~ r"Ss 85 '33 !t:53 P/M LA~tN FMER,~E~, P,3 ToPCe~l ANO ADM1TTSrNG: DaBS rdBACCO AWERTISSI1G PROVfOE MOI sbsEP:lTsl Tobacco advertising provides a Vital comounicar!ons link betsJese tobacco manufacturers and adult cigarette smokers, Advertising is the means bywhich manufacturers communicate with smokers about the products C~8y make, Advertising ensures that smokers have the ability to make an informed choice about the products they want to use, Far ~1G, adver~isinq provides smokers with ~1SormaEion about available brands and differences bcr~een brands, end ;aake9 it poeoib2e ior them to llb71 about EaW products, changes in existing brands, or innovations like filtered cigarettes, A ban on cigarette advertising would censor this flow of intonation about a legal product, Advertising also serves to stimulate competition among manufacturers by providing !ncantives for researching and producing products to keep up with changes in consumer preferences, smokers th~s benefit from high ~uality and lever price as we;? as more product choices and innovations, ~rescen to advc.s:se is essential if the industry is to respond to shifts in consumer tastes, such as the aovenent in recen: years among many smokers to low "tar"/nnccotne cigarettes, No manc:lcturer will risk investing In new product development if he does fidt have tha nenns to inform the public about it, Competition Froc~es tbe incentive re produce nco pt inprw8d p~odccts: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~ ~ 'P 18:~ P/M UB ~,s~ advarctsinq provides the moans to morkst t~em; conslollln derive f5e bsnpiita. LmPvP tbe ahilig to ~dvertLs, and bah incer.tivas and bauii:s disapeeatl 12- Clil; PDF -!::!!::!!::!.f3 StlC.i: 0111 rra B5 '9t 181:4 P/n IfiTIN F~3,B, P,5 T(IIUCCO AND IDVeBTPZ~G: WES CIGIIIIE2TE MVERTTSINC C1UsE P~oPI~ TO ST~J~ S~KING1 IP NOT, WHJ( ADflEBaEZ1 it is o~teF. suqgaetad that cigarette advertising causes people, particularly young people, to sta2s smoking, Thin suggestion has been disputed by many researchers, Research in chin area nqqesrs that advcrtisiq Ca~ little if any !n~luence on f~k~C decision to start smoking: rather, it indicates that c~r!os!tll and the inlluenee or lalpiiy and Iriead~ are the most s!q~!~!e~nt Inil~dnces, ~dvartiPir,q lacks the pcwk· to make people, tJhcPcr children or adults, buy products they do not vantl tobacco advertising id no di.'ierent, The purpose ol tobacco advcrt~sing is to promote brand warenos~ and thus to encourage brand loyalty or, alternatively, brand s~~tchi~q among adult slpoksrs, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 mK~ BS '9~ 1815J P/F1 LFI'I:N PIZP,REG. TDBAII#I UJD ~LWEBTISMG: OQEs THE TaBhCCO ~DPSTBY TAEGTT llcOTH 3~ TTS MPeRTTSrZ1G3 The :Pbaec? indpstrJ dcu not advertise and pro~ctz products ta c~ildnn, The industry hgards s~oking as ar, adult cu:sm, M:sona~incl yautn ahould do, and aims its advrt!sh~ at adult sn~okers, p~e~ at ch!ldr6s, T~iJ is reflected !.1 the :act rha: idvartisemsnts usa adult models and appear In media tarqe:d at adults, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~ B5 '91 1654 P/n UTII ~.RT, P.7 TOlUCeO uD MVeRnSZHG; W MVEE1TIS~ ~I O ~~~O~ REDOQ TllE ~O~Q Or O~, P~RTI~WRIY MWREN, ~ ITART ~IIINGf rPBafco pzebe: advart!sinO COall not ~1 plcplC atar: JroZi~, Ir!q ob~ooa produot tk~~illn( vblld not lab people stpp aackinq, fPidlacs that b~!Rq c$anctl advsrtislPg Paid ~o~ :IdPfl aokf38 prevl!er,ce ucag pea; people bae been provided IOlfn and aglin by :ba axparianca al cluntri~s tbat hp~ bannad or severely reet:icr!d ciqarst:~ Ik~~il~(. Coo~inltion is pr~id6d bl t~~nt ~un~p:sFa~s r:~ 40~1 and lia:and, ~~ough tsbaces prodrt do~~!s~g tlas baall bann~d in I~nl~nd ~inss 1911, 1 CniPmity oi HelJinKl 1Pnly reportad!Y lod than a ItShll:parc~ntagl oi i:- :3 18-ycar-alds allOkad dsilt !n 1919 ~~ vhan t.4a a~~~ising ban vat fnts atiact.l ~oClr sradp pblilhd In 1191 ~eball! noted I rllgr fncr,tre in eook!nq ag ad~: men end voEef, bb~~n 1311 end 1)90, the etudy Ille ~0~~6 dir althouph laoling aoa( loal pbopla had aft~lly st~~~d to fell in !Pfl, bo yolrs btlPre ~~~ ho ~~n~ into cl!set, Ma!r . cow~prf6a oi tobacco pr~P~J and tlo~~p( sncs a(ain br(aa to rile in the lid·:lt(l, the rlsar~~r~ oondYo'.ing the Iffd~ EPncludad thlt on the basis ei ~~ro data, rmeliag 13 Pillland does not Ipg~lr to be doenr~jq at this tln~l ClibPDF - v~~fastio.soni ~I ~ 05 '93 iB:8 P/tl ~t~~ ~,RF, In Yonay, ~~e fnbaooo I~~~iring vl~ b~~ in 1973, a·:~cl3r ~~dy ~ogo~~d ~~t th~ tot~l incideaee ol da!!f s~otiPq Ilag loff~giss adu:',s :b~!Dld O~rttwtll 1D~l~ld b,~rl~n 1979 (tt~n II nelloant Ilokad) and 1963 (~a 36 p~elnt atOkad), In acr699ing the ~et or' the buI, ~~ ~oPors Eoneludcd 3ar: 'Evla amgh ~ law to Itop tdlcco adtr(rtiJlng hit 1 r~lnlnghl con:lpt, ve e·od sao ~~r it h3a had I iundanar.ta! a!irt upon th, ~~:~ or oat of tm~cce,l~ ~P~REblQI Plqd~ I:!vei~, ~., and BAOl, 1,, bln2reaPle ~ Jr~BP197]· ~aag~ Bs!siQII oniscr~ig at Bllaiaki, DIPl~~a: of Wife e~altb Scfracs, Pub!!ontf3n 2/1999, 1919, 2, Pa~vola, M., Ti~cln, J,, Halona, I,, and b~~~!a, ~,, 'L1~1~ on l~it~d~ lOvard ba~i$ h r~nl~C,' ~J~n LF~ajtar!~hti 41(1): 121-321, 1991, 3. Cdtsl~, I~o, d Cdtlltu, I.t,, "Roykinq og BolQiqcr i Potgs IS~o~in( and Ift!tudes Towards Smling in reaig),' tidg~ wp~ Loe~rchJ~xnal oi_Lk~cP!!n_~l l~~e~ion) 110(11): fliQ·l, 1990, ~~lub~lglnt cl~r,lp~d~rl ut~ Ir, ajartveit in the aa~ joP:~ll; 1990, 110(39), 1395·f; 1990, 110(19), 2f67; 1990, llO(!F)I 2689-90 (inel~!ng ~~), ·2· ClibPDF - v~~fastio.soni _ ___ I·_·_·l·__l_·_C _I · ~ _ ____ __~__· · ~_ nW oS '92 le:n P/M UIn ~.2ES, P~9 TaBllCCo ~ IlrmsBTIS~: 1I~ TBa I IBMIWD TOJI~C 508STllllCaS IKMRD RE30RT ESTABlflI TI1~T B1UIbmtG IP~LC~CO PBOWCE MVERTIS~IO wpaD Elma ~m~ Intt·lro~:nq a~ocltsa hne eitd Ena 1999 raport o: ~b Tnrie Suhatancaa Beard [?SBj oi Rv 2aaland to ~o Ifl~et ttat data IraP 11 fountriso ;:oold ~lt banning toblcee 3redPet advartiJillg vould raduc~ amsPing, _ Bov~v~r, that canclasion dcpsedsd on li~c!lp~l~icatiap of eartain cfen;:il~ v!