ÿWPC ö4ÜŠƒÅ܇*äøÖ”šñ?¡åÕ^ pòÐà*ñ] ‹à59¯ÅòæÈá£VsR†ÔÜ5· ¾‰*Yîa<´Hè¦ã ÂÓEè1Ȫ>‡<ïó]ïšw&Ý­ùÐDÁøåî Éùj¸°”k³=j6ÇËŽKH2|6ËH{bÄFíì3"Ö«U˜ÆzN 3n0V/nyZEFîx–Þ›A¬\ˆZõÁÈ 8ÊŽû~ÎDÃ(”2‹gÑ$ÃoK†Ä໔Ͷ[ë1iÆÉ¼f•Ø‹r× …Hž‚rª9Ø‹ ©PSÐä]\­Ë RœF¹š=[`âHµçƒäÐ#Aý–!Ž·ËPêo§¸0vƒJ8£œ^!I ëø®)¤‰gÚ¾ä%Áí]ûÆ •+IqnÔv>Èfõö–Ö[‘쟎oÄçoÆ©YÖ]‘þ†j¼1ç ø |ÎüT9/îŠR›9zá3ré†îëORøB~:Ù˜gx{%kG —”ÏåL1éVò jÔVŸÖygûd?Ä4Sõí´-Pt!“×[¸«KžLÀkvžQk|s=M«×}q[ŽÇ÷å é{Ê^,ñðhûéZAç®Ð!ýó)v?îX## êUNõ %C 0öIw@?4“ᢠ0:ƒ 0D½   á ììììììììììììììììììììì Bô˜HP DeskJet 540 PrinterDESKJETCÈ ,,,,È 0 (ÖÃ9 Z ‹6Times New Roman RegularX(Î'$¡¡ÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÑTRW`Ï6Á&A4`Â&Ð6A4 LandscapeÐ6Â&A4 Â&Ð6A4 LandscapeTÑÔ"UKú ú úÔ qr{stUuvDwxÕy•z•¡Š%3|xz ×Ý ƒ ¡Ý$ÝÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÔ"UKú ú úÔà  àòòÚ  Ú1Ú  ÚóóÝ  ÝSee€in€particular,€Matti€K.€Rimpela,€Leif€Edward€Aaro,€Arja€H.€Rimpela.€ð ðThe€effects€ofÐ ° Ðtobacco€sales€promotion€on€initiation€of€smoking€„€experiences€from€Finland€and€Norway.ððÏòòScandinavian€Journal€of€Social€Medicineóó€1993;€ò òSuppl.€49ó ó:€pp.€13„16.(ê(3ŸÑ$¤¤Ý ƒ'!ÝÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÑTRWlÏ6Á&A43Ø' Ð6Â&ÿA4ÿ3Ø'TÑÔ"UKú ú úÔÝ  Ýà  àòòÚ  Ú0Ú  Úóó(#Ã$òòÚ  Ú0Ú  Úóó Ý ƒ ¡Ý$ÝÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÔ"UKú ú úÔà  àòòÚ  Ú2Ú  ÚóóÝ  ÝAn€excellent€rejoinder€to€Boddewyn`s€and€the€tobacco€industry`s€conclusions€aboutÐ ° ÐNorway€is€given€by€Kjell€Bjartveit,€ð ðFifteen€years€of€comprehensive€legislation:€Results€andÏconclusions.ðð€Paper€presented€at€the€Seventh€World€Conference€on€Tobacco€&€Health.€Perth,ÏWestern€Australia.€3€April€1990. ×Ý ƒ ¡Ý$ÝÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÔ"UKú ú úÔà  àòòÚ  Ú1Ú  ÚóóÝ  ÝSee€in€particular,€Matti€K.€Rimpela,€Leif€Edward€Aaro,€Arja€H.€Rimpela.€ð ðThe€effects€ofÐ ° Ðtobacco€sales€promotion€on€initiation€of€smoking€„€experiences€from€Finland€and€Norway.ððÏòòScandinavian€Journal€of€Social€Medicineóó€1993;€ò òSuppl.€49ó ó:€pp.€13„16. dÝ ƒ'!ÝÔUKUS.,ÔÔ..ÔÔ,,ÔÓ  ÓÓ  ÓÓ  ÓÓ  ÓÑTRWlÏ6Á&A43Ø' Ð6Â&ÿA4ÿ3Ø'TÑÔ"UKú ú úÔÝ  Ýñzñ›ñzñò òÑ7€EpXXdìdÈ7ÑñyñœñyññzññyñÑTRY 3Ø' LetterWlÏ6Á&A43Ø' Letter Ð6Â&ÿA4TÑñyññzñ›ñzñœñzññzñÑTRWlÐ6Â&ÿA4WlÏ6Á&A4 Ð6Â&ÿA4 Ð6Â&ÿA4TÑñzñà@Ãà aàTOBACCO€INDUSTRY€DOCUMENTS€IN€THE€MINNESOTA€DEPOSITORY:€à@@™ ™ aàà@@™ ™ aàà@ @ àà@@™ ™ aàà@@™ ™ aàà@ @ àà@@™ ™ aàˆÐ d Ðà  àà ` àIMPLICATIONS€FOR€GLOBAL€TOBACCO€CONTROLó óÐ Pì ÐÌòòò òà@aa)aàˆÌà@mm aàBriefing€Paper€No.€2€(September€1998)€by€Norbert€Hirschhorn,€MDˆÌó óÌà@ÏÏaàò òð ðScientific€review€of€data€sponsored€by€the€tobacco€industry€campaign€against€advertising€ˆÐ ì ˆ Ðà  àà ` àà ¸ àà  àà h àbans€in€the€1980s.ððó óóóÐ Ø t ÐÌÓ€Óà  àIt€is€not€intended€in€this€paper€to€review€all€the€evidence€for€and€against€the€role€ofÏadvertising€in€€promoting€tobacco€use€(whether€by€initiation,€reinforcement€or€maintenance€of€theÏhabit),€except€to€say€that€òòthe€preponderant€weight€of€the€evidence€developed€over€the€past€twoÐ t  Ðdecades€increasingly€implicates€advertising€and€promotion,€in€all€its€forms,€as€a€major€elementóó.€Ð Ör  ÐThe€studies€of€the€association€now€include€prospective€tracking€to€demonstrate€the€effect.€€ÏAdvertising€and€promotion€are€not€solely€responsible€for€initiating€addiction€to€tobacco;€familyÏand€peer€examples€also€have€an€effect.