Tobacco Control 2000;9:129–135 129 Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from NEWS ANALYSIS

All articles written by David Simp- (FACTS). FACTS told Smith that he ently deeply troubled by the issue, his son unless otherwise attributed. must have the Peter Jackson pack reply was simple: “I can’t be quoted. Ideas and items for News Analysis “pixelated” out so it could not be No comment.” Journalists in other should be sent to David Simpson at identified, and the word “kills” fields, however, are well aware of the the address given on the inside bleeped out. Smith agreed under great contradictions. Joachim Buwembo, front cover. public protest, generating widespread editor of the Sunday Vision and presi- news coverage from news pro- dent of the Ugandan Newspaper Edi- grammes rushing to editorialise on tors and Proprietors Association the stupidity of the pack saying that (UNEPA), has said: “USPA is the Australia: smoking kills, but Smith not being most active media association. allowed to utter the profanity about a UNEPA commends them for the “K . . .s” particular brand. great job they have done over the Philip Morris (PM) chief GeoVrey In Australia, four letter words years. But we would be happier if they Bible, an Australian resident in the beginning with “f” are bleeped out downplayed the identity of their USA, wrote to the incoming chief when used in television material sponsor or, better still, got executive oYcer of PM Australia, screened before 9 pm. So when my 17 another sponsor.” David Davies, in March 1993 “there year old son saw the advert on Another distinguished journalist is a lot of nervousness on the food side television, he asked me “So, is Dick and editor of the Monitor, Charles at our including them [Kraft] publicly Smith saying that f ...our Onyango Obbo, told an interviewer: as part of the corporate body when we kids?” Precisely. “There is an element of cowardice in the attitude of the sports journalists. It are dealing with contentious issues. SIMON CHAPMAN Kraft is the manufacturer of one of the is not because their newspapers would household darlings of Australia, not run critical articles on tobacco 1 Bible G. Inter-oYce correspondence to David sponsorship of sport—I would run namely Vegemite [a black, yeast based Davies March 3, 1993. http://www.pmdocs. http://tobaccocontrol.bmj.com/ com/PDF/2047896065A_6071.PDF spread]. Every Australian is born with them, but I just don’t receive them.” a jar of Vegemite in his/her hand and The explanation for this, he said, lay would never believe that it is owned by Uganda: athletes with what he called “club relations”— a US company. Kraft Australia is not journalists being reluctant to oVend anxious that a lot of noise be made fight BAT’s abuse of the sponsor of their club. So the key about this...”1 pressure not to write anti-tobacco In March this year, Kraft Australia sports articles comes from a journalist’s got very anxious indeed. Australian BAT must be concerned that its spon- folk hero entrepreneur and air balloon sorship of sport in Uganda has been adventurer Dick Smith launched a attracting a rising chorus of criticism. new brand of peanut butter, with a Starting with its leading brand,

sales pitch emphasising that the prod- which bears the unsubtle name on October 2, 2021 by guest. Protected copyright. uct was made in Australia and that all Sportsman, BAT’s policy on top level profits would stay in the country. He sport sometimes seems akin to owner- prepared a television advertisement ship. But while sports journalists where, in one hand, he held jars of might usually be among the first to Kraft peanut butter, and in the other, blow the whistle, or at least question a pack of Philip Morris’s biggest the highly inappropriate association selling Australian brand (overall and between cigarettes and sport, BAT has with children), Peter Jackson. Smith found a simple solution—sponsoring selected a pack with the prominent the well organised Ugandan Sports health warning “Smoking Kills” on Press Association (USPA). For 10 the top. He said to the camera “So years, USPA has taken BAT’s money, when you buy these [the peanut and in that time, few voices critical of butter] you are supporting a company tobacco have been heard among its which kills our kids. But we’re fighting membership. Some are prepared to back. It’s with our own peanut butter. speak privately about their disap- It has fantastic quality and taste. And proval, but not on the record. the wealth stays here, giving our Kenneth Matovu, USPA’s general children and grandchildren a future.” secretary and its journalist of the year All television advertisements in for the last two years, was asked in a Australia have to be cleared through recent interview why he had not writ- Beatrice Ayikoru, Assistant General Secretary of the Ugandan Amateur Athletics Federation, the television industry’s Federation ten an article analysing tobacco spon- who still holds the women’s national marathon of Australian Television Stations sorship of sport in Uganda. Appar- record. 130 News analysis

department. In a country where few Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from women smoke, the importance to BAT of trying to get her to a much publicised tobacco promotion cannot be overstated.

