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However, the necessarily slow progress of Worldwide news negotiations and subsequent imple- mentation meant that some stages were and comment reported only indirectly. Nor was it certain at the beginning of the process that the FCTC would actually happen, or whether, WORLD: 20 YEARS OF NEWS if it did, it would prove effective. More A review of 20 years of News Analysis recent coverage, for example of the meet- prompts three summary comments. First, ings of the Conference of the Parties that extraordinary progress has been made in develop guidelines for governments on tobacco control worldwide since the first individual areas of policy, reflect not only story in the first edition, in 1992, which the growth of the FCTC itself, but also reported plans for legislation to ban the swiftly growing confidence of the tobacco advertising in the member states tobacco control community in the of the European Union. Second, the sheer convention’s potential. range and scale of tobacco industry In pre-FCTC days, tobacco control dishonesty and recklessness in trying to success stories were often the result of block public health efforts to prevent action by individual citizens and their civil disease caused by its products, and to organisations. In the USA and Canada, for preserve business as usual, while known example, non-smokers’ rights organisa- to all for so long, is still astonishing. And tions led the way to clean air laws in third, since colleagues all over the world entire states, counties and cities, showing have submitted so many accounts of their other nations what could be done. Simi- best health initiatives and the industry’s larly, even before the journal began worst perfidy, and with every edition publishing, individuals angered by the available free in our online archive, gross deceptions of tobacco advertising in researchers and historians have a unique Australian cities took matters into their and extraordinary resource charting the own hands by ‘improving’ advertise- development of the global response to the ments. These were the famous Billboard copyright. tobacco pandemic over two decades. Utilising Graffitists Against Unhealthy That first story, headlined, ‘Brussels Promotions, better known by their Australia: citizens’ action ‘improved’ tobacco sprouts plan for tobacco ad ban’ (puns, acronym, BUGA-UP (see figures). More billboards such as this iconic Marlboro billboard sometimes verging on the painful, were recently, civil society associations in India, in Sydney, seen before and after treatment, in not uncommon in early headlines), illus- Sri Lanka and Bangladesh have been the early days of tobacco control. trated the key aspiration of tobacco achieving remarkable results, often control 20 years ago: government action, involving court action. To b a c c o reporting improvements. As http://tobaccocontrol.bmj.com/ by legislation. A few pioneering countries Tobacco Control’s News Analysis has Control moves forward into its second had comprehensive tobacco control laws, always tried to cover tobacco news from 20 years, readers are urged to keep helping but this first story promised a whole low income countries and in terms of us to place on record the bestdand the group of countries enacting legislation government action against huge odds, worstdnews as they witness it. Their together. Many early news stories dealt Thailand has rightly featured frequently. experiences can equip, inspire and with trying to obtain laws, or imple- In Africa, non-governmental organisations embolden others still struggling to menting them in the face of tobacco played a crucial role during FCTC negoti- achieve similar aims. To educate a recal- industry attempts to test them to ’ ations. In the journal s second year, citrant health minister, say, or to destruction. The policy areas most a report from Senegal about a brand called encourage a keen one battling to obtain featured were those of greatest impor- Nelson, clearly purloining the most tougher action, there is nothing like tance in reducing tobacco consumption, famous of African names (‘Long live a published piece in a prestigious inter- on September 29, 2021 by guest. Protected thus those resisted most furiously by the . ’ Nelson! for brave people , ran the ads), national journal to show what is taking industry: banning promotion, not just was accompanied by a letter from Nelson place elsewhere. We look forward to regular advertising; banning smoking in Mandela recording his astonishment, and continuing to report news from every public places (especially when, rather late his assurance that, had he been asked, he corner of the world, until the tobacco in the day, all places of work were would certainly have withheld his pandemic exists only as part of history. included); and raising tax to increase price. permission to exploit his name in The most important news of all over marketing deadly products. Appropriately, INDONESIA/WORLD: USING MUSIC TO the two decades must be the creation and South Africa has provided vital leadership TARGET YOUTH ’ development of the WHO s Framework for other African countries to emulate. 