Get Them While They're Young

“… If the tobacco companies really stopped marketing to children, the tobacco companies would be out of business in 25 to 30 years because they will not have enough customers to stay in business.”

Bennett LeBow
CEO of Vector Group, Holding company for Liggett Group Inc.

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It's very old news indeed that tobacco is one of the most addictive substances around, but there's more to uncover about cigarette companies doing their utmost to get smokers hooked using means way beyond nicotine itself. Advertising is still the key to maintaining cigarette manufacturers' £11.5 billion sales in the UK alone.


Picking up on this perennial issue, it's World No Tobacco Day on 31st May on theme of 'Gender', with particular focus on marketing to women as detailed in this World Health Organisation report. There is also strong evidence to suggest teenage girls are being increasingly targeted by cigarette advertising:


"The Global Youth Tobacco Survey has found that cigarette smoking is higher among girls compared with adult females. Carefully researched marketing strategies by the tobacco industry encourage girls and young women to use tobacco while seeking to weaken cultural opposition in countries where women have traditionally not used tobacco. The tobacco industry targets women through advertisements showing smoking associated with independence, stylishness, weight control, sophistication, power and a fun-loving spirit.

There are also specific “female” brands, supported by marketing campaigns and imagery tailored to adult and young females. Product development and promotion aimed at girls and women include “light” and “slim” cigarettes. Descriptors like “light”, “mild” or “lowtar” are often specifically targeted at women. Half of all women smokers in the European Union smoke “light” cigarettes, as opposed to 33% of male smokers."

According to the WHO, indirect advertising - such as product placement in films - can be one of the most potent persuaders. Studies also show that adolescents who have a favourite film actor who smokes are more drawn to smoking as a result.

So, why are tobacco advertising, promotion and sponsorship dangerous to young people? According to the World Health Organisation, it -

1. Increases the likelihood of tobacco use
Having a particular brand advertised in a 'sophisticated' setting or by an appealling person creates a fantasy-fuelled mystique about tobacco use which young people can more easily fall prey to.

2. Normalises tobacco use
Seeing cigaretttes marketed in such ways make them seem like any other product in the marketplace, except it "is the only consumer product that kills half of all people who use it as directed."

3. Endangers health
Short-term effects include respiratory problems and associated risks of other drug use, while long-term risks into adulthoo include cancer, heart disease and stroke. "Studies have shown that early signs of these diseases can be found in adolescents who smoke".

Backing up the report with graphic images like these -

World No Tobacco Day pulls no punches in it's aim to deconstruct some of those insidious cigarette marketing messages which can harm our nation's young people.