Bangladesh: voyage of disdain sunk without trace The story so far: BAT’s the John Player Gold Leaf, a sailing boat bearing the name of a brand, having sailed from London on a “voyage of discovery” (otherwise known as a massive and cynical cigarette promo- tion, showing utter disdain for the health of people in some of the world’s poorest countries), failed to dock at Grace Birungi, 26, sprinter turned middle distance runner, is the mother of two small one of its Sri Lankan destinations fol- Syria: narguileh makes a comeback. Smoking children yet has stayed in the sport, making her lowing demonstrations there by health narguileh (hubble bubble), a habit formerly a much admired role model. advocates (see confined mostly to older Syrian men (top), has recently started to attract wider usage, including 2000;9:9–10), and turned northwest at women’s gatherings, and among teenagers peers, rather than directly from the for Bangladesh. But here, too, the (bottom). tobacco lobby, an illuminating evalua- sponsors were in for a big surprise. tion of the eVectiveness of BAT’s In June, health advocates in Bangla- of Bangladesh, and the long sponsorship. Other leading sports fig- desh were alarmed to see advertising established tobacco control organisa- ures have also begun speaking out. for the “voyage of discovery”, BAT’s tion ADHUNIK. Major General Francis Nyangweso, huge multinational promotional cam- In October, BATA held a press con- president of the Ugandan Olympic paign for its John Player Gold Leaf ference denouncing the voyage as an Committee (UOC), and David cigarette brand. A development attempt to find customers in poor Agong, the president of the Ugandan group, Working for a Better Bangla- countries to replace those who are Amateur Boxing Federation, both desh, realising that this campaign was giving up smoking in the wealthy recently emphasised their opposition too big for any one organisation to ones. Bangladesh, as one of the 20 http://tobaccocontrol.bmj.com/ to tobacco sponsorship of sport. tackle alone, called a meeting of poorest countries in the world, is a The highlight of USPA’s year is the organisations known to work in particularly inappropriate target for annual Sportsman Gala, when it tradi- tobacco control. The National Non- the predatory tactics of tobacco com- tionally crowns its “Sportsman of the Smokers’ Forum attended, and the panies. At the time of the voyage, the Year”. This year, the rally driver two groups agreed that a coalition of price of Gold Leaf regular was 47 Charles Muhangi was awarded the anti-tobacco groups be formed to taka, about US$1. The average per title, with athlete Grace Birungi and address the issue. In August and Sep- capita income for Bangladesh is only boxer Mohammed Kizito runners up. tember, groups came forward about US$230 per annum. The regulations of the International and attended meetings to discuss Things heated up in November Amateur Athletic Federation (IAAF) what to do about the voyage, and pos- when Bhorer Kagoj, the only national (rule 18.3) prohibit tobacco advertis- sible collaboration in other areas of newspaper that voluntarily refuses to

