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NOTE FOR DR. L.C.F. BLACKMAN 20 Febi L.C.F B. j 23FEBI981.,/ Hy colleagues have constructed a table of countries '~reedom to Advertise" versus '~ercentage Filter" and fqPercentage below 15 mg tar"z ~s you requested. However, their comments on the problem of interpretation are relevant. Of courset one can wade into much deeper water w~th more c~es and more analysis but l think the mud will get thicker. cc. Hr. J.A.B. Kellaoher O O

Note to G.J. Siddall ~az~ith the response to Dr. B~'s re~st f~r a table fru, whiah to draw aa~=isc~ of Filter and Io~del/v~ry pzrc~ges ~ icng-~xm ~m countries ard those where advertisin~ is .=e~itted. Bates has aiven the 1979 percenta@es (where available) in both a~es. I ba,.,e a,:ld~ ~ to t.~ ad l:en .U.st, al~ t~ tern sin~ it ~s i~p~ is ~tiv~y ~5ort. ~- fact anly ~ af "me m=ke~ - Italy (1962), Singapm~ (19Tl) and Iceland (1972) - approrLmate closely to the 10-year mark. ~ ~at e~ la~_~ fi~ ~ ~ (1980) ~ ~ a ~se. Later f/gur~ ~ sh~ the I=dus~y off mcze fa~x~ly in deliv~y terms. From the ~ of figures given, it ~nly appears that the high of 'below 15 ~rf markets still permit ~ measure of advertising. mm~v~r, as ~r points o~t, ~ mint also distin~ish ~tween the ~ and less ~ countries (cf. Malaysia %-_'th less than ~ of 15m~ and unaer brands, amd Australia with msarly 88%). Per~ntages relate ~ fa/.o, ry~e ci.garettes anly. Norway has a R-Y-O market whid~ would pr~m__ --~hly significantly affect these figures if rala~ ~ 'all ci~rettes s,~ad'. Althou~h the Icr~$est-tem, ~ ban market, Italy is fair game f=r all mum~r of ~mz,:ianal ~.-~I~ r~xmd the rules, L-n~uding overlap TV ~ etc. etc. USSR USA No TV/Rmdio sd_nce 1970. Very ~ressive anti-smoking pressures, and a high I~-[ of ~=;hasis in ~ ~d ads an deliv~y numbers. Canada UK ~b TV/~. Also mrh ~:~asis on daliv~T figures, a'~ ~-tive --TV/~ siam 1965. A_~v~ anti-~king ~ with Goverrm~ ~. • Ter-be.r,~. c=~umt ~ lacks ~ adve.-~.si~g lo, e~-~cj del.ive..,d.es. TV/~d.~ C~p~mtively ~res~ ~i~'_ion until mslia ~d restricticm ~ in aid-1977. .C==aratively free sit~atS:~, h:~'_h in terms of .,M~a ~ c=,ter~. C=%m=-at~w.ly fr~. Sope these cam~s and da~a help. 0 0 t.,4

C:untTies with ad bans for _+ 10 yea~s or more Norway (since July 1975) ();~) iceland (since January 1972)6-) * Italy (since 1962) C)?~ FLu!and (since March 1978) ~} USSR~ (date not known) ~-) * Sin~a.oore (since 1971) 6~J Y-~os!avia (since 1974 ) 6- ) ,~, FILTER '7~ ~A.2. Ci g 7 % BELOW 15 e.& o.q * 10 years of cigarette ban, or more: others all less. Countries where some advertising is permitted * Canada C~) * ~e-~-~-~7.~- ~'~) * U.~.. C~,~=) * Australia (~ #~ * ~rance {-) o,~,. ~ ~.~.~ • 6 ~" q/, .~ ~'3 Brazil C~ #~ * = No T~ ~-.~- o.~ TV limited to late hours WarninK: It is of doubtful validity to comgare the above two groups of markets (ie. those with c total advertisln~ bands for some years, and c those where cigarette advertisers are free to ,'-. promote their brands within varying degrees of constraints). In many of the latter there ~c is more a~_gressive a~1~i-smoki~ publici~-y than ~-~ in some of the former. In many of the latter o.. advertising mus~ oarr_y prominent health warnings, ~r as do packs, in the USSR brand advertising in many oroduct fields does not exist, and so the

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