M Assunta

Industry sponsored youth smoking prevention programme in Malaysia: a case study in duplicity

Objective: To review tobacco company strategies of using youth smoking prevention programmes to counteract the Malaysian government’s tobacco control legislation and efforts in conducting research on youth to market to them. Methods: Systematic keyword and opportunistic website searches of formerly private internal industry documents. Search terms included Malay, cmtm, jaycees, YAS, and direct marketing; 195 relevant documents were identified for this paper. Results: Industry internal documents reveal that youth anti-smoking programmes were launched to offset the government’s tobacco control legislation. The programme was seen as a strategy to lobby key politicians and bureaucrats for support in preventing the passage of legislation. However, the industry continued to conduct research on youth, targeted them in marketing, and considered the teenage market vital for its survival. Promotional activities targeting youth were also carried out such as sports, notably football and motor racing, and entertainment events and cash prizes. Small, affordable packs of cigarettes were crucial to reach new smokers. Conclusion: The tobacco industry in Malaysia engaged in duplicitous conduct in regard to youth. By buying into the youth smoking issue it sought to move higher on the moral playing field and strengthen its relationship with government, while at the same time continuing to market to youth. There is no evidence that industry youth smoking prevention programmes were effective in reducing smoking; however, they were effective in diluting the government’s tobacco control legislation.

A mire of highly subjective and ineffective voluntary guidelines: tobacco industry efforts to thwart tobacco control in Malaysia

Objective: To describe tobacco industry efforts in Malaysia to thwart government efforts to regulate tobacco promotion and health warnings. Methods: Systematic keyword and opportunistic website searches of formerly private tobacco industry internal documents made available through the Master Settlement Agreement and secondary websites; relevant information from news articles and financial reports. Results: Commencing in the 1970s, the industry began to systematically thwart government tobacco control. Guidelines were successfully promoted in the place of legislation for over two decades. Even when the government succeeded in implementing regulations such as health warnings and advertising bans they were compromised and acted effectively to retard further progress for years to come. Conclusion: Counter-measures to delay or thwart government efforts to regulate tobacco were initiated by the industry. Though not unique to Malaysia, the main difference lies in the degree to which strategies were used to successfully counter stringent tobacco control measures between 1970 and 1995.

“The world’s most hostile environment”: how the tobacco industry circumvented Singapore’s advertising ban

Objective: To review how tobacco transnational companies conducted their business in the hostile environment of Singapore, attempting to counter some of the government’s tobacco control measures; to compare the Malaysian and the Singaporean governments’ stance on tobacco control and the direct bearing of this on the way the tobacco companies conduct their business. Methods: Systematic keyword and opportunistic website searches of formerly private internal industry documents. Results: The comprehensive prohibition on advertising did not prevent the companies from advertising cigarettes to Singaporeans. Both British American Tobacco and Philip Morris used Malaysian television to advertise into Singapore. To launch a new brand of cigarettes, Alpine, Philip Morris used a non-tobacco product, the Alpine wine cooler. Other creative strategies such as innovative packaging and display units at retailers were explored to overcome the restrictions. Philip Morris experimented with developing a prototype cigarette using aroma and sweetened tipping paper to target the young and health conscious. The industry sought to weaken the strong pack warnings. The industry distributed anti-smoking posters for youth to retailers but privately salivated over their market potential.

Health treaty dilution: a case study of Japan's influence on the language of the WHO Framework Convention on Tobacco Control

Background: The Japanese government is an important shareholder in the Japanese tobacco industry. Negotiations to develop the WHO’s historic Framework Convention on Tobacco Control (FCTC) were based on consensus, resulting in countries needing to agree to the lowest acceptable common denominator in clause development. Objective: To illustrate Japan’s role in negotiating key optional language in the FCTC text. Methods: Summary reports, text proposals, conference papers, and speeches related to the six FCTC negotiation sessions were reviewed for repeated words, concepts and emerging themes. Key stakeholders were interviewed. Key words such as “sovereignty”, “appropriate”, “latitude”, “individual”, “flexibility”, and “may” representing optional language were examined. Results: The Japanese government’s proposals for “appropriate” and optional measures are reflected in the final FCTC text that accommodates flexibility on interpretation and implementation on key tobacco controls. While Japan was not alone in proposing optional language, consensus accommodated their proposals. Conclusion: Japan’s success in arguing for extensive optional language seriously weakened the FCTC. Accordingly, international tobacco control can be expected to be less successful in reducing the burden of disease caused by tobacco use.

The tobacco industry’s accounts of refining indirect tobacco advertising in Malaysia

Objective: To explore tobacco industry accounts of its use of indirect tobacco advertising and trademark diversification (TMD) in Malaysia, a nation with a reputation for having an abundance of such advertising. Methods: Systematic keyword and opportunistic website searches of formerly private tobacco industry internal documents made available through the Master Settlement Agreement. Results: 132 documents relevant to the topic were reviewed. TMD efforts were created to advertise cigarettes after advertising restrictions on direct advertising were imposed in 1982. To build public credibility the tobacco companies set up small companies and projected them as entities independent of tobacco. Each brand selected an activity or event such as music, travel, fashion, and sports that best suited its image. RJ Reynolds sponsored music events to advertise its Salem brand while Philip Morris used Marlboro World of Sports since advertising restrictions prevented the use of the Marlboro man in broadcast media. Despite a ban on tobacco advertisements in the mass media, tobacco companies were the top advertisers in the country throughout the 1980s and 1990s. The media’s dependence on advertising revenue and support from the ruling elite played a part in delaying efforts to ban indirect advertising. Conclusion: Advertising is crucial for the tobacco industry. When faced with an advertising ban they created ways to circumvent it, such as TMDs.

A “clean cigarette” for a clean nation: a case study of Salem Pianissimo in Japan

Objective: To illustrate, through internal industry documents, how RJ Reynolds exploited the concerns of the Japanese society about cleanliness to market the concept of cleaner, implicitly healthier cigarettes in Japan. Design: Systematic keyword and opportunistic website searches of formerly private internal industry documents. Results: Industry documents show that RJ Reynolds developed marketing plans based upon their cultural assumptions of Japanese people as fastidious about hygiene and manners, and with relatively high penchants to try new products. RJ Reynolds found there was also a growing concern for health, the environment, and smokers were conscious about annoying others. Deodorised consumer products were one of Japan’s biggest trends. These characteristics presented RJ Reynolds with a profitable formula for marketing Salem Pianissimo, a clean cigarette with less smell and smoke. Salem Pianissimo, a 100 mm cigarette claiming to contain 1 mg tar and 0.1 mg nicotine, targeted women since menthol cigarettes were popular among 18–24 year old female smokers, although Japan’s law prohibited those below 20 years to smoke and the tobacco industry had a voluntary code disallowing advertising to women and youth. Conclusion: RJ Reynolds successfully launched its clean cigarette, Salem Pianissimo, in Japan aiming to exploit perceived cultural characteristics such as a penchant for cleanliness, an eagerness to try new products, and social harmony.