2011 provided numerous reminders of the Convention on Tobacco Control (FCTC). Comparing early news stories need for the global tobacco control with those of more recent editions, it is community to be vigilant in the fight ‘ ’ All articles written by David Simpson heartening how many bad news stories against the tobacco industry using music unless otherwise attributed. Ideas and featured countries from which today the to target youth, particularly in countries items for News Analysis should be sent news is good. Happily, colleagues in yet to sign or effectively implement the fi ’ to: [email protected] countries featured in the rst category WHO s FCTC. Several youth-friendly have been keen to send us stories international stars performed in one such

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country not yet bound by the FCTC, him was a picture of the senior BAT man Indonesia, under tobacco industry spon- who runs Stiftung für Zukunftsfragen sorship, despite some being active in (SFZdthe name translates as Foundation a range of campaigns to support children, for Future Studies), a body founded and health research and other social causes in sponsored by BAT, which is running the their own countries. In response to project. protests by music fans and tobacco Such implicit EC backing for the control activists, bands typically remained project, and its overt collaboration with silent, or defended the sponsorship as an the tobacco industry, is clearly in breach of issue beyond their control and not some- one of the most basic tenets of the WHO’s thing from which they profited. FCTC, by which the European Commu- Among the more notable events was the nity and its member states are bound. Also Irish boy band Westlife performing under Indonesia: posters promoting a concert to be posted were ‘dreams’ for the future of the sponsorship of Clas Mild, an Indone- given by Irish ‘boy band’ Westlife, sponsored by Europe by eight Members of the European sian kretek (clove-flavoured cigarette) Clas Mild cigarettes. Photo: Indonesia National Parliament (MEPs), two from Germany Commission for Child Protection. brand in October, generating protests from and one each from Austria, Bulgaria, the ASH Ireland and the Irish Cancer Society. Czech Republic, Hungary Slovenia, and A few weeks before they performed in Meanwhile in other countries, including Spain. It appeared that these politicians Jakarta, Sophie Ellis-Bextor also performed Russia, Ukraine and Turkey, Japan had been approached for their contribu- at the LA Lights-sponsored Java Soul Tobacco International’s (JTI) Camel ciga- tions in advance of the site being opened Nation Festival, despite the fact that she rette brand continues to run massive to ordinary citizens of Europe and the was the star of an EU anti-smoking ad in dance parties and concerts under the wider world. 2002. Contacted about it on the social auspices of the internet-based, youth- In a truly emetic introduction on the networking medium Twitter, she oriented Urban Wave social networking scheme’s website, BAT explained, “Like all responded that she was “intrigued to hear community, featuring hugely popular dreams, this one started with an idea. to she was promoting tobacco, and wasn’t international DJs such as Armin Van find a vision, an identity, a dream for aware of it.” However, she took no action Buuren. The Tobacco Commons website Europe.” It goes on to relate how it inter- to distance herself from the promotion. (http://www.tobaccocommons.com) sets viewed 15 300 citizens from Russia, The annual Java Rockin’Land festival out details of many of these events, which Denmark, Italy, Poland, Turkey, Greece, copyright. was held in July 2011, sponsored by continue largely untroubled by interna- Spain, Austria, Germany, the UK, France, Gudang Garam, a major kretek manufac- tional scrutiny, and with ever-increasing the Netherlands and Switzerland about turer. Despite an online petition against use of social media sites such as Facebook their lives (which might prove handy for the sponsorship, none of the bands to develop sophisticated, individually- future marketing), as well as asking poli- involved took any action. US band Neon tailored marketing which connects ticians, scientists and other key citizens Trees came in for particularly heavy criti- directly with young people. for their thoughts on the future of Europe; cism, as they are all practising Mormons In 2008, US singer Alicia Keys immedi- “But we want to get an even bigger who have been outspoken about their ately removed tobacco sponsorship from her impression so we asked you!” Enticements http://tobaccocontrol.bmj.com/ position as drug- and alcohol-free role Jakarta gig when it was brought to her to participate included the possibility of models. They were sufficiently embar- attention, and apologised to her fans. winning a trip to Brussels. rassed to announce they