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Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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© 2007 Johns Hopkins Bloomberg School of Public Health
Tobacco Industry Tactics
Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPHLondon School of Hygiene & Tropical Medicine
2© 2007 Johns Hopkins Bloomberg School of Public Health
Learning Objectives
To identify key tactics used by transnational tobacco companies(TTCs) to . . .− Increase consumption− Minimise regulation− Avoid public criticism and liability
To describe examples of direct and indirect tactics from a widerange of countries
To draw lessons for strengthening tobacco control
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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© 2007 Johns Hopkins Bloomberg School of Public Health
Section A
Increasing Consumption of Tobacco Products
4© 2007 Johns Hopkins Bloomberg School of Public Health
Direct and Indirect Tactics
Paid consultants
Industry-funded scientists andresearch institutions
Product development
Public relations
Corporate socialresponsibility
Avoiding publiccriticism andliability
Corporate hospitality
Front groups
Undermine public health advocatesor regulatory bodies
Lobbying of policymakersMinimisingregulation
Sponsorship
Brand stretching
Co-branding
Product placement
Product design
Marketing andadvertisement of tobaccoproducts
Increasingconsumption oftobacco products
Indirect TacticsDirect TacticsIndustry Goal
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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5© 2007 Johns Hopkins Bloomberg School of Public Health
Bull Durham SmokingTobacco, c. 1870 WD & HO Wills, c. 1840s
Egyptienne LuxuryCigarettes, c. 1900
Marketing and Advertising
6© 2007 Johns Hopkins Bloomberg School of Public Health
Marketing to Emerging Markets
Cambodia Bangladesh
Russia Burma
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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7© 2007 Johns Hopkins Bloomberg School of Public Health
Virginia Slims, “You’vecome a long way baby”campaign, U.S.A. (1970s) Winston, JTI, South Africa
Lucky Strike, CzechRepublic and Spain (2005)
187M (2002) 532M (2025)
Encouraging Female Smoking
8© 2007 Johns Hopkins Bloomberg School of Public Health
Candy Cigarettes
Source: Trinkets & Trash. (2007).
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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9© 2007 Johns Hopkins Bloomberg School of Public Health
Encouraging Youth Smoking
Source: Trinkets & Trash. (2007).
10© 2007 Johns Hopkins Bloomberg School of Public Health
Encouraging Youth Smoking
Industry needs to recruit 5,000 new customers each day in the U.S.alone
“. . . the base of our business is the high school student.”—Lorillard (1976)
“We were targeting kids, and I said at the time it wasunethical and maybe illegal, but I was told it was justcompany policy.”
—Sales representative, R. J. Reynolds (1990)
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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11© 2007 Johns Hopkins Bloomberg School of Public Health
Encouraging Youth Smoking: Business as Usual?
TTCs agree not to “take any action, directly or indirectly, totarget youth . . . in the advertising, promotion, or marketingof tobacco products.”
—Master Settlement Agreement, 1998
Kool’s regional basketball championships, Papua, New Guinea, 2002Music event, Brazil, 2007
12© 2007 Johns Hopkins Bloomberg School of Public Health
Flavored Cigarettes
Source: Institute for Global Tobacco Control. (2007).
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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13© 2007 Johns Hopkins Bloomberg School of Public Health
Superman II (1980) My Best Friend’s Wedding (1997)Men in Black II (2002)
Product Placement
“We must continue to exploit new opportunities to getcigarettes on screen and into the hands of smokers.”
—Hamish Maxwell, PMI President, 1983
14© 2007 Johns Hopkins Bloomberg School of Public Health
Source: Dalton, M. et al. (2003).
Product Placement in Movies
Viewing smoking in movies stronglypredicts whether adolescents initiatesmoking
Effect increases significantly with greaterexposure
Adolescents who viewed the mostsmoking in movies were almost threetimes more likely to initiate smokingthan those with the least amount ofexposure
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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15© 2007 Johns Hopkins Bloomberg School of Public Health
Sports
ArtsAcademia
Sponsorship of Sports, Arts, and Other Events
16© 2007 Johns Hopkins Bloomberg School of Public Health
Brand Stretching
Thailand Czech Republic
Pakistan Global
Source: Campaign for Tobacco-Free Kids. (2007).
Tobacco Industry Tactics: Kelley Lee, MPA, MA, DPhil, DLitt, FHEA, FFPH
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17© 2007 Johns Hopkins Bloomberg School of Public Health
Co-Branding
Co-branding: using multiple brand names together on a singleproduct or service so that consumers see it as a joint enterprise,and companies combine forces in their marketing efforts
“Mobile email and applications are essential to helpingBritish American Tobacco senior executives communicateand access information during their travels across the worldand through many time zones. In order to protect its entireRIM BlackBerry® Enterprise Server (BES) environment,British American Tobacco . . . decided to implementNeverfail”
Source: YouTube. (2007).