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ASH/ Industry conduct/ Tobacco Explained: 8. Big Tobacco and Women
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Big Tobacco and Women
...what the tobacco industry's confidential documents reveal

Action on Smoking and Health
Cancer Research Campaign
22nd November 1998

Action on Smoking and Health
102 Clifton Street
London EC2A 4HW
United Kingdom
+44 (0207) 739 5902

Cancer Research Campaign
10 Cambridge Terrace
London NW1 4JL
United Kingdom
+44 (0207) 224 1333

1 SUMMARY

2 WHAT IS KNOWN - KEY FACTS ON SMOKING AND WOMEN

3 WHAT THE INDUSTRY SAID AND WHAT IT KNEW
3.1 MARKETING TO WOMEN
3.2 TARGETING YOUNG WOMEN AND NEW SMOKERS
3.3 TARGETING MINORITIES
3.4 TARGETING UNEMPLOYED AND LOW INCOME WOMEN
3.5 WOMEN AND 'LIGHTS'
3.6 WOMEN, SMOKING AND HEALTH
3.7 MARKETING TO WOMEN IN THE THIRD WORLD
4 REFERENCES

Introduction

This report is a supplement to ASH's Tobacco Explained research project which is a survey of thousands of tobacco industry documents that have been revealed in the course of litigation in the United States. For this supplement we have examined the documents that describe the tobacco industry's approach to women. Tobacco Explained is available on the ASH web site at location http://www.ash.org.uk/papers/tobexpld.html

This supplement was the idea of Jean King at the Cancer Research Campaign as a contribution to the Tobacco and Women: understanding the past, changing the future conference held in Paris on 23rd and 24th November 1998. The research was funded by Cancer Research Campaign and was undertaken by ASH.

The work is comprised of summary information and seven sections, each one dealing with a different aspect of the tobacco industry's attempt to target and develop the female market. Section one deals with general marketing strategy; sections two to four deal with the targeting of different ‘segments’; section five looks at the low tar cigarette; section six exposes the industry's attempts to brush aside the health issue, and section seven looks at the targeting of women in the third world.

Targeting women

" … Women smokers are likely to increase as a percentage of the total. Women are adopting more dominant roles in society: they have increased spending power, they live longer than men. And as a recent official report showed, they seem to be less influenced by the anti-smoking campaigns than their male counterparts.

"All in all, that makes women a prime target as far as any alert European marketing man is concerned. So, despite previous hesitancy, might we now expect to see a more defined attack on the important market segment represented by female smokers?"1

The trade journal Tobacco Reporter gives its vision of the future. (1982)

1 Summary

In 1960, 40% of women in Britain smoked cigarettes. For men the smoking rate was 60%. By the mid-1990s, the rate for men had dropped by nearly half to 32%, while the rate for women had dropped by just one quarter to 30%2. In the 1990s, forty years after evidence of the link between smoking and lung cancer first came to light, the rate of female smoking has almost caught up with that of men, (the USA, Australia and other European countries show similar trends). Among teenagers the smoking rate for girls is rising fastest: in some countries they are now out-smoking their male counterparts for the first time in history.

Although still thought of by many as male diseases, rates of lung cancer and heart disease among women have risen to mirror their smoking rate. Women enjoy no mysterious immunity: in some parts of the UK lung cancer now kills more women than any other cancer. Heart disease is Britain's biggest overall killer of women.

The causes of these trends are complex. Factors such as the changing position of women in society, their increasing social and economic independence and the past failures of the anti-smoking lobby and health promotion agencies to present smoking and its effects as a problem relevant to women need to be taken into account.

The key cause, though, is without doubt the vast effort with which the tobacco industry has set out to target women with its products. A specific campaign has aimed to increase the market for cigarettes among women, partly in response to falling demand among men, but also simply to expand the market.

The tobacco industry spends vast sums of money each year persuading people to take up or continue smoking. In its own words, the industry is "a monster which has to be fed"3. The industry sees women as a territory to be conquered and a large portion of this total expenditure is aimed in their direction. Statistics on cessation, uptake and disease reflect this effort.

Tobacco industry statements, and documents subpoenaed in a series of American legal cases, show how:

2 What is known - key facts on smoking and women

3 What the industry said and what it knew

3.1 MARKETING TO WOMEN

There are no definitive figures on how much the tobacco industry spends world-wide each year on promoting its products. However, some idea can be gained by looking at the figure for a small country like Britain - which ASH estimates to be over £100 million per year13. A large portion of this is specifically targeted at women, while much tobacco advertising targeted at men, or which is non-gendered, also has a powerful effect. For instance, Marlboro, promoted as male brand, is the most commonly smoked cigarette among teenage girls in the USA.

Industry efforts to target women are there for all to see. Since the introduction of Virginia Slims in 1968, there has been an explosion of female-only brands. From free introductory samples to the sponsoring of women's tennis, women are - as the industry says - under 'attack'. In the third world, where restrictions are more lax, the industry sponsors raves and discos in which people (often young girls) are employed to hand out free cigarettes to girls and young women.

