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! '~i:~! %C~ i~i~~I i i i:~ .,i!~, BRITISH AMERICAN TOBACCO Copy RequestForm Request Number: Organization: Physicians for a smoke free Canada 4 Request Details Request Date: ... (~ oDoaolaaolta o. ~o • • * • ** *o.o o •• • • u o oa i• o• • • o• I~o e• ma •co oe •u~ Page Range: First Page Last Page (z~ C) I C) [ ~-/ ~ ~" Requested By: (Print Name)...C.~~-~ ............................. Details below will be filled in by Depository Staff Only II Copy Details ? ..M ~~ ~0pied~y'..~ ................ ~~.r..~ ................. ,,,e. .... __..,.~._,........ ............. ~,°e. ....... . .......... Copy Checked By: .......................................................... Date: .................................... Time: ............................... Ill Delivery Details Checked By: .................................. Date: .................. oo • • Sent By: ................ Date: ........... • •emoooooo*laB *o omoeoo*e o • • ••*lu6eoJ BatCo document for PFSFC 1 March 1999

"HEAR THE OTHER SIDE." There is no proven connection bet-~,een tobacco advertising and overall tobacco consumption. And no proof that banning advertising reduces consumption. Issue No. Y July 1992 Tobacco Advertising and Children 3[inisters postponed voting on the proposed EC ban on tobacco advertising at a meeting of the Health Council on 15 .~lav. This follows increasing concern from lepslators that a ban would not have the effect its proponents have claimed, namely a reduction in overall consumption. In their effom to three the ban through, anti-smokers have been using the emotive ar.~ument that advertising encourages children to start smoking. They hoped this would persuade the ffK government to support the proposed ban despite there being no convincing evidence for their assertion. There is no convincing evidence re suggest that advertising encourages any indMdual, including children, to start smoking. Despite this anti-smokers continue to cite children in their calls for an advertising ban. In this edition of Hear The Other Side. we consider the evidence relating to tobacco advertising and children. In particular we report on a new survey by Colin McDonald. Before doing so, a review of the relationship between tobacco advertising and overall consumption is necessa~,~. Advertising and Consumption There is no convincing evidence from any'where in the world to show that advertising bans reduce consumption, despite anti-smoking claims in the past. In New Zealand where a partial advertising ban was imposed in 1990, significant price increases and an economic recession **ere together primarily responsible for the decline in overall consumption. This was recognised by Health Minister Stephen Dorrell in a Commons Written :knswer on November 12, 1991 when he said:'Changes in New Z=aland's attitude to smoking led to a decline in tobacco consumption before the imposition of a ban and this decline has continued. At the same time. economic factors such as a fall in incomes have had an impact on consumption". In Canada, where the only full judicial review of tobacco advertising and consumption to have taken place was heard last year, a Quebec High Court Judge overturned legislation which banned tobacco advertising, ruling: *The virtual totality of the scientific documents in the State's possession at the time the Act was passed do not demonstrate that a ban o,~ advertising ~'ould affect consutnption." F_.xperiencc in Europe shows that in the L'K. where advertising is permitted overall consumption declined by 20% during the lqF,0's. In countries such as Norwa); Finland and Iceland. where bans were imposed in the 1970s, consumption has since incr~.lsed For more detailed analysis of international tobacco consumption trends please refer to previous issues of Hear The Other Side or contact the TAC. CYx O O m4 TOBACCO ADVISORY COUNCIl. Glen House Stag Place London SWlE 5AG Tel: 071 828 2041 Fax: 071 630 9638 t'X) BatCo document for PFSFC 1 March 1999

The McDonald Survey The Tobacco Advisory Council recenth" commissioned Colin McDonald, an experienced marker research consultant and ntember of the 3,1arket Research Socie~; to write 'Children, Smoking and Advertising', a full and obiectire review of all the significant recent research studies which examine the relationship bet~een tobacco advertising and juvenile smoking initiation. The truth about Children and smoking McDonald concludes that all the studies, which attempt to establish a causal connection between advertising and smoking by children, fail to do so. They make the claim that advertising 'reinforces' and 'predisposes" children towards smoking. McDonald writes: 'This inference remains hypothetical only: it cannot be derived from the data'. His other conclusions are: • W~ile the studies show that there are correlations between children smoking and awareness of advertising, many explanations are possible. For example, children who have already become involved with, or interested in, smoking might be expected to notice advertisements, in the same way that people who have bought a new car tend to notice other people driving the same make. • In any case, from the evidence presented in the studies themselves, the correlation is weak: "B.v far the majority of those who recognise ads are still non-smokers. Children can easily notice but ignore (advernsing)." • The fact that children can recognise associations between cigarette brands and particuhr advertising or sports sponsorships cannot be taken to impl.v, as suggested in the studies, that they will therefore be a~racted to smoking or see it as socially approved. In particular, the claim that "sinister" persuasive influences can be implanted in young children's minds before they are aware, and remain dormant until they become old enough to start being interested in smoking, is "unjustified by the evidence and an unworthy argument." McDonald writes: • In eve.'3' study '~,Vhen seeking to draw interpretative conclusions from the results the authors move into hypothesis which cannot be derived from the results alone without the aid of prior assumptions'. • 'Since the writers of these research papers are all committed opponents of cib, arette . advertising, it is natural that the evidence should "suggest" to them what they most ,*'ant to see in it'. What makes children smoke? McDonald points out that a major weakness of the majorit3." of the papers is that they have not covered children's motivations for smoking..-kll the studies are structured merely to trs." to show that children who smoke pay more attention to advertisements. • There is nothing to indicate why children might want to smoke in the first place, or whether advertising pla.~ a role in this or not. One study sets out genuinely to discover why children start smoking. This was carried our by the Social Survey Division of the Office of Populatiun Censuses and Surve.vs. on behalf of the Department of Health. The report: "~Vhy children start smoking" was published in November 1990 and identified peer pressure and the example of parents as major factors. The seven most important factors identified by the OPCS study as associated with star~ing to smoke did not include adverasing. Anti-smoking campaigners tend to overlook the OPCS report, which is regarded as the most complete and objective study yet published on why children smoke. CTx C22 C2~ L2"1 ',D BatCo document for PFSFC 1 March 1999

International evidence shows bans to be ineffective International evidence from a number of surveys show three facts very clearb,,: • Advertising bans do nnt reduce overall consumption • Advertising bans in Finland and Norway have been ineffective in reducing smoking among their young people • [n the USA. L'K and many other countries where advertising is permitted, incidence of smoking among young people has tended to tail. Smoking among juveniles in Norway and Finland Cigarette advertising has been banned in Norway since 1975 and in Finland since 1978. Both countries are held up by anti-smokers as examples of what ought to happen in the UK. Norway Finland A studv in the journal of the N'orwe~an Medical .-kssociation (1900) reported that the advertising ban in that count~" has had no discernible effect on the incidence of smoking in Norway Among Noewe~an youth, between 1977 and 1089 the incidence of smoking declined by 13% among 15-24 year olds. a slower rate of decline than the UK (16% among 16-24 year olds). The proportion of young male smokers between 1977 and 1989 declined by a significandy =,g'reater extent in the L-K than in Norway (L'K: 9% decrease. Norway: 5%). and while the decline in smoking incidence among young females was slightly ~eater in Norway than the UK. the proportion of young females who smoke has remained consistently higher through the period than in the L'K. Moreover, the chief of the Tobacco Products Control Unit in Canada has questaoned the reliabilit3." of studies cited by anti-smokers to support their assertion on the ~ounds that i¢ is based on "small samples of a rather narrow age range~. The Norway data. he said, do not offer "compelling evidence that banning tobacco product advertising reduces either smoking by youth or overall tobacco consumption.~ Smoking among 12-18 year-olds had been declining sharply before the ban on tobacco product advertising was imposed in 1978. University. of Helsinki researchers found that, since the ban. smoking among teenagers had increased. In 1989. the percentage of teenagers who smoked daily was greater than when the Act on Smoking came into effect. Studies by the World Health Organisation and the Children's Research Unit The World Health Organisation found in a 1986 survey that there were 'no systematic differences' het~'een juvenile sm~king in countries with advertising bans (Finland. Nor~ay) and those without (LTK.. Austria). Three surveys carried out by the Children's Research Unit (CRU) in t989 and published by the International Adverusing Association. taken together, show that smoking incidence among juveniles is higher in man)" places where advertising is banned than where it is not. In other cases, the incidence of juvenile smoking is found to be virtually identical in both situations. O'x G I x.O BatCo document for PFSFC 1 March 1999

