Video Nasty for BAT Germany

Tobacco Control 2003;12:343–348 Tob Control: first published as 10.1136/tc.12.4.344 on 5 December 2003. Downloaded from

News analysis......

five years between the German Ministry UK: video nasty for of Health and the tobacco industry. Significantly, the contract specifies that BAT the money can only be spent on youth It is always reassuring when a tobacco prevention campaigns, and that ‘‘the company’s PR stunt goes wrong, espe- measures taken must not discriminate cially when it is panned by someone against the tobacco industry, their pro- who is supposed to be basking in the ducts, the cigarette business or the adult warmth of its corporate generosity. A smoker’’. recent case of biting the hand that feeds The Federal Centre for Health you was seen at the Old Warehouse Education, which developed the cam- gallery in London a couple of months paign, pleaded that the new ads had ago. The brown stained hand holding pre-tested well with a representative the money belonged to British American sample of the target audience, and had Tobacco (BAT), which despite new not been influenced in any way by the restrictions on tobacco sponsorship of tobacco industry, just funded by it. sports and cultural events apparently However, some of the world’s most sponsored an exhibition of new artists, experienced health educationalists, aptly named ‘‘We love to kill what we who saw the ads in Helsinki, added love’’. their derision to the gathering storm of The ungrateful beneficiary was a protest from an increasingly cohesive young artist called Simon Tyszko. He coalition of German health groups. They was so appalled at the apparently covert One of a series of health ministry saw the ads as crass beyond belief, involvement of the tobacco company advertisements appearing in youth publications refusing to believe that even if teenagers that he interspersed his video installa- in Germany, supposedly to discourage teens read the smaller copy, it would actually tion with some very down to earth anti- from smoking, which is being funded by the have any effect on their attitudes to tobacco messages, revealing BAT’s tobacco industry. smoking. Many groups feared it would involvement and what he thought about confuse teenagers and even encourage it to all who saw his work. BAT hastily them to smoke, as the prevailing mes- withdrew. It must be a nasty shock for a Germany: still sleeping sages were all in the images—of young http://tobaccocontrol.bmj.com/ company like BAT, when a gifted person people doing things they like to do, with talent that it wants to exploit for its with the enemy accompanied by cigarettes. The overall own cynical ends turns out also to have The determination of the German gov- impact of the ads was to glamorise a conscience and a brain. ernment to ignore growing anger about smoking, they claimed, and it was its close proximity to the tobacco indus- shameful for the German government try, and appeals for it to end the deal to be taken in by the tobacco industry’s whereby the industry funds a youth pretence that it does not want young education programme, reached new people to start smoking. heights in August. As more than two Professor Dr Friedrich Wiebel, chair- thousand tobacco control advocates man of the German medical action from all over the world convened in group on smoking and health, went

Helsinki for the World Conference on further: ‘‘The seduction is perfect. The on September 25, 2021 by guest. Protected copyright. Tobacco or Health, a new advertising minor shot of health warnings makes campaign was launched in Germany, smoking even more attractive.’’ Groups consisting of a series of advertisements such as the cancer charity German in youth publications. Each ad showed Cancer Aid demanded that the health teenagers in some very modern, life-like ministry should immediately end the teen situations, under what appeared to campaign, while the world conference be an aggressively pro-tobacco message. delegates unanimously voted for a reso- Underneath the main message, in much lution urging civil society, academia, smaller type, was another item of copy and governments not to accept funding refuting the apparent message of the or participate in the tobacco industry’s BAT recently sponsored an aptly named first one. youth, social responsibility, voluntary exhibition of new artists in London. For example, one showing a young marketing, or other programmes. girl, cigarette in hand, mid-kiss with her At the end of the conference, one boyfriend, was entitled, ‘‘Raucher haben apologist for the advertisements was kontakt’’ (‘‘Smokers have contact’’); heard to plead that at least the health All articles written by David Simpson and below that, in the smaller type, education centre was in dialogue with unless otherwise attributed. Ideas and some more copy that translates as, the government about tobacco, whereas items for News Analysis should be sent ‘‘Correct: with carcinogens such as other health groups had abandoned to David Simpson at the address given arsenic, benzene, radon or tar’’. The their attempts to persuade it to change on the inside front cover ads are part of a contract valued at its policy. This left the tobacco industry J11.8 million (US$13.5 million) over as the only other body willing to talk to

