The tobacco industry's code of advertising in the United States: myth and reality

Richards, Jr Jw; Tye, JB; Pm, Fischer

doi:10.1136/tc.5.4.295

Cited by 39 publications

(19 citation statements)

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“…Analyses of cigarette advertising since the inception of the tobacco industry's voluntary 1964 cigarette-advertising code and in succeeding years since its 1990 revision indicate that major provisions of the code have been routinely violated. 59,60 The MSA also does not apply to payments for product placement by the non-US subsidiaries of the multinational tobacco companies, as was done when Philip Morris Europe (based in Switzerland) made an agreement with Pinewood Studios (in England) to place Marlboros in Superman II 1,61 or when Philip Morris' advertising agency (in Japan) worked through a Swiss intermediary to pay the Londonbased producers of the James Bond movie License to Kill $350 000 to feature Lark cigarettes as part of its effort to open up the Japanese market. 1,62,63 Both of these transactions could be executed today without violating the MSA.…”

Section: The Master Settlement Agreement (Msa)mentioning

confidence: 99%

Smoking in the Movies Increases Adolescent Smoking: A Review

2005

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Objective. Despite voluntary restrictions prohibiting direct and indirect cigarette marketing to youth and paid product placement, tobacco use remains prevalent in movies. This article presents a systematic review of the evidence on the nature and effect of smoking in the movies on adolescents (and others). Methodology. We performed a comprehensive literature review. Results. We identified 40 studies. Smoking in the movies decreased from 1950 to ∼1990 and then increased rapidly. In 2002, smoking in movies was as common as it was in 1950. Movies rarely depict the negative health outcomes associated with smoking and contribute to increased perceptions of smoking prevalence and the benefits of smoking. Movie smoking is presented as adult behavior. Exposure to movie smoking makes viewers' attitudes and beliefs about smoking and smokers more favorable and has a dose-response relationship with adolescent smoking behavior. Parental restrictions on R-rated movies significantly reduces youth exposure to movie smoking and subsequent smoking uptake. Beginning in 2002, the total amount of smoking in movies was greater in youth-rated (G/PG/PG-13) films than adult-rated (R) films, significantly increasing adolescent exposure to movie smoking. Viewing antismoking advertisements before viewing movie smoking seems to blunt the stimulating effects of movie smoking on adolescent smoking. Conclusions. Strong empirical evidence indicates that smoking in movies increases adolescent smoking initiation. Amending the movie-rating system to rate movies containing smoking as “R” should reduce adolescent exposure to smoking and subsequent smoking.

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Section: The Master Settlement Agreement (Msa)mentioning

confidence: 99%

Smoking in the Movies Increases Adolescent Smoking: A Review

2005

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“…While the industry's emphasis on physical activity messages could be helpful, the effects may be negative if the companies associate health messages with unhealthy products. In fact, the tobacco industry was criticized for using sports to promote its products, including product placement in child-targeted sports video games (21,22) as well as sports sponsorships and athlete endorsements (23) . There is little documentation of the extent and impact of physical activity and sports being used to market food.…”

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confidence: 99%

The use of sports references in marketing of food and beverage products in supermarkets

Bragg

Liu

Roberto

et al. 2012

Public Health Nutr.

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Objective: Food marketing has been identified as a significant driver of the childhood obesity epidemic. The purpose of the present study was to (i) conduct a content analysis of the types of sports references that appear on supermarket food and beverage products and (ii) assess each product's nutritional and marketing profile. Design: This was a descriptive study. Every product featuring sports references on the packaging was purchased in two major supermarkets during 2010. A content analysis was conducted and nutritional evaluations were made based on the Nutrient Profile Model, a validated nutrition model. Marketing data were obtained from The Nielsen Company. Setting: Two major supermarkets in Connecticut, USA. Subjects: Food and beverage products (n 102) were selected from two supermarkets. Results: The 102 products (fifty-three foods and forty-nine beverages) had sports references as part of their packaging: 72?5 % featured a character exercising, 42?2 % were endorsed by a professional sports entity and 34?0 % were child-targeted. The median nutrition score for food products was 36 (1 5 unhealthiest and 100 5 healthiest; scores of $63 are considered healthy according to this model). More than two-thirds of beverages (69?4 %) were 100 % sugar-sweetened. Children saw significantly more commercials for these products than adults. Conclusions: Companies place sports figures on food and beverage products that are child-targeted and unhealthy.

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“…106 The tobacco industry anticipated the ban on television advertising in Japan well in advance of its enactment, and worked to delay its implementation using the same strategies it successfully deployed in other parts of the world: hiring local experts and other third parties to speak on behalf of the industry questioning the relationship between advertising and youth smoking, and adopting incremental voluntary restrictions without outside enforcement as an alternative to stronger legislation. [70][71][72][73] Moreover, the 1998 voluntary agreement that ended television advertising in Japan also preserved many of the alternative promotional activities the industry expanded during the prior decade. 88 The voluntary code also lacks outside enforcement 107 ; the tobacco industry has a history of violating its self regulatory codes in other parts of the world.…”

Section: Discussionmentioning

confidence: 99%

How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control

Lambert

2004

Tob Control

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Background:The Framework Convention on Tobacco Control includes tobacco advertising restrictions that are strongly opposed by the tobacco industry. Marketing strategies used by transnational tobacco companies to open the Japanese market in the absence of such restrictions are described.Methods:Analysis of internal company documents.Findings:Between 1982 and 1987 transnational tobacco companies influenced the Japanese government through the US Trade Representative to open distribution networks and eliminate advertising restrictions. US cigarette exports to Japan increased 10-fold between 1985 and 1996. Television advertising was central to opening the market by projecting a popular image (despite a small actual market share) to attract existing smokers, combined with hero-centred advertisements to attract new smokers. Philip Morris’s campaigns featured Hollywood movie personalities popular with young men, including James Coburn, Pierce Brosnan, Roger Moore, and Charlie Sheen. Event sponsorships allowed television access despite restrictions. When reinstatement of television restrictions was threatened in the late 1980s, Philip Morris more than doubled its television advertising budget and increased sponsorship of televised events. By adopting voluntary advertising standards, transnational companies delayed a television advertising ban for over a decade.Conclusions:Television image advertising was important to establish a market, and it has been enhanced using Hollywood personalities. Television advertising bans are essential measures to prevent industry penetration of new markets, and are less effective without concurrent limits on sponsorship and promotion. Comprehensive advertising restrictions, as included in the Framework Convention for Tobacco Control, are vital for countries where transnational tobacco companies have yet to penetrate the market.

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The tobacco industry's code of advertising in the United States: myth and reality

Cited by 39 publications

References 0 publications

Smoking in the Movies Increases Adolescent Smoking: A Review

Smoking in the Movies Increases Adolescent Smoking: A Review

The use of sports references in marketing of food and beverage products in supermarkets

How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control

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