BRITISH·AMERIC~N TOBACCO COMPANY LIMITED IlyllWi ilw L;·.~ji 4udii a*h ri~ J~:ll trevor Bates Miilbonk Dear Tmor ADVERTISING Q1 PROMOTION CODE OF PRACTICE At its meeting on ?4th luly 1995, the BATCo Board adopted an advertising and promotion code of practice, which will be applied to all BA~Co end markets, A copy of the code is attached for your reference, The objective of the code is to formalise and standardise a number of procedures, already in place in markets around the world, aimed at ensuring that no marketing activities are directed to young people. The code has been adopted, notwithstanding our firm conviction that advertising is insigni8csnt in smoking initiation. However, the Board believes that our views should be clearly demonstrated that smoking is a choice for adults and that our marketing activities are directed towards adult smokers. We believe that this code is one way of doing that, The code will be incorporated in a reissue ofBATCo's Standards of Business Conduct later in the year. The code outlines a munber of sensible measures to reduce young people's exposure to promotional messages and materials, Tne document agreed by the Board also includes procedures regarding implementation. A pragmatic approach to the implementation ofthe code has been taken by the Board, however that should not be interpreted as a lack of commitment to either the code or its effcetivt application, The code will apply to all new briefs signed from Ist September 1995, Ar the code supports the previously approved policy dated ISth luly 1987,'rmoking by non-adults and advertising', work in progress before that date need not be changed and existing materials need nor be replaced before the end of their normal cycle or schedule, Continucd.........Z Ml~un~uK Kso~rCap Soan MloaslxTWIBIDY Tu01MJI5S00 Tnu~DBYll~rrolF O ft~HONt OI1Bt 160 J00 O A ueltl or tit Iltl~Pumlu Glw, IneolnwnP m Lonwn No llH C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 .·_ ·2- 1 am writing to you individually to ensure that you are familiar with the code as it is likely to impact on put role much more than others. You should be aware that I have also prbddcd a copy of the code to our ~bal advertising agmds and other relevant suppliers to obtain their eormnihnent to its implementation. However, you Should also ensure that it is beinll implemented in agend# with whom you deal. Yours sincerely liC REMBISZEWSKI Enc: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ BRmsH·h~tRlc~n ros~cco CoalP~n l~slltED ClcnRrn~ ~ovERrmNe ~~p PROLIOTIOE COOE OF PRACTICE StATEWEh7 British·hmerican Tobacco Co ltd believes that cigarettes should be consumed only by adult smokers. it also believes that the marketing of Bh'TCo group products should be carried out in a responsible way. B~Co further believes that all ofits group operations should be conducted within the laws of the countries in which it operates. PRWIB1E BATCo sets out below a Cigarette Advertising and Promotion Code to be strictly observed throughout its operating companies world wide, All group companies and their employees must ensure that any advertising and promotions are directed only towards adult smokers and not towards miners (persons under Is years of age). Where there are local legal re~uirrmcnts or any voluntary industry code or similar on cigarette advertising and promotion these shall also continue to be observed by operating companies. THE CODE i, No form of product advertising promotion, merchandising or sampling will be directed to minon (persons under 18 years afalae). 2. No outdoor advertising will be placed close to schools, playgrounds or other facilities used predominately by miners (persons under IS years of age). No permitted television advertising shall appear until later evening hours 4. fro advertising will appear in either print media or in cinemas at the showing of films aimed specifically at miners (persons under 18 years of age). 5. No direct marketing or market research ill be carried cut with miners (pusoFs under Is years of age), 6. Clothing bmn~ng cigarette names or logos shall be in adult sites only. 7, No advertisement or promotion shall include use of any celebrity, testimonials, ' characters or pple likely to be special appeal to miners (pmons under 18 years of age). Models appearing in advertising shall be, and appear to be, over 25 years ofage. There will be no payment for product placement in Films, TV programmes etc. 8. Advertisements should not depict sexual or social success as being attributable to the act ofsmoking. 9, E;on·tobateo items bearing cigarette names or logos shall not appear on items marketed at or having a special appel to miners (persons under 18 years of age), Such items may only be distributed to adult smokers wih the purchase of dSarcttcs by thern or, if no purchase is Rrlui~d. a~inst sclf·elltification that the Vt recipient is 19 or over. Iw~w*b* V1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __· IIIP1E~ltPrt~T1OF rhir Cigarette Advenisin~ and Proelorion Code will be strictly implemented through management programme and will be re~ieed by top management teams in operating tompanies, 'The following should be observed: i. All advertising campaigns and marketing pro~ramma will be developed and implemented in accordance with the code ?· All BIZ~Co operating mmpaairs must ensure that their advertising, promotional and sampling a~cndrs receive the code and obtain written commitment to compliance by them and their rmplop and agents. i. ApCopria~;diwipliarycc;ionwlllbellmiianyHn~ilyrd8enrtlypr negligently dimaards this code and r~ar or advertises darraes to minor (persons under Is year of see). 1. Appropriate legal acdoo will be taken against any third pry who user the company name, brand names or logos without authorisatian and place than on krms mn~e!d at pr Ippalinn to miners (penons under III years af asci. II u*~I~L~IJr O\ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I ' I' \8~5/ W W ClibPDF - v~~fastio.soni ·r*llr**ry.