ing at athletics events, and a logical tobacco control. Outrage at the adver- publish tobacco adverts (see Tobacco on October 2, 2021 by guest. Protected copyright. interpretation in relation to the USPA tising campaign was universal, Control 1998;7:228–9), convened Gala would mean Grace Birungi being perhaps matched only by a sense of another meeting. Tactics to counter asked not to attend the ceremony. impotence in dealing with the the voyage were discussed, and Tania This point is well appreciated by multinational tobacco company, Amir, a lawyer donating her Beatrice Ayikoru, the much respected which in 1996 bought the controlling professional services to the cause, sug- Assistant General Secretary of the share of the former Bangladesh gested filing a writ petition to the Ugandan Amateur Athletics Federa- monopoly, Bangladesh Tobacco court, to prevent the boat from dock- tion (UAAF), senior member of the Company, and is now the biggest tax- ing at its intended destination, the Ugandan Olympic Committee and a payer in Bangladesh. port of Chittagong. While she did not former athletics star—she still holds As the months progressed and voy- expect the petition to be successful, the women’s national marathon age adverts on billboards, in news- she explained that the alliance could record. Grace Birungi, 26, used to be papers, and at points of sale for at least test the opinion of the high a sprinter, but recently converted to tobacco multiplied, about 15 organi- court on tobacco advertising. (Bangla- middle distance (800 m), in which sations came together to protest desh had a presidential decree event she last year won a bronze against it. With this surge of interest banning tobacco advertising in 1990, medal at the All African Games in came the Bangladesh Anti-Tobacco but the parliament never turned it into South Africa. Unusually for a woman Alliance (BATA), an informal coali- law, so it remained frozen.) athlete, she has two small children, yet tion of health, antidrug, tobacco con- BAT’s by now infamous boat docked has remained in top level athletics. trol, and women’s groups, including in Chittagong on 21 November, amid She is thus a particularly powerful the Bangladesh Cancer Society, the protests and “sinking boat” posters, female role model, a point no doubt National Anti-Drug Federation of and the writ petition was filed the next not lost on BAT’s marketing NGOs, the Consumers’ Association day (the delay was caused by News analysis 131

antigovernment strikes). BAT held an stopped. The boat sailed away quietly clearly be unfeasible, the high court Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from event celebrating the boat’s arrival, at a few days later. ruling did contain many workable which the mayor of Chittagong, among The victory was by no means total. measures that BATA has since been others, welcomed it to Bangladesh, Billboards and display cases remained pursuing, starting with making the explaining that while smoking was bad in place. Bangladesh Television warnings on packs and billboards for health, he wished to support the (BTV), which does not otherwise large enough for people to see, and country’s economy. However, ticket show tobacco advertisements (they then banning tobacco advertising and sales for concerts and other events were are banned on electronic media), smoking in public places. repeatedly postponed, as BAT was repeatedly aired adverts for the BATA realised that its work had aware that the events might be banned. voyage. The victory may have only just begun, and made plans to To the delight of the health generated rancour against the health expand, once it had become a legal community at home and abroad, the movement, as some young people in body, and to recruit many more high court responded favourably to Chittagong expressed disappointment organisations to its ranks. A new wing the petition, banning all further at the concerts being cancelled. has been created to address issues promotional activities around the voy- But the fight was not over. Tania related to the health and economic age, declaring it illegal based on the Amir appeared in court repeatedly, eVects of active and passive tobacco 1990 law (unfortunately, the law did along with the lawyer representing use among women. BATA is drafting not seem to extend to other forms of ADHUNIK. On 7 February, in model legislation for Bangladesh, in tobacco advertising). As a result of the response to writs filed by BATA and response to the high court’s decision. decision, the concerts and other ADHUNIK, the high court reiterated It also planned a series of events events planned around the voyage that the voyage was illegal, and further around the country throughout May, were cancelled, and the associated declared that the government should to educate and inform the public newspaper advertisements that had ban the production and trade of about the dangers of tobacco and been appearing every day were tobacco. Although such a law would about industry practices, so that the public will support the growing anti-tobacco movement. In a country where 80% of people are Muslim, a religion that views tobacco as haram (illicit under the teachings of the Koran), BATA anticipates strong public support for its work. While BATA gains from the tobacco control experience of some of the larger non-governmental organi- sations among its members, the

involvement of a wide range of http://tobaccocontrol.bmj.com/ groups, bringing their own experi- ence, strengths, and contacts, has been critical to its success so far. There is still a long way to go before any genuine victory against BAT, and tobacco in general, can be declared. However, with strong backing from the high court, and the establishment of an active alliance against tobacco, in place of the previous situation of scattered groups working on their

own, one thing is clear: a real tobacco on October 2, 2021 by guest. Protected copyright. control movement is alive and well in Bangladesh. DEBRA EFROYMSON Regional Advisor, PATH Canada, Dhaka-1205, Bangladesh [email protected]