3.1.1 Market segmentation:

The industry segments the market; then identifies specific needs and wants

To carry out its task the industry segments the market and directs different campaigns at each 'section'. This is done so the message can be more subtle, and so it can better exploit the nuances of the market. Although this is standard marketing practice in many businesses, it is important to look at to help gain an understanding of how the tobacco industry go about selling such a destructive and useless product.

A 1980 R. J. Reynolds (RJR) document entitled: "A structural/psychological segmentation of the adult female market", introduces the subject thus:

"Of specific interest are: What are the basic segments - who comprises them? What are the needs and wants of each segment? What symbols or issues are meaningful and relevant to each that could be viewed as positive motivators for their behavior? And finally, what types of products would each be likely to buy?"14

A 'lifestyle approach' targets young women

In an American Tobacco Company document about the development of a new female brand, under the heading 'opportunities' (1983):

"There is significant opportunity to segment the female market on the basis of current values, age, lifestyles and preferred length and circumference of products. This assignment should consider a more contemporary and relevant lifestyle approach targeted toward young adult female smokers."15

3.1.2 Market research:

By identifying women's views and desires, the industry hopes to exploit current trends

The industry has done many in-depth studies of women, both smokers and non-smokers. The function of these studies is twofold. Firstly, to find out more about women so that products can exploit their desires, strengths and weaknesses more effectively. The tobacco companies use the research to find out about women's political views and to understand wide social trends, so that their marketing effort can ride on the back of social movements. The classic example of this is the Virginia Slims campaign, which was launched in 1968, riding the wave of women's liberation.

Secondly, the industry uses the information pro-actively, in order to control and define trends among women, to create needs and desires and to manufacture dreams.

In the words of a consultant to Brown and Williamson: "Women smokers appear more driven by lifestyle and image campaigns."16

… and to predict future trends

In a disturbingly but honestly named document, "Staying Ahead Of A Moving Target: Marketing to Women in the 1990's",

British American Tobacco (BAT) shows the scale of the industry's ambition:

"-Develop a clearer understanding of the attitudes, values and motivations of women today.

"-Understand the impact of social changes in American culture.

"-Identify trends among women as consumers which could relate to lifestyle and purchase behavior.

"-Project future trends and behaviour patterns."17 (1989)

Women are seen to respond well to 'tender' imagery in advertising

An RJR document entitled, "Women's response to advertising imagery", has the following summary:

"With the exceptions of career women and single women who work to support themselves, all female segments in the present study reacted positively to advertising imagery associated with the following dimensions:

-intimacy and closeness
-tenderness and gentleness
-loving
-caring
-sharing

Escape and fantasy appealed to the no work/no choice, Job/Choice/Dual Role, and No Work/Choice lifestyle segments. Career women reacted most positively to imagery associated with elegance and success."18 (1980)

Understanding why women start is crucial in trying to attract new smokers in the future

Another RJR document, dated 1983, is called, "Two focus group sessions to explore attitudes toward smoking & cigarette brands/advertising. Women aged 18-24, Women aged 25-34." The document is a summary of a series of group interviews with women.

"There is greater agreement as to how and why women began smoking in the first place. Beyond the easily recognized pressure of peers, women smoke to indicate passage into adulthood and as part of this transitional period, to exhibit anti-authoritarian behavior:

'I think that women smoke as a social thing. Also it's like a forbidden fruit.'

'And the only reason I started smoking was peer pressure and to show off. Here's this person, walking down the block with a cigarette. You just seemed older.'

'Even when you're younger, you associate it with maturity. They make you believe the ads. They led it toward sophistication.'

'When I was young, I used to feel that it was mature and sophisticated.'"19

3.1.3 Image enhancement:

RJR develops brand that 'stands for contemporary femininity'

An RJR document entitled, "Project AA Analysis of Female Market" states:

"Project AA is being developed to provide the consumer benefit of image-enhancement."

The "premise" is described as: "A brand that enhances/complements the young adult female smoker's image by standing for contemporary femininity."20 (1983)

Women want products that 'provide an escape', 'serve as a reward', says RJR

"To counteract the effects of everyday life, women will look for ways to withdraw and recoup … Also we will see more activities and products that will provide fantasy and self indulgences. Not only will this provide an escape, but it will also serve as a reward … Accessories will not be limited to scarves and handbags or to high priced items, but will encompass anything that extends an image. Women will be buying all kinds of things that give them a lift"21 (1989)

'The Marlboro Woman' market research by Philip Morris

Philip Morris conducted extensive market research on the attitudes of female smokers. In a document called Marlboro Women, a chart shows the different attitude of women smoking Marlboro Reds and Marlboro Lights. Black columns represent Reds, a thin black line Lights. Smokers of Marlboro Lights, it says, are more refined and career orientated22. (1995)

204018041 (Graph)

Brand designed to appeal to 'fashion conscious' women

RJR on its More brand:

"Designed to reinforce its appeal to fashion conscious, younger adult women … These product and packaging modifications will allow the consumer to make a bolder statement about her lifestyle and still enjoy the low tar benefits of MORE Lights 100's."23 (1984)

3.1.4 To Summarise:

Brown and Williamson's conclusion

"Keep it simple. Make them comfortable. To deal with the stress, complexity and speed, they will be looking for relief."24(1989)

3.2 TARGETING YOUNG WOMEN AND NEW SMOKERS

Smoking rates among young women in countries such as the UK, the USA and Australia show that more than any other group, female teenagers are not responding to public health messages. The smoking rates among these groups is either increasing or decreasing more slowly than in any other group25.