www.tobaccocontrol.com 344 News analysis Tob Control: first published as 10.1136/tc.12.4.344 on 5 December 2003. Downloaded from it, and thus able to influence govern- aspect of its total quality management government will also want to know ment policy. The logic of what sounded system. Not quite total enough, as the about the companies’ involvement with like a policy of appeasement was not ship was full of multiple display racks of discos, fashion shows, and multi-pro- well received by those who heard it. all varieties of tobacco, some just above duct ‘‘niche marketing’’ schemes to get Apart from its tobacco control policy, child’s eye height confectionery dis- prime peer leaders to parties, sometimes or lack of it, Germany is in many ways a plays, as well as large, back-illuminated clandestinely arranged only by tele- model European country that deserves tobacco ads that dominated the duty phone, with the lure of top musicians, to be celebrated for its contribution to free shop. and featuring cigarette handouts amid a the present, not the past. If only the Silja says it strives to earn the respect galaxy of talent and glamour. government could break its disastrous of its customers and the general public When tobacco executives make crass addiction to Big Tobacco (see also by making a pioneering contribution in arguments like that, especially in a Tobacco Control 2002;11:291–3). the sphere of environmental protection. country that has made it amply clear it In future, it may care to consider that means business, who do they think they the environment starts with its custo- are fooling? Do they really believe some Finland: floating mers, and especially with their children. of it? And as for the unique scale of the epidemic their product causes, at times loopholes it is hard to avoid the question: do these Delegates to the world conference on Australia: reviewing people really not get it? tobacco in Helsinki were reminded throughout the meeting what a strong the act, industry-style leadership role Finland has played in It has long been accepted that every Latvia: window of tobacco control. On the way to achieving decent health improvement plan, from one of the world’s fastest declines in the humblest local education campaign opportunity lung cancer mortality among middle right up to a comprehensive national For once, it seems that one of the new aged men, it was one of the first tobacco control act, should end with a democracies of the former Soviet Union section on the need for constant mon- countries to ban all forms of tobacco may be able to avoid the worst of the itoring and evaluation, followed up by enslavement to western tobacco compa- promotion. adjustments to the policy if necessary. nies that has happened to so many other But admiring visitors did not have to Few governments that survive the countries in the same situation. Latvia, go far to be reminded that wherever countless rounds in the heavyweight in fact, is actually quite an old democ- there is the slightest loophole, the slime ring of anti-tobacco legislation seem to racy, having tasted independence and of tobacco advertising will ooze out. One remember the bit about review, but not freedom in the early part of the 20th delegate took a post-conference trip surprisingly, Australia is once again a century, developing to have one of the across the Baltic Sea to Stockholm, model. highest standards of living anywhere in noting with satisfaction that Silja Line, After just 10 years, the federal gov- Europe in the 1930s. From 1940, it was the company operating the ferry, had ernment is reviewing its Tobacco occupied with extreme brutality first by received an award in the government Prohibition Act. It might have been the Soviet Union, then by Nazi http://tobaccocontrol.bmj.com/ backed ‘‘Golden Fork’’ scheme. thought that tobacco companies, which Germany, and then again by the This is described as promoting non- are known to have more or less given up Soviets, whose pretence of allowing smoking in hotels and restaurants, and any idea of increasing business in independence turned into forcible mem- is carried out ‘‘face to face’’ by the Australia, might have the grace to keep bership of the USSR. But eventually, in means of health education, and is a quiet. But no—they may be dead, but 1991, this small nation finally regained national quality project. Silja’s own they just won’t lie down. For years they its independence. Nowadays it has website proclaims that taking responsi- protested that their products were around two and a half million people, bility for the environment is an integral harmless; then less harmful than the including a sizeable Russian minority. doctors said; then, well, harmful, but Sandwiched between Estonia and isn’t everything else? And now a varia- Lithuania, Latvians recently followed tion on an old line: everyone knows it all their Baltic neighbours by voting to join

anyway. the European Union (EU). Membership on September 25, 2021 by guest. Protected copyright. Mr John Galligan, director of corpo- of the EU, together with the Framework rate affairs for BAT (Australia), com- Convention on Tobacco Control (FCTC), menting recently on the government’s whose ratification is among the legisla- review plans, said: ‘‘We would contend tive priorities of the present government there is universal understanding of the over the next year, may turn out to be risks of smoking. Government surveys key factors in saving Latvia from the show there is a 98 per cent under- worst of the trends so needlessly standing. How much more do you repeated in the other former Soviet burden the industry to communicate states. Some 51% of men smoke daily, something the public is already aware but only around 19% of women. of?’’ So that’s all right, then. No review While the relatively low female needed, and certainly no tightening up smoking prevalence is to be welcomed, of the act. health officials know it offers an irre- Naturally, the Australian government sistible opportunity for foreign tobacco will give his contention all the attention companies unless the current partial it merits, all the way to the waste paper advertising ban is made total as a matter basket. In its review, it will want to of urgency. Apart from a committed examine the ways tobacco companies health minister, herself a gynaecologist, Cigarettes and children’s confectionary on have been exploiting the new electronic the infrastructure of tobacco control display together on board the Silja Line ferry media that has proved so effective for in Latvia also enjoys several other from Helsinki to Stockholm. communicating with teenagers. The bonuses. The health ministry and

