c,41,z,_d-,,t- tL Cd(;
H.J. SCOTT - Azency Presentation Nice June 1981
There's no need for me to tell you that the
process of marketing
cigarettes is a= increasingly controversial
business, nor that our
ability to use c~onventional methods of
advertising and promotion will
be further const=ained over the coming years.
However, I thiECL there is value in examining the
development of the
controversy, the attack that faces us on a wide
range of fronts at the
moment, the ind%;scry position and the development
of countermeasures;
then to move on :o a more detailed look at the
restrictions we face and
finally, despite a basically gloomy prognosis to
look at the opportunities
there are for us.
Although I will '--e speaking against a worldwide
background most of my
remarks will be founded in a U.K. base. The
anti-smoking movement is
spreading around the world at considerable speed
so I think its fair to
say that what the U.K. does today the rest of the
world will do tomorrow,
if it hasn't alraady done it yesterday.
Through the early years of the twentieth century
the habit of smoking
spread widely. ~_he two world wars incresed the
habit dramatically
among men, and -amen with an Increasing
emancipation also took to the habit.
But it wasn't =:11 1951 that the first major
report linking smoking
and disease was -:ublished in the U.K.
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Agency Presentation Nice ... 2
This was the Doll and Hill study. It -as an
epidemiological study -
that is it was based on statistical studies of
smokers and non-smokers and
studied the frequency that they contracted various
diseases.
In many respects this study is still the basis of
today's anti-smoking arguments.
Smoking continued to increase in the West during
the fifties, although
discussion in scientific circles began to spread
to the general public
via the media.
But in 1962 a major report from the U.K. Royal
College of physicians
was published. Called Smoking and Health it gained
massive publicity.
The report surveyed most of the important work in
the field and made
five major recommendations:
~ Restrictions to be applied to tobacco
advertising
~ Increased taxation on cigarettes
~ Restrictions on sales to children
~ Restrictions on public smoking
~ More information on the tar and nicotine content
for the consumer
Twenty years on these are still the basic points
of the anti-smoking
attack although increased taxation is also being
promoted in many areas.
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Agencv Presentation Nice ... 3
Two years later the United States stepped into the
debate with the
publication of a report "Smoking and Health" by
the U.S. Surgeon General.
And since 1967 this report has been updated
annually.
Since then many government agencies around the
world have followed with
their own reports, all basically supporting the
U.S. and U.K. publications.
The real international momentum against smoking
began in 1970 with the
first of - so far four - WHO conferences. The
World Health Organisation's
23 rd assembly In 1979 was entitled "The
Limitation of Smoking".
The conference covered:
~ How to control smoking
~ Esta'blishment of non-smoking policies
~ Preventing the on-set of smoking
~ Changing smoking behaviour
~ Influencing public attitudes.
and Importantly,
~ Promotion of international co-operation.
The comference was marked by the more professional
organisation of the WHO
Secretariat which became an active publicity
generator. Secondly there
was a much greater resolve amongst the delegates -
and particularly
those from the Middle East and some African
countries - to take aciton
an the conference theme of "1980 the year of the
non-smoker".
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Agency Presentation Nice ... 4
That very briefly is an outline of the type of
anti-smoking pressure
that has been building up around the world for
some time.
In the face of this criticism the Industry
position has been defensive,
in the extreme. It's fair to say that the industry
just did not know
how to react to the initial studies, its response
was to keep a low
public profile and to initiate its own and
Independent research over a
period of time.
The results of that rese.rch have, in very
simplistic terms Indicated
that the case against smoking is not proven. Cause
and effect
relationships between smoking and various diseases
have not been established.
However there is a considerable body of opinion,
based on the statistical
associations, that has concluded that smoking is a
cause of certain disease.
It's also fair to say that this opinion has
general public acceptance
in the developed world.
I would like to look at Independent medical and
scientific research
th. he modern cigarette, with its substantially
lower smoke 'deliveries',
tLt -Z-~~ CX_ -f- ~U-
is associated with a lowerCxA=t=tn health. 1 tck
'04
vt.~~ I " _?
