Formula 1 and tobacco: a return to advertising

A study published in July 2020 and led by Formula Money magazine and the NGO (non-governmental organization) STOP revealed that despite several bans in force, cigarette companies had reinvested in the world of Formula 1. Practices that go against the WHO convention banning tobacco advertising..

A lucrative strategy

Since Formula 1 was created around 70 years ago, tobacco companies have invested $4.4 billion in advertising and sponsorships. In 2019, tobacco companies’ advertising spending on F1 reached $100 million. Philip Morris International and British American Tobacco’s spending on Ferrari and McLaren is expected to reach $115 million in 2020. These considerable investments seem to be paying off, as according to the report cited above, they brought in at least $150 million in 2019 to Mission Winnow – an organisation linked to Philip Morris – and $27.6 million to British American Tobacco brands. Caroline Reid, working at Formula Money, explains that: “F1 is a global sport that attracts over 500 million fans, mostly male and young people in the preferred categories. Tobacco companies are getting a real return on their investment.”

What role for the International Automobile Federation (FIA)?

The governing body has been refusing cigarette and tobacco advertising since 2006. It told AFP that it "remains firmly opposed to tobacco advertising and continues to adhere to its 2003 recommendations", but that it is "not in a position where (it could) interfere with private commercial agreements between teams and their sponsors". A difficult position to maintain according to Mary Assunta, member of the anti-smoking NGO STOP: "The FIA claims to want to promote a positive contribution to society. This is impossible as long as it is linked to an industry that causes so much harm".

Protecting young people

Today, the products being promoted are no longer cigarettes, but smokeless products containing tobacco. However, it is now established that this type of product can easily become a gateway to smoking among young people. For Dr. Rüdiger Krech, a doctor at the WHO (World Health Organization), "Advertising these products attracts new smokers, especially young people, which is damaging to future generations (...) We must not go backwards in the fight against tobacco." While Philip Morris and British American Tobacco defend themselves against these accusations, Phil Chamberlain of STOP believes that their activities "under trademark law, (...) are associated with products containing tobacco."