British American Tobacco conducts covert media offensive

In the UK, British American Tobacco (BAT) is being singled out for funding a PR campaign denouncing the supposedly excessive cost of smoking cessation services. The campaign, which was relayed by the communications agency Pagefield, made no mention of its funding by the tobacco industry giant.[1].

Through a communications agency, the cigarette manufacturer was able to deploy in the local press a biased and critical argument with regard to public policies to combat smoking, in particular the National Health Service (NHS).

For example, East London and West Essex reported that the Redbridge district spent over €5,000 for each person who quit smoking, without comparing this figure with the health costs avoided due to the reduction in smoking, while presenting new tobacco and nicotine products as tools to help people quit.

The instrumentalization of third parties to relay arguments that discredit and delegitimize public policies to combat tobacco is a recurring technique used by cigarette companies. As Anna B. Gilmore points out,[2], one of the tobacco industry's strategies is to systematically overestimate the costs of the fight against tobacco (increase in smuggling and crime, economic slowdown, increase in public spending), while minimizing or denying the benefits (progress in public health, reduction in health spending, etc.).

Through the promotion of new tobacco and nicotine products, the industry is also leading a real offensive against public health, presenting the former as risk reduction tools.

Cigarette manufacturers, particularly British American Tobacco and Philip Morris International, are trying to improve their image by presenting themselves as responsible and credible social actors in matters of public health. By trying to highlight the innovation of their products, they are seeking to make prevention and the fight against smoking obsolete.