-r,~
'-tl.t Mos
'It should be noted t of the acknowledged
authorities I shall
refer to characterise themselves as
'anti-smokers'.
Inf
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Agency Presentation Nice ... 5
First, let me summarise the findings of a number
of major worldwide
epidemiological studies that have been Interpreted
in terms of cigarette
design:
Of all the epidemiological studies to date,
probably the most comprehensive,
and well known, is the so-called "One Million"
prospective study sponsored
by the American Cancer Society - started in 1959
by Dr. E.C. Hammond,
and now continued by Dr. Lawrence Garfinkel, Vice
President of the
American Cancer Society.
The following is a recent direct quotation from a
paper by Dr. Garfinkel
to the 1979 World Smoking and Health Conference:
"Analysis made of the mortality in cigarette
smokers in the American
Cancer Society study showed that there was a small
but consistent
decrease in both men and women in those who smoked
cigarettes with low
tar and nicotine compared to those smoking high
tar and nicotine.
over a 12 year period, the lung cancer rate
averaged 26% lower."
But perhaps the most interesting recent
publication is that of the U.S.
pathologist Dr. 0. Auerbach, of the Veterans
Administration Medical
Centre, New Jersey, who in two periods, 1955-60
and 1970-47, examined
20,425 sections taken at autopsy from the
bronchial tubes of 445 non-lung
cancer deaths. The results were expressed in two
forms.
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Agency Presentation Nice ... 6
First, the percentage of slide sections that
exhibited pre-cancerous
changes that might have developed with further
time into a lung cancer.
Second, the percentage of slides that exhibited
70: or more "atypical"
cells, against classified by smoking habit.
In a joint presentation of the findings at the
1979 Cold Spring Harbour
Conference, which was entitled 'A Safe Cigarette'
, the authors concluded
with the statement that "The tenfold decrease in
carcinoma- in-s itu
observed in this study, we believe, has tremendous
signifcance in the
future of lung cancer in the U.S."
In a discussion of the paper Dr. Gio Cori, a
Deputy director of the
U.S. National Cancer Institute, commented: "And
perhaps what we see
here is the forerunner of what we will be seeing
in epidemiology in a
few years from now."
A further comment on the Auerbach findings, and on
the general subject
of the reported decreasing incidence of
smoking-associated diseases,
was given by Dr. Richard Peto, Reader in Cancer
Studies at oxford
University, in an article published in "Nature" on
27 MarAch 1980:
"Smokers of 'Less Dangerous' cigarettes have
already been found in
various epidemiological studies to have disease
rates which are materially
lower than smokers of other cigarettes.
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Agency Presentation Nice ... 7
A more recent comment an lower delivery products
was given by Professor
Doll, Dr. Peto and Mr. Copeland in a paper in the
British Medical
Journal (7 March 1981): "The trends in tar yield
may well explain the
reduction in lung cancer In the U.K. better than
has been suspected hitherto."
Many other independent scientific authorities have
made similar
suggestions that the reduced deliveries of tar,
nicotine and other
components of tobacco smoke are primarily
responsible for a reduced
incidence of smoking associated diseases. It has
been pointed out,
however, by Dr. E.L. Wynder and Dr. D. Roffman of
the American Heart
Foundation, that because of the very long
induction period believed to
be associated with lung disease (20-30-40 years)
any correlation with
the change in cigarette deliveries could only
relate to the early 1960
trend to filtered cigarettes with reduced tar and
nicotine deliveries -
not to the current move started in the mid-'70's
towards even lower
deliveries by means of ventilated tippings, porous
paper and modified
tobacco blends. Thus, they stated in a paper in
the American Journal of
Public Health, November 1980:
"Presently available epidemiological data relate
only to those who
began to smoke cigarettes with high 'tar' and
nicotine yields.
only future studies will demonstrate the risks for
those who initiated and
continued their smoking habit with low yield
cigarettes."
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Agency Presentation Nice ... 8
These arguments have not yet gained general
acceptance and the industry is still
fighting a series of rearguard actions In the face
of pressure from
government and medical authorities.
The threat of legislation is very real in many
markets - and by
legislation I mean control of advertising and
promotion not of legislation
to ban smoking.
