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.

A problem shared, problem solved

If you're one of the thousands of people who gave up smoking as 2009 became 2010, how's it going? Don't be discouraged if your resolve has wavered or even gone the way of an abandoned January sale banner. The road to a nicotine-free life can often be a rocky one without that old coping mechanism to fall back on, so it's important to find new ways to relieve stress as well as get solid support with the goal of giving smoking for good.

Those who have struggled with quitting usually gather some valuable insights along the way about what really challenges their ability to go smoke-free. Is it cravings, the same old routine or stress that triggers a relapse? Knowing these can make a big difference in achieving your goal.

Don't forget too, the reasons why you wanted to give up in the first place. Some of the most common ones are:

• Your family are getting worried about your habit;
• Financially you'd be much better off;
  
• Your kids' - or even pets' - health is suffering;
• You're sick of smelling of smoke all the time...
• ...or maybe you just want to lead a healthier life.

Whether you fancy trying a (new) form of nicotine replacement therapy or if you want someone to talk to with real understanding of how hard it can be, the Stop Smoking Service is there to help. Contact them on 01900 324222 or text 'QUIT' to 82540.

One popular approach is to meet together in a group, run by your local Stop Smoking Advisor. There's nothing like a roomful of people who share that common goal to help boost your own motivation to stay stopped. Here's how it works:




If you'd like more information on groups or any of the free services provided by our Stop Smoking Advisors, ring the helpline. The number again is 01900 324222. And don't give up giving up!