Tracking and Exposing the Tobacco Industry's Latest Marketing Efforts

Audience: Individuals who plan and implement tobacco control programs with a focus on countering tobacco industry marketing to educate the public, build grassroots support and advance public policies.

Key Points: Despite restrictions on tobacco marketing, the industry still spends over $10 billion per year nationwide promoting their deadly products. Today, many of the methods used to promote tobacco products are nearly invisible to those who do not use tobacco. This session will explore many of the “under the radar” ways tobacco is marketed and offer participants new ideas for exposing the tobacco industry. Our panelists will highlight a “secret shopper” approach that allows advocates to stay on top of the latest promotions. We will also feature a successful statewide campaign that used traditional and new media to expose the industry’s tactics and mobilize grassroots supporters. In addition, we will discuss possible policy solutions needed for the new wave of products and promotions. 

Educational Experience: This session will be highly visual featuring “hands-on” examples of direct mail promotions such as coupon books, personalized apparel and smoking paraphernalia. We will use videos, tour websites and explore social media to illustrate the industry’s innovation as well as our creative approach to expose and fight back.

Benefits: Participants will see how far the tobacco industry is willing to go to build brand loyalty and keep customers addicted through expensive promotions and elaborate on-line experiences. Participants will leave this session with new strategies to expose the tobacco industry’s activities in their local communities.