Tobacco Documents Online

, i f C ol~Ir- I>>F SMOKING AND HEAL`rjl - CANADA '1'[-IL' SOCIAL UIQACCEPT ;i3ILI'_~'Y ISSUE iIt:11. 1> 19 7 :i ;. ;

=: ~~\ ;OC7Ti:!_, 7C ~Sli, I.'.,T h~71D%1 « 'Social L;nacceptabil.z.ty'' of smolcincl.>rs being convet~edl to cc_,n,sur.lers by publicity ci'cp;_c L-. i_ng, th` practice as c?;_rty, destructive, annoying to oLhcrs, a nuisance, unstylish, unfashiorablo aind ahea]_th hazard to non sno]•:ci s . The tcri't 'non smo?:ers rights' has come into contn,on usar,e in the media. There is virtually no mcrrtion or reference to 'smokers rights' . " (Lxtr.acL _ from an Imnerial Tobacco Marketing Division internal memorandum) D?:rI:•iITTaN OIF ISSUES We are conce, rned~ ~~rith the long range impact of adverse publicity on the continuance of smoY.i.r:g by smokers, anel' on potential smokers who may be persuaded not to begin smoki ri(j,. We believc that measures must be tal:eti which will have the effect of gi:ving reassi.irance to smokers. eLnSs LF_r.cATr.oN OF lyuvrr.Sr PUBLICITY S & 11: 1) Smoking is injurious to health of . the srnoker.

2 F,i,rsive 2) Smoking is injurious to the 2 aq : -., health of non smokers who- unvoluntazily inhale smoke. Social 3) -Smoking should not be carried out T~cceptability: . in~the presence of people who object involuntary inhalation of smoke on the grounds of annoyance, irritation~, fears for their health, etc. It is sociallyn 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 --.nokers from non smokers is gaining momentum. -New areas in which smoking is to be prohibited or restricted are being 'iaentified by anti-smc,king groups. -Some niational health organizations are adopting the "'social unacceptability" issue as a platform in their information kits. They are enlisting non smokers

VMd "c[uitters". Cf. e}:ample of "tent" card bElow,: SVWIiHH.J CJ-31'-i i'tJ! VV, r- 107 : 4/75 I E~'~l~ ti 3LJ.4 f ./', t ir .(The ;e ten t cards (& stickers, seals, etc .) are distributed by The Canadian Tuberculosis and Respiratory Disease Association.) -"Quit St,l.,king" campaig,ns of national health organizations now address messages to non srnohers. See example 11ppendi.x A. (Much of 4:ha: - mat-cr_.ia.l u>ed in Canada in !:;upplicd from US ccl,u:i:vrilent health organivations. ) . I ,

I . 1't?c1E7.'iZ%1'11TOIN OF' ?1DV1;R:;1; PURLICTTY COi~ S Ui1E RS ; ~ Evidence of the extent to which the anti-smoking message has penetrated conswner bel iefa is that with 40 % of the adult population in~Canaua smoking cigarettes (approximately 6,600 M people), two thirds of this smoking group believe that cigarette usage is a health hazard. Proposals anci actions to segregate smokers and to restrict or bar. --smoking in public places are on the increase especially ai~_ munic- ipal levels.I-Proposals include banning cigarette vending machines. LEGI S LATO RS OWN, EMPLOYEES The people who are employed in the industry or very closely associated with it find themselves increasingly on:the def ensive. cUR1:1:N2 STATUS OF ML' IsSUI. = At this time social acceptability of smoking in Canada is-not as live an issue as it is in United States nor as dormant an issue as in, say, Brazil. Nevertheless, i has all the potential to jeopardize the future of th,~-2 industry in, Canada. Criti.cism i.s increasing raP:i.dlly in a.nten_s;:ty and scope.

- j - - No c.omprehensive coordinated industry plan to deal witli 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 med!ia 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 . re development of "safe" cigarettes. (*largeat circulation daily in Canada, approximately 5Q0, 0QQ. ). A I+4Ai2t:1,7`IT3G-ORI i.'TiD L'i nG21t4?Ii 3i:.Iti'G t?ESrIa],OPED " With the increasing weight of anti•-smoking publicity jeopardizing the future of the industry in Canada, we reco,~r^e_nd thZt the :i_ndustrv p-tan and imoLement a concerted procjr"icli::` to •ccjunter u:?-:Ters^ _pc:bJ_i.city and to r`assu.-(2 the smo;cer.. " - (Extract from an Imperial Topacco Marketing Division internal memorandum) QI3Jt:CT7VE: To initiate a progra;njne of action which will: 1) 12ea::.s;ure smo}cers in their determanation to enjoy smoking. 2) t)efcnd tlie r;moJ>er.'s right to ::;uokc,-.

3) Correct or-refute erroneous statements about smoking and its effects. 4) Defend the tobacco industry. 5) Com:maunicate positive aspects of smoking. GUIDELINES AND CONSTRAINTS 1) The progr_amme should be planned and implemented.on an industry basis. 2) Where individual companies are owned or controlled by international organizations, such companies must have a comma t:,ent from their principulsfor ei?dorsation and support equivalent to that afforded by BAT for companies in the BAT Group. 3. in addition to any systems for the collection of information and the development of communication themes on an international basis, each participating country will require a local organization to assess relevance and suitability for its own environment. To adapt ;he themes according,to local language usage, social, political and marketing environment.

4) To achieve technicall excellence at minimum cost, ::wherever possible advantage should be tal:en of the -., - capabilities of existing industry information collecting andd disseminating organizations nationally and internationally. 5) The chosen the;:ies and the manner of their use shoui';::' e be such as to minimize direct confrontations that might worsen the industry image throur,h unnecessary back-lash. Primarily the targe ts are smokers and employees - to give them support; and disseminators of false or biased information - to rectify untruths. The probability that any attempts to counter the present negative situation will result in back-lash publicity from anti-smoking groups must be accepted and e;{pected~. I1CT]:nPd PRC~~:}?1~I-~~:1 L:~I-~~:1L: General Establish ag,recment to proceed on ir.dustry basis at international level and at inter-company levell within each country. 2) 1>>:p].orc feasihi.li ty and aro rangr• nu,clliner.y fcir tFlpp.L!'1CJ f3Crv1CC;.`~ ' of eX].:SL].ng a;_;oc].LTtl.ot"Y,:3.

T,'stab_lish 1ocal communications organization where applicable. f ) Identify major communication themes. .5) llesig;n specific methods of communication of th` major themes. ACTION PROCRAiaME Detailed Appendix C is intended to cover the total possible spectrum of an Informational Programme which could be considered in countering the social unacceptability issue. Specific ideas considered very important in our discussions in Canada are the tollowing: 1) Recognized psycnoZogical benefits of smoking should be expanded and further documented. 2) Some lonc;-term projections of cigarette'usage should be made based on current variables especially N +-hn i»rrnac:r, nr rlc+r-rnn rn nf 1+1yn 4 cciim fif cnri ali lJ iw~, acceptability. ~ CA CA Q0~

9 3) Some method of monitorinysocia]g i:rendsshouZd be :investi gcztedand their possible impaQ onn smoki,ner assessed . 4) Speedy access to an international "inforrnati_onal bank" could be a critical resource requirement. 5) zmpor tance of refuting the "passive smoking" fallacy. 6) Can an acceptable "moderation" message be dcveloped l or is one in itself self defeating? .?0400x,;