The industry has repeatedly claimed that it does not target people under the age of eighteen. It assures us that its marketing is aimed at persuading those who already smoke to switch brands. Its own documents, however, show that the industry sees young women as a growth area and that it is targeting them accordingly.

3.2.1 New Markets

Attracting 'new markets' is a key aim, despite industry's claims that it only targets existing smokers

United States Tobacco Journal, 1950: "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."26

American Tobacco Vice President Charles Mullen: "The company hopes the brand will attract a new market rather than detract customers from its other brands."27(1983)

A title in a BAT document about the supply chain: "Market share protection in mature markets and growth in new markets."28 (1990)

BAT welcomes women 'starters'

BAT, in a document comparing brand performance among men and women: "On the positive side, it is encouraging to note that a sizable gain was made in 1966 among beginning female smokers."29 (1967)

BAT on trends among female smokers: "Female smokers account for 59.4% of the starters. B&W's share of female starters at 53.7% is lower."30(1983)

3.2.2 Young Women

Philip Morris is proud to capture teenagers and young women

 

Philip Morris, taking pride in its Marlboro brand, the most popular brand among young women:

"Marlboro dominates in the 17 and younger age category, capturing over 50% of this market."31

(1979)

Different document, similar boast, in bold capitals:

"Marlboro is contributing 75% of the 18-24 age group in-flow volume among women."32 (1994)

New cigarettes are specifically aimed at young women; young smokers are 'strategically important' to 'long-term growth'

An RJR document analysing the 18-24 year old market:

"The objective for Project AA is to develop a cigarette brand that appeals to 18-24 year old female smokers. The following provides an analysis of the 18-24 year old female market and the opportunity to address these smokers through a new brand … Younger adult smokers are strategically important to RJR's long-term growth; PM's share of market growth over the past ten years has resulted from their success among younger adult smokers and retention of many of these smokers as they have aged."33 (1982)

Companies are direct mailing under-age girls

A hand-written letter received by RJR in January 1991:

"Dear Sirs, You are sending Christmas Cards and Coupons to encourage my 15 year old daughter to smoke. Please remove my daughter from your mailing list."34

 

3.3 TARGETING MINORITIES

Smoking rates follow underprivilege like a shadow, and racial underprivilege is no exception. Statistics show that black people living in a society dominated by whites tend to have a higher smoking rate than their white counterparts. In Canada, only 10% of female university graduates smoke, compared with 40% of unemployed women and 73% of Inuit women. Maori women have the highest rate of lung cancer of any group in the world. In America, rates of lung cancer have increased faster among black women than among white women.

Not targeting black women would be racist and sexist - there should not be a 'protected class'

RJR clears the air on marketing to women and minorities. (1990)

"Different segments of the smoking population have established preferences for taste, packaging, cigarette length, etc. That is why manufacturers offer such a broad range of styles - to meet those expressed wants.

"African-Americans, Hispanics and women comprise a significant percentage of RJR's business. To ignore their business- only featuring white males in our advertising, and only manufacturing styles white males prefer - would leave us open to criticism for racism and sexism, and rightly so.

"We believe all adult Americans are capable of assessing the smoking and health controversy. To say that minorities and women are less capable than white males of deciding whether they want to smoke, and if so, what brand, is demeaning. We do not believe minorities or women should be set aside as a 'protected class'."35

Black women viewed as another market segment; the black population is a 'prime consumer market'

RJR 1983:

"Marketing To Black Women:

"- Blacks are the fastest growing consumer group in America

"- Account for 12% of the population now and population growth has risen by 17% in last ten years

"- Prime consumer market for years to come; one half of all blacks are under twenty.

"- Average black family size, 3.7 people, is 16% larger than average white family.

"- More than 30% of all black households are headed by women.

"- There are 5.1 million black women between the ages of twenty and forty-four, but only 4.6 million black men in that age bracket."36

Kool Milds targeted at black Americans

BAT on the marketing of their 'Kool' cigarettes:

"Aware that cultural differences do exist between the races which tend to create different perceptions even when the same stimulus is used. Kool Milds marketing management has specifically tailored advertising which addresses the nuances inherent, in being black in America today." 37(1979)

  The tobacco industry argues that everyone has an equal ability to make free choices and that it is everyone's 'right' to have 'access' to cigarettes advertising. However, studies show that around 90% of women smokers started before the age of eighteen.38The law already recognises that young people are not free to make choices in the same way that adults are, due to their lack of experience and self awareness.

