(B&W) PROTECTED BY MINNESOTA TOBACCO LITIGATION PROTECTIVE ORDER
Cigarette
Advertising Code
of the
CANADIAN
TOBACCO MANUFACTURERS
COUNCIL
Effective January 1, 1972
6SZ125453

PROTECTED BY MINNESOTA TOBACCO LITIGATION PROTECTIVE ORDER
CIGARETTE ADVERTISING CODE OF THE
CANADJAN TOBACCO MANUFACTURERS
COUNCIL
PURPOSE AND INTENT OF THE CODE
The purpose of this code is to establish and con-
firm uniform standards of cigarette advertising
in Canada.
The intent is that Canadian tobacco manufac-
turers voluntarily comply with the code.
ADVERTISING REGULATIONS
Rule 1 -There will be no cigarette advertising
after December 31, 1971, on radio
and television.
Rule 2All cigarette packages produced after
April 1, 1972 shall bear, clearly and
prominently displayed on one side
thereof, the following words: "WARN-
ING: EXCESSIVE SMOKING MAY BE
HAZARDOUS TO YOUR HEALTH" -
"AVIS: FUMER A L'EXCES PEUT
NUIRE A VOTRE SANTE".
Rule 3 -After April 1, 1972, labels carrying the
warning noted in paragraph 2 shall be
made available to operators of ciga-
rette vending machines.
Rule 4- Average tar and nicotine content of
cigarette smoke from any brand of
cigarettes shall not exceed 22 milli-
grams of tar, moisture free weight,
per cigarette and 1.6 milligrams of
nicotine per cigarette.
Rule 5 -No cigarette brand names shall be
used on future cigar or pipe tobacco
products nor shall cigar or pipe to-
bacco brand names be used on future
cigarette products.
Rule 6- The industry will limit advertising ex-
penditures in remaining media to 1971
levels.
Rule 7 - No cigarette brand shall be promoted
by incentive programs offering to the
consumer cash or other prizes. Effec-
tive January 1, 1972, coupons re-
deemable for gifts and related gift
catalogues will not be advertised.
Rule 8 - Distribution of cigarettes free of
charge or on a subsidized basis to
consumers will be limited to new
brand introductions after December
31,1971.
The foregoing shall not preclude free
distribution of cigarettes by manufac-
turers to their employees for their
personal. use, or to consumers in
answer to complaints.
Rule 9- All advertising, the purpose of which
Is solely to increase individual brand
shares as such, shall be in conformity
with the Canadian Code of Advertising
Standards as issued in 1963 by the
Canadian Ad,-ertising Advisory Board.
Rule IO - Cigarette advertising shall be ad-
dressed to adults 18 years of age and
over.
Rule 11 -No advertising shall state or imply
that smoking the brand advertised
promotes physical health or that
smoking a particular brand is better
for health than smoking any other
brand of cigarettes, or is essential to
romance, prominence, success or per-
sonal advancement.
Rule 12 - No advertising shall use as endorsers
athletes or celebrities in the enter-
tainment world and other persons
whose major appeal is to children or
adolescents under the age of 18 years.
Rule 13 -All models used in cigarette adver-
tising shall be at least 25 years of age.
Rule 14 -No cigarette product shall be pro-
moted on posters or bulletin boards
located in the immediate vicinity of
primary or secondary schools.
SEPTEMBER 15, 1971
BENSON & HEDGES TOBACCO CO.
IMPERIAL TOBACCO PRODUCTS LIMITED
MACDONALD TOBACCO INC.
ROTHMANS OF PALL MALL CANADA LTD.
682125454