Tobacco Documents Online

Defense of Advertising Committee The Defense of Advertising Committee has undertaken the following actions in accordance with-the terms of reference approved at the ICOSI Executive Committee meeting, London, February 18-19, 1980: 1. To develop action plans to defend the right to advertise. 1.1 Contacts have been established with major world associations concerned with the right to advertise including the European Association of Advertising Agencies (EAAA); the European Advertising Tripartite (EAT) and the International Advertising Association (IAA). These contacts provide an avenue for expert advice and collaboration in this area. 1.2 Initial discussions have been undertaken to explore the possibility of retaining Mr Hugh Holker, immediate past World President of the IAA, to act as a confidential liasion advisor for ICOSI on the development of closer collaboration with international groups concerned with advertising. It is proposed that Mr Holker's role could appropriately involve: A watching brief on matters of interest to ICOSI in the advertising world. - Attendance at certain meetings such as those of the DAC. - Attending ad hoc advertising matters when travelling abroad. - An advisory role to the DAC and Secretary General. It is estimated that the consultancy arrangement would involve two days per month plus expenses or approximately $ 14,000 per year. The committee proposes that this arrangement with Mr Holker start as of October 1980. 1.3 It is proposed to hold an Industry-wide seminar for member - companies' advertising agencies, similar to that held by PME in 1979, if possible to be sponsored by the European Advertising Tripartite (EAT) with ICOSI financial backing. The purpose of the seminar would be to give the agencies information and background on issues confronting the tobacco industry and to explore the agencies' role as potential allies. It is expected that the cost of such a one-day seminar would be $ 150,000.

- 2 - 2. To advise and assist National Associations in their own action planning to defend the right to advertise. 2.1 Concerning a proposal to organise a workshop for NMAs on how to fight advertising restrictions, the DAC has pursued the inclusion of this topic on the agenda of the SAWP workshop planned for November 1980 since it could not be expected that NMAs would be able to participate in more than one or two workshops per year. 3. To assist the Secretariat in the monitoring, collation and analysis of advertising restrictions in various relevant countries so as to better inform the member companies and the National Associations. 3.1 The DAC members have collaborated in the data collection for a worldwide compilation of regulations being prepared initially by Philip Morris Europe on behalf of the Secretariat. This will include individual country synopses on advertising restrictions, warning labels, constituent labelling/taxation, and public smoking restrictions and will be completed on or about October 1, 1980. The DAC will continue to assist the Secretariat in making neccessary up-dates to this compilation as regards advertising restrictions. 4. To produce studies and reports related to tobacco advertising, whenever neccessary, concerning the noncommercial aspects of such advertising, including its alleged effects on life style and behaviour. 4.1 Scandinavian Study - The DAC has reviewed the original objective of this case study on the effects of restrictions and bans on tobacco advertising in Norway, Finland and possibly Sweden, and recommends that this be conducted. It is expected that the study will disprove claims that advertising bans have the effects intended by health authorities. It is pro- posed that the study be performed by the Hamburger Weltwirtschaftsarchiv. A proposal and cost estimate will be either circulated before the meeting or pre- sented in Bermuda. 4.2 ,,-'Adcv~rtising brochur - The DAC has agreed on a draft text ar-a broc-nure for cigarette advertising and is pursuing the possibility of having the EAT sponsor its publication with printing costs to be funded by ICOSI. At this preliminary stage, it is not possible to estimate what the publication costs of this brochure might be. It is therefore recommended that this should be considered by the Board when more exact details are known (ie extent of distribution, etc.) as an item to be paid from the Board of Directors reserve budget. - _~

4.3 Advertising Argumentation - positive feedback has been received on the usefulness of this document which was first prepared as a part of the Information Kit distributed to NMAs at the Zurich meeting in May 1979. However, the need to up-date this document was identified and it was agreed that Shook, Hardy & Bacon be commissioned "~ to undertake this task. It is foreseen that the up-dating and reprinting of this document to be distributed to NMAs, member companies, their_ affiliates and advertising agencies will cost approximately $ 20-25,000. 4.4 Retrospective Literature Survey - A sub-committee of the DAC was formed to determine the best use of documentation compiled as a retrospective literature study on the effect of advertising for "critical" products done by R.J. Reynolds.- a. The sub-committee determined that this compilation should be up-dated and classified by subject topics and accepted an offer by Dr. Colby of RJR to undertake these - tasks. b. The sub-committee noted the intention of Philip Morris Europe to abstract these documents and to make these available to the ICOSI Secretariat. c. The sub-committee concluded that a) and b) above would provide a basis whereby the materials could be available on request by NMAs and member companies (and through them to allies, e.g. advertising agencies, EAT, etc.) but that the responsibility for any further up-dating and handling of requests should eventually be borne by the ICOSI Secretariat Information Service. d. The sub-committee also considered what f urther use could be made of this material and agreed that an appropriate academician should be commissioned to evaluate this compilation of approximately 400 documents with a view to supporting widely held Industry hypotheses on this subject and to suggest any possible gaps that may exist in the Industry's argumentation. The sub-committee foresaw that this evaluation would result in one or more state-of-the-art papers on the effect of advertising for internal use as well as possible publication by the author. It was estimated that this project would require a budget of $ 50-100,000 depending on the caliber and standing of the academician.

4 5. DAC Chairmanship J.M. Hartogh has confirmed to DAC members his intention to to retire as Chairman of the DAC as from the Board of Directors meeting. The DAC requests direction from the Board of Directors as to who should be appointed as the next DAC Chairman. 6. The DAC respectfully requests that budget allocations relating to the projects described in items 1 and 4 above and as summarised below be approved by the Board for 1981. Consultancy - Mr Hugh Holker (1.2 of the Report) Advertising Seminar (1.3 of the Report) Scandinavian Study (4.1 of the Report) Advertising Brochure (4.2 of the Report) Advertising Argumentation Up-Date (4.3 of the Report) Advertising Literature Evaluation (4.4 of the Report) $ 14,000.- $ 150,000.- Pending Pending - $ 20-25,000.- $ 50-100;000. J.M. Hartogh