Moreover, the job of tobacco marketing is not to provide information to assist informed choice. Tobacco advertising is inherently misleading - it suggests a promise of glamour or excitement that the product simply cannot offer. Moreover, advertising for 'lights' or more feminine brands is very deceptive - these products give health reassurance, but offer no significant health gains over ordinary cigarettes. Lights are a con, and so is the advertising that promotes them.

3.4 TARGETING UNEMPLOYED AND LOW INCOME WOMEN

For the tobacco industry, unemployed and low income women represent another market 'segment'. The rate of smoking uptake in this group is higher than for middle class women.

'Virile Females' identified as target

RJR plans to target 18-20 year old women with project VF (virile female): the analysis of the target market is called, "Virile female demographic/psycographic review".

"Age/Gender: Caucasian females, Age 18-20 (secondarily, 21-24)

Education: No education beyond high school

Occupation: Entry level service or factory job.

Employment: Now working at whatever job she can get: high level of unemployment and part-time.

Favorite TV Role: Roseanne, evening soap opera (Bitches)

Aspirations: To have fun with her boyfriend and partying with her friends

How she spends her free time: with her boyfriend doing whatever he is doing.

Interests: Dancing, going to dance clubs & bars (those over 21 or with a borrowed ID), watching television (entertainment they can afford)."39 (1989)

Women are divided into 'blue blouses and white blouses'

A BAT document titled: "Assessment of the Female Target Audience" divides women into blue blouses and white blouses:

"The attached article describes the necessity of segmenting the female market. Of most interest is the segmenting of 'blue blouse’ versus 'white blouse' working women.

"Blue blouse (traditional working woman)

Less educated (high school or less/ some college)
Lower salaries (less than $15,000)
Most likely to have secretarial/clerical job type
Work to supplement family income.
Desire to be pampered, i.e. inexpensive cosmetics/costume jewelry)
"In quantity, the "blue blouse' segment represents the majority of all working women.

"White Blouse (career woman)

Higher salary ($30,000 and up)
Work for personal challenges/rewards/self-expression and growth through careers
Desire for identity and sense of self
Acquires additional education
Committed to their careers
Concerned with professional appearance-upscale attire."

"Conclusion: This information emphasizes the necessity of strategically selecting a specific segment of the female market to target. This data appears to support the early market research results of the "new campaign" i.e. we are using a 'white blouse' campaign to target a predominately 'blue blouse' market. However, it also suggests that our current campaign is more in line with the 'blue blouse' target audience." 40(1989)

Advertising in the right magazines

Philip Morris on the advantages of advertising in romance/fan magazines:

"Skews toward younger, unemployed, lower income woman."41 (1978)

'Prime casualties' of smoking in next century predicted to be the least privileged

"If smoking patterns continue as they are the cigarette will claim most of its future victims from two main groups of women: the underpaid and underprivileged working mothers in rich countries. Among this group are the doubly underprivileged women from minority ethnic groups who are often poor and almost always poorer than white women. Cigarettes are already claiming both women and men who can least afford to smoke, but who are nevertheless amongst today's heaviest smokers. They will continue to be the prime casualties in the next century." Bobbie Jacobson, "Beating The Ladykillers"42.(1986)

3.5 WOMEN AND 'LIGHTS'

"You are smoking the low tar because you are afraid."

"I started out smoking Winston and (then) I smoked True and now I smoke Marlboro Lights and I smoke more of the low tar than I did the other kind because I just need that tobacco."43 Two women speaking at a B&W focus group titled "Low and Ultra Low Tar women". (1979)

'Lights' are smoked by more women than men. Half (48%) of women smokers in the European Union smoke 'lights', while only one third (32%) of male smokers smoke 'lights'. The use of 'light' cigarettes increases with age. In the critical at-risk 45-64 age group, 60% of women smokers smoke 'lights' but only 33% of men smokers44.

In the 1960s, awareness of the cancer risk of smoking became much more widespread. People started to worry about the health effects of smoking and studies show that women were more likely to worry about their health than men. The industry was also worried - worried that people would start to give up smoking. In response, manufacturers developed the 'low tar cigarette', which was promoted not as healthier (to brand one cigarette as healthy would be to admit that the others posed health risks), but as 'smooth', 'mild', 'cool' and even 'refreshing'.

The new cigarettes were targeted largely at women, and as had happened with the filter, women became the majority of users - in 1983, three times as many women were smoking lights in the UK45. How many women would have given up smoking had it not been for this 'softer' option we will never know. What we do know is that the low tar cigarette is part of a strategy to stop or delay smokers from quitting. We know that due to the way the measurements of tar are carried out and the way people smoke, the health benefits of these supposedly 'low tar' cigarettes are negligible or zero.

