Empower Women – Combating Tobacco Industry Marketing · International Network of Women Against Tobacco Geneva, May 31, 2010. ... seduction Russia 2010 Sweden 2010. Margaretha Haglund,

Margaretha Haglund, Sweden and INWAT

Empower Women –

Combating Tobacco Industry

MarketingMargaretha HaglundDirector, National Tobacco Control Programme

National Institute of Public Health, Sweden

Past president of INWAT, the International Network of Women Against Tobacco

Geneva, May 31, 2010


A Dream of a Palauan Lady

When I was a little girl

I could hardly wait

to grow up

so I could wear a black dress,

put red lipstick on my lips,

sit with my legs crossed

and smoke Salem”

Source: Irish Tutii, Palau, 2007


The tobacco industry and women

“It will be like opening a new gold mine right in our front yard!"Mr Hill, president of AmericanTobacco,1928


Ruthless marketing strategies

…from the 1920s to today…

1930s U.S. 1960s Sweden 2010 Indonesia


The tobacco industry´sseduction

To make cigarettes and smoking:

• Aspirational (desirable and fashionable)

• Acceptable (socially and culturally)

• Accessible (available and affordable)

• Addictive (long-term behaviour)


Philip Morris 1989

….we are naturallymore interested tolearn how you planto target the emerging young adult female smoker rather than the older femalesmokers


Smoking has been promoted to women as:

Glamorous Sociable

Sophisticated Relaxing

Fun Calming

Romantic Emancipated

Sexy Liberating

Healthy Rebellious

Sporty Slimming

Fashionable Cool


Slim, light and mild – The bigfraud !

U.S. 1960sU.S. 1930s


The emerging markets

• The emerging markets are those countries with no previous cigarette smoking traditions, countries in the first stages of the tobacco epidemic


The tobacco industry is still advertising very openly in some of the

”key” countries!

Russia

Germany

U.S.

Indonesia


Exploiting and endangeringwomen


The packet design and flavouringseduction

Russia 2010 Sweden 2010



Our hope– the FCTC and gendered tobacco control• Incorporate gender into

all tobacco controlmeasures

• Develop a gender-responsiveinfrastructure for tobacco control incl. promote women´sleadership in tobaccocontrol

Source: Sifting the evidence, WHO,2008


But still we have a very long wayto go!


Confirmed in the WHO Euro study2010

• A study on how the tobacco industry is marketing its productsto women and what the response has beenfrom the healthcommunity of Europe


What about the tobacco controlcommunities' response to the tobacco industry´s marketing to women?


The civil society counter-actingthe tobacco industry

Raped by a

Sweden 2006 Netherlands 2003Sweden 1997


The example the EU's pictorial warnings and

Article 4.2.d

• When people are shown pictures to illustrate the most severe health risks from smoking (e.g. cardiovascular

diseases and lung cancer) a man is always featured;

• When cosmetic risks are illustrated, such as ageing and smoking-related wrinkles, a woman is featured;

• The doctor illustrating where to get help to stop smoking

is a man.


The conclusion: it is high time to identifywomen´s tobacco use as major health and society problem

• And to start implementing Article4.2.d of the FCTC; about ”the need to takemeasures to addressgender-specific risks when developingtobacco controlstrategies.”


Empower women - promote women´s leadership in the

tobacco control movement

Nurses Against Tobacco protesting outside a tobacco industry-sponsored event in Stockholm 1999


The International Network of Women Against Tobacco (INWAT)

• Founded in 1990 with the aim to support women working in tobacco control.

• Provides contacts and shares strategies in between individuals and organizations working in tobacco control.

• Supports the development of women-centred tobacco control prevention and cessation programmes.

• Assists in the organisation and planning of conferences on tobacco control.

• Collaborates in the development of publications on women and tobacco issues.

• Promotes female leadership.


Article 11-12 and 13 – specific recommendations

with a women and girls focus from INWAT Euro

• The comprehensive ban on all forms of direct and indirectadvertising incl. standardized plain packaging (Article 11 and 13)

• Research into and the monitoring and publicizing of gender-specific marketing tactics should be continued (Article 13)

• Graphic warnings should also target women but not only focus on women and pregnancy (Article 11)

• The ban of the misleading terms such as”light”, ”mild” (Article11)

• Women and gender experts should be involved and consulted in developing gender-specific information and counter-advertising messages (Article 12)

• Tobacco educational programmes and materials should avoid stigmatizing women and pregnant smokers (Article 12)


Welcome on the barricades to stop the tobacco industry's

seduction!

Women´s health is a human right.Tobacco is not !

Documents

Empower Women – Combating Tobacco Industry Marketing · International Network of Women Against Tobacco Geneva, May 31, 2010. ... seduction Russia 2010 Sweden 2010. Margaretha Haglund,