Tobacco Documents Online

~rom: LILIAN BILLINGTON LONDON TOM E. BOHAN YOUR LORRILARD CLIENT 29 OCTOBER 1981 CHIEF EXECUTIVE ROBERT Ko EAGAN Dear Tom, To keep you au falt with developments on the advertising of Tobacco in Europe, you may be interested in the attached report which adml~edly only relates to Norway, where they have experienced an increase in cigarette smoking and hard-roll tobaccos over the last 7 years. Will continue to send you any similar items which may be of interest in gauging the European trends. Yours sincerely, Da,~ cer. H~gerald .~mpl¢ I~er~a~.~. o,~aI 10-12 Ca~tisle Sm,~ Londo. WI V 5RF Telepl~o.e 01-734 4000 T!05390280

European Association <,f Advertising Agencies ¢~inc~lm, : ..... !.I_ £.b.) .................... Document N" : ....1555 ...................................... .13.10.81 Date : ................................. a.... TO MEI.IBERS OF THE COMMITTEE ON THE ADVERTISING OF TOBACCO TO ALL EAAA MEMBERS The Development of Tobacco Consumption in Norway Please find attached a copy of a report kindly provided by Hr. Thorolf Helgesen. You wi,]l note that despite the efforts of the Norwegian authorities the consumption of cigarettes and hand-roll tobaccos has continued to increase over the last seven years. Avenue du Barbeau 28 -- B-1160 Brussels - Belgium -- Tel. (02) 6724336 / 6724560 ~ Telex 62864 eaaa b TI05390281

Autcu~s~.vt~ Ro.k~m..-byrlers Foren~ng T:~,:-~t~t.l. et for .:1,~'..:udsf~ring. DEVELOPMENT OF TOBACCO CONSUMPTIbN IN NORWAY. The Norwegian authorities have for many years taken steps in order to reduce the consumption of tobacco, also by telling the public about hazards connected with smoking. The Government has established an "Anti-tobacco Board" under the direction of a doctor of medicine. This board is initiating research and it acts also as an information center. From 1975 we got a total ban on tobacco advertising. This stopped a]] print advertising and also the showing of tobacco products (pipes and lighters inclusive) in shop windows. (We have no com- mercial TV or radio in Norway). Every package has now a warning about the consequenses of smoking. What have been the effects? Has the ban on advertising and the anti-smdking campa%gns had any influence on the consumption after 1974? The cigarette consumption is illustrated by the following statis- t~cs: 1973 - 1842 million cigarettes 1974 - 1735 1975 - 1755 1976 - 1720 1977 - ]957 1978 - 1851 1979 - 2042 ]980 - 2227 In addition to this: People travelling abroad are buying liberally in tax free shops. TI05390282

There is a growing tendency for smokers to ro,ll their own ciga- rettes. About 90% of all smoking tobacco is used for this purpose. The sale of smoking "~ob~cco has been: 1973 - 437~ metri~ tons 1974 - 4493 . 1975 - 4580 1976 - 4397 1977 - 4401 1978 - 4188 1979 - 4335 1980 - 4427 The attached graph shows the average consumption per person above ].6 years. Inte~'vl'e'.,,' polls which have been made by the Norwegian tobacco n~al~ufacturers show that number of male smokers (per cent of total) is reduced, approximately one per cent per year. In 1980 there was 46% of all men above 16 who smoked. The number of female smokers ]]as gradually i'ncreased but is now unc}~anged, 39% of the women above 16 are smoke~-s. The increase is to be found in all age groups. Reduced use of tobacco among men is to be found in the middle age groups. The older group shows little reduction, and the younger group has stable smokers. There is a marked tendency to switch to filter cigarettes. In 1980 thu fiitur cigarettes had 80% of %he market. Ninety per cent were king size. The consumer prices on tobacco have approximately followed the genc~'a/ con~u~mer price index. TI05390283

Price fluctuation (1-960= i00) King s~ze" Smoking c_~arettes tobacco 1973 181.1 184.6 1974 202.7 ,207.7 ]975 221.6 221.8 1976 237.8 256.4 1977 245.9 265.4 1978 289.2 310.3 1979 289.2 310.3 ].980 294.6 312.8 1981 383.8 406.4 F6±eign competition: Most of the international cigarette brands were introduced in Norway during the sixties (such as Pall Mall king size (plain and ,; iltc,:'), ~othman's Pall Mall, Marlboro, Camel, Winston, Salem, Kent, L]unhill, Prince and others). The market'share for the Norwegian ~n-and',~ ha:~ been reduced from 90% in 1.960 "to 20% in 1980. Smoking t~,b,~cc,:~, ]~owever, sl~ows a different picture. Norweg'ian brands have 90~ of tl:e market. T]~e m.~rk~n share for the different cigarette brands is changing, <n spite of the advertising ban. It may be hard to find the explanation for t]~is. It may be the sales promotion directed to the sales outlets. Cone] usions : a/ There has been a heavy increase in the market for cigarettes and smoking tobacco during the sixties. In the seventies there w'as a slight decrease, and the consumption has from 1975 followed the increase in population. b/ Thu number of male smokers has been reduced from 64% in 1960-62 to 47% in 1978-80. The number of female smokers increased be- fore 1975, but is now stable on 39%. T!05390284

c~ The consumption per person hbove 16 increased in the sixties, but is now fairly ~pnchanged, 2100 grammes per person per year. d/ The consumption per smoker increased the last three years. While a smoker in 1960-62 consumed ~pproximate~y 4000 sigarettes a year, the figure for 1978-80 was'4700 cigarettes, or a~pproxim~tely 12 a day for men, and 10 for women. e/ The effects of the ban on tobacco advertising is a subject for discussion. The revolutionary change in smoking haDits is obgi- ous!y not the result. WouId the consumption have increased if the advertising was not stopped? Is the reason for the reduced market for Norwegian cigarette brands to be found in the ban on adver- tising? The Norwegian Government is now preparing a report which probably will be publis]]ed by the end of this year. September 22, 1981 TF T105390285

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