We also know that certain, previously rare types of lung cancer (adeno-carcinomas) are on the increase. This type of cancer afflicts the tiniest airways of the lungs and has been linked with the smoking of light and ultra light cigarettes and smoker compensation46. (Smoker compensation is the drawing of smoke more deeply into the lungs to sustain nicotine uptake from cigarettes that would otherwise deliver less nicotine.) The increased incidence is borne mainly by women as they constitute the majority of lights smokers. For some teenage girls, lights work in the opposite fashion - the cigarettes serving as a starter before they move on to 'stronger' cigarettes, once nicotine addiction is established. Whether these cigarettes act as a starter, or prevent people quitting, the marketing of the low tar cigarette constitutes one of the biggest and most lethal health scandals of our time.

Mild and low tar brands represent a 'reason not to quit'

Brown & Williamson document on the introduction of a mild and low tar brand:

"Dual Usage: Some concerned smokers could go through a pack of Premier during the day and move to Premier III at night 'to cut down'. Similarly a wife could smoke III and buy Premier for her husband who now smokes Winston. (She'd also have an opportunity to sneak a Premier every once in a while.)"

"Industry Public Relations: B&W makes an effort to accommodate all possible low 'tar' tastes. Gives smoker a choice, might keep a Premier smoker in the franchise longer. Mitigate quitting by offering a choice."

"Provides smoker with a choice and a reason not to quit."47 (1979)

Women are 'more concerned' but 'less likely to quit'

Another B&W document entitled "Female Smoker Survey":

"Females look for more situational cues to smoke. While they are more concerned and worried about smoking, they still report smoking more in social situations and are less likely to quit."48 (1990)

  Philip Morris document on the "New Virginia Slims Lights":

"As America's number one cigarette made just for women, Virginia Slims more than any other brand had a unique opportunity to capitalize on two market trends. Today women make up the majority of low tar smokers. Almost half of all women have switched to a low tar cigarette."49

Women see low tar cigarettes as 'major step' in reducing harm

BAT summarises women's attitude to smoking in, "Social Trends Among Female Smokers":

" 1. Concern about smoking too much.
2. Actively looking for new brands of cigarettes to smoke.
3. Believe there should be different cigarettes for men and women.
4. Report using, at least occasionally, cigarettes for enjoyment.
5. Acceptable if used moderately, cigarettes for enjoyment.
6. Low tar and nicotine cigarette represent a major step in the direction of making smoking less harmful to the health."50
(1981)

But 'lights' are actually a 'scam'

BAT (1978) admits that 'low tar' cigarettes are misleading the public…

[T]here is now sufficient evidence to challenge the advice to change to a lower delivery brand, at least in the short term. In general, a majority of habitual smokers compensate for changed delivery, if they change to a lower delivery brand than their usual brand. If they choose a lower delivery brand which has a higher tar to nicotine ratio than their usual brand … the smokers will in fact increase the amounts of tar and gas phase they will take in, in order to take the same amount of nicotine.

Other resources

See ASH report "Why Low tar Cigarettes Don’t Work and How the Tobacco Industry Fooled the Smoking Public

3.6 WOMEN, SMOKING AND HEALTH

Tobacco smoke does not discriminate. Lung cancer, heart disease, and chronic bronchitis end the lives of up to 50% of smokers, irrespective of whether they inhabit a female or male body. However there are a number of serious health effects specific to women.

It is estimated that 29% of deaths from cervical cancer are caused by smoking51. Smoking and taking the pill in combination can increase the risk of heart disease by up to ten times52. Smoking while pregnant can have serious effects on the health of the baby, and in countries where women's smoking rates are low in comparison to men's, passive smoking disproportionately affects women. (Although smokers themselves are the most exposed to second hand smoke, this is not encompassed by the term passive smoking).

All these dangers have been challenged and denied by the tobacco industry which, in a twisted Herculean effort, always attempts to put profit before public health. As is clear in the following extracts, the industry has also attempted to fuel the myth that women are somehow immune to what have been viewed largely as male diseases - lung cancer and heart disease.

The tobacco industry questions medical findings on smoking and illness

From: "Synopses On Women And Smoking", a document produced by the Tobacco Institute (the US tobacco industry's public affairs body), (1980):

"SYNOPSIS: ORAL CONTRACEPTIVES"

"What is the mechanism of the claimed interaction between oral contraceptives and cigarettes in the production of cardiovascular disease?"

"Given the small numbers of patients with myocardial infarction reported in some studies, how can reliable conclusions about the claimed role of cigarette smoking be drawn from such limited data?"

Studies on diseases related to oral contraceptive use and smoking 'do not establish cause and effect'

"The evidence used to support charges which lay the major responsibility for the diseases associated with oral contraceptive pills on cigarette smoking is based on epidemiological studies. It is indisputable that epidemiological studies do not establish cause and effect relationships … Further, the biological mechanisms for the claimed interaction between cigarette smoking and oral contraceptive pills in the production of disease have not been scientifically elucidated."53

The role of smoking in heart disease 'is unclear'

The same document, on coronary heart disease (CHD) in women:

"What is the experimentally proven mechanism by which smoking 'causes' heart disease?"

