Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, alcohol advertising is one of the most highly regulated forms of marketing. Some or all forms of alcohol advertising is banned in some countries. There have been some important studies about alcohol advertising published, such as J.P. Nelson's in 2000.
Scientific research, health agencies and universities have, over the decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption; however, it has not been proven that alcohol advertising causes higher consumption rather than merely reflecting greater public demand. Many commentators suggest that effective alcohol campaigns only increase a producer's market share and also brand loyalty.
The intended audience of the alcohol advertising campaigns have changed over the years, with some brands being specifically targeted towards a particular demographic. Some drinks are traditionally seen as a male drink, particularly beers and whiskies, while others are drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. These ads may contribute to underage consumption and binge drinking. In 2011 a study found that twenty-three percent of twelfth graders had binge drank in the past two weeks, this figure doubled for kids in college. Use of alcohol before the brain fully develops can alter or negatively affect the development of the brain.
One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopops – sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.
There have been several disputes over whether alcohol advertisements are targeting teens. There happens to be heavy amounts of alcohol advertising that appears to make drinking fun and exciting. Alcohol advertisements can be seen virtually anywhere, they are especially known for sponsoring sporting events, concerts, magazines, and they are found anywhere on the internet. Most of the vendors’ websites require an age of 21 to enter, but there is no restriction besides simply entering a birth date. With the catchy slogans, the idea that drinking is trendy, and no mention of the negative side of excessive use such advertising could be very harmful. A study done by the American Journal of Public Health concluded that Boston train passengers between the ages of 11 and 18 saw an alcohol-related advertisement everyday. There have been studies similar to this, which supports the allegation that underage consumption of alcohol is in correlation with the exposure of alcohol ads. In response, many cities have recognized the effect of alcohol-related ads on adolescents and in some cities these advertisements have been banned on public transportation. It is difficult to make definite allegations regarding youth exposure to these types of advertisements but it is necessary to find ways in which these allegations may be limited.
The National Household Survey on Drug Abuse reports the rates of binge alcohol use in 2008 were 1.5 percent among 12 or 13 years old, 6.9 percent among 14 or 15 years old, 17.2 percent among 16 or 17 years old, 33.7 percent among persons aged 18 to 20. In 2009, the rates for each group of underage alcohol usage increased by a fourth.
According to 2001 College Alcohol Study (CAS), continuous alcohol promotions and advertisements including lowering prices on certain types of alcohol on a college campus have increased the percentage of alcohol consumption of that college community. Alcohol advertising on college campuses have also shown to increase binge drinking among students. However, it is concluded that the consistency of these special promotions and ads could also be useful in reducing binge drinking and other related drinking problems on campus. (Kuo, 2000, Wechsler 2000, Greenberg 2000, Lee 2000).
- Results from one study indicate that beer advertisements are a significant predictor of an adolescent's knowledge, preference, and loyalty for beer brands, as well as current drinking behavior and intentions to drink (Gentile, 2001).
- Television advertising changes attitudes about drinking. Young people report more positive feelings about drinking and their own likelihood to drink after viewing alcohol ads (Austin, 1994; Grube, 1994).
- The alcohol industry spends $2 billion per year on all media advertising (Strasburger, 1999).
- The beer brewing industry itself spent more than $770 million on television ads and $15 million on radio ads in 2000 (Center for Science in the Public Interest, 2002).
Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing significantly affect youth decisions to drink. (The Center on Alcohol Marketing and Youth [CAMY]).
"While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999)
Parents and peers substantially affect youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking.
Even though people these days must put themselves into that situation, David H. Jernigan (2005: 314) underlines how “more than fifteen percent of twelve-year-olds will be likely to create the situation where youth are more likely per capita to see the magazine than adults over twenty-one years, the legal drinking age in the United States”.
Main article: Malt liquor § Advertising
The target market for malt liquor in the United States has been among the African-American and Hispanic populations in cities. Advertisers use themes of power and sexual dominance to appeal to customers. Critics have objected to ads targeting this segment of the population, which suffers disproportionately high rates of alcohol-related illness and poor access to medical care.
