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ASH/ Industry conduct/ Tobacco Explained: 4. Advertising
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Tobacco Explained

4. Advertising

    I am always amused by the suggestion that advertising, a function that has been shown to increase consumption of virtually every other product, somehow miraculously fails to work for tobacco products.

    Emerson Foote, former Chairman of McCann-Erickson, which handled US$20m of tobacco industry accounts expressing incredulity at the claim that tobacco advertising has no impact on the number of cigarettes smoked and, hence, the harm caused.

4.1 Summary

      The first cigarette advertisements unashamedly pushed either reduced risk, health reassurance or even health "benefits" of smoking a specific product. By the forties, these were being criticised for being deceptive – and by the fifties the most successful advert of the modern era, the Marlboro Man, had been born.

      In the sixties, manufacturers were using adverts to deny that their products caused cancer.

      The tobacco industry has repeatedly asserted that banning advertising would be an infringement of "commercial free speech", but has never answered the criticism that much of its advertising was misleading.

      The industry maintains that the only reason for advertising is to make current smokers switch brands, it does not effect overall consumption, nor entice youngsters to start smoking – the undeniable evidence that the industry targets youth is in a separate section.

      As cigarettes adverts were banned on television, first in the UK and then in the US, companies looked to sponsorship of arts and sport to circumvent the bans. They have adopted the same line for sponsorship as advertising – it does not affect overall consumption.

      The industry also introduced "brand stretching" as ways of circumventing bans on advertising and sponsorship in the early 1980’s and still uses the concept to this day. Earlier this year BAT announced a new Formula One racing team, to be called British American Racing.

      In June 1998, the European Union will pass a directive banning tobacco advertising, sponsorship and promotion in a staged phase-out by 2006.

       

4.2 What is known - key facts on advertising and smoking

US Surgeon General - how advertising affects consumption

  1. By encouraging children or young adults to experiment with tobacco and thereby slip into regular use
  2. By encouraging smokers to increase consumption
  3. By reducing smokers’ motivation to quit
  4. By encouraging former smokers to resume
  5. By discouraging full and open discussion of the hazards of smoking as a result of media dependence on advertising revenues
  6. By muting opposition to controls on tobacco as a result of the dependence of organisations receiving sponsorship from tobacco companies
  7. By creating through the ubiquity of advertising, sponsorship, etc. an environment in which tobacco use is seen as familiar and acceptable and the warnings about its health are undermined.

 

3.3 What the industry said and what it knew

Physicians and athletes

 1929: Lucky Strike advertisements claim that

"20,679 physicians have confirmed the fact that Lucky Strike is less irritating to the throat than other cigarettes" and that "Many prominent athletes smoke Luckies all day long with no harmful effects to wind or physical condition 4.

Nose and throat

 1939: "Philip Morris – a cigarette recognised by eminent medical authorities for its advantages to the nose and throat" 5.

Throat irritation

 1942: The latest Philip Morris advert says : "Inhaling need not mean throat-irritation for you" 6.

More doctors

 1946: 23 December: RJ Reynolds runs an advert in Life Magazine "More Doctors Smoke Camels Than Any Other Cigarette" 7

No irritation

 1949: The latest Camel advert says: " Not one case of throat irritation due to smoking Camels!" 8.

Deceptive advertising

 1950: March The US Federal Trade Commission declares RJRs' adverts to be false and deceptive. For example, claims that smoking Camels

"renews and restores bodily energy" were "clearly false and deceptive, there being in tobacco smoke no constituent which could possible create energy" 9.

Massive female and young adult market

 United States Tobacco Journal concludes:

"A massive potential market still exists among women and young adults, cigarette industry leaders agreed, acknowledging that recruitment of these millions of prospective smokers comprises the major objective for the immediate future and on a long term basis as well"10.

Health protection

 1952: Lorillard advertises Kent by stating:

"If you think you are among those sensitive smokers – if you worry about the harmful effects of smoking …No other cigarette approaches such a degree of health protection and taste satisfaction." 11.

Enter the Marlboro Cowboy

 The Marlboro Cowboy is chosen to advertise Marlboro cigarettes, "because he is close to the earth. He’s an authentic American hero. Probably the only one. And it worked".

The advertising agent responsible said "We asked ourselves what was the most generally accepted symbol of masculinity in America."   12

Deceptive advertising

 1958: The US House Government Operations Committee says the industry has "deceived" the public through their advertising of filter-tip cigarettes:

"Unfortunately, the much publicised health protection – that is, less nicotine and tar – was an unpublicised causality. The filter cigarette smoker is, in most cases, getting as much or more nicotine and tar from the filter than he would get from the regular cigarette the advertisers have persuaded him to abandon – for his health’s sake"13.

