Chapter 27 International

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International: Japan

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Two years after the American tobacco companies entered the Japanese market in

1986, cigarette television ads had increased ten-fold. Five years after the market was

opened, female smoking prevalence increased from 8.6% to 18.2%. Prevalence is

now 27% among Japanese women in their twenties.

Tobacco Use: An American Crisis, p. 73

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In Japan, cigarette ads rose from fortieth to second place in total commercial

television air time from 1986 to 1988 following the entry of US companies into the

Japanese market. Two thirds of the ads were for American brands. On an average

day, 60 ads for US brands appear on Japanese TV. By 1988, 26% of Japanese

female high school seniors smoked, compared to 13% of adult women.

Reader's Digest, April 1993, and Tobacco Control, Autumn 1995, p. 239

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25% of the physician members of the Japan Society of Chest Diseases admit to

being smokers.

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Warnings on cigarette packages in Japan read: "Let's be aware of smoking too

much, as there is a danger it could harm your health."

NEJM, January 12, 1991, p. 815

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In Japan there are 5.5 million vending machines, of which 500,000 dispense

cigarettes. Life insurers in Japan offer no discounts for nonsmokers, and no-smoking

sections in workplaces and restaurants remain curiosities.

New York Times, October 17, 1993, p. F1

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Monday, July 24, 2000

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