1. UCLA Extension
September 2010
Ethics in Marketing and Advertising
Tobacco
Advertising
Why not?
Fernanda Costa Gama . Gabriela Guevara . Melanie Knapp . Benedetta Spreafico

2. Introduction
Tobacco Advertising
Facts/Laws/Rules in the US
! Advertising of tobacco is restricted by the
Why not?
Cigarette Labeling and Advertising Act
! New FDA rules will significantly restrict tobacco
advertising and sales, for instance:
 Sponsorships
 No kiddie Packs (less than 20)
 Rules for outdoor ads

3. Introduction
Tobacco Advertising
Facts/Laws/Rules International
! Advertisement Control Globally:
Why not?
 Africa
 Europe
 Australia and New Zeland

4. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
It has health effects of smoking
Why not?
among young people:
! ST: respiratory and non
respiratory effects,
addiction to nicotine, and
also an risk of other drug
use
! LT: most young people who
smoke regularly are likely
to continue to smoke
throughout adulthood
! Lower level of lung function

5. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
! Smoking hurts young people's physical fitness in
Why not?
terms of performance and also endurance
! Someone who smokes a pack or more of cigarettes a
day lives 7 years less than someone who never
smoked
! Teenage smokers are more likely to have seen a doctor
or other health professionals for an emotional or
psychological complain

6. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
Significant numbers
Why not?
according to health effects
of smoking
! 90% of all lung cancer
deaths in men
! 80% of all lung cancer
deaths in women
Cigarettes
! 90% of deaths from
chronic obstructive lung
disease

7. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
Compared with nonsmokers smoking increases the
risk of:
Why not?
! Coronary heart disease by 2 to 4 times
! Stroke by 2 to 4 times
! Men developing lung cancer by 23 times (women 13 times)
! Dying from chronic obstructive lung diseases by 12 to 13 times

8. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
The cons of tobacco advertising
Why not?
! Many types of business
have restrictions on the
marketing of their products
and services. Tobacco is
the only legal product
which kills when used
! Positive relationship
between tobacco
advertising and
consumption
! Teenagers are attracted by
the adult nature of the
product

9. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
The cons of tobacco advertising
! The government is spending
Why not?
substantial sums on pro-health
campaigns  nonsense private
expenditure to be devoted to
achieving the opposite effect
! Cigarettes advertising is
appealing to children (i.e.
Camel)
! In the US, an estimated 86% of
U.S. teenagers who smoke use
the three most heavily
advertized brands – Marlboro,
Camel and Newport

10. Why tobacco
Tobacco Advertising
shouldn’t be advertized?
The cons of tobacco advertising
! Comprehensive advertising bans do reduce cigarette
Why not?
consumption
Higher rate of decrease in consumption for
the ban group than the nonban group

11. And even more important
Tobacco Advertising
! Each year in the United States, smoking accounts for
an estimated
Why not?
 443,000 deaths
 1215 each day
 nearly 1 of every 5 deaths

12. Tobacco Advertising
Why not?
And even more important

13. Sources
Tobacco Advertising
 Toxic Substances Board. Health or tobacco: an end to tobacco advertising and promotion.
Wellington, New Zealand: May 1989
 Smee C. Effect of tobacco advertising on tobacco consumption: a discussion document reviewing
the evidence. Department of Health, UK; 1992
 Lovato C, Linn G, Stead LF, Best A. Impact of tobacco advertising and promotion on increasing
Why not?
adolescent smoking behaviours. Cochrane Database of Systematic Reviews 2003, Issue 4. Art.
No.: CD003439.
 European Commission, Frequently asked questions on tobacco advertising in the EU, October
2000
 Health Select Committee, Second Report, The Tobacco Industry and the Health Risks of Smoking,
(para 112) June 2000
• http://www.globalink.org/en/advertising.shtml
• http://www.time.com/time/nation/article/0,8599,1904624,00.html
• http://www.washingtonpost.com/wp-dyn/content/article/2010/03/18/AR2010031803004.html
• http://en.wikipedia.org/wiki/Tobacco_advertising#Advertisement_control
• http://www.cdc.gov/tobacco/data_statistics/fact_sheets/health_effects/effects_cig_smoking/
• http://www.ash.org.uk/
 http://www.ash.org.uk/files/documents/ASH_637.pdf
 http://www.ash.org.uk/files/documents/ASH_166.pdf
• http://www.tobaccofreekids.org/campaign/global/docs/advertising.pdf
• http://bmb.oxfordjournals.org/cgi/reprint/52/1/121
• http://www.physorg.com/
• http://www.media-awareness.ca/english/resources/educational/handouts/tobacco_advertising/
tricks_of_the_trade.cfm

14. Questions?