Of course, some of our opponents would like just
that. But it is
generally accepted by governments that prohibition
would be impossible.
Ha;ing gained that acceptance the industry
generally - and the U.K. in
particular has advoctated that a system of
voluntary agreements between
industry and government is the beat way of
conducting our affairs.
The complex structure of controls in the U.K. -
outlined here - contains
only one statutory control - that of the ban on
T.V. advertising
:imposed in 1965. The rest have been accepted by
the industry following
often protracted negotiations with government.
We are now planning as the basis of legislation in
the U.K. from July
1982 when the current voluntary agreement expires.
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Agency Presentation Nice ... 9
Ho,rever, we are aiming to forestall or at least
modify such legislation
in order to retain as much marketing freedom as
possible.
I mentioned earlier that there is acceptance that
smoking will continue.
In our discussions with government we point out
that given that, a
government objective is to reduce tar levels in
cigarettes, the manufacturers
need the freedom to advertise in order to
Influence the move to lower
tar brands. Although these interest the consumer
they do not always
manage to provide anlacceptable smoke.
Seven in ten TJ.K. smokers have tried low tar
cigarettes and gone back to middle
tar, but four in ten still want to make the move.
In order to support this move to lower tar
products advertising is
needed to enhance image, inform of product
benefits and the like.
I've spoken so far about the primary health attack
which developed in
the 60's and became generally accepted in the
70's.
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Agency Presentation Nice ... 10
This is a tribute to the effectiveness of the
anti-smoking campaign;
but within that success were the seeds of failure.
For although the
vast majority ararapt- that smoking harmful the
number of smokers
giving us has not been dramatic.
The smoker has rationalised the dangers against
the pleasures of
continuance. Because of this situation the single
thrust of the arugment
against smoking has been replaced by a multi prong
attack that takes on
the Industry on several levels.
The first of these has been the question of social
acceptability of
smoking. 400 years ago King James I of England
said of smoking:
"It is a custame bothersome to the eye, hateful to
the nose, harmful to
the brain, dangerous to the lung and in the black
stinking fume thereof
nearest ressembling the horrible stygian smoke of
the pit that is bottomless."
In other words it was damaging to health but
secondly an anti-social
unpleasant habit.
Updated versions of the attack come from Health
Education Council campaigns
which concentrate on issues such as:
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Agency Presentation Nice ... 11
These campaigns and ones aimed at promoting social
unacceptability
were not gaining much ground until the,so called
dangers of passive
smoking were highlighted.
This argument) works on the basis that "a smoker
is perfectly free to
kill himself by his habit" but if his smoking
affects non-smokers then
there is good cause for further restrictions on
for example, smoking in
public places.
The arguments to prove the accusations against
passive smoking are not
strong; yet they represent in our opinion the
greatest threat to the
industry over the next few years.
we need to be developing campaign for tolerance by
smoker and non7-smoker
- and this indeed has been done in America. Or to
change the
product itself to provide less, or no, sidestream
smoke. Whatever the
outcome this is an area for close attention and
development in the
coming years.
Q4
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Agency Presentation Nice ... 12
Another area of attack against the industry
focusses on our role as
multi-national. Anti-smokers are of that
persuasion which sees any
multi-national, per se, as bad, and tobacco
multi-nationals as the
worst of a bad bunch.
First we are attacked for exploitation of Third
World famers. The
growth of tobacco prevents the growth of food, it
reduces the national
forests because wood is used in tobacco curing,
and exports are not as
high as they might be - is the general run of
criticism.
In fact little of this is true: tobacco is a good
cash crop generating
money to improve food growing potential; wood is
used but massive
reforrestation programmes have been put in hand by
tobacco companies;
exports do in fact earn valuable millions - $1200
last year for Third
world countries. -
The second Third World attack is an accusation of
double standards in
the advert ising and promotion of our products and
in the delivery levels
of those brands exported to Third World Countries.
There are weaknesses in our defences in these
areas as we are in the
process of putting our house in order but in
general we abide by local
practice and specifically do not promote.the
concept of smoking nor appeal6~'
to children. Also, its broadly true that our
international brands have
similar delivery levels to their domestic
counterparts.