Peter Anderson and his colleagues performed longitudinal studies and concluded that “alcohol advertising and promotion increases the likelihood that adolescents will start to use alcohol, and to drink more if they are already using alcohol.” Elizabeth D. Waiters, Andrew J. Treno, and Joel W. Grube’s discussions with a sample of youth, ages 9–15, support this claim. They found that these youth saw the purpose of beer commercials is to urge people to buy the product based on not only its quality, but also on “its relationship to sexual attractiveness.” They see the “attractive young adults drink beer to personally rewarding ends” and the “youth-oriented music” and are influenced to drink alcohol.
Advertising around the world
The World Health Organization (WHO) has specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages".
Cross-border television advertising within the European Union was previously regulated by the 1989 Television without Frontiers Directive, a harmonisation measure designed to remove barriers to international trade as part of the common market. Article 15 of this Directive sets out the restrictions on alcohol advertising:
- "it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
- it shall not link the consumption of alcohol to enhanced physical performance or to driving;
- it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
- it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
- it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
- it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."
This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.
The EU law 'TV without Frontiers' Directive has subsequently been expanded to cover new media formats such as digital television. Now called the 'Audiovisual Media Services Directive', the provisions regarding restrictions on alcohol advertising are laid out in Article 22 and are identical to the above.
Some countries, such as France, Norway, Russia,Ukraine,Myanmar, Sri Lanka, and Kenya have banned all alcohol advertising on television and billboard.
See also: Alcohol advertising on college campuses and Alcohol consumption by youth in the United States
In the United States, spirits advertising has self-regulatory bodies that create standards for the ethical advertising of alcohol. The special concern is where advertising is placed.
Currently, the standard is that alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age. Alcohol advertising's creative messages should not be designed to appeal to people under the age of 21, for example, using cartoon characters as spokespeople is discouraged. Advertising cannot promote brands based on alcohol content or its effects. Advertising must not encourage irresponsible drinking. Another issue in media placement is whether media vendors will accept alcohol advertising. The decision to accept an individual ad or a category of advertising is always at the discretion of the owner or publisher of a media outlet.
In 1991, U.S. Surgeon General Antonia Novello criticized alcoholic beverage companies for "unabashedly targeting teenagers" with "sexual imagery, cartoons, and rock and rap music" in television and print ads.:113–5 The Federal Trade Commission has conducted investigations of possible targeting to those under the age of 21. However, its investigations and that of scholars have not found evidence of such targeting.[verification needed] Concerns exist that irresponsible advertising practices or "pushing the envelope" with audience composition may lead to permanent legislation governing the advertising of beverage alcohol.
In Malaysia, alcohol advertising on radio and televisions was outlawed in 1995. On Malaysian television, alcohol advertising is not shown before 10:00 pm and during Malay-language programs. However, non-Malay newspapers and magazines are allowed to continue alcohol advertising. Supermarkets and hypermarkets have also been criticized for advertising alcohol products on trolleys, which is controversial because Islam is the state religion of the country. After the ban of alcohol advertising on Malaysian radio and televisions, they continued to build the brands with sponsorships of concerts and entertainment events.
In Singapore, alcohol advertisement is not allowed to be shown during programmes intended for children and young persons and during Malay-language programmes.
In Indonesia, alcohol advertising was legal in the 1990s, but have since banned.
In Hong Kong, alcohol advertising is not allowed to be shown during Family Viewing Hour programmes.
In the Philippines, alcohol advertising is allowed. Alcohol warning is also shown in the end of the advertisement explaining with the words: "Drink Moderately". In 2012, the warning was changed to "Drink Responsibly".
In Thailand, alcohol advertisements are still allowed, but must accompanied by a warning message. See Alcohol advertising in Thailand.
In Sri Lanka, public advertising on alcohol is banned totally since 2006.
In South Korea, public advertising on alcohol is only allowed after 10:00 pm.
In Russia, advertising alcohol products is banned from almost all media (including television and billboards) since January 2013. Before that, alcohol advertising was restricted from using images of people drinking since mid-2000's.