USA: the art of simple dying What problems cigarette makers have in the USA these days! The modern American woman aspires to many fine ideals: to be in charge of her own life, stay looking young and beautiful as long as possible, keep fit and healthy, smell fragrant, be a good parent, and have enough money to enjoy life to the South African B&H/Cancer & Emphysema campaign: Cars belonging to Ken Shepherd, Tobacco full. Smoking removes control Control Centre, bearing the logo Cancer & Emphysema, which create a stir wherever they go. They are reported to remind some people of a popular cigarette brand, which makes them controversial items through addiction, prematurely ages to park near a genuine promotion for the brand. and wrinkles the skin, destroys fitness 132 News analysis

and can cause debilitating and fatal claimer, there are obvious links Ministry of Health last November Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from diseases, makes smokers smell, sets an between much of the content and the indicate high rates of underage smok- appalling example to children, and kinds of concerns that women have, ing via several indicators. Most involves repeatedly spending money and the issues that are bound up with notably, 19% of 15 to 20 year old that could otherwise be used for, well, their smoking. And like some cigarette men, and 4.3% of 15 to 20 year old living life to the full. So how on earth adverts, many of the articles counter women, identified themselves as can cigarette companies reassure women’s concerns about smoking, smokers. Moreover, although the sur- women who smoke, and make those such as those about fitness or vey avoided counting smokers who have not yet started, think it is parenting. There does not appear to younger than 15 years old, among all part of a normal, desirable lifestyle? be any way to subscribe to this publi- smokers in , roughly 8% of men One way, it seems, is to give women cation, and even better news is that and 6% of women said they started to their own magazine, cleverly mixing anyone who is sent it can ask to be smoke before they were 15 years old. all the most enduring female removed from the “select Simple Liv- Overall, 42% of all male smokers and aspirations and interests with perva- ing mailing list”. 35% of all female smokers reported sive imagery portraying smoking as a becoming habitual smokers before normal, rational activity, an integral their 20th birthdays. part of the perceived ideal lifestyle of Japan: streets Not surprisingly, vending machines American women in the year 2000. have long been a point of contention Brown & Williamson, BAT’s north unsafe as machines relating to youth access in Japan. In American subsidiary, has done just 1996, the an- that: it is funding a magazine mislead- prey on children nounced voluntary measures to shut ingly called The Art of Simple Living, Tobacco control advocates concerned down outdoor cigarette vending that is apparently being sent, with youth access issues should dread machines between 11 pm and 5 am. unsolicited, to women who subscribe the negative utopia where underage Announced as a measure to limit to selfhelp and health and fitness pub- smokers purchase cigarettes almost youth access, tobacco industry lications. anytime and anywhere. Sadly, such a promoters were merely blowing Redolent of the American dream of utopia exists in Japan where over smoke in the faces of tobacco control happy married life, motherhood, and 500 000 cigarette vending machines advocates. apple pie (the 21st century version), generate over 40% of the total sales of One guesses that the late night typical articles include “How to cigarettes (1997 figures). shutdown was designed primarily to unclutter your emotional life”, “Bird Although most shopkeepers in help retailers reduce vandalism, watching—a family aVair”, and even Japan will willingly sell tobacco prod- because it could not possibly have “Fitness loves company”. Seen in ucts directly to minors, they do not been a bona fide youth access remedy. their context, some are sentimen- need to. Just outside the ubiquitous Having no need to sneak out for their tal to the point of nausea, outside the convenience stores and supermarkets, purchases, most of Japan’s underage spectrum of even the cruellest on virtually every urban street corner, smokers were fast asleep during the http://tobaccocontrol.bmj.com/ satirist’s palette, such as “Parent talk: and even at unattended locations on early morning hours, not out wander- wheel life episodes—a dad watches his rural highways, tobacco vending ing the streets. girls grow up”. Another fine example machines give young people unlimited Statistics make the story obvious. could have been tailormade for those opportunity to buy tobacco products Japan’s Tobacco Problems Informa- who lose a family member from with no one watching. tion Centre estimates that minors tobacco: “Writing simple, touching This unrestricted access brings pre- consumed approximately three billion notes for every occasion”. dictable results. The legal minimum packs of cigarettes in 1996. This Cigarette advertisements abound— age for the purchase of tobacco in translates to roughly eight million in one issue, all but two of the adverts Japan is 20 years. However, survey packs obtained by minors each day. If are for cigarettes. There are competi- statistics published by the Japanese late night vending machine operations tions such as “Win a vacation in para-