www.tobaccocontrol.com News analysis 345 Tob Control: first published as 10.1136/tc.12.4.344 on 5 December 2003. Downloaded from

A lavishly produced promotional item by the makers of Marlboro, designated for tobacconists in Latvia—obviously not a market yet forsaken by the tobacco industry. related government agencies contain subject only to laws that are almost is very concerned about the environ- officials well versed in tobacco control totally ignored. Yet good quality data ment.’’ theory, and with quite enough knowl- shows a high level of knowledge of the Mr Pep also questioned BAT’s efforts edge of tobacco industry tactics to spot dangers of passive smoking, and wide- to clean roadsides, asking what the bogus, industry friendly policy should it spread demand for protection, especially company had done about the spread of show up on the radar. There are some at the workplace. cancer, commuters who are constantly knowledgeable and well trained officials It is always unwise to be anything but being exposed to smoke, and the pol- in the right places, and the beginnings pessimistic when forecasting tobacco luted air at public places such as of an anti-tobacco coalition. There is a control developments in any country; markets and workplaces. In the rest of well functioning inter-ministerial com- but for Latvia, the time might just be the world, health ministers’ attitudes mission against tobacco, though mem- right for looking ahead with hope. towards the tobacco industry are all too bers from the health sector cannot wait often appeasing, placatory, and conci- for its promised reform, to remove the liatory, or to put it concisely, pacific. entirely inappropriate and counterpro- Papua New Guinea: Perhaps it is time to follow the lead of ductive presence of tobacco industry their Pacific colleagues. representatives. BAT’s ‘‘utter rubbish’’ In its parliament, Latvia has another Another in our occasional series about bonus: the composition of its members real health ministers, the sort who Sri Lanka: business as makes it unusually well prepared to pass ignore the fact that the president’s http://tobaccocontrol.bmj.com/ legislation to improve health. The lar- cousin is on the local board of a big usual gest single professional grouping in tobacco company, and tell the people What is the real attitude of the Sri parliament is not lawyers, as in so many how it really is. Our last example was Lankan government toward tobacco? It other countries; nor is it business from Fiji (see Fiji: finger for BAT, Tobacco often seems that nothing, especially the people, or local mayors and other party Control 2003;12:7), and now a rival has government, can or will harm the hacks of a former regime—it is doctors. been spotted in the same region, in fortunes of the tobacco industry, which Asked why, local people reply as if it is Papua New Guinea. In June, health largely means near monopoly holder obvious: doctors are well known in their minister Melchior Pep talked to journal- BAT (see Sri Lanka: BAT’s hack trick, communities, and people believe what ists about an advertisement run by BAT Tobacco Control 2003;12:247–8). Yet at they say; and with some whiffs of to publicise its World Environment Day the same time, the government corruption still lingering from the past, clean-up. His succinct conclusion? obviously wants to appear to be follow- that makes them obvious candidates for ‘‘Utter rubbish.’’ ing the right course, and was among the on September 25, 2021 by guest. Protected copyright. parliament. Mr Pep went on to say that the first in the world to approve the If the FCTC and Latvia’s progress as advertisement, run in two daily news- ratification of the FCTC. an EU accession country have come at papers about ‘‘working together to Does it really mean business? If so, a the right time to guide tobacco control create a clean environment’’ on 5 June, recent plethora of aggressive promotion policy on the path to health, one area made a mockery of the efforts of health could mean that manufacturers are requiring urgent attention is the wide- service providers to promote healthy desperately making hay while the sun spread belief in government circles that lifestyles and a clean environment. shines, until at last, under legislation tobacco tax rises will reduce total ‘‘The damage that BAT and other inter- drafted to comply with the FCTC, government revenue. It seems almost national tobacco companies inflict on further opportunity for recruitment to certain that tobacco interests were ori- the human body and the environment smoking is closed off. Alternatively, it ginally responsible for the sowing of this has far-reaching consequences on the may just mean that the confident dangerous seed of false concern, but health and well-being of millions of prediction of BAT and others is that in whatever the origins, it is accepted as people throughout the world,’’ he said. a country where it has always more or genuine by key officials in the finance ‘‘[BAT] has carefully designed this less done what it wants, the govern- ministry, and by others in the wider advertisement in the disguise of helping ment’s interpretation of the FCTC will world of government policy making. It to keep the environment clean. BAT mean business as usual. has already resulted in Latvia opting for contributes to the unhealthy lifestyles of Either way, BAT’s promotion of its the maximum allowable time to harmo- our people and the pollution of the Benson & Hedges (B&H) brand con- nise tax levels to EU standards. human tissue environment. To com- tinues apace, with new packaging bear- Another major task ahead concerns memorate the World Environment Day, ing embossed ‘‘hallmark’’ symbols being smoking in public places, which is BAT thinks and sees fit to tell us that it exploited in recent ads, aiming to

