The 13th World Conference on Tobacco OR Health

Objective: Tobacco industry executives are rather creative in finding loopholes in tobacco control legislation, and their efforts to overcome the advertising restrictions are examples of that. The analysis of major ways tobacco industry uses to elaborate legislative measures to counter future and potential attempts was conducted.

Methods: Observation, media and advertising monitoring, survey data.

Results: Monitoring and analysis of tobacco advertising in Ukraine and other countries gives the following examples:

1. Shop windows advertising. When the necessity of outdoor advertising ban started to be discussed in Ukraine, advertising moved into huge windows of the shops, expressed in the same pictures as outdoor advertising, while not considered outdoor but a point of sale advertising.

2. Pack advertising inserts. Tobacco industry provides series of picturesque advertising inserts, which look like stamps or stickers and can be very attractive for children to collect.

3. Competition booklets and leaflets. Colorful materials with attractive for young people pictures and prizes are provided in supermarkets. These competitions are also used to establish data base for direct mail advertising.

4. Some brands are advertised as names of the shops.

5. Use of local radio and TV channels

6. Use of Internet sites with their addresses printed on packs.

Examples of legislative acts (both acting legislation from various countries and draft proposals), which could effectively block such attempts, are presented and discussed. According to the survey majority of Ukrainian people support comprehensive tobacco advertising ban. To make this ban really comprehensive draft proposals should include provisions to block potential loopholes.