dise”, adverts for trinkets—“Express on October 2, 2021 by guest. Protected copyright. your own unique style with the Misty Rainbow Collection”—and not for- getting to flatter the intellect of readers, “The thinking person’s cross- word puzzle”, part of a Carlton advert. And bowing to ever increasing hostile public reaction to , we learn that “Superslim Capri means less smoke for those around you”. The publisher’s statement says the magazine “is edited for a select audience of modern women who are interested in personal and spiritual growth, as well as in fulfilling their responsibilities to other people”. So that’s all right then. And financial support? This, the publishers admit, “is provided by the B&W Tobacco Corporation, which does not control editorial content. It is published for Cigarette vending machines on the streets of cities in Japan, like these ones seen in Kobe last adult women”. Despite the dis- November, make access easy for children. News analysis 133

were young people’s primary access Kazakhstan: PM’s Tobacco Day has been totally ignored Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from point to obtain tobacco products, one in Kazakhstan. Health advocates, con- would certainly expect the streets to “PR department” vinced this was not by chance, see it as have been much busier after hours. a classic piece of tobacco industry Ironically, Japan prides itself on ignores tobacco hypocrisy to use victims of hunger to forget about victims of tobacco. being the world’s first nation to legally When Philip Morris (PM) signed up Representatives of PM have direct prohibit underage smoking in 1900. former British prime minister Marga- contact with President Nazarbayev But that law gets no attention from ret Thatcher as a part time consultant and he has openly helped them to law enforcement oYcials or prosecut- on a three year contract reportedly solve tax and customs problems. ing authorities. Between 1991 and worth US$2 million, one of her first When smuggled cigarettes produced 1996, public prosecutors received an tasks was to travel to Kazakhstan, to in the USA were captured at the average of only five cases of reported help persuade its leaders to sell PM a airport, the names of the companies major stake in the state tobacco com- violations per year; every case closed involved were not disclosed. Robert pany. The minister for agriculture without indictment or punishment. May, PM’s representative in Almaty, proposed selling o only 40% of the A global ban on vending machines V estimated that the state budget loses can be included in the forthcoming company, but President Nazarbayev US$1.3 million each year from smug- Framework Convention on tobacco overruled him and PM got total gling, and promised rewards for control. Japan’s accession to such a control over the former state tobacco customs oYcers. When the speaker of prohibition would be welcome. How- factory. the Kazakh parliament called for an ever, many readers will remember that Since then, PM’s influence has, if increase in tobacco taxes last year the World Health Organization first anything, become even more power- (excise tax is extremely low, less than a recommended national prohibition of ful, and some journalists, having no third of the rate in the ), the cigarette vending machines in 1975. doubt learned during the country’s only result was a significant increase recent history to take a cynical look Since that time, the number of tobacco in import duties on tobacco imported behind the oYcial line, refer to the vending machines in Japan has nearly from Russia, Kyrgyzstan, and Uz- Kazakhstan government as “the doubled. One factor may be Japan’s bekistan. public relations department of Philip There is a great deal of tobacco low crime rates, which generally reduce Morris”. Most outrageous of its losses from vandalism for vending advertising on television, and streets achievements, many believe, was are overwhelmed by billboards featur- machine operators. But Japan’s streets when the government decided to des- cannot be regarded as safe while deadly ing the Marlboro man, together with ignate a day of memory to honour vic- some “prevention” messages, in which addictive products are virtually handed tims of mass hunger in the 1930s, to its children on every corner. PM appeals to underage smokers to when about half of the population “make the right choice”. In the MARK A LEVIN died. It could have chosen any day of government’s draft “Health of the the year, but the one selected from the William S Richardson School of Law Nation” programme, however, to- http://tobaccocontrol.bmj.com/ University of Hawaii at Ma¯noa, USA 365 available was May 31. Not bacco is ignored. [email protected] surprisingly, since 1996, World No KONSTANTIN KRASOVSKY ADIC-Ukraine [email protected] Tobacco’s Gulf war against health No country is too small to escape the attentions of multinational tobacco

