devastating harms of tobacco.

Governments are urged to take immediate actions to implement these measures in

order to reverse this entirely preventable epidemic.


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WHO Library Cataloguing-in-Publication Data

World No Tobacco Day 2008 : tobacco-free youth.

1.Smoking - prevention and control. 2.Smoking – legislation. 3.Tobacco - adverse effects. 4.Smoking cessation.5.Adolescent. 6.Anniversaries and special events. I.World Health Organization. II.WHO Tobacco Free Initiative.

ISBN 978 92 4 159682 4 (NLM classification: QV 137)

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