" … Risk factor's role, if any, in the causation of CHD is unclear. What is clear is that the cause or causes of heart disease have not been established."54

Connection between smoking and rise of lung cancer in women is seen as 'facile'

On lung cancer in women:

"An initial question is whether the reported increase in lung cancer is real, or is due to factors such as enhanced detection capability. Almost certainly, improved diagnostic techniques and heightened concern about lung cancer have contributed to the increase. Thus, it may be too facile to blame the 'increase' on a greater popularity of smoking among women."

"Other inconsistencies in the data involve lung cancer patterns. The vast majority of smokers do not develop lung cancer of any type. Furthermore, the type of lung cancer most commonly associated with smoking (epidermoid) also occurs in non-smokers. Finally, researchers have noted an increase in the incidence of lung cancer among non-smokers.

"Clearly, suspects other than smoking must be considered in lung cancer development. Among these are air pollution, sex (being male as opposed to female), occupational exposure and family history of lung cancer. Harley concluded, for example, that the incidence of lung cancer is substantially influenced by male sex and nationality, but the role of tobacco is obscure."55

The effect of smoking on the foetus is also questioned

On maternal smoking:

"Do recent papers showing a statistical association between maternal smoking and adverse pregnancy outcome prove that smoking causes these problems?"

"Certain reports in the scientific literature have associated maternal smoking with a variety of pregnancy outcomes. These include low infant birth weight, still birth, prenatal mortality, congenital malformations, spontaneous abortion, and delayed postnatal physical and mental development. These reports do not prove that maternal smoking causes the conditions described."

"Theories regarding the mechanisms by which maternal smoking affects the fetus have included: action of nicotine on maternal uterine vessels; direct action of nicotine on the fetus which may result in increased fetal metabolism and a greater need for nutrients: reduced maternal weight gain, decreased availability of essential nutrients; and chronic fetal hypoxia associated with increased levels of carboxyhemoglobin. However, it must be emphasized that none of these theories has been verified; they are the subject of speculation."

"Current review articles on smoking during pregnancy speak to the need for consideration of the many factors associated with problems of pregnancy … All of these factors must be carefully considered before any conclusions concerning maternal smoking can be reached."56

Blaming smoking for bronchitis 'serves only to stifle essential research'

And finally on bronchitis (Chronic Obstructive Pulmonary Disease - COPD):

"SYNOPSIS: CHRONIC OBSTRUCTIVE PULMONARY DISEASE"

"Of the three main theories concerning the possible mechanism by which cigarette smoking may induce pulmonary disease, has any one of them been established as being true?"

"To describe smoking as 'the' cause of COPD serves only to stifle essential research."57

Why discourage pregnant women from smoking?

Perhaps the industry’s attitude towards women and health is best summarised by a BAT document on public relations policy (1974) A comparison between the draft proposals and the final document reveals the following discrepancy:

Policy proposal:

"Not to encourage smoking
1. By children
2. By pregnant women
3. To excess."

Final policy document:

"Not to encourage smoking
1. By children
2. To excess."58

Perhaps the 'problem' with pregnant women, is that they or their children may sue and this is an acknowledgement of a threat to health. It would be much easier for a lawyer to defend the company being against smoking to excess or by children.

3.7 MARKETING TO WOMEN IN THE THIRD WORLD

"UPBEAT. Amid the gloomy environment, Tobacco Reporter continued to look for the positive in Asia. And guess what! There are reasons for optimism … 'The situation does not fundamentally change the underlying strengths of the market,' an Indonesian source assures us. Rising per-capita consumption, a growing population and an increasing acceptance of women smoking continue to generate new demand."59 Tobacco Reporter editorial about the Asian market. (1998)

In first world countries, smoking rates among women are declining despite the increasing rates among some groups of teenage girls. In third world countries, in which 80% of the world’s population lives, the smoking rate among women is fast on the increase. Between 1970 and 1994, per capita consumption of cigarettes fell by 10% in first world countries while rising 67% in third world nations. By 2030, smoking-related deaths in the third world will have risen a staggering 600% - from one million to seven million deaths per year.

The current uptake of smoking by women will double their death rate by 2020 and could lift the rate of smoking from the current 7%, to 20% by 2024. This preventable epidemic is to a large degree being exported by western companies, which are facing tighter restrictions on advertising and general concerns about the health effects of smoking, which are reducing the cigarette market.

The WHO estimates that, overall, the smoking rate for women in third world countries is around 7% compared with 48% of men. Not surprisingly, women and children are the main target for companies attempting to create new markets. Evidence shows that the companies are using promotional methods illegal in their own countries to target these groups.

China is a particularly interesting case: smoking prevalence among women is among the lowest in the world, and among young women has fallen to just 1%60. For the tobacco companies, this probably represents the single largest marketing opportunity in the world. That marketing opportunity also represents the single largest threat to public health in the world.

