Is it fair to say that tobacco advertising has no effect on global sales, but only on switching between brands?
• This assertion is often backed up by claims that the tobacco market is mature that is that the number of smokers has reached a ceiling and will not increase whatever the industry’s marketing people do (13). In other words the effect of tobacco advertising is not that more people will smoke, in the same way as the effect of soap advertising is not that more people will wash. • The idea of a mature tobacco market a market that can grow no more – cannot be supported. According to the US Surgeon General’s Report of 1989 the direct mechanisms by which advertising and promotion might increase tobacco consumption are the following: • by inducing children and young people to begin experimenting with tobacco products and in this way to initiate regular smoking • by encouraging adults to take up smoking • by encouraging existing smokers to smoke more • by undermining existing smokers’ motivation to give up • by encouraging former smokers to resume the habit (14).
