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An Assessment of Citizens' Exposure to Tobacco Marketing

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An Assessment of Citizens' Exposure to Tobacco Marketing EUROPEAN COMMISSION EUROPEAN COMMISSION Directorate-General for Health and Food Safety Directorate B — Health systems, medical products and innovation Unit B.2 — Health in all policies, global health, tobacco control E-mail: [email protected] European Commission B-1049 Brussels Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION Authors The following people contributed to the writing of this report: Martine Stead, University of Stirling Linda Bauld, University of Stirling Ilze Bogdanovica, University of Nottingham Douglas Eadie, University of Stirling Anne Marie MacKintosh, University of Stirling Susan Murray, University of Stirling Kathryn Angus, University of Stirling Nathan Critchlow, University of Stirling Juan Miguel Rey Pino, Universidad de Granada Pierre Hausemer, VVA Europe Camille Wilhelm, VVA Europe Florence Berteletti, Smoke Free Partnership Anca Toma, Smoke Free Partnership Jennifer Burch, Smoke Free Partnership Rosalind Lester, Burson-Marsteller With thanks to the following people for their assistance: Ariadne-Beatrice Kapetanaki, University of Hertfordshire Anna Marcinkiewicz Fiona Angus Susan Napier, University of Stirling Elise Coppenolle, Burson-Marsteller Rosalind Hunter, Burson-Marsteller Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION Study: an assessment of citizens’ exposure to tobacco marketing No EAHC/2013/HEALTH/10 No 2014 62 03 Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION Europe Direct is a service to help you find answers to your questions about the European Union. Freephone number (*): 00 800 6 7 8 9 10 11 (*) The information given is free, as are most calls (though some operators, phone boxes or hotels may charge you). LEGAL NOTICE This report was produced under the EU Health Programme (2008-2013) in the frame of a service contract with the Consumers, Health, Agriculture and Food Executive Agency (Chafea) acting on behalf of the European Commission. The content of this report represents the views of Consortium led by Burson-Marsteller s.p.r.I and is its sole responsibility; it can in no way be taken to reflect the views of the European Commission and/or Chafea or any other body of the European Union. The European Commission and/or Chafea do not guarantee the accuracy of the data included in this report, nor do they accept responsibility for any use made by third parties thereof. More information on the European Union is available on the Internet (http://europa.eu). Luxembourg: Publications Office of the European Union, 2015 ISBN 978-92-9200-684-6 doi:10.2818/7898 © European Union, 2015 Reproduction is authorised provided the source is acknowledged. Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION Contents 1. INTRODUCTION ..................................................................................................... 7 2. EXECUTIVE SUMMARY ........................................................................................... 8 2.1. BACKGROUND AND PURPOSE OF THIS STUDY 8 2.2 METHODOLOGY 8 2.3 FINDINGS 10 3. BACKGROUND AND POLICY CONTEXT .................................................................. 18 3.1 EU LEGISLATION 18 3.2 NATIONAL LEGISLATION IN MEMBER STATES ON LOCAL TOBACCO ADVERTISING, PROMOTION AND SPONSORSHIP 19 3.3 CURRENT REGULATIONS CONCERNING THE MARKETING OF TOBACCO PRODUCTS IN THE EU 20 3.4 INFORMATION SOURCES 31 4. METHODOLOGY .................................................................................................. 32 4.1 OVERVIEW OF METHODS 32 4.2 LITERATURE REVIEW 33 4.3 SECONDARY ANALYSIS OF ADVERTISING SPEND DATA 37 4.4 CITIZENS’ SURVEY 45 4.5 KEY INFORMANTS’ SURVEY 49 5. FINDINGS ............................................................................................................ 51 5.1 WORK PACKAGE 1: LITERATURE REVIEW 51 5.2 WORK PACKAGE 2: PRINTED MEDIA 64 5.3 WORK PACKAGE 3: INTERNET AND MOBILE APPLICATIONS 86 5.4 WORK PACKAGE 4: BILLBOARDS, POSTERS, AND OTHER TYPES OF ADVERTISING OUTSIDE THE HOME 114 5.5 WORK PACKAGE 5: TV AND RADIO (ELECTRONIC CIGARETTES) AND PRODUCT PLACEMENT (ALL PRODUCTS) 131 5.6 WORK PACKAGE 6: POINTS OF SALE, SAMPLE, GIVEAWAY AND PROMOTIONAL ITEMS 157 5.6.1 CITIZENS’ SURVEY 157 5.7 WORK PACKAGE 7: SPONSORING, CORPORATE RESPONSIBILITY, BRAND STRETCHING AND IMITATION PRODUCTS 197 5.8 WORK PACKAGE 8: CONCLUSIONS REGARDING THE KEY FORMS OF ADVERTISING, PROMOTING AND SPONSORSHIP TO WHICH EU CITIZENS ARE EXPOSED 214 6. ANNEX 1: RELEVANT LEGISLATION AND TREATY OBLIGATIONS .......................... 217 7. ANNEX 2: CITIZENS’ SURVEY QUESTIONNAIRE ................................................... 