Trust Us We're The Tobacco Industry - Tobacco Control Supersite

14. Women
Throughout the world, smoking by
women is a serious, growing public
health problem. Women, especially
those in developing countries, constitute
a major untapped market for the
cigarette companies. The tobacco
industry uses the expertise of marketing
and promotion tactics developed
over decades to reach these potential
smokers. As early as 1950, the industry
recognized that:
“A massive potential market still
exists among women and young
adults, cigarette industry leaders
agreed, acknowledging that recruitment
of these millions of prospective
smokers comprises the major objective
for the immediate future and on a
long term basis as well.” 225
The tobacco industry has repeatedly
used the theme of women’s independence
in its advertising campaigns.
In a report on the tobacco industry,
the Investor Responsibility Research
Center observed the following:
“Demographically, the population
explosion in many underdeveloped
countries ensures a large potential market
for cigarettes. Culturally, demand
may increase with the continuing
emancipation of women and the linkage
in the minds of many consumers
of smoking manufactured cigarettes
with modernization, sophistication,
wealth, and success, a connection
encouraged by much of the advertising
of cigarettes throughout the world.” 226
The companies have targeted
women with “low-tar” and “light”
cigarette brands. In Imperial Tobacco’s
advertising campaign for its Matineé
As a focus,... we are naturally
more interested to learn how you
plan to target the emerging young
adult female smokers rather than
the older female smokers.
Extra Mild Cigarettes in Canada, for
example,
“Our woman is front and centreFll.
She is unquestionably the star. She is
happy and healthy. She is not a physical
fitness fanatic, but loves to take
part in healthy fun activities. And while
she is good at them, she is not a champion….As
the strategy dictates, her
activities are not too strenuous or aerobic.
Smoking a low [tar and nicotine]
cigarette would be a logical extension
of the lifestyle depicted….The theme
‘Feeling extra good, Smoking Extra
Mild’, is a reflection of the feeling that
seems to be indicated by prior research,
that is: ‘Even though I smoke, I like to
be active and look after myself—so I
smoke an extra mild cigarette.” 227
(Imperial Tobacco, Canada, undated)
In developing countries, the tobacco
industry uses its expertise in marketing
and promotion to reach potential
women smokers. The industry’s
hope in Africa, Asia, and Latin America
is that
“…increasing smoking incidence
among young women will serve to
maintain starting incidence….[and
that] Further female incidence will
continue to rise in these regions.
40
The net result will be a continuing
growth in incidence although at a
slower rate than previously.” 228
(BAT, 1979)
Philip Morris’s Virginia Slims
brand has led the way in targeting
young women in Asia:
“…[W]e are naturally more interested
to learn how you plan to target
the emerging young adult female
smokers rather than the older female
smokers” 229
(Philip Morris, 1989)
In China, the company sees the
need to boost brands
“…which are currently small but
which may have long-term development
potential such as a female brand
like Virginia Slims.” 230
(Philip Morris, 1980)
Despite their efforts to increase
smoking rates among women, the
tobacco industry does not want to
be recognized for its efforts, as these
1989 comments about an impending
U.S. government report show:
“Although overall smoking is not
rising in Asian markets because of
our imports, smoking among women
may well be rising and the report will