219232 Reinforcement of smoking and drinking: Tobacco marketing strategies linked with alcohol

Tuesday, November 9, 2010 : 2:30 PM - 2:48 PM

Nan Jiang, PhD , Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA
Pamela Ling, MD, MPH , Division of General Internal Medicine, Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA
Background: Alcohol use is strongly associated with tobacco use, and smoking urges increase with heavy drinking. These two addictive behaviors may be reinforced by marketing messages linking tobacco and alcohol.

Objectives: To describe tobacco marketing activities linked to alcohol, and their benefits to tobacco.

Methods: Analysis of previously secret tobacco industry documents.

Results: Tobacco companies conducted a variety of marketing activities linked to alcohol. Tobacco and alcohol companies jointly sponsored events, including sports (e.g., soccer, bowling, tennis, volleyball, sailing and skiing), auto racing, concerts, ethnic festivals, spring break, resort programs, nightclub and bar programs. Through joint sponsorship, tobacco companies intended to appeal more to consumers, generate increased sales of cigarettes, and lower the cost of sponsorships. Additionally, tobacco marketing messages often featured alcohol. For example, the nightclub and bar programs frequently included discounted alcohol and free alcohol paraphernalia as part of creating smoker-friendly environments in venues with high concentrations of young adults.

The major tobacco manufacturers frequently promoted their brands with a variety of beer and liquor products.

Discussion: Smoking and drinking together may be reinforced by tobacco companies' marketing strategies that feature alcohol. Public policies prohibiting tobacco sales or promotion in establishments where alcohol is served or sold might mitigate this effect.

Learning Areas:
Planning of health education strategies, interventions, and programs
Public health or related education
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy

Learning Objectives:
Describe three benefits tobacco companies obtained through joint sponsorships and marketing strategies that featured alcohol List three types of jointly sponsored events by tobacco and alcohol companies or products Describe one implication of marketing featuring both tobacco and alcohol products for tobacco control

Keywords: Smoking, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked in UCSF as a postdoctoral scholar since 2009. I have published 4 peer reviewed articles, and 2 of them are about tobacco use.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.