~ declining ~~inp ratoa ar founr:ios ir which ~~rl vsrl total a~~ttfa!zq bane Wban that waJ ~Ot tbo Li~lf!Qa lad pthgr 11~!00L Yrhodols(ical il~v~, Tbs avidantiaxy value or the rS8 Bepe~ was ravaraly di~eo~~~d by ~1 auahao Slsrlor eoa~ i: the recant Canadian ~a~i~i~ ban dacisioa: '[T]h~ C6urt can ptlly not~ ~at (tna Tbl Lpo~j eonralns sa:louJ ~r~obological arrera and a lack ai scihst!iic rigor whie8 randsrJ ft far al! latsotl and PU:POIIP dPVOld oi any erobl;:vl valua, it !~ a :Iport with an ok!o· paint a.' OilV and !tl COIO1PIIODI ~~IllE= ~lt PEiPt df PilY1'I R~EI~NCEt ~P~CD~~~!~c~ v, l~O~o_FBn~~, 12 0,~,1, (Cth) 449, so~·o4 (1991), ClibPDF - v~~fastio.soni f-~ _ rra BS '9t 19:56 P/H 11TrN in.RE~, P.IB TOBACCO AIPD MvEETIEUlC: BRS THE ~I~EMglSTBTION OP QGBBBTPE 1~TX~IHC BbN8 IN NEY ZE~WUIP ~WD C~N~ ILESmJEID P DECLINES ~ CIG~RFETe CO~GVEII~fOH? Contentions havd been made that daelinaa in cigarette consqtfo:: in Canada and Neu 2aalar,d iollowi:g the adoption ct' advertising bane in those co~ntrias prove tSat bmninq adveicisiEg wi!! lead to r9duct!ons in cigarette eonsunption, However, a nora daailed ana!yr!~ or Yocia! and legislative developments 1Jhich cfeJc~d in t~lose countries at about t5e sane the 88 the advereislng hens ?era ~mplsm~ntd suggest that such Eantantion3 :gaote nllma~ous e*Sler factors that say have Ini?usnced ob5uvad ejns~ption trends, Fox axwple, such Contentions do not take into bcc~~~ t~e poFe3tia! i~plc: o~ retail price inccascs braught about ler the to~t pac", Sy subsWltial nu hikes in hotS countries, In Canada, iEp!olpntlt!on 6t Tobacw Products control i\ct on January i, 1989, wee said to be responsible ip: the six percent ~rop in cigararte consqtion recorded at the end at cy~ar yea:·· thb !bt9?9r annual decrease ever recorded, Xcwever, ta~ep on a carton ot ei~uettes Pt tSe Icdsta! level nearly tripled dc:i~9 t~ia ti~, period; provincial taxes also inerea~ed, Spsddcally, ioderal taxes reportedly increased ~roa~ ~SSi,Sr 3 cartsn in lgag to about USS?O in !ata 199:; in Ontario, p:Pvfnc!al taxes 03 a carton ot CLBh*lt:bl r096 Iron 055t66 in ~sst to 0$13 in 1991 ,ar~apr !nev!taj!y, cran·bd~dar shopping and nopqling berJeen Cn Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 rPR 85 '5! 1B:~ P/M LRTIN ~,~. P,I1 Canada and tho CI!:Ld Stlfll 1110 incrascsd aubatar,tially, Tha provinoa or pdse hls ~p~~lrlC that its traasurf a!ona fs loaing an astilna;;ad Sf~ ai!:!on (Canadian) a y~ar Ir~ Jnuggling, ~e Lplct at th6rs dav(!oplponts an consqtioa ii~u, as wail as 1 ~uitc~ to re!l·yapr-ovn c!gPrst:os, is dl~i~~lt to d~tchins but is lIkaly to be adlt~nt!~l~ tikoviao, !p I1V Zulnfid, vhoEl ~~ tehdeo ~kc!slEO and sgoolortbfp b~n took aiidct II May 199d, it has ,"aan oiainOd that ~, ban was r~oponsibl~ lo: 110 paroant dsop in oigaretta eo~~ptfon, 8~1 again, hac~~r, sxs!as taxes 108 ~ftr~~d In tho lat".or part oi !990 and again in ~ril 1991, lOading to lign!!iemt ratail pr~c6 ino:aasaa, ~~r~ uorr additional laeto.vs ~t I~y bavr lii~c~sd tob~cs coas~tion ~lpl~, inolud!ng q~~r~cet rcd~ct!oao fn la;y aoelal vsliaro 'oonaiits eat i~lctrd on ?IJpo~able infale aad :h~ introduo",ion o~ ssosre wo~trg rlltrictfoaG uhi8 becuP mnndatory on 111 enP!OYlrs i: Itbrt~ 1991, -2- ClibPDF - v~~fastio.soni ~R E]S '92 18:B ~ln LA~IF1 