Taking Action against Big Tobacco Why it Matters and What You Can Do Campaign for Tobacco-Free Kids January 2010

Beware of the wolf in sheep’s clothing! Presentation Outline Tobacco Industry Wrongdoing Why we must act Strategies tobacco industry uses to grow its business How to counteract the industry to achieve strong tobacco control policies Beware of the wolf in sheep’s clothing!

FCTC Article 5.3 Guidelines Principle 1: There is a fundamental and irreconcilable conflict between the tobacco industry’s interests and public health policy interests.

Maximize profits to fulfill duties to financial stakeholders Tobacco Industry Goal Maximize profits to fulfill duties to financial stakeholders Increase use of its deadly product Prevent the public and government from taking action to stop business growth

Tobacco Control Goals Reduce tobacco-caused disease and death Decrease use of deadly tobacco products Change public opinion about tobacco use and the tobacco industry Push for adoption and implementation of strong tobacco control policies

Why We Must Act Tobacco companies have and never will be like other businesses. Intentionally make their products addictive, knowing that their products kill Use all means – legal and illegal – to sell their deadly products Deceive the public and policy makers by attempting to appear credible and trustworthy Aggressively target vulnerable groups Use lawyers, lobbyists, and public relations firms to undermine tobacco control Now use strategies perfected in developed markets to addict new smokers in emerging markets

The Tobacco Industry’s Death Toll Currently: 1 in 10 deaths linked to tobacco 4.9 million people die each year from tobacco use By 2030: Expected to be leading cause of death worldwide 8 million people a year will die from tobacco use 80% of those deaths will occur in developing countries

Overall Tobacco Industry Strategies Legitimize themselves where they operate Interfere with the policy making process Create new users and keep existing ones UNDERMINE STRONG TOBACCO CONTROL POLICIES

Tobacco Industry Strategies Legitimize themselves where they operate corporate philanthropy “socially responsible” activities media “trainings” funding supportive research creating/funding issues-specific alliances UNDERMINE STRONG TOBACCO CONTROL POLICIES

Tobacco Industry Strategies Interfere with policy making process by creating allies and preserving influence among policy making and regulatory bodies by: lobbying political funding drafting bills; submitting comments participating on committees providing political donations, gifts, trips, and perks

Tobacco Industry Strategies Create new users and keep existing ones advertising, promotion and sponsorships targeted at kids, young people and women new product “innovations” expansion into emerging markets pricing strategies

HOW Their Strategies Impact Policy Change Strengthens their arguments against proven policies Makes it acceptable for political leaders to: Associate with them Accept their money Defend industry positions Enables them to enlist other businesses to support them Blurs debates that should be black and white Calms the OUTRAGE that is critical for action

How TI Undermines Smoke-free Policies Falsely claim public support for regulation of public smoking Propose ineffective voluntary regulation or weak legislation to stop strong enforceable laws Create, influence and mobilize allies Change product design and type Challenge legality of smoke-free laws

How TI Protects its Ability to Engage in Advertising, Promotion and Sponsorships Engages in marketing tactics that get around partial APS bans direct advertising, indirect advertising Conducts misinformation campaigns and mobilizes allies/retailers to ensure partial bans Challenges legality of comprehensive bans right to advertise legal product voluntary codes loss of advertising revenues

TI Strategies to Keep Prices Low Directly lobby for favorable tax structure Fight for tax equalization of different tobacco products India (bidis) & Indonesia (kreteks) Implement pricing strategies Add a Manufacturer’s Price Increase (MPI) at the same time as tax increase Launch economy brands Introduce smaller pack sizes Marlboro pillow packs, Philippines 2008.

Countering the TI Must be Part of All Policy Campaigns Expose and counter the tobacco industry’s wrongdoing that promotes tobacco use, the tobacco industry, and weakens tobacco control policies; 2. Use this information to discredit the tobacco industry and create outrage among policy makers and the public to stop their ability to influence policy making; AND 3. Advocate for strong tobacco control policies embodied in the FCTC and FCTC Guidelines.

Call to Action Monitoring and exposing tobacco industry strategies are ESSENTIAL elements of our policy campaigns. WE MUST create an environment that enables passage and implementation of strong tobacco control policies.

