Advertising of Unhealthy Products Health Article

ADVERTISING OF UNHEALTHY PRODUCTS

The average person is exposed to over 2,500 advertisements per day, and some of these advertising messages are for products that could be considered unhealthy. Some obvious examples are cigarettes, cigars, and chewing tobacco. Other products that may be unhealthy if used to excess are alcohol, over-the-counter drugs, fast foods, and high-fat or high-cholesterol foods. Consumers need to be aware that some advertised products may be unhealthy.

ADVERTISING OF TOBACCO

According to the Federal Trade Commission Report to Congress for 1997 Pursuant to the Federal Cigarette Labeling and Advertising Act, tobacco companies in the United States spent a total of $5.66 billion on advertising, promotion, and sampling in 1997.

Tobacco products, such as cigarettes, cigars, snuff, and chewing tobacco, are associated with many types of illnesses. Cigarette smoking has been connected to lung cancer, heart disease, and emphysema; the use of cigars to cancers of the mouth and throat; and the use of snuff and chewing tobacco to lesions and cancers of the mouth and lips. It is also dangerous for nonsmokers to breathe secondhand smoke and sidestream smoke from cigarettes. Secondhand smoke has been associated with sudden infant death syndrome (SIDS). Mothers who smoke during pregnancy tend to have babies of lower birth weight.

In spite of these known risks, advertising tobacco products is still allowed in the United States and many other countries, albeit with some restrictions. For example, in the United States tobacco advertisements may not appear on radio or television, although they are allowed in newspapers and magazines intended for adult readers. Many countries require warning labels on tobacco products. Some countries require similar warning labels on the tobacco advertisements themselves. Other types of advertising restrictions may dictate the content of tobacco advertising. Most jurisdictions in the United States now forbid the use of cartoon characters in tobacco ads, a result of the mid-1990s Joe Camel campaign for R.J. Reynolds, which featured a "cool" cartoon camel that appealed to children. Canada's Tobacco Act forbids the use of people in tobacco ads, as well as the use of lifestyle advertising.

Proponents of tobacco advertising cite freedom of commercial speech as a principle. They argue that if a product is legal to sell, it should be legal to advertise. Furthermore, they insist that tobacco brand advertising is intended to encourage brand switching among adult smokers and is not intended to increase the number of smokers or the size of the tobacco market.

Opponents of tobacco advertising point out that such ads are viewed by children and underage teens. Research shows that cigarette advertising has predisposing effects, leading children to view smoking in a favorable light. As well, cigarette advertising also has reinforcing effects, encouraging youths who have started smoking to continue the habit. Many tobacco ads portray images of independence, freedom, and rebelliousness that particularly appeal to teenagers.

Tobacco companies commonly focus their campaigns on specific demographic groups. Brands such as Virginia Slims are targeted at young women aged 18 to 34, while many menthol brands are aimed at African Americans. Opponents of this practice complain that these advertising campaigns may be taking advantage of vulnerable groups. Tobacco companies commonly respond by arguing that these consumers are all adults who are able to make their own decisions.

In addition to media advertising, tobacco marketers also use other forms of promotion, such as sponsorship of cultural and sporting events. When such sporting events—for example, auto racing, golf, and tennis—are televised, cigarette marketers' brand names are prominently displayed on the screen, even though marketers may not be legally allowed to advertise on television. This loophole has been closed in some countries that have passed legislation restricting sponsorships by tobacco companies. The Olympic Committee has declared the International Olympic Games a smoke-free event.