FPPR,REG, TOBACCO M1D MtlFllTlSI#C; 1IRE TQBACC6 MVEPTIS~HG SANS J96TfPIED Obl TEIE BASIS OF CCHCFSBS hBOOT SXOKUJG AND BZb~l? Three years ago the Canadian government !mpossd a ban on tobacco advertising under "Je Tobacco Products Control Act, labeling it "health legislation," However, the Puebec Superior Court overtu,r:ed that law in l99l, ruling ~at the ad ban violated the Canadian barter of Rights and Freedoms, which guarantees freedom oi jpech, T~e Court IOUF,~ that all advertising, Including tobacco adve~t~!s~g, has expressive content and is, therefore, a Protected aetlv!vl. The Court also found that C*he Tobacco Products Control Act inpl~qcld on the jurisdiction pf provincial gwscmmts to regulate advertising, The Court rejected the Canadian government's a:gurcr,t thlt I ~an on dacco advmiaing vPu~C af~pcr consupprion. Re court stated that ~he gave~ent could not Jub~tant!atz its e!aiPs vlt$ any eompell~q evidence or a link Sabesn advc~tising aP1 adults starting to amoke, between advertising and adults who stop smoklr.q, between advertising and children starting to smoke or between advertising bans and a decrease in smoking, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~ BS 'P ts:51 P/M L9trN ~~R6, P.13 Thew fir,dlr.g~ aCd to 1Je groving oulnber cS p~!ishsd rsports shoving there is no conv~nffng ~vidPncP that adoortfsisg aiiee~ EansuPl~tisn. n; Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 MPA 85 '92 18:R P/M LRtIn ~S~,RE6. P.15 TOB]LCeO AEID MvERTltSMG: no DT~RNITIO~UL TOBam) )L1~UPE~.~RI~GIIS ADVEBTISE THEIR SRODOeG DTPFEI~F~Y`M DEPELdPINlj COD~B~E92 Aeeertio:,s are frequently oade that international ciqarotta manu.Jactursrs use ndolrrlelnS and aarKoPing ttc~mique~ in davelpeing countries ~hat uauld be cansldered Inapprogriate in their DPne countries, Such claim apparently aeeume that ~e ~ov~rrrnenrs 01 developing count=iea are unable or unwilling to rasula".e the busil~Js·practienJ oI national and ~r~eclational companies operating within their borders, ma tobacco ia8~str~ has not ~aund th?s to be the case, local and national officials are qt~ite capable of deternining appropriate regulatory standards in relation to the local culture, Furt~cncre, it is the policy oi tobacco companies to comply with any local laws and ragulatiana and any voluntary codes regulating the ahe~ising· and promotional practices o~ ,"usineeaee, The purpose o~ cigarette advertising is the same atoC3d the world -I to encourage brand loyalty among existing einoksn and, alternatively, to Soeter brand aite~inq, Advertiainq does not maks people EIDbkd, fi~iratlono on advare~fsin9, Even in developing countries, have not bear, shown to have a siqni~leant Jli~ecr, an eonsumpt!on~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 rs~ BS 'g~ 18:58 P/M LATIN AMR,13EG, P,1S Consumers everywhere in tao World bye a t!qbt c: receive !n~o~ation in order to make an iniotmed cfioica, Adve~istnq iJ #sential ~e JmPk~r~ are to learn about new ~randa t~i grodcct mcdilications such as changes k "tar" Icvclol ·13 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111