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– A little background first
– New and evolving tactics:• Bar promotions and event sponsorship• Point of sale promotions & Powerwalls• Tactics on University / College Campuses• New products & Regional marketing
tactics • Smoking in the movies & video games
Tobacco Marketing Expenditures
– From 1987 – 2000 industry spending on marketing and communication significantly
– In 2001 & 2002, Canadian tobacco companies spent over $300 million on marcom (NSRA)
Landmark Change to Tobacco Marketing in Canada
– 2003: the Federal Tobacco Act bans sponsorship advertising in Canada
– Advertising is now tightly regulated
Tobacco Marketing Expenditures today
Today’s estimates of actual marketing costs are obscured by new definitions:
• Hidden sponsorship • Packaging • Increasing pay-outs to retailers for
countertop displays and Powerwalls
Du Maurier “Signature Packs”
– “Restrictions on tobacco marketing in Canada limited our options.
– “We needed to differentiate ourselves. We needed to give consumers something that provided added-value.”
– “This left us with one way to develop and grow our brands – the pack itself”
What’s new in Bar Promotions & Sponsorship
– Promotions have become more subtle
– Sponsorship extends to entire bar
– Sponsored club renovations including DSRs, outdoor & patio smoking areas
– Similarly subtle event sponsorship
Export A’s “silent” event sponsorship
– Initiated in 1998– Expanded in 2001– Currently sponsor:
• Wakestock• Extreme Music Fest• X-team bar visits
across Canada
Point of purchase promotions
Redirected towards Point of Purchase Sales
Restrictions on tobacco
advertising and promotion
+ the
Elimination of sponsorship
= Resource
Re-allocation
http://www.nsra-adnf.ca/cms/file/pdf/Tobacco_Powerwalls.pdf
Power walls
–Convenience stores are the Industry’s main channel for marketing and distribution
–Arguably the most important advertising medium available to the tobacco industry (NSRA)
http://www.nsra-adnf.ca/cms/file/pdf/Tobacco_Powerwalls.pdf
Power Walls
– $300M spent on marcom in 2002
– $77M paid to tobacco retailers in same period for stocking tobacco products (NSRA)
– The average convenience store receives $1,500 a year from the tobacco industry (ACNeilson)
Preferential pay backs
– POP advertising expenditures are higher in convenience stores near schools and malls
– More money spent on POP to stores on university campuses
– Student Federation @ UOttawa offered $7500 to stock power wall displays at their campus store,
– Tobacco Free Ottawa U successfully lobbied against this sponsorship and the SF stopped accepting $’s in 2005
POP … not just for youth
Tobacco on campus project
• 22 universities surveyed
• All had been approached and had participated in a form of tobacco marketing
• 76% sold tobacco products on their campuses (stores, bars etc)
Tobacco on Campus
Smoke-Free policies
• Regulate smoking mainly in residences, or campus bars
• Few regulated campus-wide
• Only U of T has rules against investing their (OUR) funds in tobacco companies.
Tobacco NOT on campus
– Growing list of smoke-free campuses:• Dalhousie, Lethbridge, Lakehead,
Carleton
– New movements• Alberta’s Tobacco Free Campus
advocates for policy changes across the province
• E-BUTT• Leave the Pack Behind
– Similar research to that done on impact of tobacco use in films (Villani, S. MD)
– Primary effects of media exposure (video games) are increased violent and aggressive behavior, and increased high-risk behaviors, including alcohol and tobacco use
Smoking in video games
Journal of American Academy of child and adolescent psychiatry (2001)
Smoking in Video Games
– Entertainment Software Ratings Board
– Ratings more comprehensive and specific than the film industry
– 24 content descriptors (on back)– Includes tobacco reference and use
Smoking in Video Games
– One search for tobacco reference yielded 7 games
– 4 rated “everyone”
– 3 rated “Teen”
Why must tobacco be referenced in children’s video games ??
In summary
We’ve talked about:• Target marketing in bars,
campuses• Slient Sponsorship• Point of sale promotions • Smoking in video games
Call to Action
1. Support youth-driven tobacco industry denorm !
2. Expose hidden industry marketing tactics
3. Document actual marketing costs including listing fees and pay-outs to retailers
4. Advocate for policy change and a province wide ban on smoking and tobacco sales on Ontario university / college campuses
5. Denormalize tobacco industry products aimed at youth
6. Endorse the exclusion of tobacco use in movies and video games