Skip header navigation

University of Stirling

×

Article

Tobacco packaging as promotion

Citation
Moodie C & Hastings G (2010) Tobacco packaging as promotion. Tobacco Control, 19 (2), pp. 168-170. http://tobaccocontrol.bmj.com/content/19/2/168.extract; https://doi.org/10.1136/tc.2009.033449

Abstract
Almost twenty years ago it was suggested that restrictions in tobacco advertising would only be partly successful as the ‘pack itself is a powerful form of advertising’. These words have proved prescient as the pack has indeed emerged as the primary marketing tool in jurisdictions with tight marketing controls. In the UK, for instance, following the introduction of the Tobacco Advertising and Promotion Act between 2003 and 2005, which banned all forms of tobacco advertising and promotion, the pack has became the main marketing driver. Moodie and Hastings explain how UK tobacco industry marketing documents from between 1995 and 2000 both predicted the increasing importance of the pack in the face of marketing restrictions and highlighted the different ways the pack can be employed to promote the product, via what they refer to as value, image and innovation (or gimmick) packaging.

Keywords
tobacco; advertising; packaging; Framework Convention on Tobacco Control; UK; Advertising Tobacco Europe; Social marketing; Tobacco Law and legislation

Journal
Tobacco Control: Volume 19, Issue 2

StatusPublished
Author(s)Moodie, Crawford; Hastings, Gerard
Publication date30/04/2010
URLhttp://hdl.handle.net/1893/2362
PublisherBMJ Publishing Group
Publisher URLhttp://tobaccocontrol.bmj.com/content/19/2/168.extract
ISSN0964-4563
Scroll back to the top