Feature
Tell them to pack it in…
New evidence confirms that tobacco companies are continuing to beat the TV advertising ban. But there’s no need to despair, says Cecilia Farren — there’s plenty we can all do to fight back
Recent estimates suggest that the tobacco industry spends over £200m a year — about £4 for everyone in Britain — on promoting smoking. This includes over 10m on sponsorship, mainly of sports events, thereby evading rules forbidding the association of smoking with fitness and success. In 1986 television coverage of tobacco sponsored sport provided the equivalent of 500m worth of unpaid advertising.1
Tobacco promotions make a nonsense of health education messages and maintain the impression that smoking is a stylish and everyday behaviour. A majority of adults2 and children3 believe that advertising wouldn’t be allowed if smoking really was dangerous. The industry claims that promotions are only intended to increase brand share, but there is now considerable evidence against this claim — a recent survey of 33 countries suggests that total consumption falls with more effective curbs on advertising, but continues to increase where promotions are unrestricted. Consumption has declined most rapidly in countries such as Finland and Portugal which now have a total ban.
The eventual aim must be a complete ban on all tobacco promotion — a goal supported by the World Health Organisation, British Medical Association, and Royal College of Physicians.
In the meantime, clear and comprehensive legislation on the limits to advertising would demonstrate a real government commitment to smoking prevention. Although this is unlikely in the near future, European legislation has already banned all TV advertising of tobacco, to be enforced from October 1991 in the UK. Further draft legislation, currently under discussion by the EC Council of Health Ministers, would restrict tobacco advertising in the printed media. Those who are concerned about smoking promotion can increase pressure for a complete ban or full legislation in the UK in a number of ways.
- Support relevant campaigning groups
- Lobby MPs and MEPs to support restrictions on promotion —such as the private member’s bill being introduced by Parents Against Tobacco
- Draw attention to promotions which contravene the current guidelines. These are contained in:
- IBA and BBC codes which cover material broadcast on TV and radio
- The British Code of Advertising Practice (BCAP) which covers all advertising except that on TV and radio, but includes cinema, video and cable TV. Appendix 1 to the BCAP is referred to as the Cigarette Code, which states that adverts should not encourage people to start smoking, or to smoke to excess (although in fact there is no safe level of consumption)
- The Voluntary Agreement negotiated between the Tobacco Advisory Council and the Department of Health, which includes the Cigarette Code and also a range of other measures (see below)
- The Voluntary Agreement on sports sponsorship, negotiated between the TAC and the Department of the Environment, which covers the conduct of sponsored events
- The Committee for Monitoring Agreements on Tobacco Advertising and Sponsorship (COMATAS) is a joint DoH/DoE/tobacco industry body which is responsible for monitoring the operation of the two voluntary agreements. Copies of complaints should also be sent to this group
Overall the guidelines are complicated and full of loopholes — and, apart from rules on TV advertising, none of them have any force in law
Opposite is a brief guide to complaining about tobacco promotions locally. The letters indicate the person to write to, and the numbers refer to the appropriate regulations governing advertising
References
1 Roberts J.L. (1987), Code Busting by Tobacco Companies, Project Smoke Free/North West RHA
2 Marsh A and Matheson (1983), Smoking attitudes and behaviour, HMSO/OPCS
3 White P. (ed); Pushing Smoke - Smoke Free Europe: 8, WHO Regional Office for Europe (Public Information), Scherfigsvej 8, DK2100, Copenhagen, Denmark
4 Jacobson B and Amos (1985), When smoke gets in your eyes, BMA
COMPLAINING!
Answers to the most asked questions about cigarettes
Q4: Do cigarette companies want you to smoke?
No. Of course not. Don’t be silly. In fact, cigarette companies aren’t interested in making money at all. Manufacturing cigarettes is just a hobby for them. A harmless pastime. Keeps them off the streets.
Furthermore, smoking is not hazardous to your health. Cancer is good for you. Up is down. Black is white. Hot is cold. Wrong is right.
Weigh both sides then .... light up
The Tobacco Institute
HOW TO COMPLAIN ABOUT …
...newspaper/magazine ads
Complain to:
A - code 3
C - codes 1 and 2
D - code 2
E - code 1
Also send a letter to the editor - for example, it is worth objecting to cigarette ads in fashion or health magazines. Research suggests that such advertising inhibits coverage of the health effects of smoking4, and both the Sunday Times and Newsweek lost advertising income following reports on smoking3. Ads for sponsored events must carry a health warning (code 2).
...shop promotions
Complain to:
A - code 3
C - codes 1 and 2
D - code 2
E - code 1
Many shops still have signs installed before the 1986 agreement which do not comply with current regulations. The tobacco industry claims that 90% of these will carry a health warning by 1992 — but complain now if warnings are absent or too small (minimum size is 10% of total area, or 15% if the tar band is included). One campaign group found over 1,000 breaches of the code in one year.
...BBC sports programmes
Complain to:
B - code 4
C - code 2
D - code 2
The BBC Licence agreement prohibits broadcasting events ‘provided at the expense of any sponsor — for the purpose of being broadcast — the subject of an announcement mentioning the sponsor’ - but this is exactly what tobacco industry-sponsored events aim to do.
National and local stations will take immediate phone objections to the content of programmes. which should be backed up by a letter.
...billboards
Complain to:
A - code 3
C - codes 1 – 2
D - code 2
E - code 1
If boardings are visible or close to schools or playgrounds it is worth complaining to the site owner (although COMATAS narrowly interprets ‘playgrounds’ only as directly attached to a school.
Health warnings should occupy a minimum 17.5% (about one sixth) of the area (code 1) and posters for sponsored events should include a health warning (code 2).
Who to?
A Advertising Standards Authority (address 3).
B Michael Checkland, Director General, BBC TV, Broadcasting House, Portland Place, London WIA lAA. (Duty Officer for complaints: 081-743-8000)
C Sir Peter Lazarus, Chairman, COMATAS, Almack House, 26-2X King St, London SW1Y 6RB.
D Robert Atkins, Minister for Sport (address 2).
E Virginia Bottomley, Minister of Health (address 1).
Codes of Practice
1 Voluntary agreement on tobacco products’ advertising and promotion, and health warnings (TH575), from Andrew McCulloch, Department of Health, Alexander Fleming House, Elephant and Castle, London SE1 6BY. Tel: 071-407-5522. (free)
2 Sponsorship of sport by tobacco companies in the UK (TJ56), from Martin Ling, Sports Ministry, Department of the Environment, 2 Marsham St, London SW1. Tel: 071-276 3000 ext 0612. (free)
3 The British Code of advertising practice, from Committee of Advertising Practice, Brook House, 2- 16 Torrington Place, London, WC1E 7HN. Tel: 071-580-5555. (free)
4 BBC producer’s guidelines, from BBC Publications, Bush House, The Strand, London WC2B 4PH. Tel: 071-257-2575. (or try your local reference library.)
