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Empower Women : Combatting Tobacco Industry Marketing

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Empower Women : Combatting Tobacco Industry Marketing The WHO Regional Office for Europe The World Health Organization (WHO) is a specialized agency of the United Nations created in 1948 with the primary responsibility for international health matters and public health. The WHO Regional Office for Europe is one of six regional offices throughout the world, each with its own programme geared to the particular health conditions of the countries it serves. Member States Albania Andorra Armenia Austria Azerbaijan Belarus Belgium Bosnia and Herzegovina Bulgaria Croatia Cyprus Czech Republic Denmark Estonia Finland France Georgia Germany Greece Hungary Iceland Ireland Israel Italy Kazakhstan Kyrgyzstan Latvia Lithuania Luxembourg Malta Monaco Montenegro Netherlands World Health Organization Norway Poland Regional Office for Europe Portugal Scherfigsvej 8, DK-2100 Copenhagen Ø, Denmark Republic of Moldova Tel.: +45 39 17 17 17. Fax: +45 39 17 18 18. Empower Romania Russian Federation E-mail: [email protected] San Marino Web site: www.euro.who.int Serbia Slovakia Slovenia Spain Sweden Women Switzerland Tajikistan The former Yugoslav ISBN 978 92 8 900210 3 Republic of Macedonia Turkey Turkmenistan Ukraine Combating Tobacco Industry Marketing United Kingdom Uzbekistan in the WHO European Region EmpowEr womEn – Combating Tobacco Industry Marketing in the WHO European Region ABSTRACT One of the most striking things about smoking prevalence in the WHO European Region in the last two decades has been the increase in smoking by women and girls in many parts of the Region. This is in large part due to skilful and successful marketing by the tobacco industry to female smokers. The industry has taken a tailored approach to targeting women and girls in their campaigns, and the tobacco control community needs to do the same. Alarm at the increase in women and girls’ use of tobacco is expressed early in the WHO Framework Convention on Tobacco Control (FCTC). This monograph uses examples of action taken in Europe to serve as a starting point in providing countries with a guide and ideas about what action could and should be taken, in the context of the WHO FCTC Articles and Guidelines. Keywords WOMEN’S HEALTH POWER HEALTH POLICY SMOKING – prevention and control TOBACCO INDUSTRY MARKETING – methods EUROPE Address requests about publications of the WHO Regional Office for Europe to: Publications WHO Regional Office for Europe Scherfigsvej 8 DK-2100 Copenhagen Ø, Denmark Alternatively, complete an online request form for documentation, health information, or for permission to quote or trans- late, on the Regional Office web site (http://www.euro.who.int/pubrequest). ISBN 978 92 8 900210 3 © World Health Organization 2010 All rights reserved. The Regional Office for Europe of the World Health Organization welcomes requests for permission to reproduce or translate its publications, in part or in full. The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of the World Health Organization concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Dotted lines on maps represent approximate border lines for which there may not yet be full agreement. The mention of specific companies or of certain manufacturers’ products does not imply that they are endorsed or recom- mended by the World Health Organization in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are distinguished by initial capital letters. All reasonable precautions have been taken by the World Health Organization to verify the information contained in this publication. However, the published material is being distributed without warranty of any kind, either express or implied. The responsibility for the interpretation and use of the material lies with the reader. In no event shall the World Health Organization be liable for damages arising from its use. The views expressed by authors, editors, or expert groups do not necessarily represent the decisions or the stated policy of the World Health Organization. Contents ACknowledgements........................................................................................................................................................IV Foreword............................................................................................................................................................................VII PreFACe.....................................................................................................................................................................................IX exeCutive summAry........................................................................................................................................................XI introduCtion.........................................................................................................................................................................1 Why this is an important issue for everyone in the WHO European Region .............................................................................................................................................. 1 Health consequences of smoking for women ........................................................................................ 1 Women and tobacco dependence .................................................................................................................... 3 Who smokes in the Region?.................................................................................................................................. 3 seCtion 1 Marketing by the tobacco industry aimed at women and girls.........................................................................................................................................................5 Ways in which the tobacco industry has targeted women and girls .............................................................................................................................................................. 5 Mixing elements to create a tobacco market ........................................................................................ 5 seCtion 2 Legislative, policy and advocacy responses to tobacco marketing targeting women and girls..................................................................................... 19 WHO FCTC Preamble - Collaborative groups and networks promoting gender-sensitive tobacco control policy ..................................................................................19 Using the WHO FCTC to create a gendered approach to tobacco control .......................................................................................................................................................23 ConClusion.......................................................................................................................................................................... 35 reFerenCes........................................................................................................................................................................... 37 III ACknowledgements On the occasion of the 2010 World No Tobacco Day, which is devoted to gender and tobacco with an emphasis on marketing to women, the WHO Regional Office for Europe commis- sioned this monograph, which draws on the wealth of experience and expertise in the WHO European Region. The Regional Office is grateful to the many people who contributed to this publication. Special thanks are due to the three primary authors, who drew on their expertise and extensive network as members of the European International Network of Women Against Tobacco (INWAT): Margaretha Haglund, Martina Pötschke-Langer and Patti White, as well as Sara Sanchez who played a key role in the collection and coordination of the case examples and greatly assisted in many other sections of the monograph. The Office is also grateful to the Expert Reference Group who advised the project on technical matters throughout the process: Professor Amanda Amos, Anna Gilmore, Fiona Godfrey, Professor Gerard Hastings and Isabel Yordi Aguirre. Thanks are also due to the INWAT Europe Advisory Board who reviewed the project outline and case examples, to the editor Rosemary Bohr and to the WHO collaborating centre at the German Cancer Research Center (Deutsches Krebsforschungszentrum), where Sarah Kahnert did excellent work with the layout and design, and Nick Schneider contributed to the concept development. The Office is especially grateful to the following people across the Region who supplied information about the marketing of tobacco aimed at women and girls in Europe and the measures taken by governments, health authorities and nongovernmental organizations to counter that marketing. Without them, this publication would not have been possible. TaTiana Andreeva, Project Director, Alcohol and Drug Information Centre, Ukraine Paraskevi.argyroPoulou, Aristotle University of Thessaloniki, Greece alexander.Bazarchyan, Department of Epidemiology, National Institute of Health, Armenia andrew.Black, Tobacco Programme Manager, Department of Health, United Kingdom afrodiTi.BouTou, Aristotle University of Thessaloniki, Greece MaThieu CaPoueT, Expert politique tabac et alcohol, S.P.F. Santé publique, Sécurité de la chaîne alimentaire et Environnement,
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