In Sweden, since 2010 advertisements are legal for wine and beer, but not on television and radio. Non-periodic magazines are allowed to advertise alcoholic beverages above 15%. These advertisements must contain warnings, but which are worded less strongly than the warnings on tobacco products - for example, "Avoid drinking while pregnant," as opposed to "smoking kills." These rules were introduced into the law 2010 based on the provisions of an EU directive, provisionally applied by Swedish newspapers since 2005. Before that alcohol advertisements were forbidden, except for "class 1 beer" or "light beer." Such advertisements were common, as stronger beers which shared a name with advertised light beers, may have benefit from this.
In Finland, Parliament of Finland decided to ban alcohol outdoor advertising, except during sport events. This new law is going to take place in January 2015.
In the United Kingdom, the Advertising Standards Authority have banned several ads that don't comply with the restrictions in the EU directive.
In September 2017, Facebook announced it would allow users to hide all alcohol advertisements. The move is debated within the UK, as Alcohol Research UK group welcomed the change, while the Alcohol Standards Authority, said the UK already had some of the strictest rules in the world.
Responsible drinking campaigns
There have been various campaigns to help prevent alcoholism, under-age drinking and drunk driving. The Portman Group, an association of leading drinks producers in the UK, are responsible for various such campaigns. These include responsible drinking, drink driving (and designated drivers), proof of age cards. The Drink Aware campaign, for example, aims to educate people about how to drink sensibly and avoid binge drinking. The web site address is displayed as part of all of the adverts for products made by members of the group.
The Century Council, financially supported by a group of alcoholic beverage distillers in the United States, promotes responsible decision-making regarding drinking or non-drinking and works to reduce all forms of irresponsible consumption. Since its founding in 1991, it has invested over 175 million dollars in its programs.
Many campaigns by the alcoholic beverage industry that advocate responsible drinking presuppose that drinking for recreational purposes is a positive activity and reinforce this idea as an example of sensible consumption. Persons who believe alcohol can never simultaneously be used "sensibly" and recreationally would obviously disagree with the focus or direction of these campaigns.
A controversial anti-drunk driving advertisement in South Africa has threatened the public with rape in prison. The campaign is still underway with no reported complaints to the advertising standards authorities.
The sponsorship of sporting events and sportspeople is banned in many countries. For example, the primary club competition in European rugby union, the Heineken Cup, is called the H Cup in France because of that country's restrictions on alcohol advertising. However, such sponsorship is still common in other areas, such as the United States, although such sponsorship is controversial as children are often a target audience for major professional sports leagues.
Alcohol advertising is common in motor racing competitions, and is particularly prominent in NASCAR and IndyCar. One major example of this was the Busch Series (now known as the Xfinity Series), sponsored by a brand of beer sold by Anheuser-Busch. That sponsorship, which started in the series' conversion from a national Late Model Sportsman races around the country to the present touring format in 1982, ended after 2007.
Budweiser, the best-known Anheuser-Busch brand, has sponsored IndyCar drivers such as Mario Andretti, Bobby Rahal and Paul Tracy, as well as NASCAR Cup drivers such as Terry Labonte, Neil Bonnett, Darrell Waltrip, Bill Elliott, Dale Earnhardt Jr., Kasey Kahne and currently Kevin Harvick. Meanwhile, Miller has sponsored Al Unser, Danny Sullivan, Bobby Rahal, Rusty Wallace, Kurt Busch and currently Brad Keselowski.
Furthermore, NASCAR mandates drivers under 21 not be permitted to wear any alcohol-branded sticker on their cars. In cases with below drinking age drivers, a specialised "Coors Pole Award - 21 Means 21" sticker is placed on such drivers' cars. One team, Petty Enterprises, refuses to participate in alcohol advertising and forfeits all alcohol monies and bonuses.
For distilled spirits, teams must run a responsible drinking sticker clearly visible on the car. For Jack Daniel's, the theme is "Pace Yourself, Drink Responsibly", and includes on NASCAR's Web site a waving yellow flag warning drinkers. For Crown Royal, the television ads feature the car with the slogan "Be a champion, Drink Responsibly" and it acting as a pace car to drivers, warning them of responsibility. Jim Beam has radio ads and NASCAR mandated statements about alcohol control. None of the three, however, is a full-time sponsor, as they alternate sponsorship with other products unrelated to their firm on the car. (Jim Beam's parent, Fortune Brands, sometimes has its Moen Faucets replace Jim Beam on the car in selected races.)
