TEAM D
S =-ICATE PROBLEM AND ANSWER
AI)V-zRTISI.NG A2lTD OTHER RESTRICTIONS
Smoking and He2.lth Issues Conference
Chelwood
5-8 November, 1979.
(Z)
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BATCo document for Province of BritiSh Columbia 28
October 1999


TEAM D
PROBLEM FOUR - ADVERTISING -0D OTHER RESTRICTIONS
In view of the experience, mainly in industrial
countries,
of government restrictions, (advertising bans,
sponsorship
control, packaging rules, etc.), what action is
reco=ended to:
(a) Avoid further restrictions.
(b) Ensure that our priorities are maintained in
negotiations with governments.
(c) Recover lost ground if possible.
W Convince governments that restrictions MA7 be
against
their.interests, as well as those of the industry.
What differences, if any, should we make in our
approach in,
developing countries as opposed to industrialised
countries.
How much reliance should -we place on political
lobbying, and
how much on research and evidence. To what extent
should we
enlist the help of the media, advertising
associations, other
industries, etc., and should -we consider them
allies, neutral
or opponents?
BATCo document for Province of British Columbia 28
October 1999


Problem Four: Advertising and Other Restrictions
These restrictions are the tangible consequences
of the overall
attack on the industry, and therefore all target
groups of the
public were to be considered in our defence.
Because different countries are at different
s-cages of restrictions,
we have listed many of the restrictions in am
approximate likely
order of imposition in the appendix.
Assuming a clean slate to begin with there are
certain essential
preparations which are necessary from the outset.
These must,
include the establishment of an Industry
Association and almost
certainly a Code. This may be necessary in order
to demonstrate
responsibility later on, and enables government to
claim that
they "have done something" - which is what they
need in answer
to pressure groups.
Because the public at large and smoking
acceptability in
general have am obvious impact, we consider that
third party
publicity on the passive smoking issue is also a
necessary pre-
requisite.
Other groups to be prepared beforehand are the
workforce, the trade-
union, the Agencies, the farmers and the media
owners who will be
required in the defence activities and who could
be persuaded to
contribute to saving one of their most impor,:ant
sources of
business.
Once Government approaches to this industry
beg-_4z the selection
of countermeasures will depend on the precise
approach used.
aovever, almost any situation will require the
presentation of the
METRA report and a prepared defence against the
spurious charge of
social cost. Esvecially in less developed
countries personal contact
can often be wor-.h more than all other aefence
measures put together,
The argument 'against over restriction by
Government generally will
normally need to be made over the heads of tte
government to the
public at large, as in California, but different
political
climates may make this more or less feasible and
productive. In
less develoced countries this method might also
Intaganise the
Government.
In submitting this general defence package we
recognise that each
territory will not only have to select its moves
but also its
timing of each move. While each restriction needs
to be anticipated,
care must be taken not to encourage the Government
to advance the
next one. A low key approach is more likely to be
appropriate in
less developed countries.
The chances of regaining lost ground seem slim,
but if it can be
shown after a period that restrictions have had no
impact on volume,
attempts to reverse legislation can first be
directed against
the more silly and impractical restrictions such
as those
covering public smoking. Subsequent research
successes may permit
further zp~proaches.
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BATCo document for Province of British Columbia 28
October 1999


- 3 -
The appendix also slu-narises action to try to
convince the
governments that restrictions can be to their
disadvantage. Again,
the importance of some items will vary according
to political
sensibilities. In less developed countries an
appeal on civil
liberties is most unlikely to be advantageous,
while the loss
of revenue aspect will be an immediate
consideration. Similarly,
the cost and practicability of administration will
receive
varying receptions.
Throughout the passage of negotiations down our
list of restrictions
the individual attitudes of ministers and senior
civil servants
will be important, as will be the degree of
reaction bythe
bureaucrats towards the crusade of the zealots.
CX-1
BATCO document for Province of British Columbia 28
October 1999


Flip Charts
PUBLIC AFFAIRS PROGRAZIE
1. IDF-NTIFY TARGET GROUPS.
2. FORM 121MUSTRY ASSOCIATION ( IF NOT IN
EXISTANCE)
3. DEVELOP I',IMUSTRY CODE.
4. SPECIFIC ACTION:
METRA
PASSIVE SMOKING
SOCIAL COSTS
INDUSTRY/COXPANY IMAGE AND ECONOMIC IMPORT-LITCZ
-AND
SOCIAL ACCEPTABILITY
SMOKER REASSLTEANCE
LOBBYING/PERSONAL CONTACTS
ASSOCIATED PRODUCTS/CORPORAT-r IMAGE
TARGET GROUPS
GOV'ZILITMENT
VUBLIC
FINANCIAL
COHMERCI-IL
INTER2XAL
OVERSEAS
ALLIES
BATCo document for Province of British Columbia 28
October 1999


COMMUNICATIONS RESTRICTIONS
T.V.
RADIO
CINEMA
PRESS
OUTDCOR
POINT OF SATIV
SPONSORSHIP
PRCMCTIONS
CONSL'dER CONTACT (SAMPLE/GIVE AWAYS)
ILI= RESEARCH
BUDGET RESTRICTIONS
CD
C--
BATCo document for Province of British Columbia 28
October 1999


PRCDUCT RESTRICTIONS
IMAT TH WAJININGS
DELIVERIES ON PACKS/ADVERTISING
LEAGUE TABLES
DIFFERENTIAL TAXATION
LIMITS ON DELIVERY LEVELS
SALES - VENDING
ACE LIMITATIONS
OTHER RESTRICTIONS
SMOKING IN PUSLIC PLACES
TAX~-ITIGN
BATCo document for Province of British Columbia 28
October 1999


ACTION TO CONVINCE GOVERNMM S
RESTRICTIONS AGAINST THEIR INTEREST
AND TO CHANGE/NOT INITIATE
1. WE NEED TO MAI.%"AIN INFORZATION TO SMOKERS ON
NZW/LOWER DELIVERIES
FILTERS
PRICES
2. EXCESS M CONTROLS VERSUS CIVIL LIBERTIES.
3. COST/PRACTICABILITY OF ADMINISTRATION.
4. LOSS OF REVENUE.
5. HEALTH RESEARCH.
6. COMMOMISE.
C7 \
BATCo document for Province of British Columbia 28
October 1999