Tobacco Documents Online

Regional Workshop ADVERTISING - INTERNATIONAL COORDINATION Argumentation: 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? Should the industry undertake some new studies on a global basis and consider new arguments, e.g. the effects on the national economy of advertising bans taking into consideration not only damage to the tobacco sector, but also to government revenues, consumer spending, the advertising industry and other media related sectors. Such studies would have to be centrally planned and administered. Statistics: In order to assist the arguments we put forward to our governments, it is essential definitive data is available on smoking populations, total tobacco consumption, and per capita consumption. 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. The collection of industry statistics needs to be coordinated by Infotab, which through its existing network, is best placed to acquire and collate such data. However, to achieve 'authority' for industry data a respected independent international organization should be used to publish the results. Networking opinion formers: There is a lack of coordination in addressing responses to anti- industry literature on this issue. The industry needs to extend its existing network of respected academics, politicians and influential laymen, who are prepared to redress the imbalances presented. This work could be focused through a variety of publications, media campaigns and direct attacks on anti-industry campaigners.

I* There are a number of academic journals which would be prepared to accept well presented and well formulated arguments by eminent individuals, e.g. the Advertising Association in the UK has been particularly active in publishing industry material in the journal 'The International Journal of Advertising'. To argue our position in society we must prepare and publish a body of knowledge which we can call upon in future argumentation. The haphazard approach taken by the industry at the moment is to generate uncoordinated responses to threats in specific markets. Although this addresses the problem for one market, it does not allow for dissemination of the results of expensive industry sponsored research on an international basis. Networking Organizations with related interests: Excellent work has been,done by a number of manufacturers and NMAs in the fostering of coalitions on a broad advertising platform. In the USA for example, the TI is closely involved in the work of the 'Freedom to Advertise Coalition', which is a conglomerate of the major advertising trade associations in the US. In Europe the formation of the European Advertising Tripartite has provided a forum for debating and coordinating action against the proposed restrictive legislation emanating from the EEC. This broad based membership organization is able to consider the issue of tobacco advertising on the widest possible commercial platform. In the USA the formation of 'LIBERTAD' (a diverse international coalition of business, academic and media leaders) represents a major step forward in presenting the issue of advertising freedom to the general public. The Libertad philosophy needs to be applied in as many countries around the world where tobacco is marketed, and efforts must be made to encourage manufacturers of all products to realise the dangers of permitting governments to introduce restrictive advertising legislation in a single sector. The IAA, WFA have taken a leading, role in presenting submissions to the Minister responsible for the introduction of restrictions on tobacco. Although: it is not known if Ministers take note of such representation, it is clear national governments are made aware that the international community is taking note of operating restrictions placed on international business in their country. This work by the IAA and WFA is to be commended but could be greatly enhanced if the industry were to encourage other legitimate trade groups to make similar representation at both a national and international level. Relationships inside major international organizations must be fostered. Any organization whichis in a position to make representation to governments, should have industry members on its policy making bodies, e.g. the ICC has membership from many industries on its board, but is very poorly represented by tobacco concerns. Ther'e is significant scope for our industry to assist in policy formulation within groups such as the ICC if we can achieve t3 good representation. It is in our interest to force the hand of any ~' organization which has access to~the ear of opinion formers. ~ The Anti's have recognised the value of coalition building, particularly ~ from their successes in the introduction of legislation in Canada. We ~ W ~ ~

must tackle these coalitions with existing networks and allies. It is a mistake to form an industry counter group as a reaction to proposed restrictions, as the single platform issue is the most difficult to defend. As an industry we must be pre-emptive by developing and fostering coalitions with long established and well respected trade, political and freedom associations. Any form of coalition building is justifiable provided it is targetedd at broad based organizations with broad policy objectives. Public opinion: We need to frame the advertising issue at a very basic level and present the case to the public. The way to influence opinion formers is to take your case to the public and obtain their participation in the fight against advertising restrictions. There is a major trend emerging around the globe for the establishment of Health Promotion Funds, which are used to directly fund anti-tobacco advertising and sponsorship. It is essential the industry meets the challenge of anti smoking campaigns with ~real money', which means matching the anti-smoking groups dollar for dollar, to inform the public through aggressive long term campaigns. We need to apply the same degree of creativity in pressing the facts on the advertising issue that we apply in brand marketing. This does not mean a series of short national campaigns, but a high dollar spend, over a sustained period of time to innovative campaigns aimed at an ill-informed public. We must frame the issue in our terms. * The NMAs are best placed to initiate such campaign work and their resources should be increased to manage such high profile campaigns. Just remember, we lose more to the bottom 1!ine each year in markets as a direct result of policies pushed by the anti-smokingg fraternity. Can we afford to let these groups continue their propaganda unabated.?? SUI+fMARY : * initiate an academic publishing programme on the advertising issue. * develop and foster coalitions with trade groups and freedom associations in anticipation of anti-tobacco activity * prepare voluntary agreements to forestall direct government legislation. * avoid accusations of marketing to children by taking a responsible approach to advertising. * initiate a witness programme to provide a pool of experts

-r who can be called upon to testify and publish on this issue. * present the issue on the broadest possible commercial and constitutional front. * encourage trade associations to adopt freedom position through attaining direct representation on their policy making committees * establi,sh a definitive databank of information on total consumption, per capita consumption and patterns of smoker populations * start planning for long term campaigns to the general public on broad commercial and personal freedom issues. * identify the key members of government most likely to be involved in anti-tobacco legislation and establish appropriate lobbying channels. * prepare documents in support of the industry position concentrating on the economic and social role of advertising as well as the commercial freedom issue. Ron Tully INFOTAB 11.10.89