Cigarettes for Chinese women 'carve a niche'

World Tobacco reports on the mirroring of western marketing techniques by Chinese firms:

"Despite attracting public criticism, two new Chinese cigarettes targeted at women smokers have carved a niche for themselves since they appeared in the shops. This is the first time that the Chinese tobacco industry has developed products with a particular group of consumers in mind."

Promoted as low tar and slim: 'pretty woman'

"Chahua and Yuren are promoted as low-tar products since they are rated with delivering 12mg and 15mg of tar respectively, lower than the average 18mg delivery of other domestic cigarettes."

"Yuren which is slim and which has a white filter and mild taste. Borrowed from poem written by Dumu, ‘Yuren’ means pretty woman."

Economists are happy about the new market orientation

"More support has come from economists, who have given credit to the two manufacturers for becoming more market orientated."61 (1998)

"China has more than 30 million female smokers, and yet China made no cigarettes specially designed for women in the past, women smokers had to rely on imported and smuggled cigarettes made for female smokers."62

Free cigarettes and Golden Girls to attract new women smokers

Tamsyn Seimon gives an account of her encounter with the "Golden Girls" (beautiful models dressed in gold saris) at a promotional disco for Benson and Hedges in Sri Lanka. Currently only 1% of Sri Lankan women smoke.

"We entered the disco at about midnight. Within a minute, a golden girl approached me, holding out a box of cigarettes: 'Here, take one … Go ahead - I want to see you smoke it now.'

"Glowing Benson and Hedges and Golden Tones Light boxes festooned the walls; the words Benson were written on the wall by a laser beam … The music, a string of Top 10 dance hits from the west, was frequently interrupted by a prize draw … Only the boys could win the bright yellow Benson and Hedges keyrings, shirts and caps since girls held no tickets; admission was 250 rupees for boys, free for girls."63 (1998)

  Philip Morris and RJR are conducting campaigns aim to capture the female market in Hong Kong. In Hong Kong where in 1992 only 1% of women under the age of forty were smokers, there has been a major advertising campaign for Virginia Slims and a tobacco sponsored fashion collection, Salem Attitude, is clearly pitched at young women.64

3.8 References

Note: many of these documents are available on the internet at the following sites:

Tobacco Resolution http://www.tobaccoresolution.com
Minnesota Trial Exhibits http://www.mnbluecrosstobacco.com/

