How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Hafez, N; Ling, Pamela M.

doi:10.1136/tc.2005.011189

Cited by 104 publications

(83 citation statements)

References 45 publications

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“…In response to the globalization of the tobacco epidemic (23)(24)(25)(26), WHO established the WHO Framework Convention on Tobacco Control to provide a framework for proven tobacco control measures (27), including raising the price of tobacco products, banning smoking in public places, restricting tobacco advertising and promotion, counteradvertising, and providing treatment and counseling for tobacco dependence (28). This framework has been ratified by 168 countries or parties as of March 2010.…”

Section: Lung and Bronchusmentioning

confidence: 99%

Global Patterns of Cancer Incidence and Mortality Rates and Trends

Jemal

DeSantis²,

Ward³

2010

Cancer Epidemiology, Biomarkers &Amp; Prevention

2,400

1,689

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While incidence and mortality rates for most cancers (including lung, colorectum, female breast, and prostate) are decreasing in the United States and many other western countries, they are increasing in several less developed and economically transitioning countries because of adoption of unhealthy western lifestyles such as smoking and physical inactivity and consumption of calorie-dense food. Indeed, the rates for lung and colon cancers in a few of these countries have already surpassed those in the United States and other western countries. Most developing countries also continue to be disproportionately affected by cancers related to infectious agents, such as cervix, liver, and stomach cancers. The proportion of new cancer cases diagnosed in less developed countries is projected to increase from about 56% of the world total in 2008 to more than 60% in 2030 because of the increasing trends in cancer rates and expected increases in life expectancy and growth of the population. In this review, we describe these changing global incidence and mortality patterns for select common cancers and the opportunities for cancer prevention in developing countries. Cancer Epidemiol Biomarkers Prev; 19(8); 1893-907. ©2010 AACR.

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Section: Lung and Bronchusmentioning

confidence: 99%

Global Patterns of Cancer Incidence and Mortality Rates and Trends

Jemal

DeSantis²,

Ward³

2010

Cancer Epidemiology, Biomarkers &Amp; Prevention

2,400

1,689

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“…Young adults are an increasingly important target audience for the tobacco industry worldwide 19,20 and are considered a source of new and long-term tobacco users. Tobacco industry strategists are acutely aware that young adults often experiment with smoking and other tobacco use during this life stage and that experimentation may progress to regular use.…”

Section: Original Investigationmentioning

confidence: 99%

Tobacco Retail Outlet Density and Young Adult Tobacco Initiation

Cantrell

Pearson

Anesetti-Rothermel

et al. 2015

NICTOB

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Background: A growing body of evidence indicates that the density of tobacco retail outlets around the home residence may influence tobacco use among youth and adults. The purpose of this study was to examine the impact of neighborhood tobacco retail outlet density on young adult initiation of different tobacco product types. Methods: Cross-sectional data from a 2013 nationally representative sample of young adults aged 18-34 was examined in relation to a 2012 geocoded listing of all outlets likely to sell tobacco in the United States. Separate multivariable logistic regression analyses examined associations between neighborhood outlet density and past 6 months first use of cigarettes, non-cigarette combustible products, and noncombustible products among adults aged 18-24 and 25-34. Results: Outlet density was significantly associated with recent initiation of cigarettes and other combustibles, but this impact varied for younger and older groups. Increased density was significantly associated with a higher likelihood of initiating cigarette use among adults aged 25-34 (OR = 3.75, 95% CI = 1.18, 11.90), and of initiating non-cigarette combustible use among 18-24 year olds (OR = 3.16, 95% CI = 1.03, 9.74). There was no impact of outlet density on recent noncombustible product initiation among either group. Conclusion: This study is the first to examine the impact of tobacco outlet density on young adult initiation of cigarettes and other tobacco products. Findings demonstrate that residential neighborhood outlet density is associated with recent initiation of combustible products and this effect varies by product type and age. The tobacco outlet environment may be a critical factor in promoting young adult tobacco use initiation.

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“…The tobacco industry employs similar promotional strategies worldwide (Hafez & Ling, 2005;Bitton, Neuman, & Glantz, 2002). With respect to PREPs and other emerging technologies, FCTC stipulations against all promotion of a tobacco product that is likely to create an erroneous impression about the product's health effects, hazards, or emissions should be endorsed internationally.…”

mentioning

confidence: 99%

Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers

Anderson

Pollay²,

Ling

2006

Social Science & Medicine

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We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. Over time, advertising emphasis shifted to salient psychosocial needs of the target markets. A case study of Vantage in the USA and Canada showed that advertising presented images of intelligent, upward-striving people who had achieved personal success and intentionally excluded the act of smoking from the imagery, while minimal product information was provided.This illustrates one strategy to appeal to concerned smokers by not describing the product itself (which may remind smokers of the problems associated with smoking) but instead using evocative imagery to distract smokers from these problems. Current advertising for potential reduced-exposure products (PREPs) emphasizes product characteristics, but these products have not delivered on the promise of a healthier alternative cigarette. Our results suggest that the tobacco control community should be on the alert for a shift in advertising focus for PREPs to the image of the user rather than the cigarette. Framework Convention on Tobacco Control-style advertising bans that prohibit all user imagery in tobacco advertising could preempt a psychosocial needs-based advertising strategy for PREPs and maintain public attention on the health hazards of smoking. Abstract word count: 243

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How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Cited by 104 publications

References 45 publications

Global Patterns of Cancer Incidence and Mortality Rates and Trends

Global Patterns of Cancer Incidence and Mortality Rates and Trends

Tobacco Retail Outlet Density and Young Adult Tobacco Initiation

Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers

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