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In a joint presentation of the findings a: -.he
1979 Col'd Spring
Har'-.our Conference, which was enritled'A Safe
Cigarene", the
authors concluded with the statement that "The
renfold decrease
in cardnoma-in-sim observed in this study, we
believe, has
tremendous significance in the future of lung
cancer in the US."
In a discussion ofthe paper Dr Gio Got', a Deputy
director of
the US National Cancer Institute, commenced: "And
perhaps
what we see here is the forerunner ofwhat we will
be seeing in
epidemiology in a few years from now."
The paper was published in the New England journal
of
Medicine (22.8.79) jointly by Dr Auerbach and by
Drs Hammond
and Garfinkel ofthe American Cancer Socie:-i - but
only after
the latter co-authors had satisfied themselves
about the accuracy of
the findings through repeat checking and by an
independent
-mination ofa sample ofthe slides by another
person.
A further comment on the Auerbach Findings, and on
the
general subject ofthe reported decreasing
incidence ofsmoking-
associated diseases, was given by Dr Richard Peto,
Reader in
Cancer Studies at Oxford University, in an article
published in
"Nature" on 27 March 1980:
Smokers of'Less Dangerous' cigarenes have already
been found in various epidemiological studies to
have
disease rates which are materially lower than
smokers of
other cigarettes.
At autopsy they have far fewer 'Pre-2,Ntalignant'
histological changes in their bronchi and, perhaps
due to
the changes in cigarette composition 10 or 20
years ago,
male lung cancer death rates in early middle age
are now
decreasing in North America, in Britain and in
Finland.
A more recent comment on lower delivery products
was
given by Professor Doll, Dr Peto and Mr Copeland
in a paper in
the British Medical Journal (7th March 198 1):
"The trends in tar
yield may well explain the reduction in lung
cancer in the U.K.
better than has been suspected hitherto."
Many other independent scientific authorities have
made
similar suggestions that the reduced deliveries of
tar, nicotine and
other components oftobacco smoke are primarily
responsible for a
reduced incidence of smoking
, associated diseases. It has been
pointed out, however, by Dr E L Wynder and Dr D
Hoffman of
the American Heart Foundation, that becaust. ofthe
very long
induction period believed to be associated w-ith
lung disease
(20-30-40 years) any correlation with the chaage
in cigarette
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deliveries coLld only re!ace to the early 1960
crend to E,_-red
cigarettes with reduced car ard nicotine
deliveries - not to the
current move started in the mid-'70s towards even
lower deliveries
bv means ofvencilated rippings, porous paper and
modified
tobacco blends. Thus, thev stated in a paper in
the American
journal ofPublic Health, November 1980:
Presently available epidemiological data relate
only to
those who began to smoke cigarettes with high'tarl
and
nicotine yields.
Only future studies will demonstrate the risks for
those who initiated and continued their smoking
habit with
low yield cigarettes.
One way that has been suggested to rest the basic
hypothesis
that low delivery cigarettes are associated with a
low health risk is
to carry out a major comprehensive prospective
epidemioiogical
survey - in which groups of people who had chosen
to smoke (a)
low delivery c~garertes, and (b) higher delivery
cigarettes
throughout most ofthe 1970s were documented, and
then their
smoking habizs and their health followed for at
least 10 years.
However, there are serious questions about
conducting such a
test, cg the large number of subjects that would
be necessary,
difficulty dgerting reliable data, the
self-selection ofsubjects, the
greatly differing environments, the organisation
and the cost.
Before leaving the subject of epidemiological
evidence
relating to smoking and health, it is pertinent to
note the recent
study ofc. 16,000 men aged 35-64 years who
attended the EUPA
Centre, London, for comprehensive health-screening
mminarion
between March 1975 and Dec:mber 1978. In a paper
published
by Dr A Bailey in "ne Lancet" on 18 October 1980 -
in
collaboration with Dr Nicholas Wald ofthe Cancer
Epidemiology
and Clinical Trials Unit, University of Oxford -
Vitamin A
(retinol) levels in 86 subjects who had developed
cancer were
compared with 172 controls who ha.d not developed
cancer.