would donate Nowadays, however, despite significant Almost immediately the site was open, their fees to an Indonesian cancer charity. advances in many other areas of tobacco responses began to appear on the website, The announcement generated plenty of control in the intervening 3 years, few if any some of them as incredulous about the publicity for the band, but more than international popular music acts seem participation of the EC and the MEPs as 6 months later repeated requests to prepared to take a similarly principled stand. they were about this latest example of an confirm details of the donation went More than ever, the global public health unrepentant industry’s cynicism. Several unanswered by the band’s management. community needs to become organised to organisations and individuals approached Perhaps Neon Trees were taking their stand up to this continuing challenge. various levels of the EC bureaucracy. ‘ ’ on September 29, 2021 by guest. Protected cue from US band Maroon 5, which was MARITA HEFLER Some dreams posted by individuals scheduled to perform in Indonesia for the showed that many had seen straight University of Sydney, Australia kretek brand Surya Pro Mild in April. The though the anodyne public relations marita.hefl[email protected] band’s management responded swiftly to nonsense to the true nature of the scheme. an online campaign, asking the band to Their ‘dreams’ varied widely: some, who drop the sponsor. They also announced EUROPE: FURY OVER BAT’S ‘DREAMS OF may have been health professionals, that they would make a substantial EUROPE’ SCHEME dreamed of, for example, “a world where donation to a local cancer charity. In November last year, the German my hospital isn’t filled to the brim with However, by the end of the year there had subsidiary of British American Tobacco people hacking and coughing their way to been no confirmation that the donation (BAT) launched an internet-based project an early grave”; and one who possibly was received, and even after the tobacco called ‘Dreams of Europe.’ Astonishingly, worked on comparable projects for branding for the sold-out concert was the internet site set up especially for the worthwhile companies dreamed of a time dropped, a Facebook competition for project featured a picture and endorse- “when my industry, marketing, isn’t tickets continued to run, allowing the ment from Jose Manuel Barroso, president sullied by people masquerading as foun- tobacco company to gather the personal of the European Commission (EC), the dations and think tanks when in fact all details of thousands of fans. secretariat of the European Union. Beside they are interested in doing is selling more

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cigarettes.” Still more aimed straight at soulless sellers of poison have asked you to larly those involving the newest genera- the EC, “.where the President of the EC pour out your hearts and share your tion of European citizensdor youth, as doesn’t put his face to a website run as visions of what Europe can be, but they tobacco marketing people might more a front for Big Tobacco firms” or directly at kill Europeansdand Asians, and Africans, accurately refer to their premium target BAT and SFZ “.where The Foundation and Americans and Oceaniansdfor audience. for Future Studies actually discusses the a living. The better they and their share- issue of lung cancer and smoking-related holders do, the more Europeans, our diseases, rather than acting as a front for a fellow men, women and children, will die CAMBODIA: KT&G? ‘KOREAN TOMORROW & cigarette company.” prematurely and unnecessarily. BAT’s GLOBAL’, OF COURSE. Most of the negative responses were dream is everyone else’s nightmare.” Cambodia banned all tobacco advertising from people in countries with an estab- Shatenstein’s full text was also placed and sponsorship with effect from August lished history of public information and on the BMJ Group’s Tobacco Control 2011, but tobacco companies were soon understanding about tobacco. Some of blog pages, where it may be viewed trying their luck to see at what point the these pulled no punches, using satire or at: http://blogs.bmj.com/tc/2011/11/18/ authorities would move to enforce the dark humour to make their points. One british-american-tobaccos-united-dreams- ban. Testing the waters most noticeably dreamed of “making tobacco more aspi- of-europe/ was the South Korean company known rational. Lung cancer is a human right! Complaints to EC officials reportedly for years as Korean Tobacco and Ginseng COPD is glamorous! Impotence for all! received extraordinary responses, including (KT&G), which did a make-over of its Let’s hold hands with each other and BAT the assurance that the President’s contri- billboards by merely removing the image to make this happen!” and another of bution had not been related to the issue of of a cigarette pack, but leaving the original a time “when the decaying corpses of tobacco nor to the tobacco industry; and tobacco advertising slogans. Away from cancer