TNAG-1556-FCO40-2120-Broadcasting-in-Hong-Kong-1986 — Page 4

The effectiveness of a ban on tobacco advertising

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to

The tobacco industry has consistently argued that tobacco advertising does not encourage people to smoke and that an advertising ban would not lead to an overall drop in tobacco consumption. Opponents of a ban have claimed that the purpose of tobacco advertising in a mature market such as Hong Kong is purely

influence brand selection

to encourage brand loyalty or persuade smokers to switch to other brands. The tobacco industry has correctly pointed out that smoking is already on the decline in Hong Kong as reflected in the drop in the number of smokers from 888,400 in 1982 to 744,500 in 1984, and have questioned the wisdom of introducing a ban which will reduce the revenue to the broadcasting industry.

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Proponents of a ban have

have argued that as the sole purpose of advertising is to sell a product, tobacco advertising necessarily encourages smoking behaviour and establishes such behaviour as socially acceptable. Advertisers who are not themselves involved say that it is inconceivable that the tobacco industry is not trying to expand its market. Tobacco advertising is seen by those who oppose it as obviously influencing smokers to smoke more, and, more seriously, influencing non-smokers to start smoking, as well

well as delaying smokers from giving it up. Proponents of a ban dismiss as simply self-protecting and disingenuous, the claims representatives of the tobacco and advertising industries who spoke at the BRB and have influenced some sections of the public over the past year. They further argue that tobacco advertising itself deliberately misleads the public by portraying all regular smokers as healthy, attractive personalities. Proponents of

of a ban have also presented the following arguments:

(a) the strength of the tobacco companies

opposition to an advertising ban is proof in itself of the importance of advertising their sales and profitability;

(b)

to

following the introduction of advertising bans in most developed countries, the tobacco industry has concentrated more and more on increasing sales to third world and developing countries

where

public consciousness of the dangers of smoking is lower, and where there is less anti-smoking legislation. A ban on tobacco advertising in Hong Kong would be regarded by the industry as a major setback to its efforts to push tobacco consumption in developing countries;

has

station

of a

(c) historically, no broadcasting

ever ceased to operate as the result ban on tobacco advertising.

by