*,k·l EOHttMtJ Bl~utfv~ Jr~m~ rr, I Ilklrdon )~P 1 not ~~I~~II Wo~, eoa~dtn~l'Mln' M~II PC( Iltm~~ Lpd~ln ~ elpnttl ~~~1II I·r CII~ 0; 0! ClibPDF - v~~fastio.soni 11(1)(11( 11111111111· 111 11111 Executive Summart~ I cigPrnre advertising ban would not affect tobacco product consumption by rithtr;ldub or young people, - krotding to government health officials, the most forceful determinants of smoking by young people me parents, peers and older siblings, - Anti·rmo~ig advocates until recently acknowledged that advertising is not a significant drtamimn~ of smoking by young people or anyone de. ,jmoking generally appears tobe hi~at in those countries where advertising is forbidden and lowest in~hOK countries where advertising is allowed, Tobacco product consumption by young pebple is declining in many countries where advertising Is permitted and inoa~ing in many countries where advertising is prohibited, a hdvmiring 1 'mature' product like cigarettes or laundry detergent does not operate ro increase overall demand tot the product, ~dvcrtiring instead operates to maintain or rrpmd company market share within the industry, I The successful brand advertiser must break through the commercial clutter dur exists in the advertising marketplace. This can be done mon effeco:velv by employing ~ye~ilrching lettings and by crearinga distinct personality for the ndwnixd brand. ,Smokers, like consumers of other products, am nor In undiffrrmdtcd mass, gather, individual consumers tend to duster in distinctive 'taste cultures', Cigarette mmu· farmrers, like mmufiemnrs in other highly competitive markets, tailor their brand messages m those who consume their products, I l\dvertising harts and content controls me premised on In assumption mrirheded to democratic values - that ordinary cidtcnr should nor be informed about the products they me or, ii informed, cannot be tnuted to make their on decisions, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 """"""'...~···.....~...... Introduction or any ola:&N~~~lflir pm.ic rhll Idv~rririnl ill.~or iamin.r alrmotinl in Ilir .unly ~khd Iwothuk hnnrr aJitun ~Ld T~JJr Cmtntwiun ' In many counrria~"und the world, governments hm~e been undrr parure irom Jnti· smolring JFrivim to introduce legislation to ban riglrenr Idmtilinl or to import controls on the connnt of dpmtrjdvtnirmg rbal would be ~~nnnount io a rDPI alvertbing ban. fhe premise of thjr IJrhdan is Iba dsPmrl ~dn"iling ii I lignificinr Qaaminml al ano~ing by young popC ad adults and llr banning (igarene advmiring would ~~dute smoking. Bd·rmdting IBoc~m bvr issued 3 number of manifestoes ~tompring to iurdfv legislation banning rigarrrr advertising on this basis, Thir papa Eonridal whelhn~""ing dgararre Idveniring in fact would odnnce ~( goal oi reducing smoking. Relying pnnclpll! on dam reported by Flrnmml agencies and by Inri·rmoking Idvotaia l~mrtlvtr, r~~ plplr dtmonrrntlr rha 1 tigJnrs advenising ban would nos alieer tobnf~o prolucr conlumpdpn, ~or~ovu, rhl paper demonstrates IBt an Idvrrruing bpa would run con~tlrv to all concepts of iredas ai commercial spenrh, reduce the infonnarion available n eensumrrr, stint compnition among ~~M~"YhlrU~I' It( I~i~l 1MjOr Nrhrli. in Ililrminb pubiiibi~ lpd Anti·lmoking IduoeJI~ only recently bavr begun to proclaim dur dl~P~e Idwniring is a majorinnua~e on dr decision by young people m nan smoith~ &Iort banning rigllrm advertising became one of rbci principal political goals, lad·Po~in~ ~Yocla tin Iglmcnt with BoYrnncPt oLFinb and olbn apml emphvired family lad peer innucarn a rhe kg dnwni~nu oi smoking, shiie advertising played little or no drmonrmble role. n ~onrarion (ha( wllcro Idnniling ianumt~ pcppi~ la Ig~t( AdOOb ~I fudon Of advmising in a'mvunl product market d as the mu~et for ripnrr# Ip a nlltun pmduct mlr~rr, when tht produa Fingery is looFrt~blirh~ and awanorss of the product category is universal, Pd~ni~ing generally does not operate to inrnnn ovtnll demand. ~dvmiring inned aptnla to maintain or expand mlr~et Ln within the produn atgor(- to nuinuin m" loyalty of coMlmers ala 911Mh use Ih( brand being Idvudxd and to Rvitcb, roluumen who me other brands. In l~lhr such II dK OaiPd ----------~ a~riir~s 'tJwobkumnilolsBn,rl~t~l~n" Mlhn $mrl U~i~rmlt. ~pll I)olic! ElOlll*l C.yl, JUI ~UVYI Il)*ICO~~ h teevli( Erweeanen b k(lbn b~~ o(l a,, rCnw Ahmiil 3 hmin II IRr I!II1 C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·_ 111)11111 11·1·1111·(. r)l 11111 5rares, for ~nmple, where a single ma~ter·lh~rr point may he worth as much a 5400 million in sales (3nd who the market kdi is shrintingl, and one out of every four customers may switch among brands in my given veal, it Should come as no surprise that cigarette manufocturers are prepared to spend Irlrg~ sums to miain their marker shore or to expand their market shore by eVena 5111311 increment, To he successful, however, brand advertising must overcome two hurdles: it mar attract the viewer's attention and it must distinguish theadvertised brand from the multitude of others on the mllltr~ fo brra~ through the 'dutrer' that erirtl in the advertising marketplace, advertisers must frequently employ vivid settings and employ bold graphic designs ad memorable brand slogans, ~o separate the ~dvenil~d brand from its competitors, mlldvenix! met atar I distinct 'pcnonliity' for the brand, ,\lanufacturers pphlll commit significant resources to sustain brand identification and loyalty to the bond pcrroollb. Preventing the use of imagery, themes and slogans in eipratr advertising, a some proposed legislation would do, would he eguivalent to no advertising 3t ail, Such advertisements would not attract the Irrenrion of smokers or distinguish one bond from another, If