Tobacco Industry
The tobacco industry theme has five modules.
The first three modules,
- tobacco marketing
- specialist markets
- tobacco industry reponse
The remaining modules deal with the:
- globalisation of the tobacco industry
- tobacco industry tactics
Tobacco companies argue that cigarettes are promoted to encourage adult smokers to switch brands.
However, studies of tobacco industry documents have concluded that the industry’s aim is to encourage young people to start smoking, to discourage smokers from quitting, and to increase consumption.
Tobacco companies use many methods to promote their products. Intensive research is undertaken to understand specific markets.
Specialist markets
Women have historically smoked less than men. Developed countries during the 20th century saw a rise in the independence of women and in their earning power. The tobacco industry exploited these changes, promoting a culture of female smoking. This led to an increase in female smoking rates.
The tobacco industry is now using the same approach to attract female smokers in developing countries.
Tobacco companies claim that they do not target young people. However, as older smokers die prematurely, new young smokers are needed to replace them. The industry has created brands and successful promotional strategies that appeal to the young, causing some to start smoking.
The tobacco industry response
Tobacco products are modified, priced, branded and promoted to maximise uptake. Global brands are recognised worldwide through the use of standard themes, messages and images.
Using branded, non-tobacco products, companies have built brand loyalty using a practice known as brand stretching.
The large amount of money spent by the industry on media advertising has influenced the media’s reporting of the health effects of tobacco. The industry has even been shown to use print and broadcast media channels to influence the reporting of tobacco-related stories, creating controversy and confusion, and delaying the introduction of regulatory action.
The globalisation of the tobacco industry
The transnational tobacco companies increasingly operate in a globalised marketplace, and are using this to enter new markets.
The tobacco industry is one of the world’s most politically and economically powerful entities. Its future lies in developing countries because of fewer restrictions on tobacco promotion and tobacco use, growing economies, and population expansion. Globalisation of the tobacco industry poses a huge threat to public health.
The liberalisation of trade has helped transnational tobacco companies to enter new markets. There is a clear correlation between the liberalisation of tobacco trade and an increase in tobacco consumption.
State-owned tobacco companies in many countries have been privatised, or are undergoing privatisation. There is evidence that privatisation harms public health by increasing tobacco consumption.
Tobacco industry tactics
Much of what we know about the tobacco industry’s motives and practices is gleaned from more than 40 million pages of internal documents made publicly available following lawsuits against the tobacco industry in the late 1990s.
The key actions characterising the business conduct of the tobacco industry are summarised in a module overview.
These tactics include:
- casting doubt on the scientific evidence on tobacco and health
- using front groups to promote ventilation as an alternative to smokefree laws
- using public relations initiatives, political funding and lobbying to resist regulation
- involvement in the smuggling of tobacco products
- using youth prevention programmes to prevent or delay restrictions on tobacco use or tobacco promotion
- using corporate social responsibility programmes to shore up the industry’s declining reputation and to maintain political support