Cigarette advertising - United States, 1988

Morbidity and Mortality Weekly Report, April 27, 1991

Cigarette smoking is the most imPOrtant preventable cause of death in the United States (1), yet cigarettes are one of the most heavily advertised products. Cigarette advertising themes typically associate smoking with high-style living; healthy activities; and economic, social, and professional success (2). Cigarette advertising campaigns are increasingly targeting women, minorities, and blue-collar workers (3,4), groups that account for an increasing percentage of the smoking population (1 ). This report provides data on cigarette advertising expenditures for 1988, comparison data from earlier years, and rankings of cigarettes among all products and services by advertising expenditures. Cigarette Advertising Expenditures

Data collected by the U.S. Federal Trade Commission (FTC) from the six major U.S. cigarette manufacturers indicate that in 1988 cigarette advertising and promotional expenditures in the United States reached an all-time high of $3.27 billion-a 26.9% increase over 1987 expenditures of $2.58 billion (5). During the same period, the consumer price index (all items) increased 4.1%. From 1975 to 1988, total cigarette advertising and promotional expenditures increased more than sixfold; when adjusted by the consumer price index to constant 1975 dollars, expenditures increased threefold (Figure 1).

In 1988, cigarette advertising and promotional expenditures related to the sponsorship of sporting events were $84.0 million (2.6% of total cigarette advertising and promotional expenditures) and included sponsorship, newspaper advertising, and other expenditures.

From 1975 to 1988, the proportion of advertising expenditures for cigarettes yielding -15 mg of "tar" has consistently exceeded their domestic market share (Figure 2) by an average of 14.1 percentage points. in 1988, 60.7% of advertising and promotional expenditures were for lower-yield cigarettes; these cigarettes accounted for 54.2% of the domestic market in 1988 (5; FTC, unpublished data).

The FTC classifies cigarette advertising and promotional expenditures into 14 categories that are consolidated into 10 categories here (Table 1). Five categories are traditional forms of print advertising; the remaining five represent promotional activities. From 1975 to 1988, the proportion of total expenditures for each of the five print advertising categories decreased, while the proportion of total expenditures for each of the promotion categories except free-sample distribution increased. The largest proportional increase occurred in the category "all other"; 88% of the 1988 expenditures in this category were for coupons and "retail value added" promotions (e.g., a "free" pack of cigarettes with the purchase of one or more packs). The proportion of total advertising and promotional expenditures dedicated to promotional activities has increased steadily from 1975 (25.5%) to 1988 (68.0%).

Rankings among All Products and Services

Cigarettes remain one of the most heavily advertised products in the print media. in 1988, cigarettes were the most heavily advertised product* in outdoor media, the second most heavily advertised product in magazines (after passenger cars), and the sixth most heavily advertised product in newspapers (Newspaper Advertising Bureau, unpublished data, 1989). When advertising expenditures for these three media are combined, cigarettes were the second most heavily advertised product overall (after passenger cars).

In 1988, cigarette advertising expenditures accounted for 16.9%, 5.7%, and 0.4% of total advertising expenditures (national, retail, and classified advertising) in outdoor media, magazines, and newspapers, respectively (Newspaper Advertising Bureau, unpublished data, 1989). These percentages represent a decline from 1985 (22.3%, 7.1%, and 0.8%, respectively) (3) and are consistent with the shift in emphasis from print advertising to promotional activities.

Reported by: US Federal Trade Commission, Washington, DC. Office on Smoking and Health, Center for Chronic Disease Prevention and Health Promotion, CDC. Editorial Note: The mass media are used to communicate messages designed to promote health and prevent disease and injury. For example, public service announcements and paid advertisements have been used to encourage exercise; immunization; proper dietary habits; screening for cancer, high blood pressure, and high blood cholesterol; use of safety belts and car restraints for infants; avoidance of tobacco, alcohol, and illicit drugs; and avoidance of high-risk sexual practices (6). However, advertising and promotions also have been used to encourage unhealthy activities; cigarette smoking is one such activity.

Cigarette advertising and promotion may increase cigarette consumption by 1) encouraging children and adolescents to experiment with and initiate regular use of cigarettes; 2) deterring current smokers from quitting; 3) prompting former smokers to begin smoking again; and 4) increasing smokers' daily cigarette consumption by serving as an external cue to smoke. Cigarette advertising may also increase consumption through indirect means such as the inhibiting effect of cigarette advertising revenues on media coverage of issues related to smoking and disease (7). Furthermore, the ubiquity of cigarette advertising may contribute to the perception that smoking is less hazardous, more prevalent, and more socially acceptable than it is (1,8).