The Economics of Tobacco and Tobacco Control

Chapter 7
The Impact of Tobacco Industry Marketing
Communications on Tobacco Use
The tobacco industry employs a wide array of communications tools to market its products
to the public, from mass media advertising, sponsorship, sales promotions, and packaging,
to Internet and new media strategies. Researchers have examined the influence of industry
communications strategies on tobacco use, particularly among young people, as well as
policy interventions to restrict tobacco industry marketing. Topics covered in this chapter
include:
• Econometric studies of the impact of tobacco marketing on tobacco use
• Econometric studies of tobacco marketing bans and related policies
• Population-level cross-sectional and longitudinal studies on consumer response to
tobacco marketing, particularly among young potential smokers and current
smokers
• The impact of other tobacco marketing efforts such as sponsorship, loyalty
incentives, and tobacco advertising and placement in entertainment media.
An extensive body of research shows that tobacco marketing and tobacco use are causally
linked, and that comprehensive marketing bans are effective in reducing tobacco use.
Findings from this research support the implementation of the World Health Organization
Framework Convention on Tobacco Control, which, under Article 13, legally binds Parties to
the treaty to implement a comprehensive ban on tobacco advertising, promotion, and
sponsorship, or restrictions for Parties that are not in a position to implement a
comprehensive ban due to their constitution or constitutional principles.
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