USA Increased advertising in :Lmerica - bur decreased smoldng among young people A study by the Universi .ty of Michigan revealed that between 1975 and 1987, there was a 30% decline in smoking by high sch(m[ seniors. A report in 1989 by the US Surgeon General showed that daily smoking among male high school seniors was nearly halved (from 28% to 16% in 1987),among female high school seniors daily smoking decreased by 33% during the same period. Despite increased expenditure on ci~rette adve~sing and promotion during this period, smoking declined dramatically across the board. These ficts hardly support the thesis that tobacco advertising leads to an increase in smoking among .-kmerican teenagers. The anti-to/~acco campaigners have tried to stir up emotive worries about children to support their case for an advertising ban. But the evidence does not support their claims. There is no justification, by evidence or reason, tbr an outright ban on tobacco advertising in the United Kingdom. The U'K Government should continue co resist the proposed EC ban. while retaining the existing s.vstem of volunta~- am'cements which are manifestly more flexible and acceptable than blanket prohibitions imposed by Brussels. The evidence largely indicates that factors other than tobacco advertising determine the degree of smoking by young people and adults alike. An advertising ban in the UK would not lead to a reduction in smoldng. Previous editions of HEAR THE OTHER SIDE Features 1. European Commission Draft Directive on advertising. 2. Advertising and Consumption. 3. Voluntary. Agreements. 4. International Comparison. Ox CZ~ CD For further information please contact: Christopher Bullock Director Public Affairs. Ben Welsh Public Affairs Executive. Tel: 071 828 2041 Fax: 071 630 9638 LFI .,,0 L.n BatCo document for PFSFC 1 March 1999

SPONSORSH/P RESEARCH PROGRAMME Prepared for TOBACCO INSTrU.ITE OF NEW ZEALAND 8th Hoor, Dilworr.h Building Car Queen S~t & Oostoms Smut East PO Box 1582 Aucklz.~ 1 New Zealand September 1991 CRU No. 4009 Children's 686 Research Unit 0 Lrl ,.o BatCo document for PFSFC 1 March 1999

SPONSORSHIP RESEARCH PROGRAMME Prepared for TOBACCO INSTITLYrE OF NEW ZEALAND 8th Floor, Dilworth Building Car Queen Street & Customs Steer Fast PO Box 1582 Auckland 1 New Zealand September 1991 CRU No. 4009 O', O t.m ,,D BatCo document for PFSFC 1 March 1999

INDEX Prcfa¢~ Editorial Comment The Research Objectives Method and Sample Sponsorship Research : Key Findings International Research Findings : Advertising Elaboration of Main Findings : Sponsorship A. Personal experience of sponsorship B. School sponsorship C. Knowledge of sponsored activiti~ D. Diffcrem types of sponsorship E. Spons~ and recipient F. Impact of sponsorship on juvenile smoking initiation G. Contributory factors in smoking inkiadon H. Cm'mnt smoking / non-smoking bchaviour I. Comparative smoking behaviour : New Zealand J. Impact of advertising on juvenile smoking initiation in Now Zealand K. Impact of advertising on juvenile smoking initiation : International findings Conclusions PAGE 2 3 4 4 5 6 8 8 8 9 11 II II 12 14 15 15 16 16 Appendices A: The Children's Research Unit (CRU) B : Technical C : List of prompted reasons for trying the first ciga~tt¢ D: Staging to Smoke: Answers given to prompted reasons for starting to smoke E : Data on Smoking Prevalence F : Rcsmcdons of Tobacco Adv(mising - National regulatory systems G : Sponsorship Survey Questionnaire o~ cD o ./:a. Lrl ,,,o co BatCo document for PFSFC 1 March 1999

I I I I I I I I I I I I I I I I I I I PREFACE A fairly widespread belief exists around the world that advertising is a major factor in the initiation process of children smoking. In contrast there has been a lack of systematic cross-national research to compare juvenile smoking initiation under differing nations' conditions. Considering that one common remedy has been p .ropo .sed to ~mbat.juvc.nile .smoking, namely to ban or severely resu'ict tobacco advcrusmg, ~t was ~,~ct to mvesngate me validity of fl'fis initiative, by comparing countries which differ significantly in terms of public policies toward tobacco advertising in order to determine the rclar, vc impact ot tobacco advertising on why juveniles start smoking. To this end the Children's Research Unit (CRU - see Appendix A) conducted a series of studies to determine the extent to which tobacco advertising influenced juvenile smoking initiation in a sample of countries selected for their different regulatory systems regarding the advertising of tobacco products (see Appendix F for further details about national regulatory systems). New Zealand was included in the comparative international study in 1988. The results at that time underlined the already established international patterns. Now, a new belief has come into being that sponsorship is also a major factor in the initiation process of children smoking. New Zealand is the Rrst country to be studied with respect to both advertising and sponsorship in terms of the initiation process. Although advertising and sponsorship have been postulated as having a positive beating on the smoking initiation process, the current survey of Young People and Sponsorship conducted in New Zealand, together with data from the study of 16 counmcs, clearly show that advertising and sponsorship arc insignificant factors with respect to initiation. It is noteworthy that the majority of New Zealand children, in common with those of other countries surveyed gave as their main reason for first trying a cigarette that they "wanted to sec what it was like." Glen Smith Children's Research Unit Chah'maa $epmmber 1991 CZ~ u CZD Lrl ,,,o ,,,O BatCo document for PFSFC 1 March 1999

EDITORIAL COMMENT i l 1 ! I ! 1 ] ! ] l I This report discusses the findings of a new research study conducted in August 1991 among New Zealand children aged 10 to 16 years by the Children's Research Unit. This tarter orgmisation has been conducl~ng research for a period of 18 years among children in a number of countries with widely varying cultures. After examining the study, I am satisfied that the sample of participating children was appropriately chosen, that the issues researched were key ones, and that the sequence of questions asked was such that children would have answered them accurately. The study makes it clear that the vast majority of children interviewed had, themselves, been personally involved with an organisadon or activity which had been sponsored, and were of the opinion that individuals being sponsored did not have to use the sponsor's producT. As was the case in previous research studies in New Zealand and other counmes, it is abundantly clear from this latest study that the majority of New Zealand children who smoke for the f~t time do so, by their own account, because of curiosity, because their friends smoked, or because they were given a cigarette. Over and above the personal statements of these New Zealand children it is also clear from the latest study (as in previous studies in a number of counn'ies, including New Zealand) that there is a strong relationship between smoking by friends (especially close friends), smoking by parents and smoking by siblings and a young person's'decision to try his/her fast cigarette and/or to continue to smoke. The fact that, in the 1988 study, only one New Zealand boy out of a total of 288 respondents attributed his smoking initiation to advertising, and that, in this 1991 study, only one New Zealand girl out of 297 respondents attributed her smoking initiation to sponsorship - and these only when being shown a list of possible causes - it is a clear indication that cigarcne advertising and sponsorship, both in New Zealand and elsewhere, arc insignificant factors in smoking initiation. Professor John R G Jenkins BA. MA(Cambridge), MBA('Tomnto) DBA(Harvard), DPhil(Oxford) Professor of Business Administration School of Business & Economics Wilfrid Lauricr University, Waterloo, Canada N2L 3C5 O'x ../2a, G'x C.D <:D BatCo document for PFSFC 1 March 1999

I ! I i i 1 i I 1 1 1 I I THE RESEARCH OBJECTIVES ii The primary aim of the research was to determine whether or not tobacco sponsorship influenced juvenile smoking irtidafion. A scoondary aim was to compare Now Ze.aland juveniles between 1988 and 1991 with respect to smoking l:rcvalcnce and to examine again the potential influences of advertising and other factors on juvenile smoking initiation. I METHOD AND SAMPLE I Personal face-to-face interviews werc conducted nationally with 700 1 (3- to 16-ye, ar- olds. Each interview was conducted in-home on a confidential basis. Parental permission to interview the young person was obtained in the first instance, whcn thc nature of th', survey was outlined. Permission was then obtained from the young person before proceeding further. Further details pertaining to sample and methodology arc provided in the Technical Appendix B. Refer Appendix G for a copy of the qucstionnairc. O'x CD q o BatCo document for PFSFC 1 March 1999

i* * . . . . . . SPONSORSHIP RESEARCH: KEY FINDINGS The majority of New Ze.aland juveniles aged 10-16 (81%) claimed to have had personal experience of sponsorship. Their level of knowledge about what sort of companies sponsored what sort of ac~vities was high and correctly ascribed. Half of them were able to differentiate between different types of sponsorship. This ability improved with increasing age of respondenL They understood the relationship between the sponsor and the recipient. For example, 96% of them did not believe that ff a racing car was sponsored by a tobacco company that the driver would have to smoke the sponsor's brand. When the subject of smoking initiation was investigated, sponsorship was nominated from a prompt list by only one respondent out of 297 who had uiecl a cigar~ue. Respondents were more likely to have u'ie..d smoking ff their pva'enm or guardians were smokers and ff their brothers or sisters smoked. However, the sn'ongest con'clarion occurred between cigarette trial and the smoking bchaviour of their friends - cspeciaily where best friends were concerned. (95%). With respect to cigarette trial per so, less than half the respondents claimed to have tried a cigarette r, nd trial was sn'ongly and predictably age rda~ed. With respect to smoking prevalence, current smoking bchaviour was low overall, with only 1 I% describing themselves as smokers (6% as occasional and 5% as regular smokers). When the results of this study are directly compared with the study conducted by CRU in New Zealand in 1988, where I l- to 15-ycar-olds can be compared with 10- to 16-ycar-olds (1991), it is clearly apparent that the proprtions of juveniles who have R~T.....,$~0.~ has remained relatively constant and smoking experimentation has declined. O~ C~ CZ) P,O BatCo document for PFSFC 1 March 1999