The following was the striking finding:
Low retinol levels were associated with an
increased
risk ofcancer. The association was independent of
Age
Smoking habits
Serum-cholesterol level
and was greatest for men who developed lung
cancer.
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Changqsin
cigarette desim
Permeable Paper Tobacco Air Vents Filter
Air Air
_
_
7
~
Smoke
7 _7
7
I in-
7 1
Itered
and
diluted
with air
I think it may be of interestat this stage to give
some facts
regarding lower delivery cigarettes. The
present-day cigarette
looks physically almost identical to the cigarette
of the past.
But the deliveries of the components considered
harmful in early
cip
, rettes a-re very different from those in the
average modem
cigarette - and vastly different from those of the
advanced
cigarettes which are available in many countries.
First, some statistics about how the
"sales-weighted" average tar
and nicotine deliveries have chariged
significantly since the
mid-1960s:
I K
TIR
The main features ofa modern low delivery
cigarette, with
ventilated tipping, is illustrated below:
SALES -GHTEDTAR
%
%
%
L
%
%
%
%
%
%
J 7NICO-E
j
-1 72 74 'i 71
C
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Astency Presentation Nice ... 16
Freedom to do business:
The controversy surrounding cigarettes is well
known. The cigarette
remains a legitimate product in society and,
therefore, manufacturers
should be allowed to market the product by all the
legitimate methods
open to the product categories.
In order to best defend itself around the world,
the industry has taken
the view that it is better to speak with one voice
rather than as
separate manufacturers.
At an international level the manufacturers are
represented by Infotab:
It has seven member organisations. They are -
British-American Tobacco
Co. Ltd.9 Gallaher Limitedq Imperial Tobacco
Limited, Philip Morris
Inc., H.F. & PH. F. Reemtsma, R.J. Reynolds
Tobacco Company and Rothmans
International Limited.
Infotab supports national tobacco manufactures'
associations and individual
companies in dealing with issues related to
smoking. Serving principally
as a clearing-house for information, including
data from independent
scientific research funded by the tobacco industry
in a n-ber of
countries, the organisation co-ordinates industry
efforts an matters
of common interest with particular regard to
smoking as a social issue.
Infotab does not deal with matters connected with
the marketing of
tobacco products or other issues of a competitive
or commercial nature. U4
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Agency Presentation Nice ... 17
Various committees look after key areas such as:
Social Acceptability Working Party
EEC Consumerism Task Force
Developing Countries Croup
Defence of Advertising Comittee
At national levels there are the NKA's like
Britain's TAC or America's Ti.
I now want to turn to the threats which we face in
the coming years.
These fall into two areas of commercial and health
related.
Firstly commercia.1 problems. Throughout the world
attention is being
focussed on the industry under three major
categories.
1) Promotional restrictions
Advertising and sponsorship must be considered to
have a limited
life and may be the subject of legislation in many
markets.
2) Dut,,
Most governments are aware of the value of the
revenue from
tobacco and are prepared to use duty increases as
a fiscal
measure against smoking, but unlikely to depress
demand sufficiently
to adversely affect revenue. U.K. approach may
however question the
validity of this statement.
3) Product modification
Following RCP and WRO guidelines more governments
can be expected to
impose de-livery limits: e.g., Saudi 15: 1 mg
tar/nicotine and also specify
on packs and advertisements.
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Agency Presenzation Nice ... 18
Secondly smoking issues will continue to spark
controversy. We do not
anticipate an7 conclusive new research to indict
or reprieve smoking in
the foreseeable future. Smoking issues, whilst not
neglecting the
primary health arguement will therefore
concentrate on other areas.
These are:
1) Passive smoking
White and Froeb, Hirayama a papers have given the
first scientific support 1:,r2( ~h of passive
smoking. Other research
has questioned this but the issue does remain
live.
2) Youth campaigns
Significant shifts in the opinions of young
smokers seem to indicate
the possibilities of a "non-smoking generation".
