Publicidad, tabaco y mujer Begoña Porras & F. Javier Ayesta Córdoba, 7 de febrero de 2003

“El tabaquismo es una pandemia que se transmite a través de la publicidad y de las campañas promocionales a las que la industria del sector dedica cada año millones de dólares” Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Qué pretende la publicidad del tabaco? Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

1. Aumentar las ventas globales y las de cada marca ¿Qué pretende la publicidad del tabaco? 1. Aumentar las ventas globales y las de cada marca Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Qué pretende la publicidad del tabaco? “El problema es cómo vender la muerte. ¿Cómo vender un veneno que mata cada año a 4 millones de personas? Se vende con los grandes espacios al aire libre, las montañas, los lagos,…” Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Qué pretende la publicidad del tabaco? “Se logra con gente joven y saludable, con atletas. ¿Cómo pensar que una bocanada de humo pueda causar algún daño en una de estas situaciones?” Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

2. Llegar a determinados grupos de población ¿Qué pretende la publicidad del tabaco? 2. Llegar a determinados grupos de población Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Adolescentes

Mujeres Mujeres Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Cómo lo hace? Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Cómo lo hace? La industria del tabaco gasta cada año millones de dólares en publicidad, comercialización y promoción Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

deportivos, culturales y sociales, sobre todo en: - países donde está ¿Cómo lo hace? Patrocinio de eventos deportivos, culturales y sociales, sobre todo en: - países donde está prohibida la publicidad - acontecimientos seguidos masivamente por jóvenes “Estamos en el negocio del tabaco, no en el negocio del deporte; usamos el deporte como una vía para promocionar nuestros productos. Si valoramos el saldo antes y después del patrocinio, habitualmente observamos un crecimiento de las ventas” Japan Tobacco, 1989 Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

‘ Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

En Internet, ¿Cómo lo hace? especialmente dirigido a los jóvenes porque: 1) son los que más entran en la Red 2) también son los que más compran vía Internet Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Dirigiéndose específicamente a las mujeres ¿Cómo lo hace? Dirigiéndose específicamente a las mujeres “Se prevé que las mujeres fumadoras aumenten como procentaje global; las mujeres están asumiendo roles dominantes en la sociedad, disponen de mayor poder adquisitivo y viven más que los hombres” Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Ventas de Lucky 1925: 21 millones $ 1931: 46 millones $ Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO. Ventas de Lucky 1925: 21 millones $ 1931: 46 millones $

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Smoking has continued to be promoted as being linked to slimming and being slim right up to the present day. These US ads from the 1990’s illustrate several of the ways this message is conveyed: Slim models, with the photos of the models even stretched to emphasise this Use of words such as slim, slender, light- supposedly describing the cigarette Alluding to weight gain and calories in the text Developing extra long, slim versions of brands.

‘ Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

‘ Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Cómo lo hace? Disfrazando los productos del tabaco para que resulten más atractivos a las mujeres - light - menos humo y menos olor - mentolados Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

‘ Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Por qué es necesario “restringir” la publicidad del tabaco? Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Por qué prohibir? La O.M.S. considera que la prohibición de la publicidad es una estrategia de salud pública que funciona Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO. Un informe del Banco Mundial (2000) concluye que sólo es efectiva cuando es integral y cubre todos los medios

¿Por qué prohibir? La publicidad del tabaco cumple todas las características de la publicidad ilícita: - atenta contra el derecho a la salud - es engañosa, y - muchas veces es subliminal Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Por qué prohibir? La mitad de los fumadores creen que fumar tal vez no sea realmente peligroso, ya que, si lo fuera los gobiernos no permitirían la promoción Las revistas que cuentan con publicidad de cigarrillos no ofrecen la misma cobertura informativa sobre los riesgos del tabaco Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Por qué prohibir? Razones U.E. para elaborar la directiva: - la mitad de los fumadores habituales mueren a causa del tabaco (500.000/año; 20%) -quienes fallecen a una edad media pierden entre 20-25 años de vida Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Está en nuestras manos qué hacemos y qué nos dejamos hacer Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

¿Por qué prohibir? No es restringir el derecho a la información Se trata de defender a los más débiles y desprotegidos de la presión de los poderosos, de quien tiene la sartén por el mango y procura utilizar la ley -y lo que sea- a su favor Quote from a recent international review of marketing of tobacco to women. It is also clear from tobacco companies own internal documents and proclamations that the are seizing this opportunity by manipulating various aspects of the marketing mix to make their products more appealing to girls and women around the world. While tobacco companies have only started marketing tobacco and cigarettes relatively recently to women in developing countries, they draw on over eighty years’ experience of successful marketing to women in countries like the US and UK. Source of quote: Kaufman N, Nichter M (2001) The marketing of tobacco to women: global perspectives. In Samet JM, Yoon S-Y (eds) Women and the Tobacco Epidemic- Challenges for the 21st Century. p69-98. Geneva, WHO.

Publicidad, tabaco y mujer Begoña Porras & F. Javier Ayesta Agradecimientos: Amanda Amos Laura de la Rosa 2003