p. i_ n ;T-..
    C 6
    ........ .. ........
    International Tobacco Infonnallon Center
    INFOTABCenlre International Offlonnation du Tabac
    .................
    January 30, 1986
    ....................
    TO: Mr. H. Cullman
    Mr. R.L.O. Ely.
    Mr. T.C.H. King
    Mr- R.J. Marcotullio --S~ [C~
    Mr. C. Vogel
    'Mr. J.W. Webb
    Mr. A. Whist
    cc: Mr. D.K. Hoel
    16 Bans Booklet
    To let you know that we have just received the updated
    manuscript from Paul Bingham of BAT Hillbank, including figures
    for 1983 and 1984, which continue to support the basic
    position.
    A copy of this is enclosed for your information together with a
    marked up copy of the 1983 booklet from which you can see where
    the changes are.
    We are in touch with the IAA and plan to have the updated
    booklet available just as soon as possible.
    Our thanks go again to Paul Bingham and BAT for putting
    togeCher the data. This has -proved to be an invaluable item in
    the advertising debate and much used by our outlets.
    Best regards,
    You sincerely,-
    R.M. Cornl~
    Deputy Secretary General
    RMC/n,nn
    DSG-396.86
    CD
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    Rue Mortoyer 10 - Bte 2 B-1040 Brussels Belgium Tel. 02,511 .91 .10 Telex 24218 TVA 419.753.543
    BATCo document for Legal Services : Health Canada 21 October 1999

    




    2. EXEcuT[VE SUMMARY
    A. IN'I'RUUU(r LON
    V j The aim of this paper is to examine the evidence of the market place to see
    what impact, if any, tobacco advertisinS bans have had.
    The Information provided covers a range of marketing variables but varies
    from country to country according to what is available.
    The two sides in the tobacco advertising debate use a variety of arguments
    to support their opposite positions. Both have sought to use the evidence of
    the market place, quoting selective figures In support of their different
    objectives. This analysis is not intentionally selective, but seeks to present
    comprehensive and real information which is most relevant to the debate.
    B. COVERAUC
    Eight Centrally Planned Economics and eight Free Market Economies are
    included. In all but one of these countries tobacco advertising has been
    banned. The inclusion of one country - Sweden - where tobacco advertising
    continues, is a benchmark for comparison.
    C. HIGHLIGHTS
    Centrally planned Economies
    Despite tile absence of any tobacco advertising for a long period of time in
    the eight countries covered, the overall and per capita cigarette consumption
    trends remain steadily upward. Between 1970 and 1934 overall cigarette '
    consumption in these countries Increased by 30% and per capita consumption by
    16%.
    The nature of cigarettes sold in Centrally Planned Economi-1-1; has chan e
    little. Considerably less progress has been made in the development and sale
    of more modern products e.g. FilLerS, lower tar, than in those Free *,1-jarkets
    where advertising continues to be permitted.
    Free Market Economics
    In those markets ~jhere tobacco advertising has been banned there is no
    evidence o[ any significant change in the trends for consumption oc Incidence.
    By and large, tile Lreads apparent prior to the introduction 'of any advLrtleing
    ban have continued in the period foLlowing it.
    tn ThniL.-ind, Talwall and Ic'11a"11v where advertUsIng bans have been in force
    fur su:zc Ye;lrs Cie nd i ly
    ,rette c~)Ijsumptlon has continued to Increase stez -
    III Sillprore and It'ly 'jiler'! tjI,! adverLir-itig ban effectiveLy amounts to ;1I
    near ball as opponed to a toUll oize, --igarette consumption has also 1,rown
    Tn Fitil-Ind, Givre hn., been itt) dincernible ititerruptton to the t-c'IdS PC-'-)r
    to 010 wjj1Ljj r,9,-ejItialty cuncinued. En fact alLholigh Per
    er)nL1Ijtjc,,1 tk) dccL1,11-1 Utrutigh to 1131, the paSt 01MC
    to tile pre-atIvertising ban
    a revi-i-sat or this trend and a return
    lon.
    C,
    BATCo document for Legal Services: Health Canada 21 October 1999

    




    - 2 -
    In Sweden, where tobacco advertising is permitted, albeit on a restricted
    barsis, the penetration of lowLr tar cigarettes is significantly higher than in
    Norway and Finland, where tobacco advertising is banned.
    In Norway, which is perhaps the best single example of a total advertising
    ban, there has been a steady growtit in overall consumption since the ban in
    1973, and since 1931 per capita consumption has begun to Increase, contrary to
    the trends present prior to the introduction of the ban.
    Conclusions
    There is no evidence from those countries where tobacco advertising has
    been banned, that the ban has bcen accompanied by any significant reduction In
    overall consumption, per capita consumption or incidence of smoking. The
    market trends apparent prior to the Introduction of a ban have largely
    continued unchanged in the years following it.
    There is soine evidence that the absence of advertising can significantly
    hold back the development of new and more ad-..lnced products.
    0
    40
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    BATCo document for Legal Services : Health Canada 21 October 1999