3) Smoki=g restrictions
Will increase socially and as part of planned
prohibition in public
places.
4) Social unacceptability
Will increase due to mounting pressure.
Against this the industry is still having great
difficulty in presenting
a credible co=ter position. Work is however
developing and the U.K.
is showing signs of the work that lies ahead.
1) Allies
We are beginning to rally our allies and generate
third party support.
Areas for support are:
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Agency Presentation Nice ... 19
Tobacco Trade
Advertising industry - agencies
Related trades - drinks
Media
Trade Unions
2) Lobbying
We are developing our case to M.P.s and civil
servants relying
strongly on the Freedom issues.
3) Open campaigning
Corporate communications on behalf of the industry
are being investigated
which may vary from booklets on various issues to
a full blown
corporate advertising campaign.
4) Consumer pressure group
Activity to get a consumer pressure group working
effectively has been
centred on an organisation called FOREST.
Problems: Credibility
Staff
Opportunities: Freedom to comment
Lobbying potential
Hass Publicity
5) Medical opinion
Developing concept of the "changed cigarette" with
BMA etc.
In my final section I want to look aE some of the
increased restrictions
we are facing and despite this- restrictive
environment some of the
opportunities that are posed.
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Agency Presentation Nice ... 20
Advertising
The restrictions on advertising come in two ways:
either there are media
constraints or regulations concerning creative
content.
Industry, policy is to maintain media whenever
possible and we are quite
prepared to accept strict creative restrictions in
order that we can
continue to communicate.
Promotions
These can attract unfavourable publicity and
consequent outlawing if
they are too blatant. Promotions must be created
which though effective
in consumer terms, do not pre-empt adverse
reaction.
Herchandising
Generally seems to escape attention but as we have
seen with window
displays in the U.K. excess exposure can result in
a crack-down.
other goods
Again there are dangers of being "too successful"
and care should be
exercised to never appeal to younger market.
Commercial opportunities
Current
1) There are obviously product and advertising
opportunities for the
"changed cigarette".
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Agency Presentation Nice ... 21
2) The no sidestream brand may attract attention.
Future
Parallel advertising
Satelite Television
Private video
New pack design
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Agency Presentation Nice 22
In summary then, how do all these issues -affect
the advertising agency
and what can the Agency contribute?
Basically the Agency is or should should be
affected by all these issues.
Understandably, the major concern is to produce
the most effective
creative proposition for the clients' brands and
the most persuasive
advertising execution. However, in an environment
where smoking issues
are becoming Increasingly aired in public, it is
essential that these
are taken into consideration by those involved in
communicating -with
the public.
Taking the basic smoking and health controversy
first, all of us are
either smokers or non-smokers and all of us are
capable of taking up a
position. Hopefully, by being prepared to work
with the tobacco
industry, that position is a positive one.
Whether either personally or as an Agency you
accept that there is a
link between smoking and various diseases or that
the case is not proven
and a controversy still exists, you have
presumably not adopted the
anti-smoking view that smoking at the very least
should be confined to
consenting adults in private.
As one of the industry's main allies, therefore,
we would ask you both
in your personal and business capacities to lobby,
not only to protect
the tobacco industry, but also your own. Apart
from the considerable
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Agency Presentation Nice ... 23
revenue derived from tobacco advertising, the
'thin-end of the wedge'
argument would lead us to predict not unseasonably
that once tobacco is
seen off attention will then be directed to
alcohol, toys, cars,
sweets, sugar, butter etc. etc.
What are the arguments to be used. Obviously in
private you can talk
more openly about areas that stated publicly might
cause 'product liability,
warning bells to be rung, for example on
moderation and commonsense.
But we can all talk about
- courtesy/ tolerance between smoker and
non-smoker
- freedom for the adult to choose
- the role of advertisiag in Informing about
brands available,
filter versus plain, lower tar etc. rather than
about smoking
per se
- the benefits of voluntary agreements, compared
to legislation
- the contribution made by the industry to the
economy - revenue,
jobs, exports
Looking at the commercial as oppposed to the
industry side, here are
just some of the questions arising out of the
various smoking issues I
have identified that should be considered in the
development of existing
brand strategies and in new brand opportunities.