victims rise up from their graves that while the project co-ordinator the capital KT&G’s local distributor and eat the brains of the tobacco execu- worked for a tobacco company, this did continued to maintain eight billboards. tives who cooked up the shameless and ill- not detract from the value of the project, When the government issued a warning advised attempt to promote their filthy which had no links with tobacco. Such letter over the ads, the company report- product.” assertions seem strangely at odds with the edly replied that its billboards did not Not surprisingly, such posts were prominent references to BAT on the web violate any law as they did not show quickly removed. The photographs of Mr pages, and with the fulsome thanks to cigarette packs, nor did they contain any Barroso and the BAT man also disappeared BAT that appeared in the subsequently mention of the Khmer word for cigarette, copyright. almost immediately, as did the ‘dreams’ of published book listing a selection of but only some words in English targeting the MEPs, together with many of the ‘dreams’ posted on the website. foreigners. more extreme rebuffs. SFZ itself posted The lofty-sounding aims of SFZ convey But it was not just the billboards that a new message, beginning, “We are aware benign, even academic endeavour. In KT&G had altered. The most radical part that in the past few days, several dreams practice, such operations may be as much of its makeover was a major change of have been posted that specifically refer to about market research as an exercise in name, from KT&G to Korean Tomorrow tobacco and, in particular to BAT corporate public relations (or ‘corporate and Global. So, significantly, it is still Germany, our founder. No doubt, the social responsibility’, as BAT would no KT&G in the abbreviated form of its new http://tobaccocontrol.bmj.com/ tobacco industry is a controversial sector.” doubt prefer to put it). ‘Dreams of Europe’ name. But why would a tobacco company It added the assurance that BAT believed is no exception, incorporating as it does eliminate the word ‘tobacco’ from its name in “an open and ongoing dialogue with research that could be exploited for and re-brand itself to such an innocuous, consumers, stakeholders and the public”; a variety of corporate objectives, particu- unspecific identity? Is it simply indicating and indeed, some negative comments that it hopes it will still be in business were allowed to remain. ‘tomorrow’, and that the global market is One of these, a longer and strikingly where it hopes its future profits will come cogent posting, was made by Stan from? Or is it primarily so it can continue Shatenstein, a long-time associate of this to advertise using a shorthand name well journal, urging visitors to the website to known for cigarettes, especially in Asia, in on September 29, 2021 by guest. Protected understand what this shameful exercise circumvention of laws banning tobacco was all about. The tobacco industry did advertising? If and when challenged, it can not sponsor dreams, it crushed them, he simply claim that it sells non-tobacco explained: “Professor Dr Ulrich Reinhardt, products, too, resurrecting a tactic the scientific head of [SFZ] and chair of its employed by western-based transnational board of trustees, has been, since 1999, tobacco companies in the bad old days, to research associate at BAT’s leisure research circumvent advertising bans in many institute. Four other, senior BAT execu- countries around the world. tives sit on the executive board, the board KT&G has a long international reach, of trustees or both. marketing its best-selling brand Esse in 40 “It is important to be reminded that countries. It almost doubled Esse’s exports smokers and their families and friends from 11.2 billion sticks in 2009 to 20.8 ‘ ’ Europe: part of the front page of BAT’s Dreams cannot enjoy their leisure years because of Europe book, which featured the President of billion in 2010. Esse is aimed primarily at smoking has ruined their ability to breathe the European Commission (top left), as did the women: a trade publication reported how if it hasn’t actually killed them off before website, though his picture was soon removed the brand “gained the love and trust of they retire,” wrote Shatenstein. “These from the latter. female smokers shortly after its