€€It€must€be€asked,€however,€what€influenced€the€peers€andÏfamilies?€€If€each€group€was€also€partially€affected€by€advertising€and€promotion€we€would€seeÏa€cumulative€effect€over€generations€of€beginning€smokers€(each€generation€measured€in€underÏa€decade€for€peers€and€sibs,€and€about€two€decades€for€parents).€€The€implication€is,€therefore,Ïthat€advertising€and€promotion€are€the€principal€causes€of€creating€tobacco€addiction.Ìà  àEvidence€from€ð ðnatural€experimentsðð€over€time,€where€advertising€and€promotion€are€inÏfact€severely€restricted,€also€tell€us€that€truly€total€and€effective€bans€have€an€effect€on€decreasingÏlong„term€consumption€of€tobacco€and€reducing€the€prevalence€of€regular€smoking€by€youth.Ï(That€other€elements€of€a€comprehensive€tobacco€control€program€may€also€be€in€place€does€€notÏgainsay€the€conclusion€as€the€strategies€are€meant€to€be€complementary€and€mutually€reinforcing.)Ìà  àThe€tobacco€industry€fights€restrictions€on€promotion€and€advertising€ferociously,€evenÏwhile€denying€that€advertising€has€much€at€all€to€do€with€tobacco€use.€€In€this€fight€industry€hasÏrepeatedly€used€certain€data€and€paid€experts.€€Briefing€paper€no.€1€in€this€series€has€documentedÏfrom€the€tobacco€industries`own€files€that€there€existed€doubt€about€the€credibility€of€these€dataÏand€experts€even€as€they€were€being€used.Ìà  àThe€studies€of€J.J.€Boddewyn€(Professor€of€Marketing,€City€University€of€New€York)€andÏGlen€Smith€(Children`s€Research€Unit)€in€over€30€countries€„€paid€for€by€the€tobacco€industry€„Ïpurported€to€show€that€advertising€bans€had€little€to€do€with€total€adult€tobacco€consumption€orÏtrying€that€first€cigarette€by€children.€€None€of€the€studies€has€been€published€in€any€peer„reviewedÐ à/|)9 Ðjournal,€but€thousands€€of€copies€of€the€summary€data€have€been€distributed€world„wide€toÏdecision€makers,€journalists,€€business€people€and€other€influentials,€and€may€continue€to€be€usedÏeven€to€this€day.€€Critical€analysis€of€the€studies,€however€useful,€have€only€appeared€in€specialtyÏacademic€journals€„€such€as€the€British€Journal€of€Addiction,€the€Scandinavian€Journal€of€SocialÏMedicine€„€or€in€limited€circulation€WHO€documents.€€In€this€briefing€paper€and€its€appendices,ÏI€will€point€out€some€other€€major€flaws€in€the€event€that€they€continue€to€be€promulgated€by€theÏindustry.Ìà  àGlen€Smith`s€studies€in€sixteen€countries€all€claim€to€show€the€same€outcome:€advertisingÏaccounts€for€only€1„2%€of€initiation€of€smoking€by€children€„€or€at€least€this€is€the€facileÏconclusion€brought€forward€by€Smith`s€editor,€J.J.€Boddewyn€in€various€testimony€at€nationalÏlegislatures€considering€advertising€restrictions.€€Smith€claimed€that€previous€studies€showing€theÏdefinite€role€of€advertising€were€biased€because€they€used€anonymous€questionnaires,€usually€filledÏup€at€school€„€ñmñsomethowñmññmñsomehowñmñ€this€produced€skewed€information.€€What€Smith€did€was€this:€he€hiredÏlocal€contractors€in€each€country,€who€then€interviewed€children,€ages€7„15,€face€to€face€in€theirÏhomes,€using€a€prompt€list€of€reasons€for€having€tried€òòthat€first€cigaretteóó,€usually€at€about€age€nineÐ À\ Ðin€those€who€ever€tried.€€Then€Smith€gave€the€percentages€of€òòfirst€mentionsóó€to€come€up€with€theÐ "¾ Ð1„2%€figure.