INTERNATIONAL RESEARCH FINDINGS: ADVERTISING Key findings arc presented below fi'om CRU's 16-country study of juvenile smoking initiation and advertising, published by the Internanonal Advertising Association, (1989) New York. New Zealand was investigated in 1988. ADVERTISING . * . CRU found that the highest proportions of 1 I- to 15-year-old juveniles who have never smoked - above 80% in all cases - were from Argentina, Hong Kong, Japan, Kenya and the Philippines. These countries had relatively few restrictions on tobacco advertising at the time of the research. Exceptions were Kuwait, where the Islamic influence predominates, and Spain, also subject to cultural influences with r-.spec: to juvenile smoking. Conversely, the highest proportions of 1 I- to 15-year--olds that were regular or occasional smokers were found in Norway (where a total advertising ban exists); Australia, Canada and Sweden (where there were major restrictions on tobacco advertising). The prevalence of regular smoking among 15-year-olds (the oldest age for which comparable international data are available) was highest in Norway (36%), a country with a long-term total advertising ban on tobacco products, and substantially lower in Hong Kong (II%) where there were relatively few restrictions on tobacco advertising at the tirnc of the research. Kenya and/apart, (where there were no specific resnictions on tobacco adver~sing allowed in the znain media) had the lowest prevalence of 15-year-old smokers (1% and I% respectively) of all the counu-ies in this survey, followed by the Philippines (3%) and by Argentina, Italy and Switzerland (8% each). (See Table on page 9 IAA Report - Appendix E) In all of the countries stud/cd, the proportions of children who "tried once" or "used to smoke" were higher than those of "regular" and "occasional" smokers. O'x C", O +,.,-4 BatCo document for PFSFC 1 March 1999

! ! I I I I I I I I I I 1 1 I ! f J 4. . This observanon contrmlic~s the view that a very high proportion of children n'y smoking and conscquendy continue to smoke. The start of smoking was found to depend very much on the influence offamily andfn'end~, and the chances of child smoking in a household where there were no other smokers were low (see "Starting to smoke", page I I, IA.A Report). In essence, personal curiosity, social and cultural influences surround the potential smoker. The influence of advert~ing on smota'ng initiation was found to be insignificant in relation to the predominant pressures of personal and social (family and friends) influences surrounding the potential smoker Ox 0 0 G~ CD BatCo document for PFSFC 1 March 1999

...... mm n .................. I I i I I I I I ! I I I I ! ! I i I I 7 ELABORATION OF MAIN FINDINGS: SPONSORSHIP NEW ZEALAND STUDY OF SPONSORSHIP (1991} This study was conducted in August 1991, among N = 700 juveniles, aged 10-16 years of age and spread nanona.Lly across the country. A. PERSONAL EXPERIENCE OF SPONSORSHIP It was clear that the vast majority of respondents undeu'stand the te~'m "sponsorship", with 81% claiming to have been sponsored for some event or activity. Such claims were high across the age ranges - lowest amongst the 10-year-olds, with 74% claiming to have been sponsored compared with 81% of 16-year-olds. l.avds wen: similar for boys (82%) and girls C79%). A wide range of activities was mentioned as having been sponsored by those young people, as follows: TOTAL MALE FEMALE N = 564 N= 29"2 N=272 % % % 24/48-I'a" famine etc. 43 32 54 Spcll-a-thon/word-a-thon 22 20 23 Jump ml~ for heart 18 14 21 Road-a-thon 16 15 18 Fundraising for school 8 10 6 Wa2k-a-thon g 10 6 Jump-a-thon 4 3 5 Netball/bask~ba~ 3 I 6 Swim-a-thon 3 3 4 Soccer/indoor soccer 2 4 0 Hockey-2 2 ..... 1 Mareh-a-thon I 0 2 Other sporting activities I0 12 7 As can be s~n. results from boys and girls were quite similar - the main difference being in the sponsored 'famines'. with considerably more girls than boys taking part. B. SCHOOL SPONSORSHIP When asked whether their school had bocn sponsored by a company or had sponsored anything, over one third of respondents thought this was the case (39%). with as many young people not knowing (41%). ,77", C~ CD (.,r"l BatCo document for PFSFC 1 March 1999

1 t i I t I 1 ! I i ! I t ( Those who thought their schools had sponsored or bccn sponsored cited a variety of causcs/acrividcs: a) TOTAL N=271 b) Sponsored by school Fundraising for school 1 S Spore team IS Children overseas 15 Overseas zip for school team 6 SPCA/WOr]d Wildlife 4 He, an/Jump rope for he.art 4 40-hr famine 3 Fundralsing for computers 2 Fricnds/reladves 1 "Companies sponsoring school Local or intcrnanonal firms National firms (McDonalds, Coca Cola) Trusthank/ASB/any bank Charities, eg Lions Conkietime Brierley's 14 13 4 3 1 I C. KNOWLEDGE OF SPONSORED ACTTVITIES After examining their experience and comprehension of sponsorship, a researcher's definition of sponsorship was introduced in order to ensure that all respondents were informed universally. The definition of company sponsorship was as follows: "A sponsor gives money and support to a person or team and in return the team helps tell other people about the sponsor, perhaps by wearing the sponsor's name. t) The children were then shown a list of sponsored activities or events in New Zealand. The list contained the following activities: Cricket Fashion Motor Racing Tennis Rugby Union Rugby League They wcrc then asked to give the names of any sponsors they knew in respect of the above list of activities. O'x C~ CD BatCo document for PFSFC 1 March 1999

i i I l ] 1 I t I l J i I Those who could name a s.onsor for each listed activity. N ~700 ) % Crickat 26 Fashion 45 Me, or Racing 47 Tennis 31 Rugby Union 35 Rugby League 43 The predominant sponsors for cricket were cigarette companies/brands (at 77%). Another significant sponsor for cricket was alcohol products (at 14%), which is also cOITC, t:L Fashion was correctly identified as being sponsored by a cigarette company/brand (at g8%). In the case of motor racing, sponsorship was ascribed w: Automotive products Tobacco products/companies Ca~/bi.ke companies/names % 50 41 10 Tennis sponsorship was ascribed to: A lingerie con~ny Tobacco l~-oducts/companies Automotive products Sports gear/equipment Food products/compani~ Cosn'~tic compamcsrorands % 27 25 16 11 9 8 Rugby Union sponsorship was predominantly ascribed to beer products/companies (at 72%). There was a small attribution to tobacco companies/brands (at 11%). The sponsorship of Rugby League was attributed to beer companies/brands (at 69%) and to tobacco companies/brands (at 27%). Generally speaking, the level of knowledge about who sponsored what was both comprehensive and accuratc. 10 c3~ m o "-.4 BatCo document for PFSFC 1 March 1999

J I I I I I I I I I I I I I I l l I I D. DIFFERENT TYPES OF SPONSORSHIP Respondents were then shown or read a list of sponsored activities and asked if they saw any differences between them: Save the Whale Campaign by Greenpeac.c Swimming team sponsored by school Motor racing sponsored by Rothmans Rugby Union sponsored by Steinlager Tennis sponsored by BP Over half the sample claimed that they thought there was a difference between the different types of activity, with only the 10-year-olds showing a minority believing there was no difference. TOTAL Male Female 10 11 12 13 14 15 16 N=700 -35~t =346 =96 =91 =97 =98 = 119 =103 =96 % ~e % % % % % % % % YES 57 58 56 40 54 55 58 66 64 59 A distinction emerged in the minds of respondents between business/company sponsorship and humanitarian sponsorship - Save the Whale - where child respondents were seen to be more zware of this distinction with increasing age. E. SPONSOR AND RECIPIENT Understanding of the relationship between the sponsor and the recipient was explored via the following question: "If a racing car is sponsored ~y a ~obacco compo~y, does the driver have to smoke the sponsor's brand? .... The vast majority of young people (96%) did not believe that, if a racing car was sponsored by a tobacco company, that the driver would have to smoke the sponsor's brand. Given that children/ycung people are familiar with sponsorship from an early age, it is essentially viewed as a practical financial arrangement. Sponsorship was not perceived to bc obligatory in any way, given the overwhelming majority of respondents (96%) who said the driver sponsored by a tobacco company would not have to smoke the sponsor's brand. F, IMPACT OF SPONSORSHIP ON JUVENILE SMOKING INITIATION As in all previous 16 studies on juvenile smoking internationally, curiosity was seen by young people to be the main reason why they tried smoking, with 65% of trialists giving this as the main reason, when shown a prompt list of ahca'natives. II c3x (yx CD CD BatCo document for PFSFC 1 March 1999

