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18 January 2002

 

Illegal Advertising of Tobacco Brand

 

Illegal use of tobacco brand names is never a surprise. The history of treachery by the tobacco industry is well recorded.

 

The National Council Against Smoking (NCAS) views the use of a tobacco brand name in the sponsorship of a golf tournament as another attempt to addict our children. A legal opinion indicates unequivocally that the current golf tournament at Houghton is displaying and advertising a tobacco product brand name in flagrant violation of the prohibition of advertising of tobacco products.

 

"We call on the Director of Public Prosecutions to initiate an investigation and bring the culprits to court for prosecution" said Peter Ucko, acting director of NCAS. "For the sponsors to hide behind the thought that they are a "luxury goods" manufacturer is a thin veil of deceit designed to addict our children" he added.

 

The tobacco industry practices "brand stretching" by using tobacco product brand names on other products such as clothing and luggage in an attempt to bypass the advertising ban. They do not sponsor a sport event because they love the sport. They do so because they want to attract children to smoking.

 

The industry says it does not want children to smoke but its internal marketing documents reveal a long-standing interest in youth.

 

Here are some industry statements to prove their lack of integrity.

 

In 1974, an RJ Reynolds executive wrote:

"They represent tomorrow's cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume for at least the next 25 years."

 

Ten years later a marketing report continued the same theme:

"Younger smokers are critical to RJ Reynolds long-term performance and profitability. RJR should, therefore, make a substantial long-term commitment of manpower and money dedicated to younger adult smoker programs."

 

The mechanism in South Africa today is a sporting event. The golf tournament clearly shows a known tobacco brand in its name. The use of the tobacco brand in broadcasts, flags, caddie bibs, tickets and other promotional material constitutes advertising. Tobacco advertising like this is a chocolate-coated razor blade. Sweet on the outside - deadly inside. Under the guise of providing entertaining golf with world-class players, a tobacco brand name is in the face of consumers of all ages.

 

In addition, sports sponsorships associate tobacco with the drama and excitement of football, rugby, surfing, motor racing and golf. Children's sporting heroes have become walking billboards for the cigarette companies. Not surprisingly, the brands most popular among kids are the brands which are most heavily promoted.

 

The messages in tobacco advertising and promotions are designed to exploit the hopes, dreams and insecurities of youth to get them to smoke. The industry is also aware that by the time teenagers realise that the psychological benefits are illusory they are addicted to nicotine and stopping smoking is no longer an easy option.

 

"That is why we are opposed to this advertising and why we expect the SAPS and Director of Public Prosecutions to act against those responsible for these criminal actions," said Ucko.

 

"...Sports is by far the best avenue to attract, sample, and influence our core target smokers..." - Philip Morris, 1990