Protecting children from tobacco industry interference| Tabaccologia

Article

The “World No Tobacco Day” is celebrated every year on May 31. This annual event aims to raise public awareness about:

1. the dangers of tobacco use;
2. the commercial practices of tobacco companies;
3. what the World Health Organization (WHO) is doing to combat the tobacco epidemic;
4. what people around the world can do to claim their right to health and a healthy life, to protect future generations.

WHO member states established the World No Tobacco Day in 1987 to draw global attention to the tobacco epidemic and the resulting death and preventable diseases. In 1987, the World Health Assembly passed Resolution WHA40.38, calling for 7 April 1988 to be a “World Day Against Smoking”. In 1988, Resolution WHA42.19 was passed, calling for the celebration of World No Tobacco Day every year on May 31.

The theme of World No Tobacco Day 2024 was to protect children from tobacco industry interference.

We know that around the world there are about 1.3 billion tobacco consumers. Tobacco kills about 8 million people each year (more than 7 million active smokers and over 1 million non-smokers exposed to passive smoking), including 1 million in the Americas. The life expectancy of smokers is at least ten years shorter than that of non-smokers. Tobacco is the only legal consumer product that kills up to half of its consumers. Tobacco companies have spent over $8 billion on marketing and advertising. Children and adolescents who use e-cigarettes double (at least) their chances of smoking cigarettes later in life. For a long time, the tobacco industry has tried to bring generations of consumers closer to nicotine and tobacco, using deception and devious tactics, causing this global epidemic. In order to satisfy investors, this industry seeks to create new consumers, especially among young people and adolescents, by sponsoring existing products and promoting new ones to expand them on the market in the absence of adequate rules to counter their spread. The tobacco industry continues to obstruct effective measures, such as tax increases and a ban on tobacco advertising, promotion and sponsorship, threatening legal action against governments seeking to implement such measures and prohibitions [1].

Over the years, tobacco consumption has become less and less accepted by society. This trend has forced the tobacco industry to find new strategies to reach new consumers. For this reason, we have moved from the introduction of the filter for cigarettes and cigarettes “light” and “mild”, with reduced risk perception and harm from tobacco consumption [2] to new trendy products, such as electronic cigarettes and heated tobacco. Electronic cigarettes are often proposed to the public as “low risk” consumer products, therefore socially acceptable, resulting in stimulating the long-term use of nicotine products that are harmful to the consumer. Since no data is available on the long-term effects of the consumption of electronic cigarettes and there is no regulation in most countries, the tobacco industry can avoid sponsorship bans and promote their use in environments where smoking is otherwise prohibited [3].

In order to promote its products, the tobacco industry uses:

1. the involvement of famous people and influencers, with a more authentic sense of promotion [4] in particular where it is not revealed that posts are sponsored;
2. scholarship offering [5,6], sometimes requiring to submit studies on tobacco risk and the potential of electronic cigarettes [7,8];
3. funding of schools, to have the opportunity to speak in class or at the end of the Lessons, and summer camps to spread misconceptions on the risks of electronic cigarettes [9].

There are several advertising tactics used to reach young people. Social media and digital platforms have made it possible to strategically reach younger generations, using apps and video games. Although there are advertising bans in different countries, cross-border advertising has not been explicitly banned, exposing young people to digital advertising and social media from other countries. Retailers also play an important game in this area: those located near schools are often paid to exhibit with attractive marketing materials, such as luminous showcases, tobacco and nicotine products. Exposing a wide range of products that can attract young people is what is done by the most modern and attractive commercial spaces. To better capture the attention of young people, the products are displayed at the height of the eyes of children and often near other shops selling products of interest to children. In addition, marketing strategies use flavors that young people like, products with elegant design and pocket (with the risk that they are not recognizable in the hands of a child) and cartoon characters. Young people can come into contact with nicotine and tobacco products also by distributing free samples or sometimes possessing objects with company logos. It’s also known the influence that entertainment media may have had, like TV and cinema.

From the point of view of distribution, the consumption of these products by young people is encouraged by: the marketing of bulk cigarettes and disposable electronic cigarettes; the presence of vending machines; sales on the internet [10].

WHO released a video for the World No Tobacco Day 2024 in which the same actor plays 4 different characters:

1. the head of a cigarette company, who first passes on the idea to the viewer that wants to create a smoke-free world and then, after transmission, welcomes the profits made by continuing to sell cigarettes worldwide;
2. a researcher, paid by the tobacco industry, who reassures that electronic cigarettes and heated tobacco products are safer;
3. an influencer that promotes aromas and tastes that young people like, masking nicotine in products that, as guaranteed by the tobacco industry, are not dangerous;
4. an activist who views tobacco laws as a violation of the rights of smokers.

The meaning of the video is to warn about the risks of misinformation that is created by the tobacco industry.

Children, adolescents and young people in general are our future. World No Tobacco Day 2024 will give value to young people around the world, who are demanding that the tobacco industry stop targeting them with products that are harmful to their health. Young people globally call on governments to adopt policies that protect them from the manipulative practices of tobacco and related industries, including the relentless marketing of their dangerous products through social media and streaming platforms [1].

References

1. World Health Organization (WHO).Publisher Full Text
2. Centers for Disease Control and Prevention (US); National Center for Chronic Disease Prevention and Health Promotion (US); Office on Smoking and Health (US). Centers for Disease Control and Prevention (US): Atlanta (GA); 2010.
3. Stopping Tobacco Organizations & Products (STOP). Addiction at any cost: Philip Morris International uncovered. 2019. Publisher Full Text
4. Top Drawer. 10 tips to master influencer marketing on Instagram. 2019. Publisher Full Text
5. Linder R. Philip Morris offers Israeli medical students grants for attending lectures. 2019.
6. Southeast Asia Tobacco Control Alliance (SEATCA). Top universities reject big tobacco’s research funding. 2017.
7. Carroll L. Reuters; 2020. Publisher Full Text
8. Binkley C. AP News; 2018. Publisher Full Text
9. Kaplan S. New York Times; 2019.
10. Tabaccoendgame.Publisher Full Text