Tobacco Documents Online

This 20 page report/outline from the Philip Morris document site discusses the current (1990) status of the cigarette industry in the U.S.(consumption rates, quantity sold, brand activity, etc.). It also discusses cigarette exports and objections to exports, recent reports on smoking and health, and much more.

In a section entitled "Advertising," it points out that Dr. Alan Blum (described as "a noted medical antagonist" surveyed the appearance of Marlboro and Winston cars at nationally televised car and motorcycle races. Blum reported that at the 1989 Marlboro Grand Prix the brand name "Marlboro" was telecast 5,933 times, in spite of the Public Health Cigarette Smoking Act of 1969, which prohibits the promotion of cigarete brands on television. The paper states that "P.M. denied allegations that it skirts a ban on television."

On Bates page 2028467456 there is another section entitled "Advertising." Here is describes the real hidden reason for the tobacco industry's "It's the Law" program, and how this program succeeded in snookering a major, big-city newspaper into writing an editorial in support of the tobacco industry:

The Tobacco Institute launched major advertising and education programs "It's the Law" to stop individuals under 18 from smoking. It supports a legal smoking age of 18...In part, this is intended to undercut the Waxman and Kennedy bills. There has been tremendous dialogue on TV and in the press pro and con this action. The motives of the industry have been questioned. The Chicago Tribune, (December 26) states that the industry is behaving in a way that warrants praise, not condemnation.

This document (from Philip Morris' files) shows how the global tobacco industry fights efforts to restrict the advertising of tobacco products. The report was produced by Infotab (the international information clearinghouse and monitoring organization formed by the major multinational tobacco companies around the late 1970s-early 1980s to help confront the global anti-tobacco movement). The report discusses the weakness and lack of credibility of the global tobacco industry's main argument against advertising bans, namely the claim that cigarette advertising doesn't increase total market size, but just causes existing smokers to switch brands.

The document shows that this argument directly contradicts the truth. The reality, according to this report, is that the total cigarette market grows in developing countries in accordance with the amount of money the tobacco companies spend to advertise their products in those countries.

The author of the report, listed as Ron Tully (who served as Documentation Manager of Information Services at Infotab in 1989) grapples with how the industry can persist with such an incredible argument when the facts don't support their case:

"The general argumentation used by the industry is beginning to look extremely weak and the presentation of these arguments to the 'public' and 'opinion formers' needs to be examined in detail.

This is best illustrated in the advertising bans and consumption argument, where the industry argues that 'advertising does not increase total market size', yet we are presented with a dilemma in developing markets where the total market is growing and advertising expenditure is rising accordingly. How can we reconcile this?"

Tully urges the industry to "consider new arguments." He laments the tobacco industry's lack of credibility, comparing it to the respect and authority enjoyed by the World Health Organization:

"The anti-smoking lobby continue to coordinate their data on smoking through the WHO, providing respectability and authority which industry data is unable to match."

He points out that the tobacco industry does not have the credibility to put forth new arguments against advertising bans in a believable manner, and recommends instead that any new data the industry accumulates in support of a new argument be put forth by "a respected independent international organization" which "should be used to publish the results."

To help stave off advertising bans, Tully suggests that the industry invest in "a high dollar spend, over a sustained period of time to innovative campaigns aimed at an ill-informed public," saying the industry must "[meet] the challenge of anti smoking campaigns with 'real money', which means matching the anti-smoking groups dollar for dollar..."

In his conclusion, Tully frames health authorities and tobacco control policies essentially as competitors to the tobacco industry, warning

"Just remember, we lose more to the bottom line each year in markets as a direct result of policies pushed by the anti-smoking fraternity. Can we afford to let these groups continue their propaganda unabated??"

In this 1990 speech by John Dollison (Vice President of Philip Morris' International Corporate Affairs Department) before a marketing conference, Dollison clearly describes public health as PM's opponent in a "guerilla war. " He describes public health officials as "snipers" who have "laid their minefields," and even makes biblical references to the fight: "Our opponents sit and wait, watching our every move, every new product and every new marketing project... Like the proverbial lion in the Bible, they are poised to devour us whenever we give them an opportunity, and sometimes even when we don't....Today we are engaged in a "war" against our industry... The kind of war we are engaged in is a guerrilla war.. the most difficult kind of all. Our enemy might not be invisible but it often seems that way. Their tactics are to hit and run and then hit again...They have positioned their snipers and laid their minefields it is the job of Corporate Affairs to discover where these threats are,and to warn you."

In a bold and revealing description of PM's under-the-radar corporate tactics, Dollison boasts about how PM created and completely controlled a supposedly "independent" coalition called "The Committee for Freedom of Commercial Expression" in Denmark to oppose a tobacco ad ban directive. Dollison boasts about how this coalition was able to convince no less than the Danish Ministry of Health into opposing a tobacco ad ban, lists other countries where PM has used this secret tactic, and proposes that PM expand this tactic further to other countries:

"In Denmark, for example, we have created a coalition known (in English) as the Committee for Freedom of Commercial Expression...we were able to recruit more than 50 prominent Danes...The group has conducted media briefings, participated in debates, and written articles and conducted and publicized an opinion poll...Members of Government (including the Minister of Health) now regularly...consult with coalition members...The coalition was instrumental in securing the commitment and public declaration of the Minister Of Health to oppose an advertising ban...And, finally, the functioning of the coalition is managed at arms length - distanced from P.M., although completely controlled by P.M....We have set up similar coalitions in Holland, New Zealand and EEC for sport. Many more are required..."

Dollison also describes how voluntary, self-imposed "advertising codes" (which, he admits, make no more concessions than PM has already made in most countries in which they operate) help deflect further restrictions on tobacco advertising:

"What I am talking about is a list of self-imposed [advertising] constraints which will enable us to more plausibly claim the high moral ground in future controversies and, not least, to more easily manage and possible triumph in future crises...Such a regime, effectively implemented and sold, I believe, have the inestimable advantage of repositioning Philip Morris in the world-wide debate over the rights and wrongs of tobacco. It would gain us support from those with no affection for our enemies but who also harbour deep suspicion of our motives and methods. It would give us just that little bit more breathing space, just that little bit more room to maneuver. Believe me, we need it."