PACKAGING AND LABELING The Brazilian Experience
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1 PACKAGING AND LABELING The Brazilian Experience Trinidad 14 April, 2005 National Tobacco Control Program National Cancer Institute Health Ministry Brazil
2 CIGARETTE PACKAGES as promotional and marketing strategies: To attract the smoker through colors, shapes and brand names To communicate subliminal messages to reassure the smoker about the risks Red packs connote strong flavor, green packs connote coolness or menthol and white packs suggest that a cigarette is low tar. White means sanitary and safe. And if you put a low tar cigarette in a red package, people say it tastes stronger than the same cigarette package in white. Koten J, Tobacco marketer s success formula : Make cigarettes in smoker s own image. The Wall Street Journal, p22, February 29, (Pollay & Dewhirst, 2001)
3 CIGARETTE PACKAGES linked to advertising appeals I think life is too good to be lived seriously. My mind is open 24 hours a day, for great bank draft (ideas) and for interesting deposits. Name : Adriana Richi Sex: Female Age: 27 Activity: cultural agitator What is your philosophy of life? - I am an absolutely emotional animal
4
5 CIGARETTE PACKAGES advertising through cigarette packages
6 CIGARETTE PACKAGES promotion through cigarette packages Marlboro : A Box illustrated with country themes. It contains two packs and a lighter. Free : A Box illustrated with adventure and travel issues. It contains two packs
7 ON THE OTHER HAND... PACKAGES can be a way to: disseminate the scientific knowledge on smoking risks break the attraction that cigarette packs exert on smokers stimulate and motivate smoking cessation
8 WHAT HAPPENED IN BRAZIL?
9 TOBACCO CONTROL POLICY IN BRAZIL Three Key Steps 1. NATIONAL CANCER INSTITUTE - National Tobacco Control Program coordination since 1989; educational actions; networking all over the country; building media advocacy; evolving opinion leaders; legislative measures: advising, mobilizing and supporting; 2. NATIONAL HEALTH SURVEILLANCE AGENCY (ANVISA)/HEALTH MINISTRY - (1999) - regulation of tobacco products (contents, emissions, advertising and promotion) 3. NATIONAL COMISSION ON TOBACCO CONTROL - (1999) - multisectorial representation of government (9 ministries representatives); to advise Brazilian government for FCTC negotiation.
10 LIGHT AND MILD Legislation (March 28th, 2001) ANVISA Resolution no. 46 Establishes maximum levels for tar, nicotine and carbon monoxide in mainstream smoke for cigarettes sold in the country to 10 mg/cig, 1 mg/cig and 10 mg/cig. Prohibits descriptors such as light, ultra low levels, mild, soft and any other that might induce consumers to a misleading interpretation regarding the cigarettes levels, on advertising material and packages. These measures came into force in February 2002
11 LIGHT AND MILD Advertising 1977 low levels of tar associated with good taste Marketing associated with health benefits
12 LIGHT AND MILD Example of Brazilian Cigarette Packages Before the Law Free One Free Ultra Lights Free Low yields
13 LIGHT AND MILD Example of Brazilian Cigarette Packages After the Law Free 1 Free 4 Free 6
14 LIGHT AND MILD Descriptors - Communication by colors Pamphlets inside the packs Soon your Derby is going to change the name of its versions King Size, Suave (Mild) and Lights. Now besides the different yields, the traditional colors are going to mark the difference among them: Red for those that prefer a more intense taste Blue for those who want mildness Silver light taste, the lighter of the family The names have changed, but your Derby is still the same, with the same quality, leadership and taste that conquered Brazil.
15 LIGHT AND MILD Tobacco industry strategies - all the families
16 LIGHT AND MILD Percentage of smokers who think that The colors differentiate light and regular cigarettes % P. Alegre Curitiba Fortaleza B. Horizonte Manaus Belém J. Pessoa State Capitals
17 LIGHT AND MILD Scientific evidence In 2001, the U.S. National Cancer Institute (NCI) published Monograph 13
18 LIGHT AND MILD Other bodies have reached the same conclusion Conclusions and Recommendations from the WHO/ Scientific Advisory Committee on Tobacco Product Regulation (SACTob) on Health Claims Derived from ISO/FTC Method: 1. Tar, nicotine and CO ratings based upon current ISO/FTC methods and presented on cigarette packages and in advertising are misleading and should not be displayed. 2. All misleading health and exposure claims should be banned. 3. The ban should apply to packaging, brand names, advertising and other promotion activities. 4. Banned terms should include light, ultra-light, mild, and low tar.