FTC Unfair and Deceptive advertising

 

 22 June: The US Federal Trade Commission publishes its proposed "Trade Regulation Rule for the Prevention of Unfair or Deceptive Advertising and Labelling of Cigarettes in Relation to the Health Hazards of Smoking .." "To allay anxiety on the … hazards of smoking, the cigarette manufacturers have made no effort whatever, and have spent nothing, to inform the consuming public of the mounting and now overwhelming evidence that cigarette smoking is habit-forming, hazardous to health, and once begun, most difficult to stop. On the contrary, the cigarette manufacturers and the Tobacco Institute have never acknowledged, and have repeatedly and forceful denied, that smoking has been shown to be a substantial health hazard" 14.

TV ads banned

 1965: 1 August: Cigarette advertising is banned on the television in Britain. 15

Warnings

 US cigarette labelling law passes Congress, requiring health warnings on packets. 16

Smoking is the hallmark of integrity

 ~1965: A "strictly confidential" report by two scientists Francis Roe, an independent tobacco consultant, and M C Pike, states:

"Advertising aims to do precisely the opposite from that which we suggest parents, doctors and teachers should be doing: […] Ultimately, it is hardly to anybody’s advantage to ignore the true facts of the relationship between smoking and health, and the government should be pressed to take action at least against this type of advertising" 17.

Ads should say no scientific evidence of causation

 10 November: B&W’s Vice President, J.W. Burgard, writes to Tiderock Corporation, B&W’s PR company:

"I think we should give immediate attention to the possibility of running ads stating, in effect, that there is no scientific evidence of a causal relationship between smoking and lung cancer" 18

Project Truth: Defending Free Speech

 October: Advertising Agency Post-Keyes-Gardener starts work on Project Truth for B&W, an advertising campaign aimed at decision makers, shifting the argument from undercutting the science to one of "rights". Under the heading "Who’s Next?" the Agency prepares an ad and booklet saying:

"The cigarette industry is being maliciously, systematically lynched. Who is to say it won’t happen elsewhere? …Its more than cigarettes being challenged here. It’s freedom. We will continue to bring to the American people the story of the cigarette and any other legal product based upon truth and taste. We believe that free speech and fair play are both the heritage and promise in our society of free and responsible enterprise" 19.

TV ads banned

1971: 1 January: Cigarette advertising is banned from television in the US 20

Advertising effects sales

 1972: November: A study by the Centre for Industrial Economic and Business Research at the University of Warwick into "Advertising and the Aggregate Demand for Cigarettes: An Empirical Analysis of a UK Market" concludes that: "Our results suggest that advertising has had a statistically significant effect on the expansion of sales .. The ability of advertising to influence decisions not only in the current period but also in future periods causes the ten per cent increase in it [advertising] to lead to an eventual 2.8 per cent increase in sales" 21 .

Sponsorship no effect

 1976: 23 March: Imperial: "Our experience is that sponsorship has no effect on the total size of the cigarette market" 22.

Resist restrictions

 December: A BAT Board Plan on Smoking and Health stipulates that "we should resist restrictions on media advertising but should recognise at the same time that an intransigent attitude could hasten a total ban" 23.

Editors silenced by ad spend

 1978. A survey shows that advertising expenditures also prevent hostile editorial comment. "In magazines that accept cigarette advertising, I was unable to find a single article, in seven years of publication, that could have given readers any clear notion of the nature and extent of the medical and social havoc being wreaked by the cigarette smoking habit ... advertising revenue can indeed silence the editors of American magazines" 24.

Beam into a banned country

 May: BAT executives attend a five day conference on marketing. "As advertising bans tend to fall unevenly on countries within regions, companies should explore the opportunities to co-operate with one another by beaming TV and radio advertising into a banned country" 25.

Explore non-tobacco products to communicate house name

 …Opportunities should be explored by all companies so as to find non-tobacco products and other services which can be used to communicate the brand or house name, together with their essential visual identifies. This is likely to be a long-term and costly operation, but the principle is nevertheless to ensure that cigarette lines can be effectively publicised when all direct forms of communication are denied" 26.

Activities young people aspire to

 Imperial’s "Player’s Filter Creative Guidelines" for the year stipulate that:

"the activity shown should be one which is practised by young people sixteen to twenty years old, or one that those people can reasonably aspire to in the near future." 27

Portrait award

 Chairman of Imperial Tobacco, Andrew Reid, explains the reasons behind his company’s sponsorship of the "Imperial Tobacco Portrait Award":

"For a number of years we have felt strongly committed to supporting the arts because the cultural life of this country has greatly influenced the way in which we, as a nation, have developed. It also gives us in the tobacco industry an opportunity to make contacts outside the industry - an activity which greatly enhances the everyday running of our business." 28.

