Tobacco's shop ads evade ban

By EUGENE BINGHAM

Cigarette companies have taken advantage of unclear legislation for years to subvert New Zealand's tobacco advertising ban.

Documents made public on a British website expose the marketing strategies used by tobacco companies, including references to the way firms have coped with New Zealand's tough anti-smoking stance.

In one paper, executives discuss how companies in New Zealand used shop counter displays to promote their brands, exploiting a loophole.

The paper says companies worldwide do not fear advertising bans as much as tax increases.

The 650 documents, posted on the internet by the Centre for Tobacco Control Research at the University of Strathclyde, were obtained by the British House of Commons health select committee during its inquiry into tobacco industry practices.

Most relate to advertising and marketing plans between 1994 and 1999, including a "grab them young" push to seek new generations of smokers.

One paper dealing with a Benson & Hedges poster strategy showed the company was interested in customers as young as 15.

Other documents show the industry knew that children as young as eight took up the habit.

The files show companies are highly aware of the importance of image in their success, even leading to inter-brand rivalry.

One strategy discussed how to get "dance-crazed, tequila-drinking, Nike-kicking ... babe-pulling young gentlemen" smoking B&H instead of Marlboro and Camel, "second-rate American filth ... made to be smoked by cowhands".

But the companies are not too concerned that their products are not always smoked by the coolest of customers.

A 1995 marketing survey for one company split young smokers into three "clusters" - conservatives, aspiring sophisticates and slobs.

Slobs made up 27 per cent of young smokers.

Some of the papers contain strategies to cope with efforts to stamp out smoking through bans and other public health measures.

One paper by Gallaher, which produces brands such as B&H and Silk Cut, uses New Zealand as a case study.

When the 1990 Smokefree Environments Act limited advertising, price lists and price notices were allowed to continue to be used. The use and content of the notices was not clearly defined, said the paper.

"With no limit on the number of price notices that can be displayed in one location, manufacturers have used them to build large displays in retailers, often using complementary designs on the notices to create an impactful overall effect for the brand," said the paper.

"High taxation appears to affect overall market size more seriously than advertising restrictions, and precipitates price discounting among manufacturers."

The effect of tax rises had been an increase in the number of smokers switching to low-cost brands, said to now be about a quarter of the market.

Health Minister Annette King said the Government had recognised the way in which companies used dairies - sometimes turning entire counter areas into a giant advertisement - and had acted to stop the practice in anti-smoking legislation passed last year.

"The latest legislation closes the loophole - whole counters of fags framing the shopkeeper are not allowed under the new legislation."

Ms King said the documents, and other papers obtained through legal action around the world, were revealing.

"It showed what public health was up against - the companies were unscrupulous in their tactics.

"I think it's great they are exposed for what they are. It's a battle that they are losing.

Although we still have 22 to 25 per cent of New Zealanders who smoke, the consumption of tobacco has gone down.

"They will twist and turn to find another way to promote their product, but the noose is tightening."

New Zealand tobacco companies could not be reached for comment yesterday.

British tobacco papers


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