Personal curiosity - "to see what it was like" - emerged as the main reason why young people decided to try smoking, with 65% of u'is.lists giving this as the main reason, when shown a prompt I/st of alternatives. TOTAL MALE FEMALE N = 297 N = 147 N ffi 150 % % % To see what it was like 65 68 61 All my friends smoked 10 8 13 Someone gave me one 7 6 7 My parents smoked 4 5 3 For a dam 3 3 3 I just found one 3 3 3 My brothcdsistcr smoked 2 3 1 I was bullied l 1 2 To look gn'vwn up 1 1 1 To show off I I I Special occasion 1 1 1 I had seen advertising - - I had seen sponsorship 1 - I To look tough - - Previous studies conducted by CRU in 16 countries which ~vestigated juvenile smoking initiation - with specific reference to adver~ng - also found curiosity to be the dominant reason why juveniles decided to try a cigarette. Advertising was found to be insignificant to the decision to try smoking, in all of the counu'ics investigated. Although advertising and sponsorship have been postulated as having a positive bearing on the smoking initiation process, the current survey of Young People and Sponsorship conducted in New Zealand, together with dam from the study of 16 counu'ies, clearly show that advertising and sponsorship arc insignificant factors with respect to initiation+ G= I. . CONTRIBUTORY FACTORS IN SMOKING INITIATION Having discussed sponsorship, New Zealand respondents were then asked about the smoking bchaviour of family and friends, before being asked about their own bchaviottr. Respondents were more likely to have tried smoking themselves when their parents or guardians were smokers: PARENT/GUARDIAN TOTAL SMOKING BEHAVIOUR SMOKES DOE~'r SMOKE N = 700 N ffi 310 N= 390 % % % Respondent u'i~. smoking 42 50 36 No, not reed 58 50 64 Similarly, respondents were considerably more likely to have smoked if thch" brother(s) or sisrer(s) we~'e smokers. 12 i C~ c) ,,D BatCo document for PFSFC 1 March 1999

_ _ - - . ..................... | For example, 67% of those whose brother(s) smoked had tried a cigarette compaz~d with only 36% of those whose brother(s) were not smokers. SIBLING SMOKING BEHAVIOUR Brothe~r(s) Brother(s) S;stcr(s) Sister(s) smokes doesn't smoke smokes doesn't smoke N = 93 H -387 N = 92 N = 392 Respondent n'ied smoking 67 36 66 37 No, not n'ied 33 64 34 63 . 4. . The strongest correlation occurred between respondents', cigarette trial and the smoking behaviour of their friends, especially where best friends were concerned. With regard to friends generally, where these were smok~n, 71% of respondents had tried a cigarette, compared with only 26% of those whose friends were not smokers. FRIENDS' SMOKING BEHAVIOUR SMOKERS NON~MOI(3ERS N = "~52 N = 44g % Re~ondents reed smoking 71 26 No, not tried , 29 74 Amongst best friends, the influence was even stronger, with 95% of those whose best friends were smokers having fried a cigarene, compared with only 36% of those whose best friends were non-smoker's having reed onc. BEST FRIENDS' SMOKING BEHAVIOUR SMOK,ERS NON-SMOKERS N=79 N=621 % % Respondents tried smoking 95 36 No, not tried 5 64 Of the total sample, less than half the respondents claimed to have tried a cigarette, with unsurprisingly a significant increase in real with age of respondent - from 18% having wied amongst the 10-year-olds to 66% of the 16-ycar-olds. Trial rates wcn'~ ve~'y similar for boys (41%) and gifts (43%). TOTAL Male Female I0 II 12 13 14 15 16 He700 =354 =346 -96 =91 =97 =98 =119 =103 =96 q. ~ % % % % q. % % % Yes, have trim 42 4], 43 18 26 21 32 61 66 66 13 O", N O BatCo document for PFSFC 1 March 1999

. Almost twice as many respondents described themselves as current smokers wheat their parent/guardian also smoked: PARENT/GUARDIAN SMOKING BEHAVIOUR I have never smoked I have tried ortcc I used to smoke I smoke occasionally I smoke regularly SMOKES DOESN'T SMOKE N=310 Nffi390 % % 50 64 28 2,* 7 5 7 5 8 3 . Similarly, the influence of siblings' smoking behaviour could be seen with 20% of those whose brother(s) smoked seeing themselves as current smokers, compared with 8% of those whose brother(s) did not smoke, and 29% of those whose sister(s) smoked claiming they themselves were current smokers compared with only 6% of those whose sister(s) did not smoke. I have never smoked I have tried once I used to smoke I smoke occasionally I smoke regularly SIBLING SMOKING BEHAVIOUR Brother(s) Broker(s) Sister(s) SistcrCs) smokes doesn't smoke smokes doesn't smoke N = 93 N =387 N = 92 N = 392 % % % % 33 64 3~t 63 38 22 27 26 10 6 10 5 8 5 15 4 12 3 14 2 H. CURRENT SMOKING/NON.SMOKING BEHAVIOUR Current smoking behaviour ° Current smoking behaviour was low overall, with only 1 I% of the sample describing themselves as smokers (6% as occasional smokers and 5% as regular smokers). Somewhat more girls (14%) than boys (7%) described thexnselves as current smokers. 2. A clear majority had either never tried, only tried once or given up. . Those who saw themselves as current smokers were predominantly the older group, the 14-16 year olds: with 18% of 14 year olds, 23% of 15 year olds and 26% of 16 year olds describing themselves as current smokers (occasional or regular). Current non-smoking behaviour What is of ~cater importance is that 90% of I0- to 15-year-olds are not currently smoking: 58% have never smoked 26% have cried it once 6% used to smoke 14 0", N BatCo document for PFSFC 1 March 1999

I. COMPARATIVE SMOKING BEHAVIOUR: NEW ZEALAND When the results of this study arc compared with those from CRWs 1988 study, it is apparent that, whilst juvenile smoking prevalence remains relatively constant, smoking : Never smoked : Tried onc= e.xpcrimcnmtion has declined. Smoking p~valcncc Smoking cxpcrbncnmdon 1911 1991 N=551 NsT00 % % 6O 58 24 20 IMPACT OF /~DVERTISING ON JUVENILE SMOKING INITIAT]ON IN NEW ZEALAND The ditecu impact of advertising on juvenile smoking initiadon has been studied twice in New Z~aland: in 1988 and again in 1991. The stability of the findings are reflected below: 1955t 19917? N=2~ N=297 % % To see what it was like 65 65 All my friends smoked 9 10 Someone gave mc one I0 7 My par=hiS smoked 3 4 Fora clam 4 3 I just found one 4 3 My bmthcr/s/stcr smoked l 2 I was bullied 2 1 To look grown up l I To show off 1 Slx~ial occasion NIA 1 I had seen advertising I had seen sponsorship NM I To look tough NM Not me.Jm~.d t N=288, 7.15 ye.azs of age "Pt N=297, 10-16 yems of abe. The first important reason given as an influence on smoking bchaviour was in 1988. as it is now in 1991. personal curiosity - "to sec what it was lik='. Advertising (and sponsorship) wcrc found to bc insignificant factors in the decision-making process to try smoking. 15 CY', G", r,o BatCo document for PFSFC 1 March 1999

K, IMPACT OF ADVERTISING ON IUVENILE SMOKING IRI.T2AZID~ CRU's approach was to ask direct questions about potential influences on smoking behaviour. Again, children were shown a list of items which might have influenced then'L The following table includes only references to advertising as prompted responses (that is, from a list of possible answers): Percentaees in these countries say that. in startinf to smoke, advertisina was the first most imoortant reason ¢oromoted recalD Argentina 1% Canada 2% Hong Kong 1% Italy Japan Kenya Kuwait 3% New Zealand Norway The Philippines 3% Spain Sweden I% Swi~d 2% Turkey 1% $o~'ct: IAA Report (1989) : Ages 7-15/16 ye.m's It is apparent from the above table that advertising is an insignificant factor with respect to juvenile smoking initiation. The above results have been extrapolated from Table 3, page 18, IAA Report 0989) (see Appendix D), which presents the complete international pictun: with respect to starting to smoke. 1. 2. CONCLUSIONS In New Zealand, sponsorship was not found to have a significant influence on juvenile smoking imtiation. Throughout the 16 countries studied by CRU, advertising was found to be insignificant with respect to juvenile smoking initiation and prevalence - the current New Zealand investigation further endorses this strong international .pattern. 16 O'~ CD e... t..,4 BatCo document for PFSFC 1 March 1999

THE CHILDREN'S RESEARCH I I I UNIT (CRU) The Children's Research U~it is a London-based market research company with a branch in Sydney, Auswalia. CRU specialises in reseamh with children and young people in the United Kingdom and internationally. It was set up in 1972 by Glen Smith, a child psychologist who is a full member of the British Market Research SocictT. CRU ha~ played a leading role in developing the field of children's research in the United Kingdom and abroad by applying modifications of established clinical procedures for obtaining information from children and young people. Studies have been con:iucted by CRU in a wide variety of areas, such as town planning (play facilities), road safety, career guidance, drug abuse, toys and games, food and chink, television pmgrammes, and advcrusing in all media. CRU regularly disseminates information on its resca~h findings in a wide variety of markets via the international conference circuit and professional publications. In addition, CRU is frequently consulted by the media (television, press and radio) on children's reactions to advertising, their consumer bchaviour patterns, interests/ lifestyles and other issues. CRU's clients include major manufacturers, advertisers, professional and trade associations, media groups, government departments, banks, film companies, television groups and publishing houses. In addition to carrying out field studies on a national and international scale, CRU also conducts research at its Observation Studio, which has a one-way mirror facility, and runs a regular children's panel. C~ C~ BatCo document for PFSFC 1 March 1999

