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Promoting Tobacco to the Young in the Age of Advertising Bans

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Promoting Tobacco to the Young in the Age of Advertising Bans PROMOTING TOBACCO TO THE YOUNG IN THE AGE OF ADVERTISING BANS Greg Soulos events in Australia. These events targeted young women The Cancer Council NSW and displayed advertisements for a Philip Morris brand. Stafford Sanders The events included contests for student fashion designers, Action on Smoking and Health co-judged by high profile designers. Though entry was supposedly restricted to the over 18 year-olds, a media Most forms of tobacco advertising have been banned in reporter posing as a 17 year-old girl obtained a free Australia since the enactment of the Tobacco Advertising invitation to a ‘Glisten’ party by accessing a website, Prohibition Act 1992. The tobacco industry has often Wavesnet, established by the then Philip Morris 12 sought to undermine the intent of the Act.1 This article advertising agency. The promotion was the subject of a describes a number of non-traditional promotional successful NSW Department of Health prosecution of strategies adopted by the tobacco industry, to target the Philip Morris and the website for breaches of the NSW young in recent years, and suggests possible responses to Public Health Act 1991. counter these strategies. Tobacco promotions in bars and nightclubs have also served the fashion-tobacco nexus.11 Could there be any BACKGROUND better endorsement for tobacco use among the young than With around one-fifth of the adult population smoking for smoking to be seen as a key element in fashion ‘cool’? 2 daily, and around one-third of 17 year-old students Publications 3 describing themselves as current smokers, tobacco use Despite the prohibition on tobacco advertising in the print remains a serious public health problem in Australia. media, tobacco promotion continues through this medium. Publicly, the tobacco industry proclaims opposition to Action on Smoking and Health (ASH) has requested that youth smoking. Tobacco company websites contain many the Commonwealth Department of Health and Ageing announcements that children should not smoke.4,5,6 investigate potential breaches under the Tobacco However, the public release of millions of pages of Advertising Prohibition Act 1992 by two publications in previously internal tobacco industry documents, via 2003, one featuring a cover shot of an actor smoking a whistle-blowers and the 1998 Master Settlement cigarette, and another containing a model lighting a Agreement in the United States, has shown that the cigarette with two clearly identifiable cigarette packets industry, with full knowledge that 80 per cent of smokers at her side with an accompanying caption ‘Curiously start as children or adolescents,7 has long considered the Strong Allure’.13 recruitment of under 18 year-olds as critical to its future Music festivals 8 viability. The industry documents also show that since During the summer of 2002–2003, the curiosity- the 1980s the tobacco industry has considered young generating technique of ‘buzz marketing’ was employed 9 adults to be of great commercial interest. In 1989, Philip to promote tobacco at youth-oriented music festivals Morris International went so far as to refer to 18–25 year- throughout Australia. For example, the Big Day Out 9 olds as the company’s ‘key target group’. As argued by program guide contained a cryptic double-page Katz et al., there is still opportunity to influence young advertisement for something called Discovery World Air 10 adults to begin or continue smoking after the age of 18. (DWA). The advertisement, captioned Length Matters, Further, as Cummings et al. suggest, ‘teens aspire to be featured a youth eating a hot dog and wearing a DWA cap older and more mature than they are’, so recruiting young and shirt. However, if patrons went to the DWA booth at adults ‘to smoke your cigarette brand is perhaps the best the festival they found two glamorous young women 8 way to try to communicate that your brand is the in-brand’. selling a brand of cigarettes for a tobacco company.14 DWA Consequently, the industry began to rely extensively on booths also appeared at other major youth-oriented music bars and nightclubs as one of its strategies for targeting events that summer, including Homebake and Livid. the young adult market.10 Tobacco-related sales promotions in bars and nightclubs have been common in Reeling them in: Smoking in film Australia in recent years.11 Film is arguably the most influential medium among the young. There is strong evidence that seeing smoking in Following are examples of non-traditional tobacco film encourages children to smoke. One study found that promotions that target these younger segments of the non-smoking teenagers whose favourite film stars smoked market. on screen are up to 16 times more likely to view smoking favourably.15 Film producers and actors have been paid NON-TRADITIONAL TOBACCO PROMOTIONS large sums to feature or use tobacco in popular films, Forging