220 8. ANNEX 3: KEY INFORMANTS’ SURVEY QUESTIONNAIRE ..................................... 244 9. ANNEX 4: REFERENCES ...................................................................................... 349 6 Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION 1. INTRODUCTION This report provides the European Commission with a comprehensive overview of channels through which EU citizens, and in particular young people, are exposed to the marketing of tobacco products and e-cigarettes. The study investigates the reality of tobacco advertising and marketing in a representative sample of EU Member States. The detailed evidence provided in this report will shed light on how current EU- and national- level regulation of tobacco and e-cigarette advertising is working in practice. Exposure is measured both by looking at actual advertising spend, what advertising activity is occurring in different channels and looking at what advertising citizens recall, as measured through a citizens’ survey. These are complemented by a survey of national experts and a review of secondary data. We examine exposure to advertising through a wide range of channels including print, outdoor, TV and radio, online, sponsorship and corporate social responsibility. Strategies for selling tobacco at point of sale are also assessed, including a review of the different kind of retailers, such as specialised retailers (tobacconists), retail outlets (including supermarkets) and vending machines. Where information exists, we assess the extent to which young people in particular are exposed to this marketing. The report takes into account the regulatory context at EU and national levels, given that certain forms of advertising (e.g. billboards, point of sale) are still allowed in some Member States. The report covers the following work packages: . Work package 1: Overview of advertising strategies . Work package 2: Printed media . Work package 3: Internet and mobile applications . Work package 4: Billboards, posters and other types of advertising outside the home . Work package 5: TV and radio (electronic cigarettes) and product placement (all products) . Work package 6: Points of sale, sample, giveaways and promotional items . Work package 7: Sponsoring, corporate responsibility, brand stretching and imitation products . Work package 8: Compilation of the key forms of advertising, promoting and sponsorship that EU citizens are exposed to. 7 Directorate-General for Health and Food Safety Health programme 2016 EUROPEAN COMMISSION 2. EXECUTIVE SUMMARY 2.1 BACKGROUND AND PURPOSE OF THIS STUDY The purpose of this study is to produce a comprehensive overview of channels through which EU citizens, and in particular young people, are exposed to tobacco and e-cigarette marketing. Marketing of tobacco products is addressed through EU legislation and recommendations including, the Tobacco Advertising Directive (2003/33/EC), the Audiovisual Media Service Directive 2010/13/EU (AVMSD) (which replaced the Television Without Frontiers Directive 97/36/EC), the Tobacco Products Directive (2014/40/EU) and the Council Recommendation on the prevention of smoking and on initiatives to improve tobacco control (2003/54/EC). In addition, the European Union and its Member States are parties to the World Health Organisation’s Framework Convention on Tobacco Control (FCTC) (adopted in 2003) which includes articles and guidelines covering the advertising, promotion and sponsorship of tobacco products. Individual Member States also have legislation banning tobacco advertising in various channels, although the extent and scope of this legislation varies from country to country. 2.2 METHODOLOGY The project comprised eight work packages which together provide a complete overview of advertising strategies and citizen's exposure to tobacco and e-cigarette advertising through the following channels: printed media, internet and mobile applications, billboards, posters and other types of outside the home, TV and radio, product placement, points of sale, sample, giveaways and promotional items, and sponsorship, corporate responsibility, brand stretching and imitation products. Approach Marketing exposure is a complex and multi-faceted concept, which encompasses the amount of advertising activity in a given context, the reach of that advertising activity, whether consumers have an opportunity to see the advertising, and whether they recall doing so. In order to assess exposure we used two methods for which it was possible to obtain data: . analysis of data on tobacco and e-cigarette advertising spend (the amount spent on advertising in a specific channel), which acts as a proxy measure of advertising activity. a survey of citizens’ reported recall of advertising of different types and in
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