www.tobaccocontrol.com 346 News analysis Tob Control: first published as 10.1136/tc.12.4.344 on 5 December 2003. Downloaded from company? Not surprisingly, trustees of the George Keyt Foundation include CTC’s chairman and its director of legal affairs. In September the foundation held exhibitions of the work of young artists, part sponsored by CTC, and opened by the country’s enterprise and industry minister. CTC launched a major advertising campaign to publicise the company’s altruism, though not forget- ting to use B&H colours. It is thought the ads cost significantly more than the sponsorship itself. In the light of all this, it seems very unlikely that Sri Lanka will follow up its early FCTC ratification with effective action. Even if the government tries, BAT has dug itself in well, and can look forward to many more happy trips to the bank with its brimming purse of gold. World: how Formula An example of BAT’s advertising campaign in Sri Lanka to promote its Benson & Hedges brand. One swerved round impress the brand’s target audience In recent months, beautiful young health about ‘‘quality’’ and ‘‘heritage’’ of the Swedish girls in glamorous dresses have On the same day that Formula One (F1) product. In a huge sales push—it can been seen moving around nightclubs in strategies to undermine tobacco control hardly have been to capture brand share the capital, Colombo, offering free legislation were discussed at the World from a rival—CTC, BAT’s local subsidi- Benson & Hedges cigarettes to young Conference on Tobacco or Health in ary, offered rewards to retailers for their people. One journalist reported that Helsinki, news agencies reported that performance in a new ‘‘Sea of Fortune’’ when asked who had hired them, the the Canadian Grand Prix was to be sales campaign. Clearly aimed at young young women replied that it was the dropped from the 2004 calendar. F1 boss males, the top prize for those who local tobacco company, and that their bought the new packs was a 175 cc brief was to target young people, espe-

Yamaha trail motorcycle, with 75 000 cially girls. Their assignment was to http://tobaccocontrol.bmj.com/ other instant gifts such as camping sets, include visits to almost all the country’s binoculars, and watches for runners up. nightclubs. When asked for follow up Retailers’ performance was evaluated contact details, they politely refused, but once a week over four weeks, and those perhaps remembering a briefing on receiving good scores for product visibi- industry protocol, added that they were lity, merchandising prominence, and merely trying to make the smokers other aspects of the campaign were switch brands. given a ‘‘gift pack’’ containing a small In addition, at around the same time B&H scanner radio together with the there were reports of a more unusual inevitable B&H T shirt. and sinister activity from Majestic City, If ‘‘Sea of Fortune’’ was male a large shopping complex in Colombo. oriented, BAT has not forgotten young Once again they featured attractive on September 25, 2021 by guest. Protected copyright. females. It was BAT, of course, whose women in glamorous clothes, though sales representatives in gold saris were this time they were not giving out more than generous in their promotion cigarettes, just smoking them. Health of B&H cigarettes to young female advocates are convinced they were paid visitors in a night club in Sri Lanka as solely to parade around the shopping long ago as 1998 (see Seimon T & Mehl centre to demonstrate that attractive, GL. Strategic marketing of cigarettes to stylish young women now smoke. The young people in Sri Lanka: ‘‘Go ahead – smoking women all appeared to be I want to see you smoke it now’’. Tobacco foreigners, and this together with their Control 1998;7:429–33). But since then, strikingly attractive appearance ensured Canada: A bilingual postcard created by Carte BAT has climbed on the ‘‘We’ve chan- that they were well noticed. Blanche, a communication marketing agency in ged’’ bandwagon, claiming a new, scru- For corporate self promotion, BAT has Montreal, pre-addressed to Bernie Ecclestone for Canadians to send to the Formula One boss pulously careful approach to marketing, been appropriating one of the country’s to protest against the loss of Canada’s top backing it up with tons of glossy reports most famous artists, George Keyt (1901 motor race. In all, 108 000 cards were on social responsibility. In particular, it – 1993), once described by a leading distributed by the Pop Media network, and might have been expected to show Indian art critic as ‘‘One of the few several newspapers ran ads to build awareness restraint in its recent dealings with a giants of the New Asia’’. Revered by and support for the campaign. On the back of population whose women have tradi- several generations, his work is to be the card was a message asking Ecclestone whether F1 was as addicted to the tobacco tionally been non-smokers. But it hasn’t found, among other places, in temples industry as are billions to cigarettes, and changed at all. Once again, it’s business around the country. What better reputa- demanding that he reconsider his sponsorship as usual. tion to exploit, then, for a tobacco policy.

