Since tobacco products pose significant health risks, they should be marketed responsibly. Amongst other things, this means they should be directed only at adult tobacco consumers.
Tobacco manufacturers should be able to communicate responsibly with such adults. However, to meet the changing expectations about how a responsible tobacco company should market its products, we have developed globally consistent International Marketing Standards.
Looking ahead, we can envisage tobacco marketing being less reliant on mass media communication channels.
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Our responsibility is to ensure that our marketing activities continue to be consistent with the principle that tobacco marketing should be directed at adult consumers only.
We will: | - Expect our Group companies to operate in accordance with the International Marketing Standards;
- Report on Group companies’ performance against the Standards.
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We share responsibility with the industry and others involved to strive for high standards of responsible marketing behaviour.
For our part, we will: | - Promote the adoption of the International Marketing Standards by other parts of the industry;
- Work with group companies’ advertising agencies to ensure compliance with all regulations and voluntary agreements relating to marketing.
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We see it as the responsibility of regulators to balance the interests of other stakeholders with the rights of tobacco consumers, particularly in enabling consumers’ access to product information.
We will support regulators by: | - Advocating a level competitive playing field for all tobacco businesses on the basis of our International Marketing Standards;
- Promoting the view that marketing restrictions should not undermine our ability to communicate about new generation products that might reduce the risks of tobacco consumption.
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