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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
David S. Egilman, MD, MPH, Department of Bio-Community Health, Brown University, 8 N. Main St., Suite 404, Attleboro, MA 02703, 508-226-5091, degilman2@yahoo.com
Tobacco Marketing as an Anti-Warnings Program
The provision of warnings is one of the most basic, yet important techniques for safeguarding public health. However, the duty of a manufacturer to warn extends far beyond simply affixing labels to products. In order to be effective, a warning message must be communicated at every level of product marketing. Although labels have been required on cigarette packages since 1965, the tobacco industry has capitalized upon the fact that consumers can be easily distracted from and/or confused by the risks related to a product if ample messages are provided to contradict those contained in a label. Drawing on internal industry documents, examples of historical and contemporary advertisements, and recent research, we will examine evidence that the tobacco industry has intentionally and effectively used marketing as an anti-warnings program, designed to mislead the public about dangers related to tobacco. Examples include endorsements by doctors, athletes, and cartoon characters; industry sponsorship of sporting events; and the representation of certain types of cigarettes such as low-tar or menthol as “safe” alternatives. As a result of the industry’s messages that tobacco is harmless or “not really so bad,” nearly half of smokers do not understand and/or are unaware of many dangers associated with tobacco, and many people still do not believe that nicotine is addictive. Cigarette companies have ruthlessly used these anti-warnings programs to influence nonsmokers, especially children, to initiate smoking, and to prevent addicted smokers from quitting.
Learning Objectives: At the conclusion of the session, the participant will be able to
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.