Europe, the tobacco industry is exploiting the Covid19 pandemic
October 15, 2020
Par: communication@cnct.fr
Dernière mise à jour: October 15, 2020
Temps de lecture: 4 minutes
To identify tobacco industry tactics or campaigns promoting “safer” alternatives during the pandemic, the European Network for the Prevention of Smoking and Tobacco (ENSP) distributed an online questionnaire to its members across Europe. Of the 22 participating countries, 14 reported various forms of tobacco industry interference during the pandemic[1].
Since the beginning of the pandemic, the major tobacco companies have sought to present themselves as allies of public health in the fight against the virus through CSR (Corporate Social Responsibility) initiatives. They are taking advantage of the health context to try to undermine anti-tobacco measures by offering governments sums of money and medical supplies. They are also deploying marketing strategies to promote some of their products, notably Philip Morris International (PMI) and British American Tobbaco (BAT). These manufacturers have multiplied initiatives to highlight their new tobacco and nicotine products in Europe. During the lockdown, the companies have particularly assured their customers free delivery and increased their activity on social media.[2].
The ENSP notes the following facts in its report:
- In Italy, tobacco company PMI donated €1,000,000 to the Civil Protection for the purchase of medical supplies and launched the #DueVoltePiùVicini (#TwoTimeCloser) campaign to raise additional funds with a commitment to match donations from its employees, tobacconists and consumers registered with the IQOS club, named after its new heated tobacco product.
- PMI has decided to no longer check the validity of the buyer's identity (and in particular their age) when delivering its new heated products to Portugal.
- PMI has introduced special offers, “contactless delivery” and home delivery of its products in at least 18 European countries. The company has also promoted home music series and launched exclusive clips to promote tobacco.[3].
- In Bulgaria, Philip Morris Bulgaria donated 150,000 euros to the BCause Foundation to fight COVID-19. This action was accompanied by media coverage praising the leadership of Philip Morris International and Philip Morris Bulgaria on heated tobacco products.
- In Romania, Spain and Italy, PMI and BAT have adopted the “StayAtHome” hashtags promoted by governments and health authorities to market their heated tobacco products IQOS and Glo[4]
- In Switzerland, BAT has offered to provide free smokeless tobacco products to members of the Swiss military currently deployed in the country.
- Generally, across Europe, marketing campaigns for heated tobacco products using references to COVID-19 have been observed online, on social media and via SMS exchanges.
These examples highlight the existence of an overall strategy on the part of cigarette manufacturers. It aims to improve the image of manufacturers through communication operations aimed at the media and governments. The challenge is also to take advantage of the health crisis situation to promote new products presented as safer and in doing so, renormalize tobacco consumption. Such actions are contrary to the provisions of the WHO treaty, the Framework Convention on Tobacco Control, which provides for Article 5.3 to "protect health policy from the commercial and other interests of the tobacco industry". The European Health Network ENSP stresses that failure by governments to comply with this obligation would call into question their credibility and ability to effectively combat smoking and its health damage, including in Covid19 disease. [5].
Keywords: Heated tobacco, Covid19, Europe ©Tobacco Free Generation[1] Girvalaki C, Mechili EA, Loghin CR, Filippidis FT. Social responsibility during the COVID-19 pandemic: Tobacco industry's trojan horse in Europe. Tobacco Prevention & Cessation. 2020;6(June):37. doi:10.18332/tpc/123244. [2] Tobacco industry observatories in the face of the Covid19 pandemic, Tobacco Free Generation [3] Big Tobacco is exploiting Covid19 to market its harmful products, Campaign for Tobacco-Free Kids, May 2020 accessed October 14, 2020 [4] Ibid [5] Covid 19: alert for smokers and vapers, Generation Without Tobacco, March 30, 2020, consulted on October 14, 2020 National Committee Against Smoking |