€€Such€a€study€would€not€even€be€acceptable€as€a€ñmñhighschoolñmññmñhigh„schoolñmñ€project.€€Surely€theÏcontractors€using€the€prompt€list€knew€whom€for€they€were€workingñiñ€and€his€bias€if€not€hisÏsponsorñiñ;€surely€recall€over€several€years€by€the€majority€of€€the€children€interviewed€who€admittedÏto€smoking€(were€their€parents€present€at€the€interview?)€could€not€give€credible€results;€surelyÏthe€method€of€presenting€the€data€€was€singularly€biased€to€a€preconceived€outcome.€€What€isÏremarkable€in€the€Smith€data€is€the€very€high€percentage€of€children€quite€familiar€with€tobaccoÏadvertising,€over€60„€70%€in€the€various€studies.€Ìà  àBoddewyn`s€data€are€more€difficult€to€work€through.€€His€thesis,€based€on€eightÏcommunist€countries€and€eight€ð ðfree€marketðð€countries,€€has€been€that€total€per€capitaÏconsumption€of€tobacco€has€been€uncorrelated€with€advertising€bans,€whether€strict€or€not.€€AÏprincipal€weakness€of€the€argument€is€that€it€did€not€take€differential€pricing€into€account€„€cheapÏcigarettes€in€a€monopolistic€setting€and€no€control€program€in€place€may€be€more€prevalently€Ïused€without€need€of€advertising.Ìà  àBut€the€assumption€that€advertising€bans€have€been€effective€or€total€is€seriouslyÏundermined,€as€shown€in€Appendix€1.€€In€most€countries€Boddewyn€considered€having€effective€Ð à/|)< Ðbans,€these€were€either€poorly€implemented,€or€remarkably€inventiveñlñsubtleñlñ€promotional€methodsÏcircumvented€the€bans€on€traditional€advertising.€€Finland€is€an€excellent€case€study€in€this€regard.ñmñ׃×ñmññmñ׃ ×ñmñÝ ƒ %ÃÝòòÚ  Ú1Ú  ÚóóÝ  Ý×  ×Ð Æb ÐDespite€the€ñmñunevenessñmññmñunevennessñmñ€of€implementation€of€advertising€bans€and€restrictions,€those€nations€with€Ïthe€strongest€laws€have,€over€time,€effected€the€most€reduction€in€tobacco€consumption€(Finland,€œñvñNorway,ñvñ›ÏIceland€œSingaporeñwñ,€Norwayñwññxñ׃ X×Ý ƒ %ÃÝòòÚ  Ú2Ú  ÚóóÝ  Ý×  ×ñxñ›€in€particular,€see€appendix€3).Ð ì ˆ Ðà  àBoddewyn€used€tobacco€consumption€per€adult€as€the€major€dependant€variable€in€comingÏto€his€conclusion;€in€various€presentations€he€made€cross„national€comparisons€of€consumptionÏover€time€and€in€relation€to€when€a€ban€was€enacted,€the€main€thrust€being€that€tobaccoÏconsumption€has€tended€to€rise€regardless.€€I€find€that€there€has€been€a€systematic€bias€in€œñpñtheÏñpñtobacco›€consumption€data,€comparing€Boddewyn€to€WHO`s€1997€report,€and€also€to€the€studyÏof€Laugesen€and€Meads€„€see€appendices€2€and€4.€€By€presenting€lower€per€capita€consumptionÏat€€a€1970€base€year€Boddewyn`s€data€imply€a€much€greater€increase€in€use€by€1986.€€(Whose€dataÏare€biased?€may€be€fairly€asked.€€It€is€probable€that€the€variable€€œð ðñrññqñpñqññrññrñPñrññsñer€capita€ñsñpounds›€of€tobacco,ððÏtaken€and€modified€from€various€industry€and€governmental€sources,€is€simply€too€crude€aÏmeasure€of€tobacco€use€over€a€short€period€of€œtimeñoñ,€especially€in€adults€with€a€low€quitting€rateñoñ;›Ïand€is€further€confounded€by€smuggling,€falsification,€waste,€œstockage€and€hoarding,€etc.›€€AÏkeener€measure,€I€suggest,€is€prevalence€of€uptake€and€continued€use€by€children,€€by€each€birthÏyear€and€by€gender.)€€Appendix€2€also€shows€some€œñuñimportant€ñuñmisstatements›€of€consumption€dataÏby€Boddewyn.€€œñtñÌñtñ›Ì