The 13th World Conference on Tobacco OR Health

Objective: To describe and analyze the tobacco industry's response to the advertisement and sponsorship restrictions in Brazil.

Methods: Data on activities of the tobacco industry were obtained from Souza Cruz's , BAT's and Souza Cruz Institute's websites, as well as from news and magazine websites on launching of new products and events related to its products. On site observations were made on a smoking area at a major airport. Visits to Brazilian retailers and a phone call to a toll-free number were also made.

Results: BAT was highly proactive, with initiatives to promote cigarette sales through point of purchase programs in stores while simultaneously misleading smokers through a marketing campaign that claimed that smoking was not dependence but a matter of choice. The Smoke in Moderation Campaign was developed to reinforce the segment of “social smokers”. Part of their image make-over also included remodeling its website. New products were launched. The company held events promoting of two of its brands. The company introduced smoking areas, including a ventilation and filtration system in one of the most important airports of Brazil. BAT managed to involve the Federal Government Airport Management Company in this pilot project (called Smoking Point) by establishing a partnership. A new approach to look socially and environmentally responsible was developed which included inaugurating an Environmental Park and implementing projects through the Souza Cruz Institute. BAT achieved success in looking socially responsible in many communities and won a social responsibility award granted by the City Council of São Paulo.