companies, especially if they have spe- on October 2, 2021 by guest. Protected copyright. cial political or cultural influence. Recent experience shows that even in the comparatively small, albeit oil rich countries of the Gulf Cooperation Council (GCC), the industry is trying to forestall serious action with child “education” campaigns, and to buy political favours with gifts to worthy charitable organisations. Underneath the intended gloss of responsibility and generosity, however, lie the famil- iar stains of lobbying and propaganda eVorts every bit as sinister as those found in the companies’ home countries, as shown by internal docu- ments released under US litigation settlements. India: who’s boss in the new world order? Look who’s boss now. This advert for a new brand launched Earlier this year, the Qatar by Godfrey Phillips, a Philip Morris subsidiary, portrays a young Indian film director at work on a Handicapped Educational Centre film shoot. The members of his crew are westerners, and the advert appears to exploit national pride in received a Philip Morris (PM) “grant India’s internationally successful movie industry. The cigarette makers said the setting of the advert, an adventurous and challenging shoot on water, fitted with the core brand values of daring dynamism for charitable institutions” in appre- with a spirit of outdoor adventure. ciation of its support for handicapped 134 News analysis

people in Qatar, becoming only the line on youth education: that whatever owners to fight the proposals of the Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from second Gulf charitable institution to disagreements there might be with minister of health, the need to use receive one of these grants. PM says health experts, “the issue of juvenile organisations supported through its grant scheme aims to honour insti- smoking is one where there is total sports sponsorships to “publicise the tutions that care about handicapped accord”. benefits”, and strengthening the GCC and elderly people in the GCC states. Instructive background information chapters of the International Advertis- It has not specified whether on both types of activity described ers Association, were also spelt out. institutions looking after people with above can be found in PM’s draft cor- Perhaps most sinister, however, disabilities caused by smoking are eli- porate aVairs plan dated 25 Novem- were the plans to “[r]ecruit a consult- gible to apply. ber 1987. Boasting that PM and the ant who can help us monitor and Meanwhile, a brochure distributed industry are “positively impacting the influence the Alexandria based WHO in Oman by the industry’s Middle government decisions of Bahrain, oYce which helps prepare GCC East Tobacco Association (META) to Kuwait, Oman, Qatar, Saudi Arabia health plans”, and to “[w]ork to retailers, full of industry language and the UAE [United Arab Emirates] develop a system by which Philip aYrming that “smoking is an adult through the creative use of market Morris can measure trends on the choice”, ended with the assertion, specific studies, position papers, [and] issue of smoking and Islam. Identify “Supported by the Department of well briefed distributors who lobby Islamic religious leaders who oppose Health Education and Information”. media owners and consultants”, the interpretations of the Quran which META, a coalition of companies plan detailed some of the strategies for would ban the use of tobacco and including PM, BAT, and Japan continued success. These included encourage support for these leaders”. Tobacco International, claimed the cooperation with Rothmans and Since then, fortunately, WHO’s scheme was launched in 1998 with Gallaher to try to prevent a GCC position and infrastructure on to- full governmental approval, but on consensus on tax harmonisation and, bacco control has been significantly receiving a strong demand for its interestingly, the need to continue to strengthened, and there are also signs removal a year later, agreed to drop support “our UAE distributor and his of progress in the involvement of reli- any mention of the ministry of health business partner, the finance minister, gious leaders in support of health. in future educational materials. with arguments and studies”. Countries in the Gulf region are rela- META’s response could not resist the Fighting further emission reduc- tively free from concerns about repetition of the very essence of the tions and disclosure requirements, employment in the tobacco sector, industry’s cynical and opportunistic working closely with Kuwaiti media and their wealth can help guard against undue influence from tobacco money. However, as is clear from cur- rent activities and past plans, tobacco companies have no intention of letting health policy take its course in the