Although tobacco companies have been the main source of financial backing in Formula One, some alcohol brands have also been associated with the sport. For example, Martini appears on the Williams F1 car while Johnnie Walker has sponsored McLaren since 2006.
Anheuser-Busch, being a conglomerate with non-alcoholic properties, complies with the French alcohol advertising ban in Formula One by placing their Busch Entertainment theme park logos (mostly Sea World) where their Budweiser logo would appear on the Williams F1 car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. A few companies, however, have added responsible drinking campaigns with their sponsorship, notably the 1989–90 BTCCFord Sierra RS500 of Tim Harvey and Laurence Bristow, which was sponsored by Labatt. Throughout the two seasons, the car bore a "Please Don't Drink and Drive" message.
Some stadiums, particularly in the U.S., bear the names of breweries or beer brands via naming rights arrangements, such as Busch Stadium, Coors Field, and Miller Park; those three venues are all in or near the cities of their headquarters.
Diageo are a major sponsor of many sporting events through their various brands. For example, Johnnie Walker sponsor the Championship at Gleneagles and Classicgolf tournaments along with the Team McLaren Formula One car.
Cricket is a sport with a large amount of alcohol sponsorship. The 2005 Ashes, for example, featured sponsorship hoardings by brands such as Red Stripe, Thwaites Lancaster Bomber and Wolf Blass wines. In nations like India and Sri Lanka where alcoholic advertising is generally prohibited, those regulations are rounded with distillers offering clothing lines and sports equipment marked with one of their brands or separate soft drink or bottled water lines within tournaments such as the Indian Premier League and test matches, such as United Spirits Limited's McDowell's No.1 and Pernod Ricard's Royal Stag.
Rugby union also has a substantial amount of alcohol sponsorship. The All Blacks feature Steinlager sponsorship prominently. The Scotland national team has a long-established relationship with The Famous Grouse, a brand of Scotch whisky. Wales has a more recent relationship with the Brains brewery (But wear "Brawn" when playing in France), and the Springboks of South Africa agreed for South African Breweries to put the Lion Lager, then, the Castle Lager brand on their shirt until 2004. Magners was the title sponsor of the Celtic League, the top competition in Ireland, Scotland and Wales, Guinness is the title sponsor of the Guinness Premiership, the top competition in England, and the beer brand Tooheys New was the Australian sponsor of the Southern Hemisphere Super 14 competition through the 2006 season. Bundaberg Rum is one of the sponsors of the Australia national rugby union team.
Rugby league in Australia is sponsored by Victoria Bitter and Bundaberg Rum.
Guinness' iconic stature can be attributed in part to its advertising campaigns. One of the most notable and recognizable series of adverts was created by S.H. Benson's advertising, primarily John Gilroy, in the 1930s and 1940s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo, ostrich, seal, lion, and notably a toucan, which has become as much a symbol of Guinness as the Trinity College Harp. Guinness advertising paraphernalia attracts high prices on the collectible market.
In a campaign reminiscent of viral marketing techniques, one advert quickly appeared as a screensaver distributed over the Internet. It was a simple concept, featuring Dublin actor Joe McKinney dancing around the drink while it was given time to settle. The accompanying music (mambo tune Guaglione by Pérez Prado) was released as a single and reached number one on the Irish charts and number two on the UK charts in May 1995.
In Malaysia, Singapore, and Hong Kong, Guinness launched a $8 million advertising campaign using the fictional character of Adam King to promote the embodiment of Guinness as a man could be incredibly powerful. The advertising campaign was handled by advertising firm, Saatchi & Saatchi.
In Africa, the character of Michael Power has been used since 1999 to boost sales.
Today, Guinness' principal television campaign in North America consists of limited animation commercials featuring two eccentric scientists in 19th-century dress complimenting one another's ideas as "brilliant!"