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introduction to the market” in Eastern Europe. Women appear to be a key target in all Esse’s markets. The trade journal Tobacco Asia, describing KT&G as ‘Masters of the Super Slim’, recently examined the company’s ‘growth segments’.Itquoted KT&G’s views, infused with familiar industry euphemisms, of the super slim and low tar sector: “Since the segment grew fast from the beginning on account of health concern[s] and the perceived well- being of Korean smokers, we anticipate that the super slim and low tar segment will enjoy steady market expansion.” It seems that KT&G, not to be outdone by the big three transnational tobacco companies, is jumping on the emerging market band wagon to grab a bigger piece of the Asian tobacco market, where Cambodia: an Esse ad on Facebook. historically low smoking rates make women the obvious target for growth. so far failed to ratify the WHO’sFCTC Cambodia is a good example of this, with and remains the only country in Southeast 42.5% of men but only 3.5% of women Asia to still allow tobacco advertising. It is being regular smokers. As a low income therefore little surprise that predatory country, it is salutary to consider that transnational companies are rushing in, annual tobacco expenditure by smoking New Zealand: the sticker inside this pack of including Asian companies such as KT&G. households is equivalent to some US BAT’s Dunhill cigarettes can be stuck over the However, if governments can be $69.44 million, the same as the cost of health warning on the lid, or to cover most of persuaded or pressured to enact legislation around 274 000 tons of high quality rice, the larger health warning on the back of the copyright. based on the highest standards, including pack. 1.4 million bicycles or almost 28 000 large comprehensive bans on all forms of wooden houses in the provinces. advertising, direct and indirect, and plain In July last year KT&G further warnings to cover 30% of the front and packaging, and perhaps most important of strengthened its foothold in Asia by buying 90% of the back of cigarette packets. The all, if they enforce their legislation a controlling share of Indonesia’ssixth Dunhill sticker can cover most of the without compromise, companies such as largest tobacco company, PT Trisakti larger warning on the back of packets, or KT&G may find that a make-over of the Purwosari Makmur, which sold some 3 the one on the top and front of the hinged company name will not be sufficient to http://tobaccocontrol.bmj.com/ billion sticks in 2010. This latest acquisi- lid, which is opened form the front. prevent the protection of human lives. tion was the company’s third in 6 years in Michael Colhoun of Action on Smoking Indonesia, one of the world’s largest MOM KONG and Health New Zealand (ASH) said, tobacco markets, with 57 million smokers Cambodia Movement for Health, Phnom Penh “Nothing about a tobacco packet is acci- comprised mainly of low income and [email protected] dental and the sticky seals have been young people. Esse advertisements were included deliberately.” BAT responded to MARY ASSUNTA soon lining the streets of Jakarta, and to criticism by claiming that the seal was only reach out to internet savvy young people, Southeast Asia Tobacco Control Alliance there for keeping the cigarettes fresh, and a Facebook account was also set up, Esse [email protected] denied that that the design was intended Indo. Promotions in Indonesia can be to undermine the law. ASH has made an expected to intensify as tobacco companies NEW ZEALAND: PACK SEAL CAN COVER official complaint to the health ministry on September 29, 2021 by guest. Protected compete to recruit more young women WARNINGS about the inclusion of the stickers, and girls. The Indonesian government has Adhesive seals contained in packets of believing that they may breach the coun- Dunhill cigarettes, made by BAT, may be try’s Smokefree Environments Act. helping smokers cover up New Zealand’s graphic health warnings. ONE News, the WORLD: IN PRAISE OF BOLDER WOMEN news section of television network As Australia’s plain packaging bill passed TVNZ, examined a range of cigarettes on into law after weathering long and hard sale in New Zealand, made by several storms of tobacco industry opposition, tobacco companies. Dunhill was the only health advocates and pro-health politi- product found with a seal inside that can cians applauded the courage and determi- be taken out and stuck on the outside of nation of the two women responsible: the packet after it has been opened. health minister Nicola Roxon and prime The Dunhill seal is labelled ‘exclusively minister Julia Gillard. An early female Dunhill’ and is exactly the size to cover leader in the same region, Helen Clarke, Cambodia: a KT&G Esse brand billboard after the pack’s health warnings. New then health minister and later prime the advertising ban. Zealand’s regulations require pack health minister of New Zealand, was responsible