cigarette advertising wee a signifieam factor in smoking, one would expm to find mole smoking in those countries that allow such advertising than in those countries that do not, In general, however, one finds lust the opposite, fRhether considered from the standpoint of per capita consumption or the proportion of Smokers, the level of smoking appears to he highest in those countries when advertising is forbidden and lowest in thox countries where advertising is allowed. Even mon significant, tobacco product consumption including consumption by young people - is declining in mmy countries where advertising is permitted, and increasing when advertising is prohibited, Advertising ham or content controls would not nduce smoking among young people or adults, Tb~y In premised - as are all government attempts to suppress infomudon - on the dangerous assumption that ord$lrl citimml cannot he trusted to Inlke their own decisions, Such a premix ir antithetical to the principles of both 1 fne market : economy and mt open, democratic society, ~~~· ~·.·.;·· ~i·::?.·: ~; ·n~:il Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·LI*l*l*l*~nlkll ~·llrl···......_~~~~~~~~~~~~ How Idtc~blll works: CDmpltitiDo hl'Mtara lollklt In'n h ED~ t~l~l~l dir i*di~ L·~L ~II*~ IlliC~ i6 I·! ~~, YBanl ~~aiit lid~ Ihifil olnlr IPDII LPIIL' pmiII'I Qrd ~ L~I~~Mriun' llltroduction Th( c0'c'dol ttul cClrco~~·t ibas pmpl( c Ilde pv(llDcI(I L L~6· ofJii(;, ~,I~ C31p P~. ICJ · m( I~. 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Prupolllr to bin rigsnnr Jdu~nili4 howro, rtil(tr a basic mi,undlrrnnding of how j$~mrinl \lori(s. ~lllrh ~dvmirinl, inrluding riCJlc~ Idverririnl, nrilhet is inanlrd to, nor has the ~iih·~ of intnlring the number oi pcopll who ~rt the 'pmdua ar~o~,' instead, advertising is used to sme 1 vjaar of disparate objcvtives depending on Idrr dr product cangory is 'new. or.msture,' and depending on whaher the product category is in competition uvil other product categories,' In the case of a 'new' producr Faregoty like eomplct dirt players or cellular telephones, ~dslriring attempts to inio~m people about general product attributes and benefits, because the productutcgaly is new, advertising iuncrion, as a means by which consumers learn rhat the product srgor~ exists and bow it might be useful to them, r\t Ihis mg". Idvenirias promortr demand for dr pndecr nEgoF in che couru oi promodn6 demand for particular brands - although ail ~dsrrirrrr ulrimJrely are interested in promoting their bnndr against competing bodr. h amtenrsl of the product category rpteads, advertising matters hrr and let in Edmuhting 1W~1~ dnrund, lo ha, demand nines beciule there in Invn people wbo have not rider tried de product land become renled usee or aon·uanl or decided that they have no interest in ~hl product category, Conrumen no longer nad advertising to appreciate the airrgr of dcvilion, rob drinltr, laundry detergent or rwdpaste. these produce La become 1 pan of evnyda! life for those tosumur who In likely to vent thee, h ale ad effect of advertising for such 'numrr' produrr Faagonn is to promote parricuiar bonds of de product, not to promote de product category itself, ~my stndies ~lw found that ILmiring in ruch ~rkra - including de ciglnrre market · is not aigniftunti!, elated to aggregate product demand.' There iran exception to dir rule Evtn after 1 product category i 'marupd'lnd Pdrmiring is no longer ~ce~ry m anp mrtnru of the product, the pmdun category ma! be in dim competition with other pmduct categories, Ekaridrv amym in some countries with lurunl gas X~ill: competes rdth lofi·ddakr ad olha kralgn. in such ezul, $ is not uncommon to se Idvudxnma that promote 1 product category ether dan · pmiFullr product bend gut dpnnn, like soap, m not in competition wil at product tlnpdn, and om nm sees a advtrtiseeent promoting ciprmn or map a such, lnmad, one sees 04 ~dt~eni~menn promoting pudraiat bends of cilprettes or soap. naeaaeneas nl~d*lhwkvunslwl~m*~~31pC3C nit ii lllnr1 (11 upn )dm ttleeeliII, HI ntlul'l '6(( ~.' oaes rm IIIJI1Y~U*lh ~~mlPK Dalir Cw~ Lyy ul Itltn Lit FJra ~npm it ~y Fan Inua ·u teL u L 11&1 ltrsll I reaua v ea ·Yy eI tL )nd*1 tilt ~ml~ n ~nnMC I~n~ ~aii kalhin ·1 C!dI.' Ilmll i Llual IOEI 1)()1: 1 IMI(L Yldn Olln.' 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Even a 'marure' m~r~ct will have filll·(iRle bUYltl.Conlumm who never brroa purrhs~~i u home, ear, 1 television, a withing m~rhine,hundrr detergent or u ciprtn~ ~vill deride a do I~. Thi dues not mela, hPsa~ rh3r the pmdua on~ory is nor'mantte,' Young people an aware of ilundrv detergenr Ind cig~caa long before rhey mrh nomnrr beclus older people Imund them use there prodnm. dw'"nur of ~ilmtm b ip htr I widnpold that they are the very model ot~ 'mlaIre' product caregorv. b, The primy objcctiva orldverriains in 'kun' pmdutr mu~ Even though ~dv~nising will not inilura~eIhr ablolure lire of the mate:. mt inrmrig 10 advertise particular bands o~ a mature product is abwnd31.'Thr US cigarette marker has annual ale of Ibour 540 billion, rhr market in Gnnanr hu sales oi gjj billion (ar june 1991 ~ehmgr nra), and the matrt intpn had nln of 524,3 billion in 1990. Gaininll I single ouricrr·shae paint mans garnering 5400 million in US nla, SUO million in Cennan sales, and 1243 million ia IIpllew nLr. Equdy lmporranr, parmiag t rinf mul;ct· I~ln poinr mans keeping nnrl! 1400 million, J1SO million or 5243 million in nltr. )iloreover, n may Ir one out of everv four InotLlr · !5 bands in any given ~I.' Even it Phdvtly tew Imok~n !lu, Ihe ~mounr lpenr pm woLI to pm~em bmnd witching - that is, to aeounge band loyalty- is relatively low,' SueenLI band promotion in 1 mature product rmrht, however, musr overcome no hurdler. fink I~ ~vmi~inl must atuacr die viewer's attention. Second, and no less important, the advertising mun Gn'nguhh