Absolut vodka is made in Sweden and was introduced to the United States in the year 1979. Its launch was a true challenge due to a variety of factors: Sweden was not perceived as a vodka-producing country, the bottle was very awkward for bartenders to use, and vodka was perceived as a cheap, tasteless drink. Absolut's advertising campaign by TBWA exploited the shape of the bottle to create clever advertisements that caused people to become involved in the advertising, and the brand took off. Before Absolut, there were very few distinctions in the vodka category. Today there are regular, premium, and superpremium vodkas each at different price points and qualities. Flavored vodkas have become ubiquitous and may be found commonly at regular and premium price points.
Sport has been suggested to be one of the primary, if not the dominant, medium for the promotion of alcohol and drinking to the general population with the majority of advertising spend an advertising placement occurring in sport. Work from New Zealand and Australia shows that sponsorship of sports participants or athletes is associated with more hazardous drinking, with calls from the UK, Australia, and New Zealand, for bans on alcohol industry sponsorship and advertising in sport.
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- ^Meichun Kuo; Henry Wechsler; Patty Greenberg; Hang Lee (October 2003). "The marketing of alcohol to college students". American Journal of Preventive Medicine. 25 (3): 204–211. doi:10.1016/S0749-3797(03)00200-9.
- ^Anderson, Peter; Bruijn, Avalon de; Angus, Kathryn; Gordon, Ross; Hastings, Gerard (2009-05-01). "Impact of Alcohol Advertising and Media Exposure on Adolescent Alcohol Use: A Systematic Review of Longitudinal Studies". Alcohol and Alcoholism. 44 (3): 229–243. doi:10.1093/alcalc/agn115. ISSN 0735-0414. PMID 19144976.
- ^Waiters, Elizabeth D.; Treno, Andrew J.; Grube, Joel W. (2001-12-01). "Alcohol Advertising and Youth: A Focus-Group Analysis of What Young People Find Appealing in Alcohol Advertising". Contemporary Drug Problems. 28 (4): 695–718. doi:10.1177/009145090102800409. ISSN 0091-4509.
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- Two articles among many are Effects of Alcohol Advertising Exposure on Drinking Among Youth, Snyder et al., Arch Pediatr Adolesc Med/ Vol 160, Jan 2006 pg. 18-24 and Exposure to Television Ads and Subsequent Adolescent Alcohol Use, Stacy et al., American Journal of Health Behavior, Nov-Dec 2004, pg. 498-509. To view the literature go to pubmed.gov and search for alcohol advertising and adolescent behavior or some iteration of this. These articles and related studies are reviewed in J.P. Nelson, "What is Learned from Longitudinal Studies of Advertising and Youth Drinking and Smoking?" International Journal of Environmental Research and Public Health, 7(3), March 2010, pp. 870–926. Open Access: http://www.mdpi.com/1660-4601/7/3/870; and J.P. Nelson, "Alcohol Marketing, Adolescent Drinking, and Publication Bias in Longitudinal Studies: A Critical Survey using Meta-Analysis," Journal of Economic Surveys, 25(2), April 2011, pp. 191–232.
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- Fisher, Joseph C. Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey. Westport, CT: Greenwood Press, 1993, p. 150.
- Frankena, M., Cohen, M., Daniel, T., Ehrlich, L., Greenspun, N., and Kelman, D. Alcohol Advertising, Consumption and Abuse. In: Federal Trade Commission. Recommendations of the Staff of the Federal Trade Commission: Omnibus Petition for Regulation of Unfair and Deceptive Alcoholic Beverage Marketing Practices, Docket No. 209-46. Washington, DC: Federal Trade Commission, 1985.
- Sanders, James. Alcohol Advertisements Do Not Encourage Alcohol Abuse Among Teens. In: Wekesser, Carol (ed.) Alcoholism. San Diego, CA: Greenhaven Press, 1994. Pp. 132–135, p. 133.