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for her country taking an international but a Japan Tobacco team.” Other lead in banning tobacco promotion. And observers voiced the fear that Japan risked on the other side of the world, a much losing its bid to host the 2020 Olympic earlier pioneer was Simone Veil; as health Games because of growing local and inter- minister in France in the 1970s, she was national opposition to JTI’s sponsorship of responsible for a European model law World Cup volleyball. banning tobacco advertising, which today bears her name, the ‘Loi Veil’. AUSTRALIA: PLAIN PACKAGING BILL However, it is on the international front CLEARS LAST HURDLE that a woman has achieved the most far- In December, Australia’s world-leading bill reaching success for tobacco control. to ban all but uniform plain packaging for Japan: a poster being put up to promote the Public health doctor and former prime tobacco products, was finally passed into World Cup volleyball tournament, showing minister of Norway Dr Gro Harlem fi female players wearing JTI clothing. Photo: law. Con rming the importance of the Brundtland, as Director-General of the Christopher Johnson, http://www.globalite. move in terms of its potential long term WHO, presided over the concept, negoti- posterous.com effects on consumption, Australian ation and eventual passing into interna- tobacco control advocates reported that tional law of the first and still the only team player Risa Shinnabe, a star volley- the fight put up by the tobacco industry international legal instrument on a health ball player whose picture is doubtless on had exceeded even that experienced when topic, the FCTC. the bedroom walls of thousands of tobacco promotion was banned. Industry Elsewhere, at national level, other teenage Japanese girls, was pictured tactics included what the health depart- women have achieved great improve- wearing a JTI logo as she waved to adoring ment described as ‘vexatious’ claims under ments to health, often against significant fans after her team beat US opponents in freedom of information law: of 63 opposition and traditional prejudices. Tokyo. JTI’s logo was reportedly embla- freedom of information requests that One of only two female members of the zoned not only on team uniforms, but ‘swamped’ the department during the Japanese cabinet, minister of health, also on digital billboards round the passage of the bill through parliament, 52 labour and welfare Yoko Komiyama, volleyball court, on television advertise- were from tobacco companies, describing fought for a large increase in tobacco ments and gift packs handed to school- the action as a specific and deliberate tax last year, and then announced her girls, mothers and children entering the attempt to divert resources. intention of pressing for more. Yoyogi national stadium and other arenas Several lawsuits have already been filed copyright. Brazil’s president Dilma Roussef can also across Japan during the Volleyball World against the government by tobacco be considered an important leader, signing Cup tournament. companies, including PM, BAT and Impe- a law last year that will make Brazil the A spokesman for WHO’s Tobacco Free rial Tobacco. However, Australian health largest country in the world to become Initiative said WHO was contacting the advocates say the government is confident completely smoke-free in the workplace international governing body of volleyball of winning any such cases, having taken and in all public places, a move protecting to convey WHO’s disappointment and to extensive legal advice when drafting the the health of more than 190 million people. remind it that in 2002 it publicly bill. Appropriately, in a subsequent cabinet http://tobaccocontrol.bmj.com/ In the same region, from 2005 to 2010, as committed to making volleyball a tobacco re-shuffle, the health minister who took health minister of Uruguay, María Julia free sport. WHO hoped JTI would soon the bill through parliament, Nicola Roxon, Muñoz played a crucial role in tobacco abide by its international commitments to has been appointed as Australia’s new control, fearlessly facing the media and the the FCTC. Attorney-General. tobacco industry in defence of her policy. In responding to widespread criticism Under the new law, which will come Dr Esperanza Martinez, health minister of over the sponsorship, JTI claimed to abide into force in December this year, tobacco Paraguay, is similarly admired for her by all laws and voluntary codes in Japan. can only be sold in dull, plain packaging, strength in opposing tobacco industry “Nowhere in our corporate sponsorship of with no branding, but with graphic health efforts to thwart recent presidential volleyball games do we advertise our warnings. The name of each brand will decrees on banning smoking in enclosed cigarette brands or products,” a only appear in relatively small print in public spaces and on regulating tobacco spokesman said. A sports journalist added a standard typeface. Several countries on September 29, 2021 by guest. Protected labelling and packaging. that JTI was a sponsor “in the beverage around the world, including New Zealand category” because it also had a division and the UK, have announced the inten- JAPAN: JTI SPONSORS WOMEN’S selling tea, coffee and other drinks. tion of consultations about following VOLLEYBALL Dr Manabu Sakuta, a Tokyo doctor and Australia’s lead. Last November, JTI earned the unusual head of Japan’s society for tobacco dishonour of being criticised by name by control, said, “This is complete nonsense. Tobacco Control 2012;21:82e86. the WHO after the Japanese national It seems that they are not a national team, doi:10.1136/tobaccocontrol-2012-050448

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