Women remain a major target for the tobacco industry

According to the World Health Organization, the number of male smokers is expected to decline for the first time ever. Globally, smoking prevalence is lower among women than men. On average, 8.01% of women currently use tobacco products compared to 37.51% of men. Not all countries are at the same stage of the tobacco epidemic. Also, gender differences are still more or less pronounced depending on the country. For example, in China[1], the prevalence of smoking is 2% among women and 45% among men respectively. The tobacco industry has understood since the 1920s that women represent untapped market opportunities and a potential for exponential growth in its sales. It therefore bases its development strategy on aiming to increase the proportion of female smokers.

Do countries with low female prevalence experience similar targeting?

In cultures where women do not traditionally smoke, the tobacco industry's goal will therefore be to create the smoking norm for these women. The idea is that smoking is no longer taboo but becomes part of the "normality" of the functioning of the country or even becomes an enviable behavior. The representation of women in tobacco advertising will thus contribute to trivializing and "normalizing" the association between women and tobacco. The industry has also developed "feminine brands". The concept of so-called "light" cigarettes was fully in line with this strategy. Similarly, lower prices, easy availability and free samples are part of these marketing strategies targeting young women in particular. Discount coupons are particularly popular with low-income women while promotions for branded clothing transform young girls into "walking billboards".[2]. While female smoking is declining in high-income countries, mirroring male trends, it is increasingly concentrated among less-educated, low-income women. Certain population groups also remain at high rates, such as lesbian and bisexual minorities and people with mental illness. Tobacco companies are specifically targeting low-income people through marketing strategies that include offering cigarettes at low prices or distributing discount offers at the point of sale and through direct mail. In the United States, tobacco companies have developed new brands for low-income women and are associating luxury images with smoking in advertising targeting African-American women.[3]-[4].

How do these strategies work?

Tobacco companies use similar marketing and advertising tactics around the world. Themes of modernity, social and economic empowerment, and social and physical desirability feature prominently in their advertising. In 2009, the first women's cigarette, Evolution, was ultra-thin and came in a lipstick tube-shaped package. This brand was launched in Indonesia. More than 100 brands of slim and super slim cigarettes are available in Russia, some with packs designed by fashion designers[5]. Tobacco companies are adapting their marketing strategies to cultural contexts, including the social and economic position of women in society. In India, where the norm has not yet become commonplace for women to openly purchase tobacco at a point of sale, companies are offering to deliver to their homes.[6]. However, countries are increasingly alerted to the practices and objectives of tobacco manufacturers and have adopted protective measures, particularly within the framework of the WHO treaty, the Framework Convention on Tobacco Control. As a result, the increase in consumption expected by cigarette manufacturers is blocked. A downward trend would even be recorded internationally. Globally, the rate of female smoking is falling, from a prevalence of 16.7% in 2000 to a projected 6.7% in 2025. The largest decline in smoking among women is expected among women in Southeast Asia, where the smoking rate in 2025 is expected to be less than 1/3 of that in 2000. However, once again, the trends will be very different or even opposite depending on the country. In countries where there is currently low prevalence (around 3%): in Africa, the Eastern Mediterranean and the Western Pacific, where women have few resources or where female smoking is considered socially unacceptable[7], there is a fear of a worsening of the tobacco epidemic. It is also noted that young girls are particularly targeted by manufacturers. In 123 countries, young girls have a higher prevalence of smoking than adult women. And in 28 countries, girls have a higher prevalence of smoking than boys. Health professionals are therefore calling for the greatest vigilance and the deployment of preventive measures specifically designed for women.To learn more ©Tobacco Free Generation

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[1] https://tobaccoatlas.org/country/china/[2] https://fashionista.com/2018/05/cigarette-logo-merch-fashion-streetwear[3] Drope, J., Liber, AC, Cahn, Z., Stoklosa, M., Kennedy, R., Douglas, CE, Henson, R. and Drope, J. (2018), Who's still smoking? Disparities in adult cigarette smoking prevalence in the United States. CA: A Cancer Journal for Clinicians, 68: 106-115. doi:10.3322/caac.21444[4] Brown-Johnson CG, England LJ, Glantz SA, et al Tobacco industry marketing to low socioeconomic status women in the USA Tobacco Control 2014;23:e139-e146.[5] Amos A, Greaves L, Nichter M, et al Women and tobacco: a call for including gender in tobacco control research, policy and practice Tobacco Control 2012;21:236-243.[6] https://www.who.int/tobacco/publications/gender/women_tob_epidemic/en/[7] https://www.who.int/publications-detail/who-global-report-on-trends-in-prevalence-of-tobacco-use-2000-2025-third-edition©National Committee Against Smoking |