Bans on Cigarette Advertising Does NOT Stop Smoking
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Bans on Cigarette Advertising Does NOT Stop Smoking
Since 1971, the cigarette industry has not been allowed to advertise on radio and television. However, the ban has not worked as well as it was planned to work. The reasons are that advertisements are not the primary reason that teens take up smoking. Another reason is that the industry has gotten around the ban by using forms of hidden advertising and corporate sponsorship. The industry has also heavily relied on the print media to advertise its product. Smoking has become influential due to many different forms of advertising.
Up until 1971, cigarettes had been advertised like any other consumer product, but health concerns led to a government-imposed ban on broadcast advertising. “July 27, 1965, Congress approved the Federal Cigarette Labeling and Advertising Act. The Federal Cigarette Labeling Act and Advertising Act was passed to establish a comprehensive program to deal with cigarette labeling and advertising” (Holak 220). “This law made it impossible for any person to manufacture, import or package cigarettes without the following statement clearly labeled on the box: Caution: Cigarette Smoking May Be Hazardous To Your Health” (Altman 95). Any person or company that was found guilty of violating this Act upon conviction was subject to a fine of not more then ten thousand dollars. Cigarettes manufactured or packaged for export form the United States were not required to label this. The Federal Cigarette Labeling and Advertising Act took effect on January 1, 1996.
Four years later, Congress approved another Act: the Public Health Cigarette Smoking Act of 1996. There were two major changes. First, the statement required on cigarette packages was changed to “Warning: The Surgeon General Has Determined That Cigarette Smoking Is Dangerous To Your Health” (Altman 97). Second, it stated that after January 1, 1971 it shall be unlawful to advertise cigarettes on any medium of electronic communication.
Fifteen years later, Congress approved the comprehensive Smoking Education Act. This Act was yet another amendment to the Federal Cigarette Labeling and Advertising Act. Once again the statement required that all cigarette packages to be changed. The packages must now have one of the following labels: “SURGEON GENERAL’S WARNING: Smoking Causes Lung Cancer, Heart Disease, Emphysema, And May Complicate Pregnancy” or “SURGEON GENERAL’S WARNING: Quitting Smoking Now Greatly Reduces Serious Risks To Your Health” or “SURGEON GENERAL’S WARNING: Smoking By Pregnant Women May Result In Fetal Injury, Premature Birth, And Low Birth Weight” and lastly “SURGEON GENERAL’S WARNING: Cigarette Smoke Contains Carbon Monoxide” (Brann 10).
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Stop Smoking Cigarette Advertising Bans Health Concerns Cigarette Smoking Print Media
The main purpose for this was to provide a new strategy for making American’s aware of any adverse health effects of smoking and to make individuals more informed about smoking and its risks.
The Comprehensive Smoking Education Act took effect on January 1, 1985. “The Comprehensive Smoking Education Act requires that each person who manufactures, packages, or imports cigarettes shall annually provide the committee with a list of the ingredients added to tobacco in the manufacture of cigarettes which does not identify the company which uses the ingredients or brand of cigarettes which contain the ingredients” (Brann 4).
Joe Camel, a cartoon caricature, used to represent a brand of cigarettes, became a key advertising figure. According to the Federal Trade Commission, “Unfair methods of competition…and unfair or deceptive acts or practices in or affecting commerce, are declared unlawful” (Mizecki 60). It was within their power to ban Joe Camel, due to unfair advertising practice because the campaign attracted children and adolescents to a harmful product, that they are not legally of age to purchase or consume. “A selective ban on Joe Camel advertising is preferable constitutionally to a more general ban on cigarette advertising, because it will not prevent the dissemination of advertising and information, but instead focuses on a particular ad campaign that has been shown to hold greater appeal for children than it does for adults” (Mizecki 58).