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Bernie Ecclestone insisted that tobacco in 1997 and 2002, and with Brazil and advertising was the sole reason for the Belgium in 2003. There are no reasons to decision. ‘‘Our problem is quite simple. believe that the FIA will stop this kind The Formula One teams with tobacco- of tobacco friendly lobbying activity in related sponsorship lose part of their October 2006, despite what they pro- revenue when a certain percentage of mised in October 2000. the events ban tobacco sponsorship.’’ The most startling evidence of the This was the reason the Belgian Grand way FIA chief Bernie Ecclestone oper- Prix was not included in the 2003 ates was revealed when he was tricked calendar, he added. by a Canadian radio prankster last In Belgium a law was passed in 1997 August into thinking that he was talk- banning all tobacco advertising and spon- ing to Canada’s prime minister, Jean sorship from 1 January 1999 (including Chretien. Ecclestone was willing to F1 sponsorship). Since January 1997, consider offering a job to the Canadian therehavebeenfiveattemptsinthe PM, if Chretien could persuade the Belgian parliament (between November parliament to agree with an exemption 1997 and December 2002) to overturn the for tobacco advertisement at the Brazil: In Rio de Janeiro City, a joint law, which all failed. However, another Canadian Grand Prix. Marc-Antoine programme between state and non- attempt last July was successful for the Audette (the radio personality posing governmental organisations has brought youth- F1 lobby and resulted in a delay of the as Prime Minister Jean Chre´tien): ‘‘It’s friendly hip-hop music to bear in the fight against youth smoking. This CD, whose title enforcement of the ban on tobacco simple, in November 2003 I’m going to sponsorship of international events such means ‘‘Hip-hop in the frontline against retire and maybe let’s say one year after tobacco’’, features music on tobacco themes by as F1 until July 2005. One characteristic that we could work together.’’ young composers. It has been distributed to all of the Belgian Grand Prix is that the Ecclestone: ‘‘That would be nice. I’m municipalities of Rio de Janeiro state for playing organiser is Ecclestone. He controls the sure…’’ Audette: ‘‘I’m sure I can con- on community radio stations. company Spa Activite´s, which is man- vince parliament to maybe soften a little dated by F1’s governing body, Fe´de´ration bit the loss.’’ Ecclestone: ‘‘Super, super, designated as a forest area and a water Internationale de l’Automobile (FIA), to super, super, nine o’clock Wednesday collection basin for Istanbul’s drinking organise the Belgian Grand Prix in Spa morning I’ll call you.’’ [The interview water, covered by a law that strictly Francorchamps. can be heard at: http://www.ckoi.com/ bans construction. The Ecclestone principle is simple: the ckoi2/meilleurs_moments.php and a Protests were staged by environmen- profits for organising the Belgian Grand transcript found on the same site.] talists, the local chambers of architects, Prix are for Ecclestone, and the costs for Ecclestone loves to speak to prime forest engineers, city planners, and agri- maintaining the circuit are for the ministers and to put governments under cultural engineers, and, of course, med- government of the Walloon region. ical and other health groups, who said Since 1977 the Walloon region invested pressure. In an interview with a Belgian that the scheme breached environmental http://tobaccocontrol.bmj.com/ some J44 million (US$50 million) in newspaper, he said: ‘‘A prime minister protection regulations on several counts. the circuit at Francorchamps. It may be who is not interested in Formula One is The prime minister retorted that more prestigious to organise a Grand Prix, but an idiot.’’ In September, Ecclestone trees would be planted in the area, and it is a myth to believe that it is an attended a ceremony in Istanbul, economic success story for the region (at Turkey, to celebrate the start of con- that organisations that had not planted least in Belgium). struction of the new F1 circuit in the trees (meaning environmental groups) It is a well known tobacco industry presence of the prime minister, Mr had no right to criticise the project. strategy to use exemptions for F1 Tayyip Erdogan. The land on which the Consultants to the prime minister tobacco sponsorship as a way to under- construction is taking place is legally confessed that the F1 organisers expli- mine tobacco control legislation in different countries around the world. So far the FIA has been successful with on September 25, 2021 by guest. Protected copyright. Chancellor Kohl of Germany in 1997, with Prime Minister Prodi of Italy in 1997, with the UK Labour government

