Tobacco Documents Online

Juvenile Integrity Initiative Draft Proposal, EEMA Region August 11, 1995

The attacks based upon Juvenile claims expanding from: • Allegations about targeting minors in m a rketi n g to: •" Addictions claims ", ie attack on " Free adult choice " argument through claims about "Addicting minors ". - See Clinton's position August 10, 1995. (Note: the emotional use of minors in ETS related anti- tobacco campaigning is excluded in this plan)

C Preamble 1. The US "Action Against Access" is a reality that will be part ot the political & media debates in EEMA markets within 3-'12 months. (Present attention level limited). 2.EEN'IA planning must take into consideration issues such as cultural heritage (GCC, Sub- Saharan Africa), language, cigarette production realities and ripple-effects between markets inside given areas, e.g. Central Europe, Nordic area.

Objectives • Increase the awareness among politicians, other decision-makers, the general public and also inside PM EEMA units of the PM marketing guidelines and the strict policy of juvenile integrity. • Halt the decline in Social Acceptability which is resulting from unfair allegations about PM marketing to minors. (Contain possible overflow from US FDA- debate). • Prevent "Marketing to Minors" claims to be used to drive advertising bans.

V Overall Strategies ) 1. Analyze product-related carriers of the Juvenile Integrity message which are relevant and realistic for EEMA (e.g. transport packages, cartons, cigarette packs, inserts, etc.). 2. Consider legislative status in each key EEMA market and start local planning from legal, as well as CA standpoints. 3. With line management and CA in each key market, tailor-make proposal for the individual market, with maximum consideration of cross- boarder effects, eg Central Europe. 4. Coordinate any recommendation with PMI *). .*) Next meeting tent. 14/9/95

Juvenile Campaigns in EEMA, Retrospective Overview 1. Finnish Amer "Juveniles should not smoke" campaign 1992. Pre-approved by health officials. Successfully halted extreme legislation to pass. Appreciated by balanced political establishment. 2. Russian "Smoking Can Wait" campaign 1994- 95. PM supported campaign signed by Ministries of Information and Education. Significantly added to efforts to create a balanced atmosphere for a tobacco advertising debate in the Russian (Moscow) society.

Analysis of Options for Juvenile Integrity Initiatives

i. Restricting youth access (sales age limits, marketing policies *), etc). II. Information initiatives (with or without a bove). I t ht hZ l llsZ

~ Main Categories I Cont. *) Not included in this proposal are issues related to marketing policies, eg size of packs (3 or 10- packs etc), Trademark Licensing Policies, Sales Promotion & Music Promotions, Vending Machines and New Technology, Telemarketing and Electronic Shopping, Sampling or Consumer Give- aways. These issues would be handled through a "Marketing Tools Audit" by the Marketing Department.

(tSupport of Legal Age Limit for Sales Advantages: • Opens up for the largest number of alternatives after law is passed. • Signals the ultimate responsibility belongs to parents & society. • Unambiguous position by tobacco industry. • Eliminates anti-tobacco groups' demands for ad bans because of "protection of youth". EIh1+,z[0sz