19 HEALTH WARNINGS Legislation Prior Health Warnings Defined by a voluntary agreement Low visibility in spite of the language of the agreement No definition of the warning placement and surface area to be covered
20 HEALTH WARNINGS Legislation National Agency of Sanitary Surveillance Resolution no. 104 (May 31 th th, 2001) Rules on the display of health warnings, along with pictures and the Toll Free number for Quit Smoking on tobacco product packages and advertising materials. The use of any type of wrapping or device that hides or make it it difficult to see the warnings is prohibited.
21 One Lateral side There is no safe level for consuming these substances HEALTH WARNINGS First health warnings with pictures From Feb 2002 to Jul 2004 Hot line Call to Quit Smoking
22 HEALTH WARNINGS Advertising cards inside packs immediately after the warning pictures began to circulate FREE has changed its clothes
23 HEALTH WARNINGS Tobacco industry strategy: Promotion of cigarette cases
24 SOME OUTCOMES
25 HEALTH WARNINGS Some results Most effective health warning - 79,0%: Cigarette smoking during pregnancy leads to premature delivery, low birth weight babies and children prone to asthma; 2 nd most effective warning - 78%: Smoking causes lung cancer
26 HEALTH WARNINGS Some results Health warnings less effective in motivating people to quit smoking 29%: Nicotine is a drug that causes dependence. - Smokers don t have breath for anything
27 HEALTH WARNING WITH PHOTOS ON TOBACCO PRODUCTS PACKS IN BRAZIL - OPINION SURVEY DATAFOLHA INSTITUTE APRIL people interviewed 126 Brazilian municipalities 76% supported the measure 67% of smokers said that they felt like stopping smoking when they saw the new warnings with photos
28 HEALTH WARNING WITH PHOTOS ON TOBACCO PRODUCTS PACKS IN BRAZIL Interviews by phone Hot Line Call to quit smoking March to December % were smokers 92% supported the measure 79% said the photo should be more shocking 90% knew about the Hot Line number through cigarette packs.
29 Hot Line - Calls to Quit Smoking Number of calls by month - from June 2001 to July 2002 June April February Decem ber October* August packs with picture warnings and hotline number began to circulate in the market June Total calls = * The system didn t work for some days
30 HEALTH WARNINGS New graphic health warning labels In force from Aug 2004
31 HEALTH WARNINGS New graphic health warning labels from Aug 2004 must be printed in publicity materials
32 Voluntary information : Use of the ambiguity of the forbidden fruit Only for adults CIGARETTE PACKAGES Sale prohibition to minors Tobacco industry campaign Product for people over 18 years old
33 CIGARETTE PACKAGES Sale prohibition to minors GOVERNMENT COUNTER MARKETING ANVISA Resolution: Prohibits the use of the phrases Only for adults and Product for people over 18 years old. Establishes the requirement of printing the following information on packaging of tobacco products: Sale to persons under 18 years old prohibited Law 8069/1990. PENALTY: Jail from six months to two years with a fine. And the additional warning:
34 CIGARETTE PACKAGES Sale prohibition to minors Tobacco industry campaign Cigarettes only with ID. To buy cigarettes, you have to be 18 years old. This is legal.
35 CONCLUSIONS
36 CONCLUSIONS Considering the magnitude of tobacco risks, the strength of the warning should be proportional to them. So, it is important that governments adopt measures to alert their population in a very clear and strong way. The use of images is a very efficient strategy to do this, particularly because it will help reach illiterate people and children. The warnings should be large and visible to avoid conveying the impression that tobacco use is not an important issue. The insertion of large warnings with images can break the attraction that tobacco packs have over smokers and can motivate them to quit. It is important that the warnings be required by a legislative measure and their graphic characteristics defined by a health authority.
37 REMAINING CHALLENGES
38 REMAINING CHALLENGES Monitoring Tobacco Industry Tactics The tobacco industry employs many different types of strategies and tactics; Preamble of the FCTC: Recognizing the need to be alert to any efforts by the tobacco industry to undermine or subvert tobacco control efforts and the need to be informed of activities of the tobacco industry that have a negative impact on tobacco control efforts, " Exchanging experience among countries is essential.
39 REMAINING CHALLENGES Brazilian cigarette prices Illegal market of cigarettes Tobacco industry strategies Promote alternative to tobacco crops Ratifying FCTC
40 THANK YOU
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