“In 1997,The Federal Drug Administration’s goal was to cut young people’s tobacco use in half over seven years. It would eliminate vending machines and would require purchasers to prove they are at least eighteen years old and close off underage access to cigarettes” (Brann15). The FDA plan also called for a restriction of cigarette advertising. “The FDA advertising provisions which would take effect in a year would: (a) Outlaw cigarette and chewing tobacco billboards within one-thousand feet of schools and public playgrounds. (b) Require all other tobacco billboards to be in black and white and use words only. No color, no pictures. Same for ads in and on buses. (c) Limit tobacco ads to black and white and text only publications with a significant youth readership. That would be any magazine or newspaper with either more than fifteen percent of its total readership under age eighteen or more than two million readers under eighteen. (d) Store check out counters and other places where tobacco products are sold also would be restricted to black and white text ads except in locations such as nightclubs where young people are not allowed. (e) Prohibit the sale or giveaway of caps, gym bags and other items bearing the brand name or log of a cigarette or smokeless product. (f) Ban teams or entries or entertainment events. Corporate names, such as, Philip Morris, would be permitted” (Brann 174). However, the FDA’s plan did not go unnoticed. A judge ruled that the FDA could not ban tobacco billboards within one thousand feet of a school or playground, limits in teen oriented magazines and a ban on hats, t-shirts, and other material with cigarette names.
Cigarettes are one of the most heavily marketed consumer products in the United States. “Tobacco companies currently spend almost six billion dollars a year to promote and advertise their products and have increased their spending by more than twelve times since 1971” (Holak 227). “The tobacco industry is the second largest advertiser in the print media, including magazines and newspapers, and the largest advertiser on the billboards” (Altman 104). “Through advertising and promotion, the tobacco industry targets one point seventy-five million new smokers a year to compensate for those who quit or die” (Altman 104).
Ninety-eight percent of teens recognize Joe Camel, which is slightly more than the percentage of those who knew the Marlboro Cowboy. Twenty-four percent of children were able to match the Marlboro Man with Marlboro cigarettes. Teenagers are three times more responsive than adults to cigarette advertising. It is readily recognized by children as young as three years old. “Recent studies have shown that older children have an even higher recognition of cigarette trade characters” (Mizecki 66).
The cigarette company portrays smoking as fun, sexy, glamorous, macho and mostly insidiously, healthful. “ Half the teens surveyed felt that Camel advertisements that featured Joe Camel and his friends hanging out, playing pool, did make smoking more appealing” (Mizecki 120). However, even though they found it appealing, it did cause them to go out and buy that particular brand.
The percentage of teens that felt the advertisements made it more appealing was greater than the percentage that felt the advertisements made them want the product. Teens found the advertisements made it a form of entertainment.
One of the main reasons why teens tend to take up smoking is that it tends to be the popular thing to do. Popular brand cigarettes are not determined by the advertising campaigns, but by which brands their friends smoke. In the end smoking is just an image thing. Depending on what brand you choose to smoke, can determine how “cool” you are. “Image makes brands popular, not advertisements” (Mizecki 125). Joe Camel is portrayed as cool and popular in advertisements.
A second reason teens take up smoking is because they see adults doing it. One of the surveys found that teens began smoking Marlboro’s because it was the more adult brand to choose from. Joe Camel is a cartoon, and therefore, not as “adult” as Marlboro. Advertising does not determine which brand of cigarettes is more “adult.” The people around the teen determine which brand is considered more “adult.”
The third reason that determines which brand is chosen by teens is the cost. What teens often want is the cheapest, or simplest available brand of cigarettes. The price of a pack of cigarettes is another determining factor in which brand a teen chooses to smoke. The fourth reason that compels teens to choose a brand is what promotional items can be received. Teens believe that What makes Marlboro so appealing are the promotional goods that smokers can get by saving up “Marlboro Miles”, not because of Marlboro’s advertising campaign.
The result from bans on cigarette advertising has not really done what was expected of it. For example, many teens take up smoking due to peer pressure. They see their friends smoking and think its cool, so in return they experiment too. Sometimes smoking is used to be accepted into a group. Another reason teens are smoking is to be an “adult.” Children want to be grown up, or act like older people, in return, they feel smoking will help them achieve this. Marlboro’s tend to be the more adult brand cigarette. People have made the correlation between advertising and smoking because Marlboro is one of the most heavily smoke brands in the United States and one of the most heavily advertised. However the correlation has no basis in fact. The only reason that Marlboro’s are the most heavily smoked brand in the United States is because they are considered more “adult-like.” People smoke for various reasons. Many of which are not from advertisements of cigarettes. Therefore, there are many factors that add to the problems of underage smokers, and campaigning.