Anne Landman's Collection
Smoking and Health - Canada the Social Unacceptability Issue
Abstract
This 1976 report describes the efforts of the Canadian tobacco industry to reverse the effects of dissemination of public information about tobacco. While the document is from the Philip Morris collection, it appears to be a product of the Imperial Tobacco Company. The report describes the industry's concerns about the impact the decline in social acceptability of smoking will have on their future, and their intent to "take measures" to reverse declining smoking rates by "giving reassurance to smokers":
"We are concerned with the long range impact of adverse publicity on the continuance of smoking by smokers, and on potential smokers who may be persuaded not to begin smoking. We believe that measures must be taken which will have the effect if giving reassurance to smokers."
Imperial classified as "Adverse Publicity" public health information that "smoking in injurious to health of the smoker" and "smoking is injurious to the health of non smokers who unvoluntarily inhale smoke."
The paper quotes an Imperial Tobacco Marketing Division internal memorandum which says,
"With the increasing weight of anti-smoking publicity jeopardizing the future of the industry in Canada, we recommend that the industry plan and implement a concerted programme to counter adverse publicity and to reassure the smoker." [Underlining emphasis in original.]
The report then lists the objectives of a plan to reverse smoking rates:
OBJECTIVE: To initiate a programme of action which will
1) Reassure smokers in their determination to enjoy smoking.
2) Defend the smoker's right to smoke.
3) Correct or refute erroneous statements about smoking and its effects.
4) Defend the tobacco industry.
5) Communicate positive aspects of smoking.
The report places the industry distinctly at odds with public health authorities and efforts to educate the Canadian populace about the dangers of smoking. While the document sounds very similar to documents produced by ICOSI (the International Committee on Smoking Issues), this document was dated several years prior to ICOSI's work on the social acceptability issue. Still, it shows that the Canadian tobacco industry (like the U.S. industry), considered public health information about smoking to be a threat to the industry's future. It also shows the industry fought public health authorities' efforts to educate the public on smoking issues, that they planned their campaigns to minimize "back-lash" from public health authorities, and that the industry's goal was to reverse declining smoking rates.
Fields
- Quotes
THE SOCIAL UNACCEPTABILITY ISSUE IN CANADA
" 'Social Unacceptability' of smoking is being conveyed to consumers by publicity depicting the practice as dirty, destructive, annoying to others, a nuisance, unstylish, unfashionable and a health hazard to non smokers.
"The term 'non smokers rights' has come into common usage in the media. There is virtually no mention or reference to 'smokers rights'. "
(Extract from an Imperial Tobacco Marketing Division internal memorandum)
DEFINITION OF ISSUES
We are concerned with the long range impact of adverse publicity on the continuance of smoking by smokers and on potential smokers who may be persuaded not to begin smoking.
We believe that measures must be taken which still have the effect of giving reassurance to smokers.
CLASSIFICATION OF ADVERSE PUBLICITY
S & H [Smoking & Health]: 1) Smoking is injurious to health of the smoker
Passive smoking: 2) Smoking is injurious to the health of non smokers who unvoluntarily inhale smoke
Social Acceptability: 3) Smoking should not be carried out in the presence of people who object to involuntary inhalation of smoke on the grounds of annoyance, irritations, fears for their health, etc. It is socially unacceptable for smokers to smoke in the presence of people who do not wish them to do so.
--The practice of voluntary or legislated segregation of smokers from nonsmokers is gaining momentum.
--New areas in which smoking is to be prohibited or restricted are being identified by anti-smoking groups.
--Some national health organizations are adopting "social unacceptability" kits. They are enlisting non smokers and "quitters". Example of "tent" card below:
[Lung Association card saying "Thank you for not smoking" Another Christmas Seal service"]
...--"Quit Smoking" campaigns of national health organizations how address messages to non smokers...(Much of the material used in Canada is supplied from U.S. equivalent health organizations.)
PENETRATION OF ADVERSE PUBLICITY
CONSUMERS
Evidence of the extent to which the anti-smoking message has penetrated consumer beliefs is that with 40% of the adult population in Canada smoking cigarettes (approximately 6,600 M people) two thirds of this group believe that cigarette usage is a health hazard.
LEGISLATORS
Proposals and actions to segregate smokers and to restrict or ban smoking in public places are on the increase especially at municipal levels...
OWN EMPLOYEES
The people who are employed in the industry or very closely associated with it find themselves increasingly on the defensive...
CURRENT STATUS OF THE ISSUE
--AT THIS TIME social acceptability of smoking in Canada is not as live an issue as it is in the United States nor as dormant an issue as is, say, Brazil. Nevertheless, it has all the potential to jeopardize the future of the industry in Canada. Criticism is increasing rapidly in intensity and scope.
No comprehensive coordinated industry plan to deal with the issue exists but one is being developed by Imperial Tobacco for consideration by the Canadian Tobacco Manufacturers Council.
- Some sporadic "reassurances" are appearing in media as a result of industry cooperation with governments to date although no stress is given to the industry's role. See Appendix B - Toronto Star feature story re: development of "safe" cigarettes.
A MARKETING-ORIENTED PROGRAMME BEING DEVELOPED
"With the increasing weight of anti-smoking publicity jeopardizing the future of the industry in Canada, WE RECOMMEND THAT THE INDUSTRY PLAN AND IMPLEMENT A CONCERTED PROGRAMME TO COUNTER ADVERSE PUBLICITY AND TO REASSURE THE SMOKER."
(Extract from an Imperial Tobacco Marketing Division internal memorandum).
OBJECTIVE: To initiate a programme of action which will:
1) Reassure smokers in their determination to enjoy smoking.
2) Defend the smoker's right to smoke.
3) Correct or refute erroneous statements about smoking and its effects.
4) Defend the tobacco industry.
5) Communicate positive aspects of smoking.
...The chosen themes [for this programme] and manner of their use should be such as to minimize direct confrontations that might worsen the industry image through unnecessary back-lash. Primarily the targets are smokers and employees -- to give them support; and disseminators of false or biased information -- to rectify truths.
6) The probability that ANY attempts to counter the present negative situation will result in back-lash publicity from anti-smoking groups must be accepted an expected.
- Company
- Philip Morris
- Author
- Presumed Imperial Tobacco
- Recipient
- Presumed Imperial Tobacco & Philip Morris
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