the adwnixd bnnd from the mPldrude of other b~ndr on the ~p~~r. 361 longnrm lueem of 1 brand depends on Ibuilding the ' ' ' most rbnrpl! defined Pmonalir! for(t6r) bnnd:' in short, both the advertisement itxlf and the 'd~~itd bnnd mwt alnd one from the ctowd. Cigarette mnnnfaeatars hce ' uaiqr m of iimialionu in thil ngard in their hand advertising, first, in COFircd Sclrr then are more than 350 dsunn Lnndr uld .bmnd styles on the mdrrt~~btn In 305 bmndr on the mdelin Cnmmv and 265 bands inI'pla~ Selond,lb~ media to v~itL ciprml Idnrddnl it nraid in many Founm'n.lhe print media - In allti*b ineffirienr vehieln for Idvrrrilint Third, adrariKmenn fO[ dgarmel in L prim media draw nel h lnenann La print media : : advnrirenentr for other product aqolia. Ar Young b: Uoxhil have ~~x~rd: --~ nireninees lff* L'I umn ill*m LI nm La U F au dl P"iULmnMDlbrd'lliulrmlaw YLlnn ma! nnrI kill s dn nuu II 1 er, 3 lm ~~,,mhbnLL~~a~ Mnh~l~~ao~u~4~rmMliy.',,,,( ,n**~r~enn"uln~~nr*J1 LUU(n ·k mmallh Lrl nlunn urll! I*u Ik L~Vid~Hl~mwlpr~pn~kmu~ih UU k~ ~n by M1 (ern II. HI II. Tkl UI~ (,I laamlIn, v:lvl itr ull Ln i In ant ol 1II U1 ilun~hwupluul·rrlhl~Id~,~Molk Jrmuy lawnLnn. 11 I9I1, bapm~ikunn*l O W )n rm d Ln ~u~nld lml Ll ten nJ1 n.nr ~ hal ii lie un W n I ~k,M y 111 in lllli Ip~l i* aanmns ad prol in b,UI (n~on ~~, , I. 1 lm ~~I Ir?WO ,, a '" r Milmn~*I~Wn ~p iu~uh ~ O U1 mnJ. n *u I ten. ~ r*~~p I. IFOI, 1.I. O ~P,o wa nlUIUc auoCvllt. nleI br t(1 411 Inm I "L ~GD MII t*Lii rn [II~~W kaW*, Iruul m a mC M oer*r I). lilt. nFd n*:l ~W~IOKI. I)I(I'~IWll~pJL. O~ ~h rmlfinnCI i: I)l(l,u Dr VI C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 11(01111~1)1·11)(11 ·1)) )1111 *(t is generally aEknowledged that in a typid magatine ~nvironmn~ an 'averoge' 3dvertisement receives Ipproximrdy three second of viewing time ' ''. Cigarette adveniremenlr rereive the least amount of viewing time of any mior print advertising rategorv, fhis is berause the typical cigarette advertisement ii a quinalvnrill 'rrminda' 3dvertisement - Ir grahs your attention, you see the pimrr and you 110 on to the next page, il is extremely rare for 3 cigarette advertisement 10 hold a viewer's attention for mom than · rouple of seconds,"' c A~tnaing Vimlr A#nndon bdvtnina rvpially use annctive models in arrr;lctive Kaing to promote their prpducn. ktncrive men and women Ire used to sell brands of everything from floor polish to mouthwash, td using Ittncria models in attractive Ilninp, advertisers are no~;lrrcmpd~ w pnruldr conrumln rhlr rrrubbia nooo or pgling is ingaia, The soil ii to crh 6r viewer's Imonon for the advertised bond, Consumers Ire exposed to countless advertisement earh LY in a vorierl of media, On televir;on, or many 31 ?0 minutes of each broadrast hour mav be consumed by commercials, and advertisement account for more pages than pm in molt newspapers and mlglia, The result is 'commereial cluner,' h one advertising executive has furrd: 'Hardly anyone in the advertising business world disagree that duPa is 1 problem, As consumers me bontbarded by mom and morc;ldvatiling messages, it becomes mom and more dil~ollt for adrprising messages to II" throug~,"' US research Shows h~'~bout 13 per cent of maguine ads am to$ly missed by thr reader, largely because of Id elumr,' and rbar 'readers am totally ignoring 40 pm cent of advertised names,'" it also has been reported that 'Islome SS per cent of rmgtdor readers do nor remember seeing the average advertisement,'" kcording to George Gllup, two advertised produrt in the same commodity group, using the same da rplce, Fm differ by a much as 12 to or in their ability to command apndon and register the product's brand name." Numerous studies demonstrate that various measures of advertising effreo~rsoa - such as recall and positive Irdrudsr - decrease a the amount of'clumr' increases in the media environment, Vinver atrmdon is;l limited resource, and advertisers romp iPrenxly for it,'lbe ability to pin consumer trtcndon, other things being rqul, oh.is nnh in aallt produrr rm!La btawr tomumm ore Io hmiliu widl lhe Idoe~i~d pmdP~ Thub advertising expenditures often musr be higher in mature mldetl than in'nm' or ~i~inineii · ~a#IIOIP*'~ dl~ IrrCI1 no aM MI i Mnn~L( snahmn.'ln I~i~u Uvi*o MMn Ikknn Yiy BLm Mnnwum' R,~10111 m)llyJkMuuw*l 'sn ·~!l.bybD~ elnIns WIVII C111~ Ilk UI(NT 'r~uarc~m.ul·~maann~noun.~ bhnbi* UI*am'. J~hnl S~IOD!L mil, C L ~n,'kuudrIn~krrrau~Lmt~ini~2nna ICmlr, Ti Umt tmluin: In Lli Ma · R ~nY ~DL~~,' SlylpwBlda I)ULF P lad~ll Iwi~q 10;911 1u1l k~u~~, r 'Oanl~N1#'~w~.L ~Um~~ rnlnwn Ilu hFimul Lrmn~ Il 131 Bin i t~lni~in PI1~ rnl ·*1 Dn'l tRt '&ml ku* ann, jJl~ul V1 Dnlig nd I Diilwh 3~di In~iu*ar' i ruIsnIs 181h1l. Inn~v I~~, kwud Illm I R IPI I int lY Y Gu,'llnlhns~~J~ ~rq kL'L~III~I. O Cmlln luwl hwdn( in nifni LWII bmwr O ~Pnul i rNIII In*d rd L re Im~,rm~ uwb~l~dnMmk'lM,anu~~ku~ "U'~'~"dn'c~m.'lp*nJlf~J~nnutlluub' u~~hl*a~w~auMkl~l~pnn~l. O r~L) II. JII)'OI! alr~w.'kllnn* Clnltr ~d 0\ C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 11(1)1111 11111111111, 111 1)111 rmngiog mjrkea if Id*mring is to Irhicvr rhe aml In~rl of 3nrnrion." b~n· sdv~nia Ihtnirr K~I la III dbdlY m~31 ~nilshl~ to srr a r~up nnircil, for be mpl rhr r~nrd ofP Yioui( m0lllmllrv ~X~U~ ~nd 3 Lncr to 'Ipnk' m rht riezr' d, Audi#ta Sa(mLntltion Broadly rpnling. In Ibrmxr in a 'maurt' product mari:er an p~arnoa t pnirshr brand in rithlr of two ayl, B on point ro cbiecri* Ehraacrih oi the brand llr matt Bn bnnd rup~do~ ro ao~nr bled,, or he an id~nrilu rhr brand lubimidy 11 the brand the is desirjble." There In olnl product langPria in shich an ~dv~m~n mn point to objmivr rhrracterisrin oil brand rh~~ distinguish thsl brand inn IOIIIP~(iPQ Jr3dS, Ont m~il of nnrornobiie may ~rr better mill~g or Pguia ktvcr rcplirr than snPrhe, and of roune anloIIlobiler nrl dramaiully in