Smoke Damage:Marketing Tobacco in the Third World

METC - July 11, 2006

Anna L. White, CoordinatorGlobal Partnerships for Tobacco Control

Essential Action

SENEGAL

• Tobacco advertising allowed, except on television – but tobacco industry was able to circumvent restriction through sponsorship of sports and cultural events

• Restriction: Tobacco advertising must not use the voice or image of a minor person less than 21 years old.

• Health warning not challenged, as “concession”

Cigarette Pack: Communicating the Brand

Chesterfield – West Africa Launch

“As a result of the advertising concept test carried out in June this year the most positive element of our communication is "AMERICA". America is a bit of dream, it is a country appealing to our target audience providing that we use a simple and clear way to communicate this. The lifestyle of young Americans will also attract our potential consumers providing that the people featured are simple, and aspirational to Africans through their manner of dress and leisure activities.”

“Activities must be: Comprehensible, Aspirational, American, Powerful…Tagline: ‘The Great American Taste’”

“Many countries also do not require health warnings on cigarette packs. PMI believes that all tobacco products and advertisements should carry clear, conspicuous health warnings, which PMI already uses, even where they are not required by law.”

- Altria CEO Louis Camilleri, 4/29/04

NIGERIA

“Experience It”: Hollywood (& Smoking)

Honduras

BENIN

NIGER

MALAYSIA

THAILAND

ARGENTINA

URUGUAY

BRAZIL

Red & White Bravery Awards sponsored by Godfrey Philips India

INDIA: Produce Placement in Movies

Shahrukh Khan, the most successful Bollywood actor and icon for many, has not only been seen smoking in many of his blockbusters like Baadshah, Devdas and Swades, but is also seen with a light in many cultural events and award functions..

In his latest flick, Swades, Marlboro has been strategically placed four times!!!

The Problem

0

5

10

15

20

25

30

35

40

Exposure to movie tobacco use

grade 5

grade 6

grade 7

grade 8

0-50 51-100 101-150 > 150

Perc

ent T

ried

Sm

okin

g

• Strong scientific evidence that seeing smoking in the movies promotes teen smoking

Source of slide: Stan Glantz

Global Partnerships for Tobacco Control

Essential ActionP.O. Box 19405, Washington, DC 20036

Tel: 202-387-8030

Fax: 202-234-5176

Email: tobacco@essential.org

http://www.essentialaction.org/tobacco