How do these marketing and advertising strategies affect smoking rates?
Mackay: Only a few studies have been done on that. One that was done examined principally the 301 countries [where U.S. pressure opened foreign markets]: Japan, Taiwan, Thailand and South Korea. This study concluded that once the markets were pried open and advertising of foreign cigarettes was allowed, there was a 10 percent increase in smoking over and above what would have been expected from other factors. There was of course a marked brand shift as well, toward the foreign cigarettes. There is no doubt that there has been an increase not just in market share, but in overall cigarette consumption as well. MM: How effective are regulations at stopping these strategies, once the companies come in? Mackay: If you look back at Asia 10 years ago, Singapore and Hong Kong were the only two countries that had really taken any action on tobacco. Singapore and Hong Kong now have not only the lowest smoking rates in Asia, they have the lowest smoking rates in the world. This is an example that
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