A Hebrew University research study finds that 87% of cigarette advertisements targeting specific population groups were aimed at Haredi society, exploiting loopholes in the Prohibition of Advertising and Restriction of Marketing of Tobacco and Smoking Products Law.
A new research study, conducted by doctoral student Amal Khayat and led by Dr. Yael Bar-Zeev and researchers at the Hebrew University’s Braun School of Public Health and Community Medicine, shows that one of the world’s largest tobacco companies exploited loopholes in the law against advertising smoking products in Israel, and specifically targeted the Haredi population in Israel. The study findings, which were recently published in the academic journal Tobacco Control, reveal a series of advertising strategies that focused on the population group with the lowest rates of smoking in Israel.
A new research study, conducted by doctoral student Amal Khayat and led by Dr. Yael Bar-Zeev and researchers at the Hebrew University’s Braun School of Public Health and Community Medicine, shows that one of the world’s largest tobacco companies exploited loopholes in the law against advertising smoking products in Israel, and specifically targeted the Haredi population in Israel. The study findings, which were recently published in the academic journal Tobacco Control, reveal a series of advertising strategies that focused on the population group with the lowest rates of smoking in Israel.
Analyzing the marketing data of Philip Morris International, the researchers examined the differences in advertising expenditure over a four-year period between advertising focused on different major population groups in Israel—the general population, the Haredi public, Arab speakers, and Russian speakers. “We conducted a comparison among the advertising expenditures for all Philip Morris cigarette brands and the IQOS brand (a heated tobacco stick that entered the local market in December 2016), in light of regulatory changes that restricted the advertising of tobacco products,” explains Khayat.
While the restriction on advertising tobacco products led to a significant reduction in the company’s marketing expenditures, the study shows that the company exploited legal loopholes in order to subvert the law’s goals and increase its own profits as much as possible. “Even after the law came into effect, the company continued to spend almost NIS 3 million on advertising, with a focus on the printed press,” explains Dr. Bar-Zeev. “While the law restricted print advertising to one advert in each newspaper, 40% of the IQOS adverts placed were giant, two-page adverts, which effectively doubled the product’s advertising space, while still being considered a single advert as allowed by the letter of the law.”
Another strategy used by Philip Morris was adding a QR code to the advert, which readers could scan and then view additional content, beyond that contained in the advert permitted in the newspaper. Furthermore, the adverts featured people smoking IQOS devices in closed public spaces, despite the fact that the law forbids
the use of any tobacco products in such areas. According to the researchers, adverts like this give the impression that such behavior is legally permitted, and exploits the innocence of the majority of consumers, who are not aware of these distinctions.
The study further finds that before the law came into effect, Philip Morris significantly increased its advertising to all the population groups examined, with a particular focus on the Haredi population, which had the lowest rates of smoking in Israel. “Our data shows that since the introduction of the IQOS e-cigarettes, 216 targeted adverts were published, of which 55% were for the Haredi public, 6% for the Arab public, and the rest for the Russian-speaking public,” says Dr. