BACCO ADVE#TISI#G 211(1 Manufacturers Association C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 INTRODUCTION here is no convincing evidence from anywhere in the world that tobacco advtrdsing encourages an], individual - man, woman or child I to start smoking or to smoke more. The role ofrobacco adverdsing in the UKis to en~aur· ~ oisdng adult smokers to switch to, or tcr~in lo!rl to, the advudred brand. So mutcr how eamtrdy proponents ofa tobacco Idvcdsing ban argue their cast, the factremains that ad~erdsing in a mature market - whether far tobacco or many other products such as pl~ol or soap powder - cannot make ulybody bu!' something thF; do not trant. Such product catepories cannot and do not increase the ov~r· all size or'thcir markets b~ advcrdsing~ blr E;evin Buron, MP (lab - horher Valley) has chosen to ignore these salient facts and is spoosoling a Private Members' Bill to ban w~ac· m adradsh,P in the UK. While Mr Baron is cnd· tied a, his opinions on tobacco adverdsin~ it is vir~g important that the facts about tobacco advadsine be taken into full account b\r rhwe with an interest in the issue. ~e hipblia:ht some of the kc~ issues surround· ine ,Ilr Barron's Bill followed by the Fairs in a;h CYC, VI Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 II Does tobacco advertising cnsour· I IDo tobacco companittl adrcrdse to Ige people to mke up rm6ungi recruit new smokcni ~o! ~hcre is no convincing evidence hem No! I'ndcr the Volunury Igr~e~nenr ulvu·hcre in the ~orld rh~ robxco ~dvK· tobacco advcrdsin~ cm onlv he used to tisin~ causes people to start smoking or mcoun~ rnirdngaduitlmokelr to switch smol; more, whether rhev are under 18 to, or remain loyll to, the advertised vc~n of zee at Iduit, bnnd. ) Indqcldtntwru~h tonrislcntrhou~ dur I ) in 1 nwtute, well aubii~bed ~z~; ruch y peer prerrure and the in8uente of~e hilv roblcro, Idverdring onnal end das nor are the dec~r rnxoRJ why in~dullr air up intreaK the mvket's PvenllJi~e, ~dlhr; can Inoidng, Where children are loncerned, the : Idardring ia8uentr indivi~u~l~ to bily ame· Of5r~ of PopLrion CcRRUeJ nod Sur~cvr I thing they do nor want. report ~Ynv Children SmoV (1990111um· mied the Seven myor heton in chiiClo'l ) OnsvaJgt,Ycund;lbdi$leiolearlmo~n Imo~ng inidldon; Id~ertising uhu not one of switch brylb ach vcy~ ~ ;i~icr !60k of rmo~ them~ crrreguluiyuno~moa~Ylontj,d,r~~, tddr up to 1 potcndJ1 r~3 nst~cr sector s ~irhcuPi people ue abviouJiv Eonsc;aur of worth x~mcthinS in the rc~pn oiO billion robrio ~dvlrdrinP and btud fumer, Ih~r nth ysr, more than ]uromng 4 use i sonsdousnffsdoanor tuue them to ~ ~p cost of 1 toal industry Idvciing spend of Imol;inr .iwumrrJ of an sd~crdxnenr is munhiv fO mil~n a ~:.; one thing, I~ccilicn to dY~ up Imovzng u quire mothr: ) In ~( wlvryun up w 1W2.~L~g wviil dme the C'K mukcr declined by !jX, the I ~ccorCin~:o oifid~ Cgurn, the redudon in mulcrr shue of the UICI ~t~o inding op· ~ouJ CE:ob~cco ~onsumpdan between nnr bm3nL inc:cutd ~on 18 m ~gund 1980 -1990 iy been far groPr rhYI ail other 18% md riom jli to 10% rrrptrireiv. Thil E 1' countnrr with the erccpdon of the vc:~ rubnyldi gro~vd~ in a iie;jv tMnptd S~ialu~h which, lil;e the Iii 1~ permits tin !yld dedininf) mu~:, could nor h~e rob~Eco ad~e~ino. However the in~dCnce j been 3ChiCXd imour conrir~nr yld NIEESlti~l ;the propordon o;:peopie who Ineici oi sL·erdrinP.j Imokinp in the CK has dnlincd Jtuound one md 1 h~F in:el the no oidt ~h:lmh s .Wn~dling ~D tn~bicr Ui;o~p;o comp~ dunnn the ~;me period.l nks to dr~en~ r~: ml~: I~ze oi premium brylds ig~ifSI L~ap impottcd ~~rrrcJ which Knonp~~ellon~. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~re more ~oun~ ~omcn taking ~ cigarettes smuggled in from the fnitrd iYi blii~p"b"mui ot~li statistics, so ur3dng a Fire impression 140! Since the first OPCS survey on this ~i~U'[he I"d Pf Imoling hu Mkn. subject was carried our in 19;2, smoking among !aung ~omcn hi dropped Grc~n Br the end of1991, dr share of rmuS~ed dp· ;9%ro?j%in199!. mainrhrCu~diYI1Mu~;~iud~wmrPII -- ) between 1990 -199', the level ofsmoliing Caruda's Bmce ~lioirter, ~4 Dbid ~ndason, by young women !16·19 pnn old) Fell ~mm rercnt~rmdt~publicra#mcntt~urhtm?\·bc roRrdro~Dw~rd~ynua~niocrdc~mnop 32"6 to !jl according to the OPCS General Household Su~e Smol;ing: among women S.c~rou~i~gbWrnnrk~inanl~gkdo~maR which toPI1~1 dinon bp~ conn~mpoion j~t~n 01111 age groups fell liighd~ From 29M to ?SX over the same period, and have 1 significant adverse effect upon Cuudiulm revenue. a There is little difference in cigarette smolr· ing prevalence (the proportion of people a ~rv Zejlund: Olrrthe period 1983 -1990 the who smoke) bCPn'CD men and women, In ~c~ 2oknd dgarene myket till by 28~ p~ 1972, j!l oimen smoked comoutd to 41a duemFi~yl~ng~au~,mdpPrd!'d~~ar womm, By 199!, !9'6 of men md 381 oi increases which ~irtd cigarette prices by over 4mm ~mo~ed. 3001 kpvcen 19R lad ~1Yeb 1990~ ~pMil adverdsing ban inaoduced in 1990 B Have tobacco ~d~crtising bans in coincided with a further 10.M drop in sales in other ems oithe world Kduc~d 1991, but the following economic and social the level oilmo~in~i ~iuoa were rnpchdble for ti!e ~rdcntld fail, not aban on adv#dring: -- ~o! Thrte countries, Canada, 9ca Zaland and ~oa~y, atro~tmquo#dbv - The baof~ sorn economic reeessionwhich and·smoktn as counnics u~hcre adverds· ~uxd 130W increase in unemploymenrjcwfen ing bans have "succcpl~ull~" redurcdtobrr 1990 - 1991 to connunpdan. Hc~vcFcl in none oftbae counPics has there ~ccn ~nr condusive ni - dNbmnU dcdinrin hewi~ddincPme Irhle dence that advtrdsingbaaspcrx have had interest rates increased such an cffccr. ~-----------"I - Up to Ijv, (UD in unempio!menr btnrip and ) Cmlda: The G~di~ Frdenl Gwrmmcn~ Ofha ~od~i ~ecuriF? p~mcna, and banned tobacco Id~rrosma in 1989 as part of ~'plchgr olmalun' ib~b~duding rrdn~cine - Punidve ax increases in 1990 and 1991 which ax inac3serl to reduce smoking. ~et thr added romr 20Yo ro the price of 1 ~piul pack Government Health Department in Otan otnma ciPanres, This compareswith an predien dur ~ob*;o icnrumoaon ~n incrpx annual ate ofin8rion which had fallen to 12 in IR3 tbr rhe trr; dnr in a ~dcb bv the iut quuta of 199 I. Big m inmuu huine dhe bPcr twlf oi~~ These po~ert'ul economic factors during; 1980'1 reduced donede sales. Ct this has brw 1991 u.cre the real reason for the accelerated oma br 1 big ipt:zsre in rorsumpdon aflou decline of ~obvro tonnmprion in ~~F 3 1): Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~~ te~ytd during rhlr year, ad not the btn P Does the Smer RrportS demon· on tobacco Idrertiling. strare thlr a ban on tobacco advertising in the CK would Sa Znlyld is now sho~ng signs of rmrrg· reduce the level ot'Jmokiogl ing trom recession, and coupled with a much Imr~rlP9jintnrrinrob~tmorti~ed~3ir,e ~O, n~e Smee Reporr lissued by the in the dg~rcr~ mulr~r liavcd ~~Nid~nblv u, Depamnmr of Hdrh in Ocrokr 199!), j~~lyrvtlr-ti~rrh~remphYisin~,dwtrht3d~r· rr~de no tstimare as to the cfi~ect ofa ban o:ling hen has pbyrd no putin the msrlier i,the I1C The authors' own srudv did nor decline rinfe 1990. Impornnd~ Imo~ing hnd rhlr adverti~ing had a rtalsddly prevslence among ~cw Zc~nd adults hu significJnr c&cr on tobacco consumpdon, shown no mel Fbnge since the hen, hover· ing around the ?6 - 3i% msr~ benveen 1990 I ~ nlunberofupem dddxd the Smee I~eort: ·1993. Dr IJurenre Flagan (HFnlcy ~lr~cting Dc·nlmics Inrcnldod):9 ) ~orwsy:.i tobacco idverriring ban was imposed in SorwJv in 1973, By 199! ovenll sinumeandhuldrollingrobPecorM~umgdon - Hinhly Iclefa~v~ in irr use of data, for wmple using h br ~c~vJ~v pro~idrd by Yud~moicing h;dioanxd by B. Ihir rompues ml~l~· o~niution njlet dan On independent o~Y1· ton in ciparetre and handrolling tobacco hdon ru~ as OECD consumpdon 91"33% in the I~ over le same pdcd· i - I Didl nor J~monrnre in IObJ(EO ~rddag has an dEi on ~of~umpdon or that adverdsing ,Gloteover, the indden~r ofrmoldng i Sbnvry rcmid6ns and bans have reduced sorwmpdon 131 by j percenragc poino begrm 19ij - ~viim dlEll hxr ~ten 3pplird 199!, while ic comptnble np in the Ili~vst Ib prccnu~e poina I .Idrerri~ing .irrPcisr$n:lo - 'Sweeping and uniurtilcd conclusions based ) Gcnall Observaion onllimioeduldincompicrerniovoflhrl\~il· Dildnr~iskd Brio~sh ~conometrid~n SLidurl able Eidm~,' Srcvnrr published a ppcr in the fnternldod joumzl of.~dvcrdring, rhirh ~nzl!Jcd mbr S,,,pq(' Sodc~:!l co uoFsumpdon in 32 OECD counnin bmvrm - ~Vs do nor br~s rhesr IrubcJ (re~Ftved in 1961 - 1990 (induliing lix wit Id~ap~ing I the Smec brn moo~tute lui~ienlni~i~nte bYII). ~ 5rovyt found dwt in rhole coun· j oi~ comilbon bmvtm ~ be on ~d~t~ling $a wit bylr, pet c$iu iigurrre smump· ,,d , ,,d,,li,, i, rcruuaprion to jui~ tion was, on avcnPe, j,Q higher than iino leasladre measures. ban had been impoxd.: Sote: For mote in~brm~don on the Smee Report, Srcsyt suggests that, ~vherc3~ the ~d\rmjcmcntl please see xpYlt;;lpee,'Tobaao ~d~crdring - themselves hJre no ct~ on the level of smoking, ,i P~opc: Pca~c~s*, available tiom th~'llll the absense oihe31th ~ing I~vhic~ are required on tobacco advertisements in mm~ countries, induinP h CB ms har rcmo~hl a ker dart rent to an i0di\iduld'l decision to start smoking. 4 1~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 P tobacco 3d~errilok ciitcti\·clP a What ~vould he the effect of a Does the Volunrarv.ierrcmenr on tobacco ad\~errisioP ban in the mrct the Gaacmmcnt'robjced~ Ugi on tobacco promotion.: r\ tobacco 3dvcrdsins b~zn aould nor cut la!ThtSra~taa ofSwre ibr iialth has I tobacco cansumpdoa, it ~uld, hac~cr, sated her ptcitrtaee for the current mrun frcnt brand shuts, sdAe compedo'on, set of self regulation, and noted rha the 1 dmecrour prmdcnr, and mav hrr current ~giccmenr is ant of the mwr scriourimpiiudonsforjoblin~su&adul "compnhcnsive and Iffe~d~r nncms of Bddsh indnsw\vhich makes a ~ubr~ndal rolunrsrvconnoir in Eurqc''! contribution to the Cb balance of paymcnrr. I Tne current tobacco ~d\'e~dsing .~eemeotlj h3I bern in ioru ina Sqtnber 1991 ad is I IX sbYco ranDia reqnire Id~e~dsing to rje IlttrI in 1 xrier dhg b~~ to 1911, mmoctr~.~f~l!;norjuxImccPtk~n~S bur also to defend the dometde ~rltrr leinrr The ~rmcnt'r It? pro\ido~ co~ ch~p idaj~ ~omwhidsmp~rdrh.M - The content, tone and lolle or IdvexlnnP plirc, b 1992, imporad dgacnts aceounted (duouPhsaicrrwppiurcuirhtir~d~e~dring for wsrh 8.jg ofthe domesde mu~tl.~ S~md~t~ Authodty'r Code oikxtia for Cigarette hdverdringl, and the ~re·dn~nce Higit qulli~ brand hz~e, in int pax, sYceess· of31i ~Dpwed d~rr;r md hand sh~ ~dvrr· full!' used advertising to mlintlin and/or d~insb!·rhe.~u~hori~!~ inreycrhdrmukrr~Yr.~hu~Uld~Ko away I'K eomplnics' ibility to deiwd rher I 1he mtdi~inwbich Id~r~-~dngj;rmir;ed ~i~ m~r~a, to the Idrmtl$e of cheap foreign rgcid~ diemre m ~im mddounp uwnm I impom, md could cost C6 toblcco jobr. - lilnits on the industn·'l aprnQuc on poster ) .~l~;~ob~c;ozdverd~ngbuljlii~cit·mpro~idc (ouldoer) Iducrajmg. Ind rurtnanr on die Iddrd ~c~P~ li3r die E~Klpc~n Commiuion lidne of Idvcrddng in !hdon :o rdiwh uld m irroducr 1 Syl ci~hcs ~ the Eurwun p~groundr Union. Should this oecar. UK tcb;r;o companies ~vould be prcnnt~d tiom wing - MtnuficnueB' promodod ~c~idu Idtr~tising to compttr ef~t~l~ elrcwhcre in Europe. - Health warning nquitt3l~na on pl~ and adverdsernents I Such 1 ban could create a precedent for fur~lr interference on the mYi~c~nP ~tdomr of o~a in addition, the Indusc~ ha agreed to rrdufe indi* (drink,ph~mK;udc3ir or ro!r~ to permylent Ihdpirom Irh~c~jinl jy jg% .II the mMnuFiaalnii~ddr~n~RPJthrou~li~a· fi~r !tan to 199i, ~th ?rioriry ~vfo to shops a;dng,rherha alnadod or 1 Europeyl !e\rf, nea xhooif, The .Igrnment is monitored by an indc~adtnr· h chaircd Committee ~·~kt~ reports mmll~ to ,Ilininr~. Succersire rtpcr note L ind~r~'l excelieRr tnli: Krord in ar~ir,E D die :~quire· Ln rnenrs oirhr ~Frccmo;.·' C Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __· COMCLUSIOM -- SPYnl h i legii ddy c4o~ b! qpodP4 16 million adults (~;1 oi me 3dn]r pcp~doo) in 6e ~I The UX GarrmmFn ~r*~dger the ~ndb med Freedom oloblao companies to ommuniutt ~ 6dradultcusromerr through zdvtrdsin(, p~~ +t co~~Pion is subject to proper conPb set Qm in die Blpp~ ~emP, ~ current mtem O~[UnU~ d~ePm has been in PliCC Br a! ~4 YM *d ~'P"P d Rd in me~Q 9cdBc GraePt oPra on tobacco idvordaing and promotion, it is poindus and ~!· hi to ~h m Ral Y not q 6 km ofi tois~tcd ban, Furthermore, 1 ban roold pot have the e%rr its pmpolcmr dim. It uodd mereiv provide l~d· Imoting campaigners dth 1 I!mboEc vir,orv on ~kh a base their tiit~er campaigning, 'The Government believes that the imposition of a tonrog bin on 6r ~~cPBI ofs gmdla ~Ych b ~~ m rP ·o~d be i Qlor thmy of pd*Ct rhLh ~lld netd to be justified in tear of the likeiv size of rr e9lr' Ewma~ Clovemmenr Rnpo~ r SMnd ~c~ ~ 8~ Comminee, Session 1~!8j (3 ~~ 1~3b ~ 8~~ PlivJ# .liembetr' Bill ~~ ~ nor ~a 3 ~ducdoo in ~a~ ~rp~ 3J ~~ bv in ~s.nll~suru~cm~inre~irmFri~ rt~ticsdnl~~ ofl ~hl~ responsible Bridsh ~~ ~~ hes consistendvldhered to the rnies ~~I d" pm~on dmblm produca in ~ co·~ The tobacco inda~dl leonk resist resaictions on its kfkimlre a~rtedP! bcedomr as there is no coadndo~ ~dace:o Ihr that such rodedonr are E~d! m Iednee ~ ~rd oAaoY1 i dK TE 6 ClibPDF - v~~fastio.soni APPENDIX : 6kn ~;JL~i · xllv c:bklm lilm* I,n:l I~al : ~iin ~~Dld! -(:YiJcn, ~m~~iq mi ~!le3. ~u~h E\Jru. I1Y1! · ImW Hldm Or~Ju~an · Hfb mdr;run ';ubwlinlum lu · ~l~hnU, · ~ E;UDOma ·;j I~Wn' IYYI ~Efua jl~n . alia MdjL'~IDWI$ on jD(i;u ~ounrPUI in OEC3 C~Junrm, ;U. !~!· · ~rruu~~h:~~rn~Po~ Di\iulm ~p~:~il~~ · i~nuiTub3liu ~i~u~S lm Tnb~i~o Cunmm~non.~ Diw~K~e :~ml b~ng i ZdrDs. Thr jmr~ ilwal 19! · 3r Lun~~e I~ 3mn -.~ Ru~la ~x' ELi ~;::;~~I b~~3linu on Tjbrro Cunrc?Pun, Hcnin· ~~all ~r~;l :~cn~mi, Imv~ luJj ·".i~Blenr~ I~nnn - Submal.n :o rb~ 3cslr Ji Ilcim IYY; :: gl*~P~DC ~li*:'. ~Ublllll~lun :Illb~ ~Si::'l": I~i~~~j~h IPl)j :: kHull, li~ml 3otromlo' Ilf, jer;nm~lii::: 4 :-:$~·RlrJud:: l~hl Iw! :' EluF,rm IIIECXc~ un tblr;u FII~~K;I' ~r::T;II~ Uld ?;OIJPdUD :mum. ;O~j 'CO~U3i: Culn~:c:i~luarml~lurm~;'l~::-ln*;~I~Putmxnl, ~nl i0ur.rld:l L3wnla. Manniactnrers Assodifion Ci~~ ei~s~.1;';5111'1'· loedull R~'IE j.il;. re!: 1'1 S!J ]O~I Is: Oii gjU ub;y ~n C N (r O I~J N P C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111