Public Health Groups Urge Philip Morris to End Marlboro Global Ad Campaign Targeting Youth

[onehandle]

Last edited Wed Mar 12, 2014, 02:01 PM - Edit history (1)

Source: PR Newswire

[IMG][/IMG]

WASHINGTON, March 12, 2014 /PRNewswire-USNewswire/ -- A coalition of international public health organizations today called on Philip Morris International (PMI) to end a global marketing campaign for its best-selling Marlboro cigarettes that has been found by a German court to target youth and has generated similar complaints in other countries. The organizations issued a new report detailing how the "Be Marlboro" campaign, which has spread to more than 50 countries, uses themes and images that appeal to youth.

The report, titled "You're the Target," was issued by the Campaign for Tobacco-Free Kids, Alliance for the Control of Tobacco Use Brazil, Corporate Accountability International, Framework Convention Alliance, InterAmerican Heart Foundation and Southeast Asia Tobacco Control Alliance.

PMI's global marketing campaign, launched in Germany in 2011, links smoking Marlboro with risk-taking, independence, exploration, rebellion against authority and freedom - all attributes that are highly attractive to youth - and delivers the message "Don't Be a Maybe. Be Marlboro." It features images of attractive young people partying, falling in love, playing music and engaging in adventure sports such as snowboarding and surfing. The campaign tells young audiences that "Maybe never fell in love" or "A maybe is not invited" and they should define themselves by choosing to "Be Marlboro."

In October 2013, a German court banned the "Be Marlboro" campaign, finding that it encouraged children as young as 14 to smoke in violation of Germany's tobacco advertising law and that "the advertising specifically targets risk-taking, rebellious youths" (PMI has indicated it will challenge the ruling, but the court's ban remains in place). Complaints that the campaign targets youth and violates advertising regulations have also been filed in Brazil, Colombia and Switzerland.

Read more: http://news.yahoo.com/public-health-groups-urge-philip-morris-international-end-133800944.html

[RobertEarl]

1. Goes to show why we are in such trouble

Public health groups focusing on a cigarette, while ignoring the elephants of nuclear power, fossil fuel pollution and other big corporate environmental polluters.

And we're supposed to have trust they really care about us?

[mac56]

2. "Focusing on a cigarette"

I think public health groups have proven themselves quite adept at multitasking.

[JoeyT]

3. Mostly they're not.

Which is why a company can poison the water supply of thousands of people and get a slap on the wrist while raking in billions.

I wish they were good at multitasking.