We shall obviously be
debating these and many others during the course
of the next few days:
cc
CD
BATCo document for Province of BritiSh Columbia 29
October 1999


Agency Presentation Nice ... 24
Product
How can we create product differences in the low
tar area. Will image
become more important again when products are the
same. How can we
avoid smokers quitting when delivery levels are at
such low levels.
How can we reassure smokers of middle tar brands
not to switch if/when
delivery levels have to be reduced by legislation.
How would we treat
a reduced sidestream product - without affecting
non-sidestream, brands;
protecting BAT/Industry interests; avoiding
'health' claims.
Advertising
In the creative treatment can we provide smoker
re-assurance (i.e.
that smoking is enjoyable). What elements can be
built in to counter
social acceptability problems - tolerance,
courtesy, copy lines.
Where advertising is still permitted without
creative restraint how do
'we avoid 'double-standards' whilst still
remaining competive. What can
be done to ensure adequate brand image/
proposition communication when
restrictions occur. What new media opportunities
can be developed,
ideally exclusively. Do we start a 'tar war' If
none exists - if not
how do we best educate the smoker about delivery
levels.
Finally, whilst we will all strive to retain
marketing freedoms especially
advertising, these may, well disappear around the
world, indeed some
have not already done so. In this situation, what
services can and
should the Agency be providing the tobacco
manufacturer?
CD
CO
BATCo document for Province of BritiSh Columbia 29
October 1999


Agency Presentation Nice ... 25
By establishing an expertise not only on brand
communications, but also
on industry issues generally, the Agency can still
provide a valuable
communications service.
HGC/JT/27.5.8./A2
c0
BATCo document for Province of British Columbia 29
October 1999


ARency Presentation Nice ... 22 (MGC)
In summary then, how do all these issues affect
you our agents and how
can you contribute?
In an envirorment here smoking issues are becoming
increasingly aired
in public, it Is essential that these are taken
into consideration by
those involved in communicating with the public
either by selling or
promoting our products.
Taking the basic smoking and health controversy
first, all of us are
either smokers or non-smokers and all of us are
capable of taking up a
position. Hopefully~ by being prepared to work
with the tobacco
industry, that position is a positive one.
Whether either personally or as an Agent you
accept that there is a
link between smoking and various diseases or that
the case is not proven
and a controversy still exists, you have
presumably not adopted the
anti-smoking view that smoking at the very least
should be confined to
consenting adults in private.
As one of the Industry's main allies, therefore,
we would ask you both
in your personal and business capacities to lobby,
not only to protect
the tobacco industry, but also your own. Apart
from the considerable
00
-P-1
4 ~:b
BATCo document for Province of British Columbia 29
October 1999


Agency Pre-s-utation Nice ... 23 (MGC)
revenue derived from tobacco advertising, the
'thin-end of the wedge'
argument would lead us to predict not unseasonably
that once tobacco is
seen off attention will then be directed to
alcohol, toys~ cars,
sweets, sugar, b.tter etc. etc.
What are the arguments to be used. Obviously in
private you can talk
more openly about areas that stated publicly
might'cause 'product liability'
warning bells to be rung., for ex.a m.ple~ 0!~
~-oderatiof.d commonsense.
But we can all talk about ' . Q-2. co-.,_
courtesy/ tolerance between smoker and-non--smoker
- freedom for the adult to choose
- the role of adve'rtising In informing about
brands available,
filter versus plain, lower tar etc. rather than
about smoking
per se
'.'17he benefits of voluntary agreements, compared
to legislation
the contribution made by tie industry to the
economy - revenue,
Jobs, exports
Above all I think the most important point is to
be aware of the threats that
face our business. Information. is vital, so too
is co-operation with us at
B.A.T. and amongst yourselves. We must be prepared
to form a united front
against what way well be pan-national attacks and
I am sure that with such
co-operation we ran continue to operate
successfully. Gentlemen thant you
for your attention.
MGC/JT/27.5.Bl
co
X~b
BATCo document for Province of British Columbia 29
October 1999