I II i I TECHNICAL APPENDIX I Seven hundred face-to-face interviews were conducted with clfildren aged 10-16 years of age, over the period 20 July to 9 August 1991. The interviews were conducted in proportion to the populations of the following Ce~tres: Whangarfi Napier Blenheim Auckland Norah New Pymouth West Coast Auckland C.cmral Wanganui Christchurch Auckland South Palmerston North Ashburton Hamilton Masterton Ttmaru Tauranga Hun Valley Dunedin Rotorua Wellington West Invercargill Gisborne Nelson The sampling procedure involved a random walk from a random start point, with five interviews per start point. The call-back procedure involved up to four calls per household. Selection within the household was by the "birthday falls next" method. All children were interviewed in privacy, with the permission of a parent or guardian. Interviewer briefing notes, specially designed for interviewing children were prepared by the Children's Research Unit. A quality check was made of 10% of all interviews. Fieldwork and tabulations were executed by AGB/McNair. A copy of the questionnaire is attached (Appendix G). I CZ) G~ BatCo document for PFSFC 1 March 1999

LIST OF PROMPTED REASONS FOR TRYING THE FIRST CIGARETTE • To see what it was like • All my friends smoked • Someone gave me one • My parents smoked • For a dare • I just found one • My brother/sister smoked • I was bullied • To look grown up • To show off • Special occasion • I had seen advertising • I had seen sponsorship • To look tough O~ 0 BatCo document for PFSFC 1 March 1999

~PPENDLX D ] STARTING TO SMOKE : Answers given to prompted reasons for starting to smoke I III II Y,~u'ce:/AA 16-CotmWy Study (1989) I CY~ I -- o C~ "-,d BatCo document for PFSFC 1 March 1999

.= O (n Starting to Smokn: ^.sw.r~ Given Io Proml}h:fl l{~:.smzs [or SlarlinR to Smok. 0 ¢D t.D CO (a| ial ~%11 ll.'lllh.l~ I,,I (a) (a) (al I,,) Z,.al;.,01 I,d(a) I.I I,,I 141 I-,I la! I iolil: K,,.I~ I,,I "l'¢lhll in Ntlnlhors of "rimso Who liar,. |(~:1 ,111:1 .11~1) !|'1~)71 49 t;() ill.~ ZIIII 4~0 I 16 4|)1 :17 I 41111 211H IEvor Snlol~l~¢l % ,~,. .~,. % ,'~, % '~(, 't{. % "~. % % % '",, '~. To see whet ~| W~hS like 4:1 711 .111 ,Ill ,%7 :13 .5:1 ~1| IL5 |~4 :1.5 35 4h .~,4 :14 All mv friunz|s smok¢~(l 7 l~.l l,i 5 " li I0 Z3 III [.i I~ 4 .5 .I l~ Ii~ ~O|nf~Ol~ I~a Vtl nit} ¢lllu I'l III !1 14 7 0 12 Ii| Ill !1 II 1,1) "_;11 I;I Ill I just round ()no :I .~ 4 Z 12 :I I0 4 4 G I~ 4 :, I wns hulliecl 2 4 :1 I Z 4 4 '~ ! 4 I "; I I; I had seen advert isin8 I I Z I :1 ~ 3 I '-' I Parents smoked 7 I I; N/A 7 14 2 (i :1 NIA 3 NIA "1 ~ I To look 1ough 2 NIA z 1 ! 1 2 I 4 I I "1"o show 0[| 1 N/A I Z 2 I 2 ! Z I I li Tu look growl~ vp 1 NIA Z 5 2 I i 2 :1 :1 2 4 Special occasio. N/A NIA NIA N/A N/A N/P, N/A NIA N//~ N/A NIP, 31 NI,~ NIA NI.~ Brolhorlsislor sleeked 1 NIz~ I N/A I 4 :1 I N/A i N/A NI:~ I I (a) Quostiozl wordings: At IS"I'RAI.IA: "'Cilll y,.i l',H~li}llll;,~r wh,:,i y~ill hi~:,l y,.,, lh;;l ¢:il~ir,llli~? Wils il i'or ally of lh,:N,; r,~:l:~,ni~'.~'° AI{(;I".NTINA, (:AN/%I}A. I1( ]N(; K( )N(;. K| lW~l'l'. N( ]I{WAY, HI'AIN. ~WI:I)I'N..~WITZI':I(I.ANI). 1"1JI{KI':~': "'l'llosll lit,; .~ollll~ {,,Ihl:, ] I'I~;I.~IIIIN Ih;ll i.',=ld,~ I,,,~ ,." |~iVOll ~lS hi why Ihily ~lllOl~l:(I Ih¢:ir I'ilsl i;ih'or¢;llt:, I w,.Ihl lik,: y,.= Io look Ihro.l.h Ihl:m ;111¢1 IIl,~(:ilh: il ally of Ih,;lll h;.I zl.y I);11"1 ill )'ollr IiVilll~ ,i i:l~,ll,~l|,~ T,,II nlo, wlii(:ll Wa~ Iho ino51 hlll)or|il|ll rl.'i|,%{lli;I'' L)NITEI) KINCI'}OM: "l'hl:ri.~ w;I,~ IIO ,:Olllll;ir;ihh: ilUlh~|i|lll ill lh. ILK. OI)C,S Sltl¢lil's, 0191 [01-09

DATA ON SMOKING PREVALENCE SoL~vce: I~ 16-Com'lD"y Study (1989) C~ BatCo document for PFSFC 1 March 1999

SMOKING ONE OR MORE CIGARETTES A WEEK AT AGE 11-.1.2 AT AGE 15 Argentina -,~ 8% Australia(a) .1% 19% Canada 4% 35% England 1% 28% Hong K.ong.. • 11% Italy ~ 8% Japan - 1% Kenya - 1% Kuwait - 19% New Zealand -~ 22% Norway ~ 36% The Philippines - 3% Scotland 3% 32% Spain 1% 27% Sweden 1% 19% Switzerland -~ 8% Turkey 1% 14 % Wales 1% 23% (a) 11-12 year-olds in Australia o% Between 0% and 0.5% " It should be borne in mind that the multiples in the cases of Japan and Kenya are based on very small samples of triers, that is, of children who ever tried smoking. 9 0", r,,., [",.3 C3 BatCo document for PFSFC 1 March 1999

[ APPENDIX F~ RESTRICTIONS ON TOBACCO ADVERTISING IN COUNTRIES COVERED IN THIS REPORT AT THE TIME OF THE SURVEYS $ou...ce: IAA 16.Cotmtry Snuly (1989) Cr', I"J BatCo document for PFSFC 1 March 1999