p~l. Simhrly, Inbonroolv rludia mly in fact show rhal ,ome Innridr work hm and mon cffcetivcl! than others. Gpml IdumiHmlon also can point to rhe 'ur' ed nitorinr rating of 1 plrri~ullr brand, its gr pi filr~r, mm or kngrh. Whm d obiccdvr Lr~cadrBr allow an ndvardla to dirrinyuirh Y brand from others, rhc Idwia is likriy to Inru diore ehylctnirrirs in thl Idvmiring. In many os, however, bands Ire more or Irrr in~treLngrlblr in 'objective' arml, Some rillrerre brands, like lonr roil drinks Ind soaps, are moR difficult to dirringui~h hom one rnorh(r on lhc basis of obisrivl ~Lnorrirda rbln an otha brands. ~hur, other approaches, nor limiad to purely tmunl mtslg#, rm! he used, ~n Immiler ~ncmpting to pm~no~e 1 bnnd that i less mdilv ditinguihabic ham other bnnb Ilunfoa rris 1 disren~ Ipprarh. He dml to pnmon P band with micullr yonpr If ennrunnr within lie proiuFr Drrgory by Ilpl, in elhct,'lfyou an this id of consumer, Bnnd X i for you; if you are 161r kind of mmumn, Bnnd Y i for you' ~Thr liwrdxr, in other words, choosn 1 plrdol~r group oirPolun~n wilhin l& product uqor~ It which ro diet hil mesage nnd t~iloa his message in I way that is mon likely to Ilrle 1 mponive chard with that Bup. Rly$ln~ of dr pmduc~ individuals ad to denr in 'turr cvlnun.' h i to these groupings that advmisers dirca rfrir mangel - plnicuh$ in rm~ure product utrgoria in whleh ObjKtiYL di~rmd~don of the consrituenr product bmadr is diffIeuit, Id*rtirm no lonlla rmt the plbiic as la undiBRn8ad mlr. T~~ Ippmlrb i nor roacffmivo, Ind it i) particularly indfieirn~ wben mlny iaereh~ngnbtr hrands of 1 product ire eomneting for e share of the m~rltcr, This is simply I hn of effective mrltrdng, wbiri iodium PILing in irKif Iboul H·bds Idvmising inc~tu~ IOPI ([IIUUmpiOl(l~l p~deuhr product, -- nsnsneIlees *L luln ~L~I enud ~Fal: nnr Imlph it in Ill~lOlurMoc'~ CI*ri~ C~n kpru~' snilllll.' ~J11 IDn A, 1)1)1, F i: \TJilin i# * kmrd Iwm )nnlllv~L·Snl IHIIIIWI* rib *iw~Lk, hi res II a,l L·~~~~6, ~I sRlr )Illltlll $1· 01111111 IPI L. IOllllllflli(l ~ *ry rPlr u bu rk tn Ibw~ 11 rlurm an) ~u~h' jlaJ 1( lul~n~ I~Pur I1·I·?I; * HN. ~lndrlrlulnpCfndl 7n~a Riknruapl *I~ln ~pmw* * ~hna~nr Vs *hpnlla3·ukl~nww.N~b~Wnll ~YI kmnn' Irmlu~L~IJuh~lglll nl n Ilb~ld ii lnot(;, ~~lmll LIFHa ~sl,lil Ipllm 'Il)lr.l dr Jnn~ ol Slu~n klUIUli~M. O kwinl ale elnlnt ~kl~ I)Yh Illca kmn~m~lW IYII O "Onn. Yuln ksrlulu Cu~ ~ ilnliwme C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 hll 3dvrrdling seel: to ponm~ the br,nd being Jdvertistd in ~ 'peliiuc' mlnnrr, end ciglarrr Pdverriring is no different in Ihir ~rgsrd, iJar surpririnqly, prnpir in dpnne Jtlnirnmrr nira ~ppnr to be nioyinb hmxivn pnl mking piarun in Imoijnl. Thil annur be considered inhmnriy mirlnding. Similprly, m~nv riprme ~d~cni~rmmn depict JrtncriA people, but tb~ is jbPu~ people por~npd ore confirmed indi~idudira; tomaimn rhly 3re ~lllphJd~lllr IOEi~bl( l((a[ulll. T~hr oriour ~ig~rrm mlnuhrtular, liir ndvertisers of soaps and foloptr, tmmpt to InrJu rhe unrolion oi nch of these ludrnar. bor ii is nor the ~dvrrtixmmr th~~'rhprr. Ihe consumer, it is the consumer (rhon in Ihe ludinre who olreldv o,e lr product rarrgoryl Iht'ripes' Ihe ~dv~rtirpnol In Iddraring rhdr Idnniing to puricuilr ~udirnaS end in Kiting to grin Iheir Pnenrion end gc8rmer, riglme mlauhaurm Ic doing cutb wh~~ other Id*nism do - end murt do - to englge in band competition, a, eonamar Rtrponla w Adv~~i~ing proponents of 1 Ln on tipnm Idvtniring overnbpllte rhe power of tdvtnir$ - in pert by undrr·cltim~ring d~ in3ligale ad free will pi ~~'ntger: ludial.~l~houd! this via of conlunm is one LI pmlilcd in advcniriag theory earlier in this Emarv, it L since ban dixndind. Consumers, young end old dih, Ire br more IPpbiiued end dixtimLring in their mpoan to ~vmiling then w~J once believed. Ons it we thonghr dll odverrising hid n dilla end powaiul cflc~ on consumers, hdvmirn would u!,'8uy Bnnd X bmux it i superior to band Y,' ~nd if die Idnrciamenr ar cleve enough, the coaumrr would buy the Idvmired band. in ndq, Ibe world dos nor end never did op~nte in rim my described by this 'onr·my now' model. hd~uawtl soon railed in simply dirrcmioldnll 1 eommueid mcagr did not Lnsue it would be noticed. ~lb~y lo lamed II, even when oodced, eommercid mnngtr wee nor nrcanri$ ~e~~incd, end rha even when viewra found e pmi~l~ ~dvenixmm mcmonbls 89 did nor Jnyl remember whr band wu being ndveniKd' Monovrr, even when conrumm did remember an ndverriKmeot, a well or the tume of the odtenj~cd bnnd then wa no bunn~# drr they rould here Iny innmt in buying 16e Land or even 1 produer wilin the product e~Dy. Tbe bilure of mmuMla provide 1 Pnvlooim response stems from $ her ~n people 1a nor hlph recipients of ~dvmi~iPk I~lhr5 when they do norice ldvmiing, they IIe letive panicipantl who ignore, ridvri~ Inend to, hugh, counm·lgus lorscl or rng 'no' to ir,n Individua Pudienre menberl Ire the am of myrild nptlilaea end bdib who cnba commceill ma~C1 not in e ncuum but in the conle.n of their livn.u IlltllnLII "Tbtr Ilila In diwalJ II I ut. Ulnlii 111 'aa,ti Iw&nn i Ii lu~'ln~l II ~hai~i~ Giri Wya* II~ R&r ivaII i nth kwuc~L~dlw.lllHII. ~kJ~m~~lJ~pun~~~,ud·L·#~,' .CP*nW*Jllldn~n~lnanuaolaMi TLlnuL ~II ~rCMI.' is Itaani II em*ucl Ihmi~lnml·1I~~L~L~,*Ja~warlJ~.I. II CIII n d, I(L I)·]IIY UaAL ·fk IlrYY1 II~ Jy I1U1.·Yu~lll( ClIUwnv rl ii nMnk ii Fr~ gCPuuru~ r krn,' i C*uui* ~ [Ih~lL' il~lWKII LIP~U~rrmYWOI Crl j Ika II L!*I d, I'~~l: 1 wa 1~ nan. '~llm~, VOul nl Ink ul a ~r~L '31 ~n~na hanIt S~u k, d I~ I~di~' J~ul i U i, ud. I) U~ll d lbmaml Lllmlmn.' i LLsi*rJ J O Ilcnol; I L~ulr. 'D* Innun, ah luli~a~' ~ovuld YeqI*nl Innm i, Mlb.in( 111Oml1,IU IJI. O ~Jlc~y krd ~nl ~ w.L IIY1): nl reaanon I*I. I1~*l~lwuntmmMmll~w1. O LJI f WI Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 111111111 ~1·1·11111(. 