Turkey’s prime minister, Mr Tayyip Erdogan, at the opening ceremony of the new Formula One circuit in Istanbul. F1 organisers told the government that they would hold the race in Turkey only if tobacco sponsorship was One of several features on the British Grand Prix extolling the Jordan team, sponsored by Benson & allowed. Hedges (B&H) cigarettes, which appeared in the August edition of the men’s magazine Maxim.

www.tobaccocontrol.com 348 News analysis Tob Control: first published as 10.1136/tc.12.4.344 on 5 December 2003. Downloaded from citly told the government that they would organise the race in Turkey only UK: getaway cars? Myanmar: BAT creates if tobacco sponsorship were allowed. Despite all newspaper, magazine, and The project will cost the Turkish govern- billboard advertising of tobacco pro- a stink ment an estimated US$100 million and ducts having been banned in the UK BAT inadvertently created a bad smell in the first Grand Prix race is due to take since last February, several features on certain official circles in the USA place in 2005. No doubt Turkey, and the the British Grand Prix extolling the recently when what appears to be an attempt to help Myanmar (Burma) other new Grand Prix countries such as Jordan team, sponsored by Benson & increase its foreign currency earnings China and Bahrain, will be requested to Hedges (B&H) cigarettes, appeared in went wrong. BAT has been under fire amend their tobacco control legislation. the August edition of the men’s maga- from human rights campaigners and Under the terms of the FCTC all zine Maxim. Each double page spread of some governments on the grounds that countries signing up to the treaty are the eight page piece bore the heading, its continued business partnerships with required to ban tobacco advertising and ‘‘Maxim F1 special in association with the military regime in Myanmar dis- sponsorship if such a measure is allowed Benson & Hedges Jordan’’, with a B&H courage reform. However, the back- under their constitution. When the logo above a panel which itself con- FCTC comes into force, it will be the ground to the latest problem was tained two more, larger B&H logos at distinctly fishy. end of the FIA’s ability to force coun- top and bottom. Altogether, the eight tries to make a choice between F1 and BAT is thought to have established pages contained 40 B&H logos. relationships with local exporters to win effective public health law. There will no Enquiries revealed the apparent involve- longer be any need for Bernie Ecclestone foreign currency to buy raw materials ment of an advertising agency working for its Rangoon plant, though it insisted to bother prime ministers around the on behalf of Gallaher, makers of B&Hin world. Perhaps it’s now up to the it had no direct connection with fish or the UK. A formal complaint was made any other kind of foodstuffs. Never- Canadian prime minister to offer to trading standards officers by Action Ecclestone a new job. theless, a report from the US Food and on Smoking and Health (ASH), con- Drug Administration (FDA) last As this article went to press, it tending that the placing of the articles appeared that Ecclestone had not been December came to light recently show- was in breach of the ad ban, though ing that a shipment stamped with the successful this time. The Canadian Formula One’s exemption from the ban Grand Prix was reinstated in the F1 name of BAT’s subsidiary Rothmans of on tobacco sponsorship until 2005 Pall Mall contained a ‘‘filthy, putrid or calendar, despite the refusal of the may be cited in defence. ASH says the Canadian government to amend the law. decomposed substance…unfit for human case illustrates how loopholes or excep- consumption’’. Nothing new there, you LUK JOOSSENS tions to any ad ban will be exploited to may think; the FDA must simply have Consultant to European Cancer Leagues & the full, and that only a total ban, opened some of the cigarettes. But the International Union against Cancer, Brussels, rigorously enforced, can stop tobacco packing cases contained not cigarettes, Belgium: [email protected] promotion. but frozen, peeled shrimps. http://tobaccocontrol.bmj.com/