Pakistan Tobacco Company not to use TV, radio for cigarette advertisements
Islamabad-Pakistan Tobacco Company has voluntarily decided not to use television and radio for cigarette advertisements from January 1, 2003 onwards.
Consequently, PTC’s brands which will not be advertised on TV and Radio are Benson and Hedges, Jhon Players Gold Leaf, Wills International, Capstan, Wills Kings, Wills Navy Cut, Embassy, No. 6, Gold Flake, Gold Flake Supreme.
The International Marketing Standards for the responsible promotion of tobacco and in particular they have been constructed to ensure that no marketing actively is directed at or appeals to youth (those under 18 years of age), says a press release issued by PTC on January 1, 2003.
Besides discontinuing advertisements on TV and Radio, some other salient features of the International Marketing Standards are:
* No outdoor advertisements will be placed on Billboards that exceed 35 sq.meters.
* Participation in promotional offers by the general public will be conditional upon evidence of age eligibility and confirmation of smoker status.
* Advertisements will not suggest any of the following is enhanced by smoking:
* Sporting or athletic success, popularity professional success, or sexual success.
* There shall be no placement of tobacco products, advertisements or items bearing tobacco brand names, with the body of any motion pictures, television programme, or any similar medium where such medium is mended for the general public.
* No advertisement will be aimed at or particularly appeal to youth, depict any person under or appearing to be under 25 years of age.
Pakistan Tobacco Company is voluntarily putting a stop on cigarette advertisements on TV/Radio although these are still permissible under the law. The advertisements will only be undertaken in future should a technology exist to verify adult viewers.
PTC expects that in the larger interest of society, other cigarette companies would also withdraw from TV/Radio. It is also hoped that the government will welcome this move.
Since the Company is embarking on this initiative unilaterally, the decision may also put PTC at a competitive disadvantage if other tobacco companies do not follow suit.
However, the management of the Company is fully aware of its responsibility to ensure that the promotion of tobacco products is undertaken in a way that meets reasonable expectations of the society even at the cost of market share and consequent contribution to government revenue.
The decision of the Company to vacate electronic media is also in-line with the International Marketing Standards initiated by the parent Company of Pakistan Tobacco Company i.e. British American Tobacco along with two other major tobacco companies-Philip Morris and Japan Tobacco International.
This decision is in line with CompanyÂ’s philosophy of addressing the reasonable expectations of society. Many people, including parents, are concerned about the influence of advertising on children (and not just tobacco advertising), even though there is ample evidence to suggest that tobacco advertising is not the main cause in the decision of adults or youths to smoke — the key drivers are youth culture, peer- pressure and family influence.
PTC has a history of regulating its marketing activities in the responsible manner. The Company as a co-signatory of a joint Industry Code was not advertising its cigarette brands before 2130 hrs on the electronic media since mid-nineties. Furthermore, a Youth Smoking Prevention Programme”, Tobacco Company’s initiative was lauded in 1977 by the industry and reaffirms CompanyÂ’s commitment to discourage youth under-eighteen from smoking. All PTC brands also carry “Under-Age Sale Prohibited” inscription, the release concluded.
Source: Business Recorder
Date:1/2/2003
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