region, and health advocates will have http://tobaccocontrol.bmj.com/ to fight every inch of the way.

The big disappointment: USA weak on convention President Clinton is known to be

strongly against tobacco, but it on October 2, 2021 by guest. Protected copyright. remains unclear whether his govern- ment will actively support the World Health Organization Framework Convention on Tobacco Control (FCTC). At the first meeting of the working group on the FCTC in Geneva in October 1999, the well pre- pared US delegation was only in favour of addressing non-compliance with FCTC requirements by consul- tations and diplomatic means, not by binding mechanisms. It seemed that the American delegation could only accept what was already in place in the USA, or what did not need to be ratified by the Senate. A total ban on advertising was certainly not accept- able for “constitutional” reasons. The attitude of the American USA: find your voice campaign. In what appears to be an appeal to back to roots delegation at the WHO consultative sentiments, this advert portraying a woman in Africa is thought to be aimed at US African American women. It contrasts with cigarette advertising in African countries where western, especially technical conference on the FCTC in American, models are often featured. New Delhi from 7 to 9 January 2000 News analysis 135

was even worse. The aim of this meet- surprised that the addition was finally the American delegation, and after Tob Control: first published as 10.1136/tc.9.2.129e on 1 June 2000. Downloaded from ing was to obtain a developing included in the final declaration. some discussion it was decided to country perspective towards the nego- When the chairman of the meeting keep the declaration as it was. My tiation of the WHO framework asked in the final plenary session feeling was that the American delega- convention with participants from 50 whether everybody could agree with tion had been overreacting. I do not developing countries. The draft the final declaration, I asked for the see the link between a consideration in resolution of the conference was floor and proposed to add one word— a consultative technical conference discussed in the working groups and “especially”—to the declaration, as resolution and the automatic obliga- did not call for a total ban on advertis- follows: “encouraging the use of tion for all countries to ban all ing but mentioned, “deploring all tobacco, especially by children and tobacco advertising. But, even more direct advertising, marketing, promo- young adults”. My main justification worrying, it seems that the most pow- tion, sponsorship, and other practices was that advertising is not only aimed erful country in the world, and the by the tobacco industry aimed at at youngsters or young adults. The home country of the world’s largest encouraging the use of tobacco”. The promotion of light cigarettes, for international cigarette producer, may American delegates in two working example, has kept many middle aged not fully support an international groups asked to add “advertising . . . people smoking who otherwise could solution for an international problem. aimed at encouraging the use of have stopped. Even the US surgeon A bitter disappointment for health can tobacco by children and young adults”. general’s report of 1998 admits that only mean big satisfaction for the According to the American delega- advertising might increase tobacco tobacco industry in its global war tion, the text without their suggested consumption by encouraging adults against health. addition could imply a total ban on to take up smoking or undermining tobacco advertising, which was existing smokers’ motivation to give LUK JOOSSENS Consultant, unacceptable to their government. In up. International Union Against Cancer, my working group there was no agree- The addition of the word “espe- Brussels ment to accept this addition, but I was cially” was, however, not acceptable to [email protected] http://tobaccocontrol.bmj.com/ on October 2, 2021 by guest. Protected copyright.

This poster for the US women’s soccer team highlights the fact that all the players are non-smokers, regularly lending their celebrity status to help the fight against smoking among young American women.