ffm RF 3 . BRITISH-AMERICAN TOBACCO COMPANY LINtITED _~T I Al_,Snust 1995 F-t-5 Niedermann N- L---- a n k P, ta: Hans ADVERTISING & PRO.MOTION CODE OF PRACTICE :rs meetina on 24th July 1995, the BATCo Board adopted an adverti - . and S:,a p.-:-iodon code of practice, which will be applied to all BATCo end markets. ~*. copy c- code is attached for your reference. T~t objective of the code is to formalise and standardise a number of proc--;ures, in place in markets around the world, aimed at ensuring that no mz.:-keting ac:i-.4ti-es are directed to young people. The code has been adopted, notwithrinding o.t=. 5 conviction that advertising is insirmificant in smoking initiation. HowL-.-e-, the Bzard believes that our views should be clearly demonstrated that smoking is a choice fc.- adults and that our marketing activities are directed towards adult smok--.-z. We b--:-ffve that this code is one way of doing that. The code will be incorpora-ed in a ralisue of BATCo's Standards of Business Conduct later in the year. T-:~z code outlines a number of sensible measures to reduce young people's expesure to pr--motional messages and materials. The document agreed by the Board also includes pr:Ceedures recardina implementation. A ;ragmatic approach to the implementation of the code has been taken by the Board, however that should not be interpreted as a lack of commitment to either the code or its effective application. The code will apply to all new briefs signed frcm Ist S-----r--nber 199 i. As the code supports the previously approved policy dated I Sth July 1957. 'smoking by non-adults and advertising', work in progress before that date need nc: be chanced and existing materials need not be replaced before the end C;-- their V nc=nal cycle or schedule. Continued 2 Ln C) (D MILLE.k%~-c K40WLE GREEN STAINES MIDDLESEX TW18 1DY FAX 01784 455 000 TELEx 2738#i-l 3ATTOB G TELEPHONE 01784 460 400 11%) Cn AmE.-ADEROFrHEBATit4DUSTRIESGROt;P INCORPORATE D IN LONDOr4 No-, 4974 tIN I-P (7N BATCo document for Legal Services : Health Canada 21 October 1999 .1. T ~:n writing to you individually to ensure that you are familiar with the code as it is ;1-1v to impac: on your role much more than others. Yc~. should be aware that I have also provided a copy of the code to our global ad--:ertising agencies and other relevant suppliers to obtain their commitment to its im.-ierrientation. However, you should also ensure that it is being impiernented in agencies with whom you deal. Yc-urs sincere-.- Jr,DvII REMBISZEWSKI E.-. c - Ln C) C) BATCo document for Legal Services : Health Canada 21 October 1999 BRITISH-A.NIERICA.N TOBACCO COMPANYLImITED CIGARETTE ADVERTISING AND PROMOTION CODE OF PRACTICE STATEMENT Tobacco Co Ltd believes that cigarettes should be consumed only bv ad---: smakers. It also believes that the marketing of BATCci group produc:s should ~e C277;~-'~ Z!UE in a responsible %kav. BATCo fbi-ther believes that all of its group 0-tra,ions should be conducted within the laws of the countries in which it operates. PREAMBLE B '-' ' TCo sets out below a Cigarette Advertising and Promotion Code to be strictly oi~sen-ed throughout its operating companies world wide. All group companies and their employees must ensure that any advertising and promotions are directed only to--ards adult smokers and not towards minors (persons under 18 years of age). Where ilhere are local legal requirements or any voluntary industry code or similar on cilzarette adver-,--sin2 and promotion these shall also continue to be observed by operating DIE CODE I . Nc orm of product advertising, promotion, merchandising or sampling will be direz:ed to minors (persons under I S years of age No cucdoor advertisin e a will be placed close to schools, playgrounds or other lacEities used predominately by minors (persons under 18 years of age). 3. No :a-micted television advertising shall appear until later evening hours 4. No advertising will appear in either print media or in cinemas at the sho%xing of flims aimed specifically at minors (persons under IS years of a~ge). S. No -:irect marketine or market research will be carried out with minors (persons under 18 years of age). 6. OoThlin- bearing cigarette names or logos shall be in adult sizes only. 7. No advertisement or promotion shall include use of any celebrity. testimonials, characters or people likely to have special appeal to minors (persons under 18 vears of aae)- Models appearing in advertising shall be. and appear to be. over 25 years of age. There will be no payment for product placement in films, TV programmes etc. S. Ad, tnisements should not depict sexual or social success as being attributable to Lhl- a:: of smokinu 9 Nor.-:obacco items bearing cigarette names or logos shall not appear on items .... I.-I-e-ed at or having a special appeal to minors (persons under 18 years of ace). Such ittems may only be distributed to adult smokers with the purchase of ciuareues by them or, if no purchase is required. against self-cenification that the recipient is IS or over. BATCo document for Legal Services : Health Canada 21 October 1999 IMPLEMENTATION This Cigarette Advertlsin~-,and Promotion Code,~%ill be sirictly implemented through management. programme., and will be re% ie~% ed by top management teams in operating companies The follo,.kinu should be observed. 1. All advertising campaigns and marketing programmes will be developed and 7 implemented in accordance with the code 2. All BATCo operating companies must ensure that their advertising. prornotional Z~ and sampling agencies receive the code and obtain written commitment to compliance by them and their employees and a.-ents. 3. Appropriate disciplinary action will be taken if any employee deliberately or neghgently disregards this code and markets or advertises'ciflareEtes to minors (persons under IS years of age). 4 Appropriate legal action will be taken against any third party who uses the company name. brand names or louoswithout authorisation and place them on items marketed at or appealing to minors (persons under 18 years of age). BATCo document for Legal Services: Health Canada 21 October 1999