Themes to Counter the Industry Discredit them and remove them as stakeholders Create outrage about their deadly tactics to push decision-makers to act Expose the impact of their strategies on tobacco control policies PUBLICLY link their bad acts to their real goal – to maximize profits

How to Counter the Tobacco Industry WHAT NOW? How to Counter the Tobacco Industry

EXAMPLES of SUCCESSES CSR in China Advertising Ban in Mexico Political Interference in Indonesia

CSR in China: Discredit tobacco sponsorship campaigns (1) Ministry of Civil Affairs canceled the nominations of tobacco companies for philanthropy awards (Nov 2008). (2) Shanghai World Expo returned RMB 200 million ($US 29.3 million) Shanghai Tobacco Company to support China’s pavilion (July 2009). (3) 11th National returned all donations from tobacco companies (Oct 2009). 21

CSR in China: Discredit tobacco sponsorship campaigns Essential Elements: Tobacco Control organizations partnered to write letters, meet with officials, generate media stories: China has an obligation to uphold FCTC Sponsorships violate FCTC Articles 5.3 and 13 Responsible action calls for end to these practices Lessons Learned: Partnerships lead to success With each victory, persuading decision makers gets easier and TI sponsorship is viewed as not “normal”

Ad ban in Mexico: Exposing Illegal APS Activity Essential Elements: Advocate for enforcement Proper age verification Enforced prohibited free handouts at concerts Advocate for stronger laws Media advocacy February and March 2009 “Marlboro MXBeat concert defies the General Tobacco Control Law” Lessons Learned: Partnerships essential Civil society can influence compliance and put government on notice that failure to enforce will be publicly exposed 23

Policy Interference: Exposing Political Corruption in Indonesia GM Sudarta, Kompas (14 Oct 2009). Article in Health Bill defining tobacco as an addictive substance was deleted prior to being sent to the President’s office  

Policy Interference: Exposing Political Corruption in Indonesia Essential Elements: Tobacco control joined with Indonesian Corruption Watch (ICW) to publicly expose potential tobacco industry interference by: Police investigation Formal investigation by Ethics Council of Parliament Media advocacy Lessons Learned: Collaboration with entities outside tobacco control Public exposure leads to success

Monitor Big Tobacco Examples of sources to monitor Types of TI Tactics Conduct community surveys Track media Check corporate websites Read tobacco company annual reports Read government minutes and reports Cultivate relationships Types of TI Tactics Advertising, Promotion & Sponsorships Corporate Social Responsibility Programs Buying Influence Interference in policy

Decide When to Act When you learn about a TI activity, ask: Does it undermine or weaken our ability to reach our policy goal? OR Would exposure of the TI activity create outrage or generate media? If yes, then act! Be timely – often requires rapid action

Clarify your Goal What can you accomplish? How would it fit into your overall strategy? May directly address your policy goal now – for example, a sponsored event may vividly depict the need for a comprehensive tobacco APS ban. May pay off dividends later- for example, exposing TI bad acts may create public outrage about the industry and undermine its influence.

Be Strategic and Focused Develop a Plan Gather background information about the TI activity Work with partners Identify target audiences and how to reach them Develop key messages Identify the messengers Identify and develop multiple strategies to convey Implement the plan! Track progress and evaluate results

Gather Background Information Conduct research to find out more about the TI activity - who, what, where, when, and how Gather background information on key players involved in the TI activity – look for points of vulnerability

Partner with Other Organizations Working with groups that share similar goals will help to achieve policy goals Partners may add credibility and reach with different target audiences

Who is the Audience and What is the Message? Target those with power and influence to help achieve your goals Key messages should convey what the TI is doing, why the act is bad, and what should be done about it. Tell a compelling story to: Persuade your audience that the TI is not like other businesses and it only acts to maximize its profits Motivate them to speak up and act

Who Can Reach Your Audience Choose the best messenger for the audience Consider all options including your partners: Who does your target audience respect or trust? Who is your target audience politically responsive to? Note: It also is important to avoid messengers your target audience dislikes, distrusts or does not find credible

Strategies to Reach Your Audience Identify the best ways to reach your audiences Use multiple strategies: Earned media: articles, op ed pieces, letters to the editor Paid media Meetings with policy makers or other officials Writing letters Demonstrations

Evaluate Your Efforts During the campaign: At the end of a campaign: Evaluate strategies to be sure they are being implemented and achieving your objectives Mid‑course corrections must be made if necessary to achieve success At the end of a campaign: Assess what did and did not work Celebrate your Successes!

Effective Advocacy Is timely Contains clear messages Exposes the TI tactic/activity Clearly conveys the need for action Uses the best-available evidence Includes a specific ‘ask’ for action Comes from a respected messenger Increases support and stimulates action

Remember “Tobacco use is unlike other threats to global health. Infectious diseases do not employ multinational public relations firms. There are no front groups to promote the spread of cholera. Mosquitoes have no lobbyists.” WHO Committee of Experts Report on Tobacco Industry Documents, 2000