O o i =. RESTRICTIONS ON TOBACCO ADVERTISING IN COUNTRIES COVERED IN Tills REPORT AT THE TIME OF TIIE SURVEYS COUNTRY TELEVISION RADIO CINEMA PRESS SP{)NS{IRSIIIP POSTERS P()INT-III:-.'~A I.t~ AliVEKI"SINI: a r,D tO (0 ARGENTINA NIl I;iRilrl:lln No I:iK.Irulh: UIIVI;rlisI~IIII.~IIIN Illlrinl~ u¢lvi;fliSl:llrll:lll~l Ih.i.I: illlllfllii3~-~Jlllll lit itlll.*flllJ.~iiilllS (1[ ill:i(~.~ililil Ill itl;Ir~tlll~ illllltl:¢|i;l|L;l%" II~[[lrlt Ill illllll~llt41i:ly Ix:l.fll lit II~ll:r IlrlJl~rlllillll(~:l ilillilill I||llir ll[lll~laltllill.*s a[llll!ll ill IIl*.f.~lllllt IIIllll!l ~1. N~l ;11 IIII1".%1111~ IiiiiIl!r Z I Nil Iil|l;ll:l~l| 4:lllllllll;[l:iiJl~l IiiIi;ii:l:ll i;llllllllllfl:i;lls I=lorn Ill i1.111, lil*.(i)[il I(| II in, ^[ISTRAI.I& C:.iKirl:¢lil ililll rll|l-.~'tlu*- (:il{;l{,011i, ;lllll fill/ ),,lllr- OWli llll~*'l|lli~ill~ liWll ~l[l%'¢~l|liill~ ilfl)lli||[ll!ll ?iilil:l.* )lj~|~ lir[lJli|li|i:iI .~Jtil U I~iTli CANAOA IIONG KON(; ITAI.Y Cillaluile m.I foll.y,..- ililllhl~0'~,l hy vllhlntitrv i1~[i..4~11iiI1~| 5i1|1:11 Iilnliillv I. I ~I#2. (:ill;,,,:ltl: ~lltl roll ~..ll~. d li~il loi~..c'~d hy I,'|)I i i iiI ,ll'v al*,[l~l!llll:11| NIl IIItlilg;l:o I|l'Sllil.lil)ll ~s Ior TV. iliivuIlii{;lllelllS exi:nlll nil 4.:1()-Ii.311 I)lll~v~llll 4,;111 Uli{I I~ .~10 |1.111. I)rll;i(|¢;;i.~ililll~ INIII. i) iii. lit I1| IlFI)~r~lll)llll!l lil'K.l.Jll~d hi' 'I'V lll:olll,, TI)hlll;i;ll Illlw.*¢liSillll "l'.h;. I o a~lvl'~ll~illll llrll|lllllllll| .~ill¢.ll |~HiZ ll~ ll¢ll|ll|llll.iI Sill, ,~ I!lli~ h~Kisiali,.i, hi" h~i:i~.l;lliim. Nil Iohill:l:ll advuilisi.iI No s).~l;ilil; lu~l,i*:tl,ms Nil Sl.:,'ilic ti,slril:l|olls hi |ll'ltl~filllilliU?i [ill Ii|~iifl!llll~i.[Ill |ill)ill.Ill. |illl II!I" III, Nil ;lllvililJ.~(;ll|l~lll~i ill Nil Slll~l il'l~: rl:.~[li¢.lioil~ ¢:llillllllsl'i |lll~llllllll|l:S hi! |lllhll I;ll. allll Ri:III~IUl IWlil;I.lllllil;S IlUfiill{ {:lll~11111~ll,iill| llCk.l!llL.illlil NIl .;li,~i:ifii: it;sli'il lillli~ {lll|~ ilvllil;lllle ill Sililllf IIII Itl|l;l(.I,II. llllllhlill I;.illl!lllAl, NIl $1Iitl ili(: ~l?sllil.llllll~ Jill Illl I;l{:l:ll. N. ~li,!i;ifii: r.slii, li,ms I¢lr I(lil.ll;i;ll. Ailvelli~;ilill |III llm NIIII/I~%IIII~I| IIVIllll III I~l lilllihS.ll |II llilll-l!h~l:llnllll: lili:llill, .~l.lll~.ol~llill ill tlllllilllllf i1111(1~ Ill II1: IIIl;ISl:ll Illil Nu slli.'i.llir ri:slli,.lioll~i Nil Slltlc ili, l*-~llh ll,,ll,~ llllr i ll~dl'Itlll;~i, hll lilh.ll i I, N, .'.llm'ilic: l'l~...llil lillll'. Nil ~lil~l ilil cl'~lr, I1,11~ lilt lll|hll IlL h*[ hlh.II I II • ~l...ilii ll:lllll lilillS IOI ll#II~ll I II ill( |lllIl~ IIII ilih',:lli~illl~ ll~l I il|.lllllhL~i ;Inll lll|l- l~lllll-(llfll ill IIIIIIll~*f|i.tlll Vii inilv iii IIIillhll*i *till| $1ll~lllill41.V ~*1 lllllll:l ( IIIlll(llllr IIObll!l ilih'l:rlisill~ hit h,ll.li l'il llrilhihill-I ill Illili.~h {:llhlllllli,I I1%' IllllVIIII I.II |l:~islilIIllll. "l'**h.II I . ,ll|vilrl i.~l lll~* IiIl*lli|llh.ll llll I.lilllillK~ illl'lll:ll |1% I I Ill I Ij I "j| I.I | ilil :.'. ,1| 'l'llrulllll illlll I IAluillllll ~.il,:l: May I'11111 Nit llil!l ihl li'~ll'il Illill~ Nn s|)lll:llil: llilllil Ihllll Nil Slllll:i|il: rli.tl~h:lillll~ Nil .'illiil:i|il: llllllil;lillllt Nil Slll,i ilil: ll'~llil liilil~ Nil ~|.'~ ill, l,'-Ili, ll,,ll. IIII hllllil:l'.il, |ill llihill:i:ll, llll llihlll.i.ll, hll hili;ll.i II I.i ll,ll.ii I II Tilhlci:n iiliv.llisilltl l"lllllu:rfl illvlllll!lilill lll'llllillllolI Ily l"llll;ll'l:ll l*,lviilrll|lllll "l'*llilll'l:ll ,i, ll ,.lll~lilll lllllhilllll~ll lilll-ll 111112 lllllhlhllllii lllll:li IIili2 hlliislilllliil ilili:il II lillllliliihill ltlil ii 111112 li~-Iiillili.d hi h.lihl,lh,m lly ll~Ki~laillill, hy ll~Ki~hilllili Itilhllllll~ IIlll:l.I1%' h'llitllllilili .~liil I: I!111 I 7791 I0109

B O i I't:I.P:Y I,~ I(iN NAliI(I (.'INKI~IA I'#E,~S ,~PI)NS()KSIIIP I'(IINT-()I'-.~ A I.I; A I)Vt:RT.~IN(; "1 "U "11 (n "11 C) a =, ~D aD ~D IAPAN KENYA KIIWAn" NL:W 1,F..A I.A NIl "l'.l~u:*:. ,'l*h'o'lli'~iill~ is Io'.~llia lell Gy illilfidivl! lal lillialll Tfll~ll i+el Ilal:. IIt.m,'llv IAIp.I "l'lell~ll.l:ll I~llal .%.11 P.hlil. ( ;~Drlwaral i,llll, il.~ I.II.w~l: I;,I All,lw,~J h, iililI'lli.'ll~ Ililh" Jill iS Ill'Mr II1{1~I1:1 II IIIIllllll I Ili~lrlhlllp;l| ill lifl~il.~ II ilh II |lclliail;lliiHi iiVl'l lit 11, Iil~l I:l=lll ill Ihlt II~l|illlllll |iS|ill. i|llllll[ Ilia, lil~l Ihll~l' %l'iiI% A liliP I~Xll!ll~|llll i.s Ii.l~iillll~ll II.~ n lli?%l' I,r~.la.:l, Ihl I)i~allclE,'al lal ii~l" Illl. llme wli¢-al Ilil~ll Illilllll'~" .'llll|il'lll IT iI~ ,°~l'~'lml I{l*'lim'~| ;l~ Ii ~l hi. - I! 4.t'1 iI ill |. Naa ~lll~l'i~ia: Ii'~.llil lillll'~ "1 ll|lill:i:ll ~ll~'l'lli'~iol); prallliililq~ll. ( ;iKilll~l Io: nlh ,.rli~illl~ i.,ihillih.el ~hll ,~ IIIli~ ^lh i~f|i~ill~ liil..Ih,.r |al|h'll:l:.~l lir4slhll I% ( :i~;lii'lla" mii,,oli~,|li~ i~ ra-.Irh l,.al ~il. ,. ~'~ l,ail | al~ | lalll|l'l IIll~ '~lllll' II'llll% ll~ I,'l,'~ i~lllll ,IS|k i,Ili%iall~, II IIh Iho, I'~, i'l~lio,II Ihal Ilia, IIIIll' I,,~llia li,.I N,.I ,,,~1 J. Ihl k li Ii III - li ~lll |l Ill . illll| i|llllllll~ i hlOlllrll ~ I.iillli(ill. iii ( i||l .ilia iiil-~ NIl %IH'I Ilia i*.%[fia |{1|11% I'llllill a au ,ilk i*lli~ill~ I,a,olei|ail*',l ( ]iKilfo!l llI il,l~l~lli~iol|: I,o,,ilil,ih'l| ~iia, o' 1'11'2 ~%,ls',.rli~ilal,, la,f ,,llai'f Illll{ll I II |llllllall II. liilellil,ilo.ll ~ill, o. llll|~t N,i ~I'" ilia t,,~laii liim~ (,,r hahm, la. Nol ~llO.i ilil FI.~IIiI lialll% l :i~;lii'lh" il,h'a!lli~.ial/; laaliloillii,~il ~il11'a: l'llll. "I iol~;ii i ,i ilik'a~rli~iisK II¢lllll|lill',l ~111 l' I'11111 ( ]~;li,'llo. ililva'lli~iili.' ali~Ml,li~',,al ~ioi, a. 1!I?]. illal| |liF il{lll.l" lllll;lil ii i..who, u,~ %ilia I. |!lll,~l. 'l'ao|,aa.i aa a.l~'o;rli.~iolX ix 1 'm I. i,~ h4h,iv,: I-,I N,, iowa, ool ;ol.I I~,.11.~ l;IrKo!ll,ol Illili~llk' lil illi/leltll ~lllel I,:iiillll!'i (illa~' io|l|llil ,llillll Ivilll IlllllP Ih-Ill ~11 lll'f I rill ill ;l'.llll~.r%|lill illllllll~ lililli)f~ Oil ll'lllll|l'~,|. II'I IDaI~. llllil .~h.i,lal Ilill I'qll I'¢'1| ¢llll~'lllllll II~ I|1" I'~ll:l~ |ill hill ~hPa'l I,.al:l. f*. I.l,lalill-~i~l, iI1-1~ *~{lill~l.l'. llalll ..,l,r,.~a,l |l.ll~l~ llll lll;lll~ia~illl!. }ll'l i~%lli." illill Iil~f |l¥111il|. .%il. ," ,%1.iI lillll, |li{l, al I II ~|llll|~,lf~llill Ilil~ I1¢'1'|1 ,li~illllitl'l'll ill hl'hl~ t,%'lll'll° Iliilllll% ill I1"i11*111"% fall' till, llhlill I,lllll'l, Nil ~l.'a ilia ll',~llil Iiaail~i. N,, -li,'i ilia i,'~llii Ih,ll~. Talhiu i,ii ilik'i~llililil +1 iill.ll a Ii iilh i,lli.~illll ll°lliii'h~al hv liill lilll I: ll',llil li,il Ill" lli~l' ~ilili" llll~' I~.11111. lilk Illilil • llilr oil laililli:l.ll al ll'lf I I i ~il.~lill~il I ~ Itlllili,,I lul ~ I.~ i Illlllllll I fill . Ill q IIIN Ivilllli, Ill Ill a'alllavilh;ill .~ill llil i~ Jill%l, ill i.lll.h iltiiiL Nil Illll~iC:i:ll lillvi~rll.~illl~ ill lilllllil lllllllll llllil IllllililV Ill IH'lllili!l Illllllfl I!1 VI111f~i, Ill I¥1la,ral i,l|ililriia| i./lll I' i~ a h~lall¥ iliri~l li,~l hlWlilll,,i Ihlil llllil llfiillll. All lliCll millil l~lvclillinl lililshcd in December 1990. Nil ~, lllili~q il'~hili iilh i'l I Illlil~ loll (o'li*l'i~ilill. lllllili Ill I illl'lii,I ,%lillllllll ii|l'ishlil iiliolii ill liliiliilil iilli Illlill~l ilil liliiilt:al I~i I iiIIIIlilli%' i,ililah,nl Ill lilllihll,I, llilllll, io ll'iil i hl,lll iaili. ,%lio,I ilia li,lillil lillll~i (ill il*li'lrlr lilillI ill t|iillllilla'il ill Iil'ill.'~ llv I'iillllil,ll%" I ioih: lilll:ll I.ll" 1 'lllPI ~ii'l" ill ,141'l,lli~.iall,I liar • tlllill~.llll'il Ill Iil'iii0",~ ~lillallll Ill: Iilililo~¢l i0i ilia%' lillit lllilllii;llliul01 Ill ~t l.rl IIIIIllllll I:IIif,, Ill I.IIII. willih. Ill i!lllii~l'llll!lll .'Aiillilll: illl'.ii. Nla f¢lllilltllfilil{ lal Io'o,li~lla, Ilaa k I,liill I,III ill • ll ha.il i, li,iil~, ,%ilOl i' AlulII llllll, Ih,- II%i~ III lililllllall ulil'iliil •lil h il~ illllllliil;Ih~ll ~illoi~. I~illl.xooal~. I;l,lo, ~i/i, .Jill kl, lt. Iill Iol.ili-~ llllOl illililllllll lill~,lo'l~. |ill llliaill I iI mh'l,lli~illl~ hiat ll~ -i'll Ill iilllalll'l-II, Nuo !,llt°i ilil familial lioinl. Til|lill I;11 aah i~.llililil lllalllillilell ,~ilii'i', I!I/!l, (]lllir,.I li~ fin Ivl:lt i,~inR ili~illlioiva;al ,~ioia n 11,17;I. iliill llll iilhl~f lli|l;li,l,il |ilollhlill Illll:l; I lill.~l. Nil !llii~l i|il" rll!llllil Ilioilt, llal lii|i,il I is II|vl~llililot{ Nil llll!l i{il+ li,lllil lllili~i Ill+lllil Iililll Oil Ill|Ilia I,ai lllll'i~llililll I~liilll-¢ll- lllli: laillat;I,li llllvl~lli+illl~ lllilliihill+ll ill relail i .- llllt~lialivill ~Jlll:e lllllll Exh;~liall~o, llllly llll ill.lill ii, llillR IllilllFil~i, [Z91 10109