Targeting the black community

 A marketing plan for RJR outlines that:

"The majority of blacks ... do not respond well to sophisticated or subtle humour in advertising. They related much more to overt, clear-cut story lines". 29

Kim sports wear

 The Kim Top line range of sportswear, is launched just before Wimbledon. The US tennis star, Martina Navaratilova wins Wimbledon in Kim colours. 30

Smoky Rambo

 April: The actor Sylvester Stallone agrees to smoke B&W cigarettes in five upcoming movies, including Rhinestone Cowboy, Godfather III, Rambo, 50/50 and Rocky IV, for $500,000. B&W later terminates the contract due to disappointing results. 31

Cinema pull-out

 8 November: B&W discuss pulling out of the practice of placing cigarettes in movies because, in part,

"the use of any cigarette by a movie hero advertises all cigarettes. So let the competitors help advertise our brands in this way" 32.

Rationale for sports sponsorship

 September: Wayne Robertson, RJR:

"We’re in the cigarette business. We’re not in the sports business. We use sports as an avenue for advertising our products .. We can go into an area where we’re marketing an event, measure sales during the event and measure sales after the event, and see an increase in sales." 33.

No influence unless you are a smoker

 March 1986: Clive Turner, Tobacco Advisory Council, states the not-so-obvious:

"Certainly no tobacco advertising is concerned with encouraging non-smokers to start or existing smokers to smoke more and it seems blindingly obvious that, unless you are a smoker, tobacco advertising or sponsorship has absolutely no influence whatsoever in persuading or motivating a purchase" 34

Rise in consumption due to advertising

 April 1987: Leading industry journal, Tobacco International, runs an article on cigarette consumption in Greece which states:

"the rise in cigarette consumption is basically due to advertising." 35

An oversight

 July 1987: Philip Morris notices the hostage to fortune and responds, saying that

"the tobacco industry’s position in advertising is that it may influence the choice of one brand over another but has no effect on consumption …I am sure the statement in question was merely an oversight, but in the current climate of attempts to ban tobacco advertising in nearly all our major markets, it is certainly not helpful if critics can quote a tobacco industry trade journal to support their claims." 36.

Sporting denial

 A. Buzzi from Marlboro:

"There are some people who ..believe that the backing of sport by consumer product companies such as Philip Morris is equivalent to advertising. We do not believe this to be the case at all." 37

Fuzzy feeling

 C Von Maerestetten from Rothmans:

"No one hands over big cheques just to give themselves a warm fuzzy feeling" 38.

Sales increase by 84 %

 Lotus team manager, Peter Warr, talks about the effect of RJR’s investment in the Lotus Formula One team:

"The Brazilian market was a small one for Camel but since the Brazilian Grand Prix its sales have increased by 84 per cent" 39.

Shallow insult

 1988 David Abbott, Chairman of ad agency Abbott Mead Vickers, says:

"I think arguments like shifting brands are just insulting in their shallowness. There is no other category where you can spend between £70 million and £100 million and not have an effect in protecting or increasing the market. I think advertising has certainly slowed down the rate of decline. It has certainly helped to introduce new smokers, be they women or be they in the Third World. The other thing about cigarette advertising, I do think it makes it more difficult for health education in that it makes the Government’s attitude more ambivalent." 40

Cigarette industry talks complete nonsense

 October: Advertising Executive Emerson Foote, former Chairman of the Board of McCann-Erickson, which handled $20 million in tobacco accounts:

"The cigarette industry has been artfully maintaining that cigarette advertising has nothing to do with total sales. This is complete and utter nonsense. The industry knows it is nonsense. I am always amused by the suggestion that advertising, a function that has been shown to increase consumption of virtually every other product, somehow miraculously fails to work for tobacco products" 41.

How do you sell death?

 Fritz Gahagan, once a marketing consultant for five tobacco companies offers insight into his business:

"The problem is how do you sell death? How do you sell a poison that kills 350,000 people per year, a 1,000 people a day? You do it with the great open spaces ... the mountains, the open places, the lakes coming up to the shore, They do it with healthy young people. They do it with athletes. How could a whiff of a cigarette be of any harm in a situation like that? It couldn’t be - there’s too much fresh air, too much health - too much absolute exuding of youth and vitality -that’s the way they do it." 42

Joe Camel

 RJR launches a $75 million a year promotional campaign, the cartoon "Joe Camel", said to "appeal younger, male smokers, who had been deserting Camel in droves" 43 .

