About My Health Careers Internship MedBlogs Contact us
Medindia LOGIN REGISTER
Advertisement

Legal Loopholes Being Used by Tobacco Companies to Target Kids in Outdoor Ads

by Rajashri on August 1, 2008 at 2:58 PM
Font : A-A+

 Legal Loopholes Being Used by Tobacco Companies to Target Kids in Outdoor Ads

Researchers have alleged that tobacco companies have failed to keep a promise they made a decade ago to eliminate ads for alcohol and tobacco within 500 feet of schools, playgrounds and churches.

In 1998, tobacco industry moguls like Philip Morris, R.J. Reynolds, Brown and Williamson, Lorillard and Liggett had agreed to support the Tobacco Master Settlement Agreement as a part of anti-smoking efforts, and stop targeting children with glossy ads featuring cartoon characters and removing tobacco billboards and bus bench ads.

Advertisement

However, Rand Corporation researchers have found that kids still remain a part of the industry's advertising strategy.

The researchers evaluated compliance by observing outdoor advertisements for one year during 2004 and 2005, in 106 census tracts in pre-Katrina New Orleans, as well as 114 census tracts in Los Angeles County.
Advertisement

They found that in Los Angeles, 25 percent of tobacco ads and 37 percent of alcohol ads were located within 500 feet of a school, playground or church.

About 20 percent of tobacco and alcohol ads in Louisiana were within 500 feet, where, 26 percent of tract residents were underage. In Los Angeles County tracts, 28 percent were minors.

"You have these small media, posted multiple times in multiple locations," said Molly Scott, lead study author and a Rand Corporation researcher.

"These are not huge billboards, so they [tobacco companies] are complying. But in the big sense of things, not so much."

The tobacco ads were also not complying with the terms of their size and frequency.

Of 130 alcohol ads observed in Los Angeles, more than half were either extra-large billboards (14 feet by 48 feet) or average size (12 feet by 24 feet). In Louisiana, 61 percent of the alcohol ads were average size (12 feet by 24 feet).

Of 81 tobacco billboards observed in Los Angeles, 99 percent were posters, banners or fliers, and 27 percent of those appeared two to four times in the same location.

In Louisiana, 25 percent of 154 tobacco ads were small billboards, while 71 percent were posters, fliers or banners. About 66 percent appeared two to four times in the same location.

"Maybe one of the unintended consequences of the MSA [the master settlement agreement] is more local targeting," Scott added.

Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America said that store-owners could place some small advertisements - without brand name attachments - announcing that cigarettes are on sale.

He added that the organization does not specifically consider banners and posters outdoor advertising.

As far as the advertising industry's efforts, "We're not aware of members deliberately or aggressively violating the voluntary pledge," said Freitas.

Source: ANI
RAS/M
Advertisement

Advertisement
News A-Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
News Category
What's New on Medindia
Contraceptive Pills in Polycystic Ovary Syndrome (PCOS) Curtail Type 2 Diabetes Risk
Mushroom May Help Cut Down the Odds of Developing Depression
How to Battle Boredom during COVID
View all

Medindia Newsletters Subscribe to our Free Newsletters!
Terms & Conditions and Privacy Policy.

More News on:
Health Hazards of Smoking Smoking And Cancer Smoking And Tobacco Height and Weight-Kids 

Recommended Reading
Health Hazards of Smoking
Smoking causes many diseases and affects the overall health of smokers....
Smoking And Tobacco
Encyclopedia section of medindia briefs you about the History of Tobacco...
Anti-smoking Laws in Two German States Questioned by Top Court
Germany's top court upheld complaints Wednesday against anti-tobacco laws in two states, in a ......
2nd October Declared 'World No Alcohol Day' in India
Health minister, Dr. Anbumani Ramadoss on Tuesday sought the Governments' approval to declare 2nd .....
Smoking And Cancer
Smoking is the most important preventable cause of cancer in the world....

Disclaimer - All information and content on this site are for information and educational purposes only. The information should not be used for either diagnosis or treatment or both for any health related problem or disease. Always seek the advice of a qualified physician for medical diagnosis and treatment. Full Disclaimer

© All Rights Reserved 1997 - 2021

This site uses cookies to deliver our services. By using our site, you acknowledge that you have read and understand our Cookie Policy, Privacy Policy, and our Terms of Use