111 11111 Gner-laununn ~p I pervasive part Ollhe erthJnge bmaen 3dRnira;md consumer, Om may nsis Ihe most appealing ad,ertisemenr for a h~~ioud chain hecaose one is on 3 die or dos nor lii~'iunlt' food, One mPy milr I clever advertisement for a foreign lutomobile blC3UK one b~liCV~ that dOmOfiF-s5de cars are more reliablr or bcaurt one is pleased with the performance of one's own ear, Onrmay decide ngaimr fhewinb gUm - despite the amnnin, happy people who inhabit gem advertisements - LKdYX one dlinks that chewing bM1 is annoying, This kind oi ewnarlrgummr goes on all the rime, most ohm in the form of an internlliad debate, 8hjr is distinctive abour rhe cPunrrr·tgummntion that ofrurs in the ease of cigtrma i tharM viewer can possibly avoid rbe eonnreragnmenr. fhe anti lobacP point oi view is one of lr most wide]! disseminated rPauma messages in the world. indeed, tiprmr advertising m most eounmes nrtin h~lrh warnings, Every cigarette advrrtisemenr is 1 reminder of the smoking and health (ontroverrv, contining its own Founrcr·lrgumml Despite the pervaivmar of advertising, it IaFirr the persuasive impact on the consuming puMiL rhPI some IVOuld aroibe w it, Indeed, advertising is so PIFlldVC pr~risrl~ huK the persuasive impact i so limited. Advertisers mun advertise ii the) am to retain the brand loyllrv of ~hcir own Eonsmm and, perhaps, atrraer consumers away from rompdng bnndr. And, particularly in the ease of maun produets, advertisers must Fompere 'gyndwllm be heard through the rPmmr~i~l cinrter. Even ii the advertiser manages to eltch rbe momentary main o~l coasomer, be always ib rcirnjon of his message by [hr Eonrumer's own internal eountrr·lrgummr. proposals to ban or restrict advertising therefore both overestimate the power of Idvntiriog and nnderntirnate the rophirdutioo of eonsurnm, Because stsch propulr are bared on flawed assnmp60ns, advertising bans and content controls will nor have the eHm proponents dim. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 **~rlu~nr*,nl·nl Intam~ioaol sxpcricnle with eipl~lAdn~blnlBm~ 'Eidclrr from other rPllda !Illaa L* hloniol *bla, Ildla ~~lnbb( hII lot CKDlqCd 1IIYIC' ' leeeiletIe'l Clrdl dEalcR~ AYlm I dllaac ldvenilior Were e 1igtlifie311 ~aor i !loYI) one Would expKr to Cpd mote I~o~PI $ Laff ralPda Lr ~b· Iwl Idrcehl LnP i thore coardn dlt do ct L IcPeal bowner, ore Clal isr the opporite, Whether EOP(d~d hOl the rrltIdpoinr of per eeoire eon!llpdol or die petcentlle of !molterl, ~ob~rro PrDduFt mallpdo~ Ippaa a he Yther hi ill! corndn Where Idl(~dPr ii 61YddlP thlo i 14 COIPdl Where Idrcnhhl k Ilo~d. Even more iliC~pdp IblCED PIOIIP OIOIpal.bod I~oll edolI IPd jOlPI PeOP)e - ii 1CdiPbl i III! IOI·d~ Where ldYelfiliol Il pbliPld While ieroda i ar! roolia whete ~d*nki~ it pn~Yd. I 'lrolI i nlYlt roll roull Iw~e it II UICld ~~I TLI drdic i be ~daa~r of Ibll~o producr EOIIIPpDP 1·011 Iorb IXP for be 1975·1917 period h the United San it mlbP~~YL ~r aYo of roblrrp producr Id~enhLy hive ~lnb r~larnrd hi hsPcaes II BYe Ore bder revellr, indeed, ~nl l97j rld 1917, Leg Wls t 30 per rent dclLr i lmoltiol lIoll hilh lehool Pioa, from27 1 19 per cenr. YnrY~ there Wet I cPmpoPin( i~r of 17 per ar i the IIPb 01 YL ~ld aia Who ~d a rmoked, from II to 33 per rr*, ~I1E OMI SloYly ltllIl(per ed of Y~ chal ~doo United SPI 19~·17 Y ~nwlug nII iii 151 2; D;1 1 y I I~ 1 n - r an 1 1 n u It~ n i r w a 11 an a t u 1! ) JO 'I an 1 1 ~-~-- 1 ulJ a to au a II- n nw a II 11 UI; a II ;1 a ii" )WIY U ~I IY 1I1~ y~WI1~1 II~ Illlllretl Y ~~ i ~ II II~ ti ~r i ~ L~ Hm ii Wau.l Zuym~icl~ lhc I lJnlI P~I On IC I~ r· r· i Ril ii LI~ rlil i Il L* e · nlr~ kLI i *~llil· i I, · I** 1 4 Jkua IY C~ Iv e ~ nlX U L~··a ibl~lT, YI**(~~ O O O W a ClibPDF - v~~fastio.soni 11111(111l)l)11R111 .11( L~I~I ~crording to the US Surymn Cmlal'r 1989 rrpnrr, daill Imol;iny ~monl male high dooi anilar droppd l~;m even rhrpn ale, from a pni( pre~~lma of !9 per cmlin 1976 to 16 per cent in 198i - a 13 C' ernr dsrtPs. Among icmalc hish whool wniorr, dily Imoking decreased from 3 peak prrmbno oi 30 pi rmr in 1977 m !O pt rent in 198i - e 33 pr cent dccreaK. Thr dh·iin~ among bill bigh Khwl Itniorr at npnlllly 1;Jnific3nr, failing 70 pc! cent, from !6 pet cent in 19;6 to dgh~ pt crnt in 19B:.: The Pmd Imong high xhwl ~rmoa is conrirPn~ wi$ doK oi mher age group, Among !O to !4 !mr olds, iot I~mpir, consumption hll from 17.g per i·ol~ in 19614 !9.5 pa cent in 1987, Among main in lir age groupcoonrumption dropped from j6j ro 31,1 pt ant between 1963 and 1987, Among iemaier, it declined irom JO.j to ?9.1 pa cent.' Derpite 1 period ot Ling odvlr~iling and Fomorion ~xp~ndi~srn br cigarette clrmpnia, smol;inl hu declined damiull! and actoII the board. 7hcre rwiicr nKely luppon the therir lhat tobacco produe advcttlIing increnar the io~idencl of Imoking ~mong teenoIIen in the United Smtrr. I, Smokinl unonljuvmila In Rnlod, Sweden end Noml Finland and NPnvll h~a banned dplrmr Idvcrriring, and Swrdcn ha narrlr rmtriored luch IdYCllilinp, E1IYncr from Int ~ounnirr, holvmr, ruggesn rhlr dne mnrum bar hern inrtfeerive in reducing Imolring among their pung people. Tobacco urc among csllgm in Finland ad Sweden i incmria& not deunring.'lhr 13pn of I recent Study in rhr]Dumll of the Nonegien Medical I~odioP (19901' report that die advcmring ban in that counny har had no dixibb dfm on Be irjdmrr of rmotiag in ~Vonn~. in FinlrA, tobacco podurr Idvnriripg hr been banned compietelv rinee 1978, N~v~nhrke, Univrairy of Rhinld meurhnr have found that Imokiog Imong jurtniln inrmed after Impolidpn of the ban.' Thb i in Slurp contrart to Jmoi(ing incidence among Be nme Ip pup before the bm·vha had bent declining rhupiy before the Id ban wll iapOKd. in plrdrulu, the incidence otl~noltiB among 12 to 18 Inr old~ of both ~m had bnn declining Iharply in 6e period preceding the ban in 1978, but gcnmlly mbilixd Lllwefl~ 1979 and 1985, Then, beovecn 1985 and 1987, the eridtncr Iho\sed'a clear inIClX in Imoking.,, among Idohno: The mrrrchm noted that the inn~n had bet pclmr among ~b aged 16 to 18 - from U p* ea in 1979·1983 ro 3? pr cmr in 1)85· 1987, b the 1989 lurrrt report indiuer, thrse ulodl htn not Ihowa an! sC of nlimiag in 1981·1989:'T61 pcrc~nag of W m 18 mt oil who Itnoke dail! in 1989 war gtenter dun de mpecrive Cmntllr when the In on SmoYnll came inm eifen in 19rr (p, 3)-12 plr~ nrlia! 91111111511 VI ncauInler d &hl I~ Hunu knisn.t~b~ i, Ildu~il U~murl d IMunL Rprr (i MLi Ud Ha~L ON*n(n ii Jwlily I e*M Illk Ir~m ~nm~ mi 1I)I)I i~lnH ~idnSurlnlGnn~l'l ~HwrcLmwmPlloua~lllon~u~PP~llpl 'IW i nwna~ Hali HJi lml~ ~ nemn. *N*rlll~JWa~Hr*H~sLrItr~ 'CO~'Yrlo~Pcnnu~rc~noiq~~~ukta~~ ·I~OUIIIIWl~~mM~~UOIWUL~nn.L kdiali I;mt.~blrk L~ m0, lil*~01. w L*ln kl~ kuly II ~M ~~uWU~ VI i antMa. I u~u, n *w~ I nuu n P4U 11.1111111·~. O C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ayn*lur*r*.n,··l d cady iar prYkhcd h It ~161h ~dial C;ttaa' repom lJ li~f ip~p' O !leYII Inoll tdUIr 1Ca tad ·omrP bin U a MI bsm 1913 Jpl 1990. ae lld08 RPOf It LI! IloYII aatool 3dulr men iacrnnd from 33 pr a~ i 19111 36 per oP i 1990, old Jik nP~nl Plolf tdolr ~III irraod from 10 pr Ear to 21 prr ear i It BP( rdpb at ~1~1~ care IhP ~~~ pill iram i laaYII over lthe) Rwrnr pdod Ippln robe 1Paal !olol Ila' .Clore IllmlF It jUThorf IPL rha IIOYlt ~~~rd i Admd Until 1976, no rMrc before aQao p~la la*idly lVel bllPla ncs "rhe eoalomPrioo of p~eO ~~~, ad IIOYII IIIII f*~ peoPle tarred I Y1 Howevrr, b de aid 1990'1 Lr fil"' "" "C'~'6'4 "d " ~' brb of LI cim3doa of the at I~Or ~oYII doer Iot Ippa to be LaaLI a le ~II~' 10 Sweden, tobl~co tdvertislnl hn been p~ad! renricted ilo 1979. hblcro Il~cnb~l it proYYad on aC~ioP, ab9 plYL a~nlpoldo4 penal md h the eiaat. Some id~enb~l h It prior ~r61k prmir6 bor 9r~dn ~ EOICI(/ a LI prdoa plc~ lad aldellrt \vithout dcond~e abagrhmm, tad rhe pit it limited to bydn' bbnldon Ibolt d~ product'c Inn ltd propenier. Yer, the Srdth ~drl SPOYDI 3nd Hljfl haodldol reported in 1)15'aw between 1910 tad 1912 - tfter ipl0idop Of the 1979 CIPIIOII -the hddlrr of moYnl Int rp i 5wedm ba lot dKlined, hsrorill to the WOTld Wnlrh Opindo~ IPDYlr 11011 1( Ya ad rla, wbieb Ilr dKlPPd from IbeW 40 pr Cenr i [971 a 10 pr leI I 1979, ioeaad to a lan 23 pa eat h 1~IL Dldll the n~r pried, the iadde(lCe of IIOYII Illlf 13 mt old min rest from ~~ut five per rent to ove! d~r per cmL following I brief, cubleOuear d~di4 IroYq bellD to iaeruse llOio ia 1914. 'lbir it lot bealr the addoa nrald! in effect la oat r~ IIC. It it beuule Il~elir QdBa do oot 1~ eonloaprioo.' II ~n~A toblop ~l*dlll wII b~~d i 1971, Ilowewr, leeordinl a I rerenr nodr h the ]oorool of tbe Nmr~ul Medial krddol: the aol incidaee of L11 ltaoirial Iloq ~~1~ Id~a reactiaed ~t I1~11I~ b~CI 1979 (31 pr aorI Ild 1919 Ut pr cad, At 1II torhon ob~q I~otil eddaee in 1917 aY YCa i Hor~lf dll in tbe Uial Ila or Crea IhL; Lmra 1977 tad 1917, not~i Ldloa declined Pore do~b i Honl! L1I i the United ~na or Cnr lriain; tad !mo~l( hddaa monl troaeo i Nonty inernxd durir thh pid (LI ~~ pr cent a 33.3 pr nPd. llttetllnl rLe iIra of tie 1)75 bta, io t IIYil~l ~qt of rrpoldael dl Dr ~ldS rbe I~~oa eoooioded tha:'Even rbou6h the hw a rop abtcco ldverririn( Llr 1 aoniodol ails we arol a ir it L11Y 1 ~~IPI h q01 tbe PC or on Of P~CIL' III1tIMCI( '~Yi Y YY Pr~ ~~ 'I~L · *1 OII ct r PI+ I· 1~ Ylu*m bD, I~~·· na~JI*~ ~1L I~Aa i ~ I· T~ ~I~ i L~·. ~1~1· Brrl ~J ~ r~ I~· IY* ra~ m, a nw~ aa lne, LOIJY~ lit: *P~O~ll~cn hi ClibPDF - v~~fastio.soni Bor who jaYoUr ~obl~o ~irrah~y hIIll dir ar I~p~a( 1~015 Ij I Ij JBI old Morwl~ln ~~,d~~~~n hal d~~nld IhIrllI in~r sdv~nh~~ war hannrJ in 197~ ~~m~~ a IUPPUK~~ upwatJ rtrnd." lut how co~d ioIrnile rmokiny ~ddmre have dcCnd inn 19;3 if ;ldoir IIokinl ~dLna has ~min~d nKn~~~ unrh3nlrd duon3 ie nit lotiodi nne odd hl ~~ a~llr~ar for ~k ~a~il p~ndor d~ ShP! npa p~e lrr waiting IPdl ~d~tho~ to bo3in !lo~lti ~I older 3(11nnonl oi rlo~ta art !loYni Ile~ rr 611 le! aa to, ofbrinl le !Ippord 1~Elr i Imoking llOPI Younllt P~dls or UI iuIrIjlr lmoIiog ~dda~e ii lot d#E6aC ae first Ild third of ~ne ~x~~na~onr knd no luppon to ldIrrtisinb eonrrols nr a tnrnns of ~dudnl rolrlnpdor nl Irold et~~!ldon leeins YIY~ implIulIblr dPte i is plalb dder Imlpl Ir Ilt qninioblr dir highrrt rata, I fIunh '~IIII. iii h L1 ~liiq :n bP i II bla C ~n~. ~C ex~an~~n his brJun to ~mlqs cvcr so ~bd~ i thr ro~m~mr ovrr IO~~~d 'hiddrn' Id~lnbic ~llldl 114 ~1 Ldtipl, for 1111~4 rell in Idr real ltudI" ax dir lenkac~ of aYdli Il~~dill i FinlInd II! ~ap to Icalr for dir fan that jnIrrii( I~YII bdlan i finiaod i i*rai) Dr ~~pd~ La on rgnd ihIr pIollr rtnolir ballw of PYdr~ Idirmrio6 or a~al!d It anLI ~radi8 I alp ·rl ovrnvhrlinini eall~ I ~Y~P Il~lt 31 IP a it alh ol~ sirnliI rannot tiaIr i bah ry - ddll I counn! Is pmoi rha blnip( adI(rtirinl Icdual ePnlum~~~ Ind ~~n ~lladay rhu OldPld I~~dill is 11! 1111601 i dtt COll$ ha not ~Eld Tnc eiaitnrd ~rle i IloYal Iloll ~n~m Youth depcnds, i 11! ~4 on I ilbiab Pld* lso of Ic dIta front the Ildatby !InrF nb chirl dIclio rhn to dilly I~ouli hot the datI Ldcll thIt ddk aid rniold stnokinl Imrl hoYs i this at FI st i ~ QElhl prior to 1)71 Ild ~Lr dib and oeusional ·oYnl roll 13 pt db at lar, inetlaod nfret 1973. YD~*4 i i not I 1] dar thIt thr Ldde*l of noY~ i this at pip ~I on thr ic b9a at imposidon of tho ~dvmi~il blr ~~o~~ tho inddoncc of stnokio( i this at Imrp ~odk ~I YCa i 1973 thin i 1963, no ItLliac Khooiehildnn I11 a prtfottnod bm 1~(3 l1d 1973, nl, L Ldaelce If IIY(i this at toll "I j h11I oahd II odt a 1970, whrn thr hdlnP of Idnit stooiinr also ~~ri Id dodinod ~rmfm. 