Covert smoking ads targeting teens, says expert
By Clair Weaver
October 07, 2007 12:00am
TEENAGERS are being encouraged to take up smoking through pro-tobacco "stealth marketing" on popular websites such as YouTube and MySpace, an Australian expert says.
Simon Chapman, professor of public health at the University of Sydney, believes the tobacco industry employs covert methods of reaching youth markets because of widespread bans on advertising its products.
He suspects tobacco companies are responsible for some of the most sophisticated online video promotions, with clips ranging from pro-smoking propaganda to images of celebrity smokers and "sexy" women smoking cigarettes.
"I'd be very surprised if it's not tobacco companies," Professor Chapman said.
"A lot of it is kids mucking about with mobile phones, but there are also a lot of high-production clips up there.
"You have to ask why would you put so much effort into it?''
Professor Chapman said it was almost impossible to prove tobacco companies were involved, but the industry had a history of using stealth-marketing techniques.
The tobacco industry has denied any involvement in viral advertising.
British American Tobacco Australia has rejected "the implication that... it funds pro-smoking clips posted on YouTube, MySpace and Facebook".
"If Professor Chapman has real evidence of this, he should inform the Federal Department of Health and Ageing, which administers the Tobacco Advertising Prohibition Act," a spokesman said.
"British American Tobacco is clear about its responsibilities to society as well as our obligations under Australian tobacco-control laws. We don't use the Internet to circumvent them."
But in a study published in the international journal Tobacco Control, Professor Chapman and his colleague Becky Freeman warn: "Smoking is prolific and accessible on YouTube.
"Possible tobacco-control opportunities need to be explored and evaluated."
They said tobacco companies were increasingly using "below the line" forms of viral cigarette marketing, such as promotions at dance parties, disguising market research as sampling promotions and themed nights in clubs and bars and at music festivals.
"Just as tobacco-company marketers have a presence on youth-friendly venues, it is conceivable they also have a presence on youth-friendly websites," the pair wrote.
"While the world wide web is being used extensively to sell cigarettes, its largely unregulated status holds much potential as a vehicle for both promoting smoking and particular brands of tobacco products, and for promoting anti-smoking discourse."
British American Tobacco Australia insisted it did not encourage minors to smoke.
"We believe that with smoking comes a risk of serious disease," the spokesman said.
"Our business is not about persuading anyone to smoke. It's about offering quality brands to adults who have already taken the decision to smoke and who are fully informed about the risks."
