Friday, March 12, 2010

Cigarette companies re-channel their marketing strategies

February 12, Gateway Suite, QUEZON CITY, PHILIPPINES -- In line with the “Mga Nagbabagang Kwento: Tobacco Control Media Project of Framework Convention of Tobacco Control Alliance – Philippines,” together with the Campaign for Tobacco-Free Kids and Probe Media Foundation Inc, there would be a three-part discussion about tobacco control on this blog.

Since the implementation of the Tobacco Regulation act in 2003—which restricts ads on tobacco products in all forms of media--the cigarette companies are now re-channeling their marketing efforts to be more indirect, yet it creates a subconscious impact to its possible future buyers. This is the second entry for my “Mga Nagbabagang Kwento: Tobacco Control Media Project,” on their new marketing strategies and indirect advertising.


The Tobacco Control Act of 2003, section 22 stipulates that advertising cigarette products on television, cable, and radio is prohibited, and distribution of leaflets, posters and similar outdoor advertising materials are not allowed--except inside the premise of point-of-sale. Here is the specific information in on grounds and out of the box campaign:

“Sec. 23. Restrictions on Tobacco Promotions - The following restrictions shall apply

on all tobacco promotions.

a. Promotions must be directed only to persons at least eighteen (18) years old. No person below eighteen (18) years old or who appear to be below eighteen (18) years old may participate in such promotions. The participants in promotions must be required to provide proof of age.

b. Communications to consumers about tobacco promotions shall comply with the provisions of this Act governing tobacco advertising. In addition to the required health warning, the age requirement for participation in any promotion must be clearly marked on the program materials distributed to consumers.

c. All stalls, booths and other display concerning tobacco promotions must be limited to point-of-sale of adult only facilities.

d. Telephone communications concerning promotional offers, programs or events must include a recorded health warning message in English or Filipino consistent with the warnings specified in this Act.

e. No placement shall be made by manufacturer, distributor, or retailer of any tobacco product or tobacco product packages and advertisement as a prop in any television program or motion picture produced for viewing by the general public or in a video, or optical disc or on video game machine. l

f. The name, logo or other indicia of a cigarette brand may appear on cigarette lighters, ashtrays, of other smoking related items. If such name, logo or other indicia of the cigarette brand is larger than fifty (50) square centimeters, the item must carry a health warning consistent with the warnings specified in this Act.

g. No merchandise such as, but not limited to, t-shirts, caps, sweatshirts, visors, backpacks, sunglasses, writing implements and umbrellas, may be distributed, sold or offered, directly or indirectly, with the name, logo or other indicia of a cigarette brand displayed so as to be visible to others when worn or used. Clothing items must be in adult sizes only.

h. No name, logo or other indicia of a cigarette brand or element of a brand related marketing activity, may appear on items that are marketed to or likely to be used by minors such as but not limited to sports equipment, toys, dolls, miniature replicas of racing vehicles, video games, and food. The manufacturer or company must take all available measures to prevent third parties from using the company's brand names. Logos or other proprietary material on products that are directed toward minors.

i. No tobacco advertisements may be placed on shopping bags.”

Unfortunately, tobacco companies seek new marketing strategies that would still get the attention of possible clients. Some merchandise that are posted on supermarkets, near the stores where it sells chocolates and children products, coffee shops or restaurant’s table umbrellas, smoking rooms and sari-sari store signages. Here is the statement of Bobby del Rosario, vice president and founding member of FCAP on new strategy of cigarette marketing.


In 2008, a cigarette company sponsored a band’s reunion concert where they gave tickets when they signed up on the cigarette’s website. The event was put on hold because the promotion is a violation of the tobacco regulation law. In the end, the organizer of the event was forced to look for a new source of fund for the concert, since the cigarette company withdrew its support. Right now, these companies are doing socio-related activities, in which, according to del Rosario, was the opposite of what their products is giving. The companies support activities by donating on campaigns which are contradicting with the health hazards its products could bring.

Recently, FCAP threatened to sue the mayor of Tanauan, Batangas, after naming one if the streets in its municipality, from Pantay Bata to a cigarette brand. Dr. Maricar Limpin, executive director of FCAP, says, putting the name of the cigarette brand doesn’t only violate Tobacco Regulation Act, but also very insensitive to the part of the mayor and its team to give honor to a cigarette company, which its products contribute to the death of ten Filipinos every day. FCAP sent a demand letter last February to the mayor and the city council. As of press time, FCAP is still waiting for the response from the said local government officials.

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2 comments:

Moderator said...

hindi kaya marlboro yun for eheads concert

kaspangarigan said...

Can we exchange link?

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