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Llld'· qPlad~ C&ra' bonvarI BIIr t ~lld World HBih OIBdPt$P lIItveY CIL I·oY~i opda lucLII Yo~q ~d ~~114 ·Lcn ·brD iltrddll h COlptPb ~·IC ·1 i ol~ ·d a lbil II ISi Whrrr i i L· ~' tL 1HO Ilor~ltd rhr dr(r CRU pia dbree ~~ dr i'Yla i Iliil lmonl pml peoPlo b ~r i 114 ~~ k~ idwniiol L ~·d lhvlvhrrr i e ·L In orLr a!ll It i*~e*r ~ i·al IloY~ C elJ · br ialb Ydcl i borl ddoa~ II fhb~ for 011~4 whrrr toblceo Il·di~ hr bren ~lrd ol~lrb dice 197L thr WHO ·"I! lelld 1~ 10 eer all i lS I·! ~d 'I'l~p Irld .aY; ·Y~i Ldr ·~r Id~·~dL nd bl~dool rdvorrllloII re piPd, ~ 17 ~,.~ i lS pr 11 IblLp rnoid I~~ [n ~ln~h whorr toblFro a~eidll La bnII ~lul ccl~ad! iel 1171, ~ i d' I+d Klogdoa, whao pda·~~ ~ ourdDor Itme~ m plidl B 1" "' "t lj,.I id ELLPP Ir Ld · ImoLr al~ liLlk ~ d yElq IulY bl I~~~ I·pil of]] · Il is cYla re IDh rrtsrlr I ipie~g ~! i Noq 1i3 Pa anti lII 5wrdm (10 rl onl rhoD ~ qli 8 P ·'~'b oliy ir ~YI ~' tlero h db led ~ Y~a ~p L Yr BPI( Koll P P Cb~~~P b ~O ~.Y~ ol~ cY ·13 Ib dun I~ C''d, ·LL Y I ddl~ ~ kah 36 ler tar of II ~ yl YI Lid r ·Ir ~~~I i an w i rm ~ qL I t7 CI (L LBal lolr, Cr t II 1l rr rror." 1111111111 'CRYY*ICllll~ll~iY~ IhlDY tl ~ niinr'l ~L Y Il! 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D1lh hl,a ~h Ir Il*o ~nnYII ·1 a'l~l~l ~n L* ~Td b( kry mb i luvrniir I1~~I iill ·1 irYao i la a·in ~ ~ndn· rall~ i6Elll d*· Ibdilr bin 01 i~~td IO~dd0· woUiI II lal ,rd*d I1OLhl 11011 CICik Thr rviIrlcr hot I~uLg Of L~arrtn collr~a h8cln dir tollrro prodla eosumpdon b! ~d~n b uOIffrerld by ~dm~ilf conn~~ For rhe mor pm, rbr nallpdll ml~ in sY·o boiorr ~olmb ion myrd rrrmiord uorbooIlrI Ih ~a~ ~r iolpolrd in Ire clrlda, a nill k m, Idols cOorulprion ~ a LYa ~ ~~~II b fotbiIdrn lm ibm i b ~~~ Thr rffm of Il~i~ ol·C on IdIIr mwun~· roJI k allld ~I ~ raoIPoir Of IIoIr pi PCn rOuurnpdon Or ~ YI ofimolr;as Iry Id~a, t·l rida Irlpir dr raolrr a Iu p~r h nid lolll CCI II Pri·i* FoOOain ohm la drd by IlvmirinI b" prOpOnrnp I phCD i ~YL p~l~ Il·dill add,lr ~~e brro folIowrd by Miil pi aiP ronlornpdon Iloni IIOID, ii dr lodlB tot ~dlla 511~1 rl NomoY aYY 6· J~f Pa eoOiro abilo ImlPI (Olllpdo e ~ Dlli 4 ~ur brforr ~~edily roloo~ I ip~ Ila tbrrrOfrrr dda EondnIrd I Idi Or rven i~rrurd l~llL' YJor lalq 10601 ~~ IYI bilp. 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The impolition of 3dRrrilinJ conrmlr in there coun~ria plainly did not aCbjeve (j~ir intended purpox of reducing riprrm ronrumpdon. DI Eugcne ~I. Lrvi~ oi rhr liew I~ncv kltdied Scbol'~ Nl~ion% Burtsu of Economk RnaKh teeenrly coaid~r~d the effects of adverriring renricdoa in hrr developed eoynms I'1DC'l'b ~f~ordin5 ro Dr Irwis'rvidmel trom a nmplr of LDC'I Npn thar the *irr~nre of Jtnirin5 mrriaionr pr K bad lint if any effe(t in rr~ndr in or on rhe loul of dgmpr #mrumpaon: The ~oxi~ Subltancel Board of ~rw Zcsbnd ('TSB'I recently attempted to eonrndicl the eoIKlurioru of thne leading Itudis in a report entitled Tobacro a Halth: in &d to Tobacco hdvcniling or promotion 1?SB Rrpon'b De TSB rIaimed in thil report rhu dam from 18 countria 'IhOll that there ii a nbrionship bawrm Itelhdon b~nrung tobaeco promPion and rcduerd upnlte of the habir by young pmonr::' The TSB Report rutfen from 1 vltirtl of mnhodologiul and ola L\n rhnt inwlidate is eondtuionJ.' In manr impomnr mpmr, the TSB Report limply Irrum~ iu ronduriolu For emmple, dn aB Report amen rhar aggngJte drmmd in eounairr Ile dr United Stater murt be Iffrcad by Ihrttiliag ~xptnditunr, i~nply braua lurh expendinnu me u lup a thy an Similuly, the methodology mad by tbr DB wu ro romplre urndr Ulowiog implinpn of a ban in the ban eounnin wirb mnL in nobhn counttier, but no Ieeount wat tlken of the tnad~ in Ihe ban counni~ before the ban took pine, 'wbirh b of nmn emdll information:" Ilmr FonrLioPI Irnfoa aM baled On mirlndin~ and, in lome enter, nIC mamdiclort data," T~~ krl tondapba of Ir IepPn at Ik~ mblrm colaumpdaa bu :~ drdined mon rapidly in'mtJ ban' ~ounlrin than in aon·bsn counain, Thi~ conelwion, 1:`~· hP~vncr, hinged an rbif~ing a ringle rountry, portugal, aI I'loml ban' couatrl and ~'· ittludiny tk luppoxd dcdine in robaceo coa~umpioo in Portupl in the Drmll kJior in::~~~i~ conrumpin in Imd ban' rnunttin But Pormgl wat airl~ni~d u a 'mal ban' ewnn~ pnd eorlunpion in Parmpl ~u not dedined. 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C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 11(1)1111 ~(1~111111(· 11) 11111 nr,n·b~n cousdrr, ~od the hi uonclusilm of rhe TSB spin ii inv~lihed. &u~uK of rhr KlKtive ux of ho u well 1I YliUUI tnerhodologiC3l ~hUI(COmilsll the TSB'I gnlJUliol csnnur he conridld vdid, Given dr evidence, it it nor Eurpriling thjr the Pwb~ Supriur Court tcstly Itrusli down 31 UIKOllllilUfiOllJI the 1918 Tobl~co Produstl Control ha, which reverelv tntricted tig~rrtr ~lvr~dling in Cvod~.~ The Court found 'nn nrioml connection' benveen rhc meJnr horn Jnd the I~gbbdon`r obitetia of reducing rnlolting.'There it no r·idcrr t~t Idelri~inb n luch rnwilr J dagt to public hnlL' the Court obrrrv~d,'k hriadr nid the word 'dog' Mnr bitnnvone: $ The Gnldi~n Court, which roaidtd ~1 of h bn on thi~ irre, including the TSB Report, cdncluded th3t neither the tSB Repon not any Icientific document d~laoauam rhit I hen on JmiJing would effect connmplion. Spctifially with reg3rd to the TSB Lpcn, the Court dilmilKd thir much·coud document with the obrrmtion thr'j, conninr Kdom mahodologiwl erron end e bc~ of Kimdfic rigor which tendat it for 111 intmn lad purposn hyoid of ony pmb~drr velue: " In lumnuriring the nhblt deifie evidence on whether ~dnniling bent reduce tobecco coluumpdon, the Court therefore wee kh with hole choice bur to conclude rhor 'rhe evidence of 1 ndonnl connection bmrrm the maicrioar end the obiccrive ,ought it drfidcnr if not aonlxilt~nt~' " eereeeneee .~JI.UIQ.Y~~.~w*kwJIICI~bA100· 'Yul~ uPal~l~Pa*~r.PII~*mu "Unlll. PKIJI. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 (IITISH·AHIIICAN TOIACEO COM)ANY LIYITLD ClibPDF - v~~fastio.soni