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Tobacco advertising is the advertising of tobacco products or use (typically cigarette smoking) by the tobacco industry through a variety of media including sponsorship, particularly of sporting events. It is now one of the most highly regulated forms of marketing. Some or all forms of tobacco advertising are banned in many countries.

History

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The first known advertisement in the USA was for the snuff and tobacco products of P. Lollard and Company and was placed in the New York daily paper in 1789. Local and regional newspapers were used because of the small-scale production and transportation of these goods. The first real brand name to become known on a bigger scale in the USA was "Bull Durham" which emerged in 1868, with the advertising placing the emphasis on how easy it was "to roll your own".

The development of color lithography in the late 1870s allowed the companies to create attractive images to better present their products. This led to the printing of pictures onto the cigarette cards, previously only used to stiffen the packaging but now turned into an early marketing concept. By the last quarter of the c19 magazines such as Punch carried advertisements for different brands of cigarettes, snuff, and pipe tobacco. Advertising was significantly helped by the distribution of free or subsidized branded cigarettes to troops during World War I and World War II.

Campaigns

Nazi Germany

Main article: Anti-tobacco movement in Nazi Germany

Restrictions were imposed on the advertisement of tobacco products, enacted on 7 December 1941 and signed by Heinrich Hunke, the President of the Advertising Council. Advertisements trying to depict smoking as harmless or as an expression of masculinity were banned. Ridiculing anti-tobacco activists was also outlawed, as was the use of advertising posters along rail tracks, in rural regions, stadiums and racing tracks. Advertising by loudspeakers and mail was also prohibited.

1950-1960

Before the 1970s, most tobacco advertising was legal in the United States and most European nations. In the United States, in the 1950s and 1960s, cigarette brands were frequently sponsors of television shows—most notably shows such as To Tell the Truth and I've Got a Secret.

One of the most famous television jingles of the era came from an advertisement for Winston cigarettes. The slogan "Winston tastes good like a cigarette should!" proved to be catchy, and is still quoted today. When used to introduce Gun smoke (gun = smoke), two gun shots were heard in the middle of the jingle just when listeners were expecting to hear the word "cigarette". Other popular slogans from the 1960s were "Us Tareyton smokers would rather fight than switch!," which was used to advertise Tareyton cigarettes, and "I'd Walk a Mile for a Camel".

In 1954, tobacco companies ran the ad "A Frank Statement". The ad was the first in a campaign to dispute reports that smoking cigarettes could cause lung cancer and had other dangerous health affects.

In the 1950s, manufacturers began adding filter tips to cigarettes to remove some of the tar and nicotine as they were smoked. "Safer", "less potent" cigarette brands were also introduced. Light cigarettes became so popular that, as of 2004, half of American smokers preferred them over regular cigarettes,. According to The Federal Government’s National Cancer Institute (NCI), light cigarettes provide no benefit to smoker's health.

In 1964, the Surgeon General of the United States, released the Surgeon General's Advisory Committee Report on Smoking and Health. It was based on over 7000 scientific articles that linked tobacco use with cancer and other diseases. This report led to laws requiring warning labels on tobacco products and to restrictions on tobacco advertisements. As these began to come into force, tobacco marketing became more subtle, with sweets shaped like cigarettes put on the market, and a number of advertisements designed to appeal to children, particularly those featuring Joe Camel resulting in increased awareness and uptake of smoking among children. However, restrictions did have an effect on adult quit rates, with its use declining to the point that by 2004, nearly half of all Americans who had ever smoked had quit.

Customer loyalty

Tobacco companies use such advertising to drive brand awareness and brand preference amongst smokers, in order to drive sales and to increase brand and customer loyalty. One of the original forms of this was the inclusion of cigarette cards, a collectible set of ephemera.

Target markets

The intended audience of the tobacco advertising places have changed throughout the years, with some brands specifically targeted towards a particular demographic. According to Reynolds American Inc, the Joe Camel campaign in the United States was created to advertise Camel brand to young adult smokers. Class action plaintiffs and politicians described the Joe Camel images as a "cartoon" intended to advertise the product to people below the legal smoking age. Under pressure from various anti-smoking groups, the Federal Trade Commission, and the U.S. Congress, Camel ended the campaign on 10 July 1997.

Tobacco companies have frequently targeted the female market, seeing it as a potential growth area as the largest market segment has traditionally been male. The introduction of the 1960s Virginia Slims brand, and in particular its "You’ve Come a Long Way Baby" and "Slimmer than the fat cigarettes men smoke" campaigns, was specifically aimed at women.

§When marketing cigarettes to the developing world, tobacco companies use the Western lifestyle as a mechanism to lure this demographic into purchasing their products As individuals of the developing world buy into this myth of attaining a successful Western lifestyle through cigarettes, they ignore the health risks associated with it

Film

Universal Pictures has a "Policy Regarding Tobacco Depictions in Films". In films anticipated to be released in the United States with a G, PG or PG-13 rating, smoking incidents (depiction of tobacco smoking, tobacco-related signage or paraphernalia) appear only when there is a substantial reason for doing so. In that case the film is released with a health warning in end credits, DVD packaging, etc.

Since May 2007 the Motion Picture Association of America may give a film glamorizing smoking or depicting pervasive smoking outside of a historic or other mitigating context a higher rating.

There have also been moves to reduce the depiction of protagonists smoking in television shows, especially those aimed at children. For example, Ted Turner took steps to remove or edit scenes that depict characters smoking in cartoons such as Tom and Jerry, The Flintstones and Scooby-Doo, which are shown on his Cartoon Network and Boomerang television channels.

There are also indications in the TIGRS video game content rating system.

Budgets

Tobacco companies have had particularly large budgets for their advertising campaigns. The Federal Trade Commission claimed that cigarette manufacturers spent $8.24 billion on advertising and promotion in 1999, the highest amount ever at that time. The FTC later claimed that in 2005, cigarette companies spent $13.11 billion on advertising and promotion, down from $15.12 billion in 2003, but nearly double what was spent in 1998. The increase, despite restrictions on the advertising in most countries, was an attempt at appealing to a younger audience, including multi-purchase offers and giveaways such as hats and lighters, along with the more traditional store and magazine advertising.

Marketing consultants ACNielsen announced that, during the period September 2001 to August 2002, tobacco companies advertising in the UK spent £25 million, excluding sponsorship and indirect advertising, broken down as follows:

£11 million on press advertising
£13.2 million on billboards
£714,550 on radio advertising
£106,253 on direct mail advertising

Figures from around that time also estimated that the companies spent £8m a year sponsoring sporting events and teams (excluding Formula One) and a further £70m on Formula One in the UK.

The £25 million spent in the UK amounted to approximately 60 cents American per person in 2002. The 15.12 BILLION spent in the United states in 2003 amounted to more than $45 for every person in the United States, more than $36 million per day, and more than $290 for each U.S. adult smoker.

Advertisement control

The European Union and World Health Organization (WHO) have both specified that the advertising of tobacco should not be allowed. The WHO Framework Convention on Tobacco Control, which came into effect on 27 February 2005, requires that all of the 168 countries that agreed to the treaty ban tobacco advertising unless their constitution forbade it.

Some countries also impose legal requirements on the packaging of tobacco products. For example in the countries of the European Union, Turkey, Australia and South Africa, cigarette packs must be prominently labeled with the health risks associated with smoking. Canada, Australia, Thailand, Iceland and Brazil have also imposed labels upon cigarette packs warning smokers of the effects, and they include graphic images of t

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