Feature Article

A recent article in the New York Times (subscription required) reported that "[c]igarette marketing . . . has largely gone under the radar." Rather than focusing on mass media campaigns, tobacco companies "have employed tactics like direct mail, coupon discounts and promotional efforts for its database of smokers."

A new report in the American Journal of Preventive Medicine, meanwhile, shows that these new tobacco industry tactics may be working. The study found that young adults are the demographic most likely to take advantage of the coupon discounts offered by tobacco companies.

The Campaign for Tobacco-Free Kids has a fact sheet discussing some of the tactics the tobacco industry uses to reach college students, including bar promotions, brand-sponsored musical events, and advertising in alternative weeklies. Last year, Philip Morris hosted a series small-venue concerts in honor of the Marlboro brand's 50th birthday, featuring famous musicians like Lenny Kravitz and John Mellencamp. Just last week, The Other Paper in Columbus included several ads for Camel-sponsored St. Patrick's Day events around town.

Given the tobacco industry's focus on young adults, policymakers and advocates should be responding in kind. As discussed in a previous newsletter, California's law prohibiting free giveaways of cigarettes was recently upheld against a legal challenge. Ohio has no such law, although at least one municipality - Oxford, Ohio - does.

Tobacco control advocates can also work with bars near campuses to encourage them not to accept tobacco industry sponsorship. This has been successful in some locations. For example, the Tobacco Control Program of Monterey, California convinced at least 69 bars and restaurants to adopt voluntary policies rejecting tobacco sponsorship. Advocates can also encourage universities to reject tobacco sponsorship of events and organizations, prohibit the free distribution of cigarettes on campus (including at sorority and fraternity events), and prohibit tobacco advertising in school publications. In 2005, the Wexner Center for the Arts at Ohio State University accepted $60,000 from Altria, Inc., the parent company of Philip Morris. Partnering with the tobacco industry sends the wrong message, especially as the tobacco industry continues to aggressively pursue college students in an attempt to recruit and addict future customers.