O o i (.:OUNTRY 'I'ELi'~VISION R^IIIO (:lNt:hlA PR ESS SPONSORSIIIP FOSTERS p()INT.OF.SAI.E AUVERTSING {:limnlnrc-inl mlvl~ltiSinl; llil| llV,lil~lhllt. (:;mmmil.ial adv.[li.~i;1K avail.~l,l~.. 4~'(t Itlll ill l)illi~i'alllllll~ "lal'KJ~Iv dir*ic:It:d .I i.i al.linlli;. Ill aK. Kllmll i.dllw IG". Nllsi.~tlh: "l "0 "1"1 (n "rl O i: "l l') =l" ,,,,,,i c,O cO i,O N()RWAY TIIK PIIII.IPPINf:S ~I'AIN (:nlwimrcJal odverti~InK *,d li~'ail~llill;, A* i..IdinK lu lhn (:,.I. i~f ~lllii:s. Rules aml Rl~gu lld iu]ls lu! A*h'i'll i~illl~ alill ll[lllil.lliilll ll| Ihii l'hilil,lml.s |l'ilililIpille Ihlarll *d Aah¢~llisloIe). oll I il~.liiYlli:~ ill ll(lll~l*lllliili'5 "'IIIwI~PIv iiilliO h.II ;il ills ;Jill|iS?Ill'i* |ill" i'llA IOr,-~l'r~!;'*l~ ,il h.ll.vi~h**l mid Io*dilo ,imm.?ri:ild~) |{i!~.liil.I Jiiill iill llilll! illi illll r,*r hillh.lal hrniltlt. Nil illl~l lll~llli~ !1 :Ill ll.ili Nil Icih,'il:cli llllvllillllilll |lr[lililll:ll Nil illlvi'.lliSiilI ill llilllll:l'il ill lilill'l~! "llirl.'lh~ll wh,llly llr illilillh" ill i:|li|llll;il". rllll;ll I.ii/lllVl!llJliiill llllihihill..ll in Ihi! (:ily li| ll;llrll:lililit |ill hlllill.i li I~l.iilil.1 .'iilil;il lliii!l. Ih~lril.lrll ill I'ii! | Illli!~illii h'd I'lii'l:lll hit hihlv i.~ hln. I':xl:l~lil iliii I ;.illlluiii,i. hll ili!ll h,w.l,'li lillliil|! lill Ilvli yl~illl ii|ll!l iil Illlilul;I iliil Nil hlll,ll:l:li llik, P.rl|sitlll Nil hlh,lci:ll illOllSrirlhill Nrl tlihal:.cll llilveiliSiilil No ll,llac¢.li allveilisinK llnflllilllill" lierlliilll..d, ill,nil illi~li, pcrmillt~l| I'ltl Slll.,l:ilic lulllii;llillll. Nil .~lll.'i;ilil: lnlliil;lillill. Nil tlli;l:i|il: Inllrictilllil I~lli .tlil~l:ilil: fitllliclillllS lilt Illllill'.i:l). [lit hl|lal:l:cI liVt: l) |'N I :lliiiiill'll iill iilll'l~i I ilJllll nill iil~ihlllh! (:lniliiu.~ll:ial allvl~llJsliill Tliliiil:lli ilillierlhliii1 ilill a~.ailald., i.,dlil,il~.d lhlll; lul.v I. 1!17!1 Hi) ~pel:ilic iuslrlclinns. No specific ,e~illil:linns. Ile.~lliclilm~l h. Inhli~cu ^llvn[lisillll lllll# Nil llrlsl~li in (;alahJliil. illull~ll Iiil dNmeltlc hlalllls. Rl:tliil:llliill nil llllllil:.l:li Pillilllllled iilil:e lulv I. Tlllillccli adveilisinll Ill~ltlil:liiliil I)ll llllllt(;I;,i iillvP.llisinll 1117.q. I)[llhihill~d since luly I. advullitinll I !l/!t, .~WI 1"7.t:RI.ANI)"l'lih~li I i, alh'Pili~iiq~ "l'iillill:i:ll illl'l'ili.tilill llli .ill!If illilill~l~ll,"illi~l:ili(: lllllril.lilull |l.lr .lilll~l:i[il: l¢llilil:liilnl. lllllhihih:ll ~iiil:e /%llril [iill~ilili lillllll.'lnliiil~s illliirlillils lly inill ill llll)lil:l~ll I)y tclliliillfy Ily h:lilllliliiln, nil 14. I'llil "lilll.lll li iiiilill|y aJlili:ll iil .l~ll i~it i|illliliillliil, ll.lii~li ;llll~.~iiii.'lll. I.illlil;llilin~ allvl.'rlisinI llil vl.,lih.ll~s lillliitlililill~ liil Illirilil atlllil!ill:ltl ililtllhlwi.'d lilllll[lilililll$ lil: iiil nil SllilCii in lill:d Illf llillil OI sin lhiliilill lllllilili iliilill ihlil~ Aiil~iiql I!1. llliil illl i.Ilillht llif lliilllihl nl!wlllllllUll iilll|llilult rllillllnli~ill IIv lll¢lll.illlilil~l iilllilll)" llv i'llllilllilly !.uiilllll:r Ihiln Ill lt.llllll, lillllllllillll, vliliiillnl~ lll~llll~ili~lil, lilill'll ill ~lilt nllri!l!ilil~lil illi lilvfllllliiig 81 iiliilil*lllr:! ilillilliiwed i!ii.'illl iillP.nll~ll [¢il lliil r .4iilliilil I!h i!lll;# lilthllnii l~rlll llllllilill h)" villliiillsl~,' .~tl IIh~ ll!l lill ,'llllil,lilttill. lllinlllllly llll iilli lly I:hihhP.n. I'IIRKEY "l'(Ih/i* I:ii lllh,ni'lllJliI 'rilh,-ii;i;ll llllvellJ.~llill Nil /I.~ll/il I iliill+ TO|hlCCO lldvi;rllsln/i Alhlwed eir.apI Iol i,rllliil,ii~..cl i.,d~ihih:d, pmhihilell, hl,,Ihnll. I INITt:.I) Nil i:h:tllidlil ili lilll- Hi* i:llilllil|li' ill rl,ll- ltlii|illililr|" i'lilllrlll~i. Nil KINIilllilll i.liill.illVil llilVi~llilllill vlilll-lill'n lillvl!rlillllil i.illi:liili illlilillllliill Inl. iil~llllilll~il lit..lluil li;il. Vllllliiltilll iIl{i'llllmltlllli VilluiihllV ll:..llrh:l Ililll illl llliilll:l:cl nllvP.illlin/l lllli:ll 1!177 nil Ilill:# I I) 7.11. Illilend Illillll. I11Cllllllll. hilillh Ill Ill i I Ili.'l. fill;. Illl I Ill Ill I April 1 !1111i. lilll, i'llisilil~ w,~! lil+lnlJlh:ll |IS liilllllilliillll:~i ililili'll ,11 Ihiisi; illll!ll I It vililll ililil livlll. ~lll!l ifil: ri!lliil,I liilll |ill Nil filll'l llll" ll!ll I lllliiili h)liill:l:CI hy llll.al |iir Iohlii:l:(i iiullllililiP.% ill tlll]l~ Inwiis lllll ll). vlillicillly tllrfllllll~llll hi l(llilll :11111 llllinl+ llilil lilllhlililios lililliillil nilvP.iIishlinn lll~nlisol llwiil!ll lly Ihll llllii Nil felllil;ijlllil. Nil reslliclillnl. I~lllhilillil~f flllllil.lllirll Nil Ipl!i:i|il; li~.i, lfil Iillri$ llll lilllniiilllulr~i ,'liill |lllr lliiil¢:l;ii. iill~.! nell ll;hools. I 291z I 0 109