Cigarettes are a Licence to Kill

 July: At the opening hearing of the US Subcommittee of the Committee on Energy and Commerce of the House of Representatives, it is disclosed that the cigarette companies spread "their message in ways that do not appear even to be advertisements such as paying to have cigarettes in the movies …for example, Philip Morris paid $42,000 in 1979 to have Marlboro cigarettes appear in the movie ‘Superman II’ and paid $350,000 last year to have the Lark cigarette appear in the new James Bond movie ‘Licence to Kill’ …Philip Morris told us in 1987 and 1988 it supplied free cigarettes and other props for 56 different films." 44

Express feminine independence

 December: An American advertising account executive for a leading feminine cigarette brand states

"we try to tap the emerging independence and self-fulfilment of women, to make smoking a badge to express that." 45

6000 logos

 A study published in the New England Journal of Medicine finds that during the 1989 Marlboro Grand Prix in the US on 16 July 1989 which was broadcast for 94 minutes, the Marlboro logo was seen or mentioned 5933 times, on 49 per cent of the air-time. 46

Turned round free fall

 May 1992: Due to the Joe Camel campaign, Camel’s share of sales among 18- to 24 year olds has increased from 4.4% to 7.9%. One analyst says

"Before the [Joe Camel] campaign, the brand was in free fall. The turnaround has been miraculous" 47.

$8 billion

 Tobacco companies spend $8 billion a year on advertising, promotions and sponsorships in America and Europe. 48

Nothing to do with the young

 8 May: Clive Turner, Tobacco Manufacturers Association:

"Advertising is all about which company gets the biggest market share. It’s nothing to do with persuading young people to smoke" 49.

Committed to banning advertising

 Tessa Jowell, UK Minister of State for Public Health, speaking after the Queen’s speech announces that the government intends to ban tobacco advertising:

"The Government is fully committed to banning tobacco advertising. This is an essential first step in building an effective strategy to deal with smoking" 50.

Nothing to reduce consumption

 Gareth Davies, Chief Executive of Imperial Tobacco, says of Labour’s proposed advertising ban:

"Obviously I am very much against anything that tries to reduce consumption of a legal product that is used by adults …an advertising ban will do nothing to reduce consumption" 51.

Threat to circumvent an ad-ban

 A spokesperson for Gallahers responds to the Government’s announcement on tobacco advertising:

"There are plenty of ways of marketing products without advertising. We have strong brands that we have built up over the years and they will continue to be promoted" 52.

Simply ludicrous

 20 May 1997: Clive Turner, Executive Director of the Tobacco Manufacturers’ Association:

"Can you really imagine that a non-smoker watching a piece of sponsored sport is then going to rush out and start smoking? It’s ludicrous to make such a suggestion. The Government’s prime objective is to reduce consumption. If a ban on advertising comes, that objective will not be reached. It’s as simple as that." 53

Joe goes

 July: RJ Reynolds drops the cartoon, Joe Camel, from its advertising. 54

30 violations

 15 August 1997: The Committee for Monitoring Agreements on Tobacco Advertising and Sponsorship finds 30 direct breaches of the industry’s voluntary advertising code. 55

Use of coffee to promote cigarettes

 1998: 18 January: It is revealed that BAT is thinking of circumventing the EU ban of cigarette advertising and sponsorship by legally promoting their cigarette brand names in new ranges of coffee products. The scheme is already being tested in Kuala Lumpur. Says the shops manager in the Malaysian capital:

"Of course this is all about keeping the Benson and Hedges brand name to the front. We advertise the Benson and Hedges Bistro on television and in the newspapers. The idea is to be smoker-friendly. Smokers associate a coffee with a cigarette. The are both drugs of a type."

BAT confirms it is also looking at selling Lucky Strike clothing, John Player Special Whiskey and Kent travel. 56.

EU votes for a ban

 13 May 1998: The European Parliament votes to ban all tobacco advertising, sponsorship and promotion in stages by 2006 and thereby ensures the advertising directive will pass. The tobacco industry announces that it will mount a legal challenge to the directive. 57.

 

 

References:

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  2. Andrews, RL and Franke, GR. The determinants of cigarette consumption: A meta-analysis. Journal of Public Policy & Marketing 1991; 10: 81-100.
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  9. FTC, 1950 quoted in R. Kluger, Ashes to Ashes - America’s Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris, Alfred A. Knopf, New York, 1996, p130
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  13. New York Times, ‘Deceit’ is Charged on Filter-Tip Ads, 1958, 20 February
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  48. The Economist, The Search for El Dorado, 1992, 16 May, p21 [C.7]
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  53. N. Varley, Tobacco Loophole for Motor Racing, The Guardian, 1997, 20 May, p3
  54. International Herald Tribune, Joe Camel to Become Extinct, 1997, 11 July
  55. Department of Health, Number of Breaches of Tobacco Advertising Agreement Doubles in 12 Months, Press Release, 1997, 8 August
  56. P. Nuki, Tobacco Firms Brew up Coffee to Beat the Ban, The Sunday Times, 1998, 18 January
  57. M. Walker, EU Votes to Ban All Advertising, The Guardian, 14 May, p16

 

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