Marketing of Tobacco Products - amazonia.fiocruz.br

Marketing of Tobacco Products Video

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Tobacco control seeks to stop tobacco product marketing, turning the message back to the death and disease caused by these products. Blocking marketing in all media— including airwaves, store counters, packaging, and on the products themselves— will contribute to this goal. Once a product rolls off the manufacturing line, it needs help to get to consumers.

Tobacco companies must build the demand for products, particularly from new consumers. Marketing Marketing of Tobacco Products consumer demand, essentially inventing the reasons why a person would want to smoke a cigarette or use other tobacco products. Controlling the ability of the tobacco industry to spread if ideas about tobacco use is the essence of tobacco control efforts to regulate marketing.

Closing off marketing channels to everyone has the primary benefit of shielding children from persuasive efforts that influence them to start smoking. While the tobacco industry always claims that their advertisements are not intended to appeal to children, they walk a fine line by aiming their marketing efforts to young adults, a group who children see as their closest peers and role models. Sometimes, such as by marketing tobacco like candy, tobacco companies cross this line. Marketing of Tobacco Products

Regulating these myriad marketing strategies is a central tobacco control strategy. Essentially, wherever the tobacco industry tries to change the message about what their products represent away from disease and death, tobacco control attempts to change the conversation Priducts back to the essential facts of tobacco use: disease and death.

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Tobacco companies typically respond to marketing restrictions by reallocating resources to the remaining open channels. For example, when the government Marketing of Tobacco Products magazine and billboard advertising, the industry simply moves to other strategies, such as direct mail, internet, point of sale, package branding and discounting.

When regulation successfully eliminates all channels, the tobacco market will freeze up and dwindle over time. But we know that until every single channel for marketing is closed off, tobacco companies will try to spend their way around the problem because there is money to be made doing so. Thus, tobacco control must work relentlessly toward closing off every avenue available to tobacco companies to promote their destructive products. Such innovative anti-marketing efforts include requiring plain, standardized packaging of their products, and eventually plain, standardized products.

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Allowing for e-cigarettes ads that surreptitiously promote smoking in channels that are closed off to tobacco products. Companies can claim they are only advertising e-cigarettes where cigarette ads have been banned, even though the products are indistinguishable to the viewer. This mockup of a bilingual point of sale advertising ban envisions what this policy would look like if adopted in Hong Kong.

As a potentially important improvement on plain packaging legislation, Canada has considered standardizing the entire cigarette, going to a plain product, requiring wrapping the cigarette in an unpleasant color of paper. Image used with modification under license from Shutterstock.

ABC Source, Sales push follows cigarette display ban. BBC News [Internet]. Bourke L.]