links with fashion especially those films likely to be seen by ‘new smokers’ In 2000 and 2001, Philip Morris sponsored the now (that is, young people). The tobacco industry has long infamous ‘Glisten’ series of internet-promoted fashion recognised the power of such product placement. As 104 NSW Public Health Bulletin Vol. 15 No. 5–6 quoted in one particular document from a tobacco • screening of strong anti-tobacco advertisements before company archive: ‘Film is better than any commercial movies that promote smoking. that has been run on television or in any magazine because Opponents of the film classification option have argued the audience is totally unaware of any sponsor that these classifications can play into the hands of the involvement’.16 purveyors of the ‘forbidden fruit’ message. On the other In the United States, despite a 1989 tobacco industry hand, classification would allow parents concerned about commitment to a voluntary ban on product placement in smoking in film to make informed choices about the films, the frequency of placement has increased. Surveys movies their children see. Also, film producers may baulk show more smoking in films in 2000 than in the 1960s, at including smoking if their otherwise G-rated movie is featuring in nine out of 10 Hollywood films.17 In the 13 revised to PG, M or R, because these classifications could top-grossing films of 1999–2000 screened in Australia, have serious effects on receipts at the box office. which are popular among teenagers: Using the criterion of proven efficacy, however, the • 62 per cent had at least one scene containing tobacco strategy most likely to reduce the influence of pro-smoking smoking; messages in film is the placement of strong anti-tobacco • there was an average of four tobacco smoking scenes advertisements prior to the screening of such films.19,20 per film; This strategy can turn on-screen smoking from ‘forbidden 19 • there was a high percentage of visual smoking fruit’ to ‘tainted fruit’ in the eyes of young viewers. incidents connecting tobacco smoking with at least one positive attribute such as enjoyment, CONCLUSION attractiveness, glamour, or power.18 The tobacco industry’s current promotional strategies demonstrate its indifference to the spirit of the Tobacco COUNTERING NON-TRADITIONAL TOBACCO Advertising Prohibition Act and similar legislation. If the PROMOTION industry is sincere in its claim that it does not want young ‘Like the Black Knight who fights on limbless in Monty people to smoke, it would not engage in these activities. Python and the Holy Grail, the cigarette industry never gives in.’11 The apparent determination of the tobacco REFERENCES industry to undermine the spirit of legislation against 1. VicHealth Centre for Tobacco Control. Tobacco Control: A tobacco promotion suggests policy-makers should adopt Blue Chip Investment in Public Health. Melbourne: Anti- similar determination. Cancer Council of Victoria, 2003. A strengthening of the Tobacco Advertising Prohibition 2. Australian Institute of Health and Welfare. 2001 National Drug Strategy Household Survey: State and Territory Act is one approach strongly advocated within the health Supplement. Canberra: AIHW, 2002. Available online at community. Ideally, the Act could be amended to prohibit www.aihw.gov.au/publications/index.cfm?type= the indirect non-traditional advertising described in this detail&id=7821 (accessed 1 December 2003). article. 3. Hill D, White V, Effendi Y. Changes in the use of tobacco One way of countering the effectiveness of tobacco among Australian secondary students: Results of the 1999 prevalence study and comparisons with earlier years. Aust N promotions in NSW would be to amend the Smoke-free Z J Public Health 2002; 26(2). Environment Act 2000 to remove exemptions applying to 4. Brown and Williamson Tobacco Company at www.bw.com/ nightclubs and hotels. Tobacco promotions would be of Index_sub2.cfm?ID=2 (accessed 1 December 2003). little value in these venues if smoking was not allowed. 5. Philip Morris International at www.philipmorrisinternational. NSW does not currently have a system of licensing com/pages/eng/ysp/YSP.asp (accessed 1 December 2003). tobacco retailers. A system that prohibited mobile tobacco 6. RJ Reynolds Tobacco Company at www.rjrt.com/TI/ selling might contribute to the elimination of a range of TIyouthsmoking_cover.asp (accessed 1 December 2003). non-traditional promotions disguised as sales rather than 7. Winstanley M, Woodward S, Walker N. Tobacco in Australia: promotion. Facts and issues. Melbourne: Quit Victoria, 1995. Available online at www.quit.org.au/quit/FandI/fandi/c10.htm (accessed Numerous strategies for countering the promotion of 1 December 2003). tobacco in film have been much debated within the 8. Cummings KM, Morley CP, Horan JK, Steger C, Leavell N- tobacco control community. Two such strategies are the: R. Marketing to America’s youth: evidence from corporate documents. Tobacco Control 2002; 11: i5–i17. • application of Film and Television Classification 9.
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