[APPENDIX G [ II I I I III SPONSORSHIP SURVEY QUESTIONNAIRE © CRU, London, England I[ I C~U Job No. 4009 in New Zealand by AGB/McNah" QI. Have you eve: s'~ myone or has anyone ever sponsored you? CODE ONE ONLY IF YES, ASK Q.2 YES ! SKIP TO QJ <--- NO 2 What was it for? RECORD VERBATIM AND PROBE And what about your school? Has your school ever sponsored something or has a company eva Sl~onsored your school? CODE ONE ONLY YES 1 SKIP TO Q.$ <--- [ NO 2 [ Don't Know 3 IF YES, ASK Q.4 Q4 What ~ spot? Who slx)nsored it 0c school or company)? RECORD VERBATIM AND PROBE EXPLANATION FOR ALL RESPONDENTS .. Let me give you one expl,umtion of company s~ip. IF NECESSARY READ OUT. [SHOW CARD 'A3 "A SPONSOR GIVES MONEY AND SUPPORT TO A PERSON OR TEAM AND IN RETURN THE TEAM RELPS TELL OTHER PEOPLE ABOUT THE SPONSOR, PERHAPS BY WEARING THE SPONSOR'S NAME'. Q.5 He:e is a list of sponsored activities and events in New [SHOW CARD "B3 Can you tell me the names of some of the sponsors? READ OUT ACTIVITIES AND CIRCLE CODES UNDER COL $.A OF ACTIVITIES WHERE SPONSORS ARE KNOWN. IF CHILD DOES NOT KNOW OF ANY SPONSORS THEN CIRCLE CODE '9' AND GO TO Q.6. RECORD SPONSORS NEXT TO APPROPRIATE ACTIVITY UNDER COL $.B. 0", .,..m C~ P~ BatCo document for PFSFC 1 March 1999

COLS.A ACTIVITIES CODE CRICKET 1 FASHION 2 MOTOR RACING 3 TENNIS 4 RUGBY UNION 5 RUGBY LEAGUE 6 [DO NOT READ] - DONT KNOW ANY/NONE 9 COL 5.B SPONSORS I have another list here of~ ac,lvioes. [SHOW CARD 'C'] An: there any dL.'Tcrenc~, in your view, ber~n the following types of sponsorship? CODE ONE ONLY. IF NECESSARY, READ OUT • Save the Whale Campa/gn by Green~ • Swimming team sponsored by school • Motor racing sponso~d by Rothmans • Rugby Union sponsored by S~inlager • Tennis spon.s~xed by BP YES I SKIP TO Q.10 <--- NO 2 Q.7 What are the differences between ~cm? RECORD DIFFERENCES VERBATIM AND PROBE Q.8 If a racing car is sponsored by a tobacco company, does the driver have to smoke the sponsor's brand? CODE ONE ONLY YES I NO 2 SMOKING BEHAVIOUR Now I would like to change to another topic and ask you a few questions about smoking. Q.9 F'w~t of all. do either of your par~n~ or guardians smoke or are they non-smokers? CODE ALL THAT APPLY. Parents smoke Panmts are non.smokers Q.10 And what about your brothers and si.~? Do ~y smoke or are they non-smokers? CODE ALL THAT APPLY. Brother smokes Brother is a non-smoker Sister smokes Sister is a non-smoker No bnxhezs/sisters Q.II And what about your fTiends? Do they smoke or are they non-smoke~? CODE ALL THAT APPLY. Friends smoke Friends ~m= non-smokers cr,, c', cTx BatCo document for PFSFC 1 March 1999

Q.12 Thinldng about your best friend. Does he/she smoke or is he/she a non-smokes? CODE ONE ONLY. Best friend smokes Best friend is a non-smoker Q.13 Q.14 Now w~t aleut yourself?. Have you ever mecl a cigareue, even just a pu~. YES 1 NO 2 [SHOW CARD "Dl Here is a list of categories which describe people's smoking or non-smoking behavionr. Which of these is closest to you? PLEASE READ OUT THE NUMBER. CODE ONE ONLY. I have never smoked 1 I have ukd erce 2 I used m smoke 3 I smoke (r..casionally 4 l smoke regularly 5 QA5 ASK Q.I$ OF CIGARETTE CONSUMERS ONLY," INCLUDING TRIALISTS fie Q.13 IS '1° AND/OR Q.I4 IS '2-$'). IF NEVER SMOKED AT BOTH Q.13 AND Q.I4 THEN SKIP TO Q.16. [SHOW CARD ~'3 Here is a list of reasons that people have given as m why they smoked their first cigarette. I would like you to look at dw.an and decide if any of them had any part in your decision m try a cigarea~. Tell me, which was the most important reason? Please mad out the number that is next m your reason. CODE UNDER COL.A To see what it was like I All my friends smoked 2 Someone gave me one 3 Fora dare 4 I just found one 5 I was bullied 6 I had seen adverting 7 My parems smoked g To look rough 9 To show off I0 To look grown up I l I had seen sponsorship 12 SpeciaJ occasion 13 My bmtherlsiscr smoked 14 ... or some other reason (please specify) 15 Crx G's BatCo document for PFSFC 1 March 1999

DEMOGRAPHICS Now we have a number of questions to make sure we have a correct mix of people in our ~mple. [SHOW CARD ~-] Q.16 Pl,'asc re, ad oaL the le, aer t1"=L is next m your age. A. I0 years I B. II years 2 C. 12 years 3 D. 13 y~'s 4 E. 14 y~ 5 F. 15 years 6 G. 16ye~ 7 Q.17 Code sex. Mate 1 Fem~ 2 Q.18 Do you have a u:lcphon¢ in th~ hou.s~hold? SKIP TO Q.2o YES I NO 2 Q.19 IF YES: Writ~in ntunbeawith S'I"D. U.~ leading z~ros. Q.20 Record child's name. Q.21 Record child's full address. Q.22 In~rvicw duranon. Record in minutes. Use leading zeros. CY~ Q 4~ r,o CO BatCo document for PFSFC 1 March 1999

/~SOC1AtlON WHY DO JUVENILES START SMOKI NG? AN INTERNATIONAL STUDY OF THE ROLE OF ADVERTISING & OTHER CONTRIBUTORY FACTORS IN ARGENTINA, AUSTRALIA, CANADA, HONG KONG, NORWAY, SPAIN, SWEDEN, SWITZERLAND, TURKEY, & THE UNITED KINGDOM. EDITED AND INTRODUCED BY: PROFESSOR J.J. BODDEWYN, Ph.D BARUCH COLLEGE, CITY UNIVERSITY OF NEW YORK 686 0 ==.~= Q==.=e BatCo document for PFSFC 1 March 1999