  1. D. Rogers, Overseas Memo, Tobacco Reporter, 1982, February
  2. UK Smoking Statistics, Nicholas Wald and Ans Nicolaides-Bouman, Oxford University Press
  3. R.Morelli, Packing it in, marketing Week, 1991, 28 June, Vol 14, No 16 p30-34
  4. HEA, The Smoking Epidemic: Deaths in 1995, Christine Callum, p26
  5. Putting Women In The Picture, Amanda Amos and Yvonne Bostock, p1, British Medical Association.
  6. Women and Tobacco, p7, WHO, 1992
  7. Women and Tobacco, p1, WHO, 1992
  8. Living In Britain 1996 General household survey, Section 10 p152, The stationary office.
  9. Cigarettes: What Warning Label Doesn't Tell You, Kristine Napier, The American council on science and health 1996
  10. General Household Survey 1994, Office for national statistics
  11. Health Education Authority, UK Health and Lifestyles Survey for 1992
  12. Tobacco or health: A global status report, WHO, 1997, p13
  13. ASH, Fact Sheet 14
  14. R.J.Reynolds Doc Prepared by Decisions Center Inc, A Structural/Psychological segmentation of the adult female Market,1980, March (RJR,50107 3518-3545,Tobacco resolution)
  15. American Tobacco Company,1993 November 17 (B&W/ATC,ATX040017950-ATX040017951,Tobacco Resolution)
  16. Donald White, consultant to Brown and Williamson speaking in Brandweek 1992, September 7
  17. Brown & Williamson, prepared by Geer Dubais, Staying ahead of a moving target, 1989 January (B&W, 300120527-300120531,Tobacco Resolution)
  18. R.J.Reynolds, prepared by BBDO Research, Women's Response to Advertising Imagery, 1980 May (RJR,50195 3153-3265,Tobacco Resolution)
  19. R.J.Reynolds, McCann-Erickson market research dept, Two Focussed Group Sessions To Explore Attitudes Toward Smoking & Cigarette Brands/Advertising, 1983 November (RJR,50083 7415-7423,Tobacco Resolution)
  20. R.J. Reynolds, Project AA Analysis of Female Smokers, 1983 July 19 (RJR, 501759283-9314 Tobacco Resolution)
  21. Brown & Williamson, prepared by Geer Dubais, Staying ahead of a moving target 1989 January (B&W, 300120527-300120531,Tobacco Resolution)
  22. Marlboro Women, July 1995, Philip Morris, Tobacco Resolution 2040180402-443
  23. R.J.Reynolds,1984, June 14 (RJR, 500627236-7237, Tobacco Resolution)
  24. Brown & Williamson, prepared by Geer Dubais, Staying ahead of a moving target, 1989 January (B&W, 300120527-300120531,Tobacco Resolution)
  25. Office Of National Statistics, Results from the 1996 general household survey. Published by the Stationary Office.
  26. U.S Tobacco Journal, Cigarette Executives Expect Added Volume, 1950, (26),3, quoted in US Department of Health and Human Services, Preventing Tobacco Use Among Young People, A report of the Surgeon General, US Department of Health and Human Services, Public health Service, Centres for Disease Control and Prevention, National Centre for Chronic Disease Prevention and Health Promotion, Office on Smoking and health,1994, p166
  27. American Tobacco Vice President Charles Mullen, Quoted in Eden NC News 1983 Nov 10 (tobacco resolution)
  28. British American Tobacco, 1990, page 1 (B&W,294000201-294000218,tobacco resolution)
  29. Brown & Williamson, Kool and Viceroy Performance Compared Among Men and Women, 1967 March (B&W,170051672-170051673, Tobacco Resolution)
  30. Brown & Williamson, Internal Correspondence, Female Smokers, 1983 Dec 21, (B&W, 675206678-675206727,Tobacco Resolution)
  31. Philip Morris, 1979 March 10, Minnesota Trial Exhibit 11808
  32. Philip Morris, 1994 May, (PM, 2060119049,Tobacco resolution)
  33. R.J.Reynolds, Analysis of the 18-24 year old Female Market, 1982 May 7 (RJR,50458 5351-5367,Tobacco Resolution)
  34. letter to R.J.Reynolds received by them in 1991 Jan 4 (RJR,507717536-7538,Tobacco resolution)
  35. R.J.Reynolds, Public Statement on Marketing to Minorities,1990 (RJR,507756290-6290,tobacco Resolution)
  36. R.J.Reynolds, Interoffice Memorandum, Marketing to Black Women, 1983 October 3 (RJR,50402 6558-6560,tobacco resolution)
  37. Brown & Williamson, Prepared by Tri-Ad Plus 2 Consultants Ltd, 1979 June (676081548-676081596,tobacco resolution)
  38. Women and Tobacco, World Health Organizatioon,1992, 1SBN 92 4 156147 5
  39. Advocacy Institute, Women vs Smoking Network, Paper on RJR documents 1989 (tobacco resolution RJR 507641301-1306)
  40. Brown & Williamson, Internal Correspondence, Assessment of the Remale Target Audience,1989 April 14 (B&W, 300206255-300206259,tobacco resolution)
  41. Philip Morris, 1978 September, (PM,1004889255-9263,tobacco resolution)
  42. Bobbie Jacobson, Beating the Ladykillers, Pluto Press 1986.
  43. Brown & Williamson,1979 Febuary, Hawkinc McCain & Blumethal.(B&W,779103789-779103798, tobacco resolution)
  44. European Commission, 1995, Eurobarometer 43.0.
  45. A.Marsh, J.Matheson, Smoking Attitudes and Behaviour. An Enquiry carried out on Behalf of the DHSS,OPCS,HMSO, 1983
  46. Jarvis M. Bates C. Why low tar cigarettes don't work, and how the tobacco industry fooled the smoking public. Report for ASH. Second edition February 1999.
  47. Brown & Williamson,1979 Febuary, Hawkinc McCain & Blumethal.(B&W,779103789-779103798, tobacco resolution)
  48. Brown & Williamson,1990 (B&W,673003195-673003204,tobacco resolution)
  49. Philip Morris, Virginia slims introduces the low tar cigarette made just for women (PM,1005064182-4229, tobacco resolution)
  50. Brown & Williamson,1981 January, Social Trends Among Female Smokers, McCann Erickson Inc,Page 18 (B&W, 677046079-677046106,tobacco resolution)
  51. Health Education Authority, The Smoking Epidemic, Counting the cost in England: HEA 1991.
  52. Health or Smoking? A follow-up report o the Royal College of Physicians, Pitman Medical, 1983
  53. The Tobacco Institute, 1980 January, (Brown & Williamson, 680548502-680548527,tobacco resolution)
  54. Ibid
  55. Ibid
  56. Ibid
  57. Ibid
  58. Minnesota Trial Exhibit 10 602, BAT, 1974, Policies and strategies.
  59. Tobacco Reporter, Summer 1998, Editorial by Taco Tuinstra.
  60. Peto R. et al Emerging Tobacco Hazards in China, Clinical Trial Service Unit, University of Oxford, November 1998. Press release.
  61. World Tobacco, July 1998, article Chinese Smokers Take to Slim Cigarettes, by Li Hui.
  62. Mr Zheng Tianyi, manager of Kunming Cigarette Factory, quoted in above article.
  63. Tamsyn Seimon a tobacco researcher quoted in a World Development Movement paper titled Burning Issue Multinational tobacco marketing 1998.
  64. Source: Magazine of World Development Movement, WDM in Action, Autumn 1998, In the Line Of Fire by Rebecca McQuillan.


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