Tobacco Documents Online

• .XT ! 2oJUNI98| BRITISH-AMERICAN TOBACCO COMPANY] iL!. MITED ....... I ,~ • - • Regd. Omee: PO Box 4~ Westminster House 7 Millbank London-.~'~ 1P 3,.11~.~} Incorporated :n Londoa-No.7t971 i Te.." ex ~384.5 RESTRICTED Circular No 65 RLOEIGCM ~, TO ALL NO Is AND PUBLIC AFFAIRS MANAGERS OF OPERATING COMPANIES "ADVERTISING DOCUMENTATION": UPDATED VERSION You may already have seen a copy of a paper produced by INFOTAB in 1979 entitled, "Advertising Argumentation". This was the document referred to in the BATCo lg81 Board Strategies on Smoking Issues as fol l ows: "Although it must be assumed that evidence that advertising does not affect total consumption will not dissuade authorities from restricting or banning cigarette advertising, companies should nevertheless quote all available evidence of this kind in negotiations with the authori ties particularly INFOTAB' s paper enti tl ed "Adverti sing Argumentati on"." (Strategies P.7, 6.Z) INFOTAB have now up-dated this material and retitled it, "Advertising Oocumentation". A copy is enclosed. Parts of the text have been amended and the "Argumentation" section now contains more recent supporting quotations. If you have a copy of the 1979 document in your possession, you may wish to destroy it to avoid possible con- fusion in future. I do hope this paper will be of value to you in your work, and would just like to point out that when using its contents, you should please ensure that no mention is made of its source. Also, where practicable, your own paraphrase may be preferable to a direct quote. With kind regards RLO ELY / 0 0 ""~0 (_,,q

ADVERTISING DOCUMENTATION BOOK - ERRATA FROM I~IFOTAB One of our readers has kindly advised us of a mistake which he noticed on two different pages in the above Advertising Doc~T.en~ation Book. The word "sociophysiological" should read "SOCIOPSYCHOLOGICAL" in the fol!owinq two instances: - lhtroducto~z page entitled "Advertising Argument- ation", paracraph 3, 5th line. - Section "Argumentation", page 3/1, first para- graph, 5th line. Would you be kind enough to change these two words in your copy of the Advertising Documentation Book. Thanking you in advance for your attention to this matter, we remain, With kind regards, Yours sincerely, Antonietta Corzl Director of Information Services !S/AC/LG Encl. O (ZD --o L~4

A2VERTISING ARGUMENTATION . , . . S. . . 8. o I0. ii. CIGARETTE ADVERTISING HAS NOT BEEN SHOWN TO INCREASE THE TOTAL TOBACCO M~R?LET BUT ONLY TO DIVIDE AN ALREADY EXISTING MARKET. CIGARETTE ADVERTISING PROMOTES BRAND SWITCHING, NOT OVERALL SALES. THE TOBACCO INDUSTRY CONDUCTS NO GENERIC ADVERTISING IN CONTRAST TO SOME INDUSTRIES WHICH PRODUCE OTHER CONTRO- VERSIAL PRODUCTS, E.G. EGGS, MILK, MEAT, ETC. CIGARETTE ADVERTISING REPORTEDLY HAS LITTLE OR NO INFLUENCE ON THE DECISION OF YOUNG PEOPLE TO BEGIN SMOKING. INVESTI- GATORS IN THIS ARE~, F~NY OF WHOM ARE INVOLVED IN THE DEVELOP- MENT OF ANTI-SMOKING CAMPAIGNS, HAVE DETERMINED THAT YOUNG PEOPLE BEGIN SMOKING FOR A VARIETY OF SOCIOPHYSIOLOGICAL, SOCIOCULTURAL AND SOCIOECONOMIC FACTORS. HOWEVER, IT IS GENERALLY AGREE2 THAT THE INFLUENCE OF PARENTS AND OTHER YOUNG PEOPLE A~PLAR TO BE ,MAJOR FACTORS. CIGARETTE ADVERTISING HAS NOT BEEN SHOWN TO CAUSE ADULTS TO BEGIN SMOKING CR TO CONTINUE SMOKING. THE WORLDWIDE USE OF TOBACCO PRECEDED THE EMERGENCE OF ADVERTISING. TOBACCO IS A~'E';~.~ PRODUCT; CONSEQUENTLY, ADVERTISING OF TOBACCO PRODUCTS IS A COMMERCIAL RIGHT. CIGARETTE ADVERTISING IS ALREADY REGULATED. ADVERTISING BANS OR RESTRICTIONS APPEAR TO HAVE LITTLE OR NO EFFECT ON OVEraLL CIGARETTE SALES. ELECTRONIC MEDZA IS GENERALLY CONSIDERED TO BE ONE OF THE MOST EFFECTIVE_ M~NS OF ADVERTISING; YET, BANS ON BROADCAST CIGARETTE ADVERTZSING HAVE REPORTEDLY HAD LITTLE OR NO EFFECT ON OVERALL SALES. THEREFORE, IT SEEMS THAT EXTENDING SUCH BANS TO ALL OTHER MEDIA WOULD HAVE NO GREATER EFFECT. SOME GOVERNMENTS, GOVERNMENT OFFICIALS, AND ~NTI-SMOKING SPOKESMEN HAVE REJECTED THE IDEA OF BANNING CIGARETTE AD%~RTISING. ADVERTISING RESTR=CTIONS OR BANS CURB PRODUCT INNOVATION .AND DEVELOPMENT. CD O kO ok.) c.r]

12. ADVERTISING BANS DEPRIVE CONSUMERS OF IMPORTANT PRODUCT INFORMATION. 13. ADVERTISING BANS ARE ECONOMICALLY DETRIMENTAL. 14. ADVERTISING BANS THREATEN FREE ENTERPRISE. 15. ADVERTISING BANS THREATEN THE CONCEPT OF FREE SPEECH IN ADVERTISING AND THE PERSONAL LIBERTIES OF EACH INDIVIDUAL. 16. ADVERTISING BANS ARE AN INSULT TO THE INTELLIGENCE OF THE CONSUMER. ORGANIZATIONAL NOTES (!) The quotations within each of the numbered sections are arranged chronologically, beginning with the most recent. The only exception to this rule is Section 3: "Cigarette smoking reportedly has little or no influence on the decision of young people to begin smoking." That section is divided into two subsections based on content. This organization is explained in more detail on the firsu page of that section. (2) It should be noted that there may be more than one set of Quotation marks within one quotation. This is intended to indicate that although the entire quotation appears within the cited article or book, it may not necessarily appear in the same paragraph or on the same page of that article or book. In that case, all the pages are listed in the citation. O O ~o O~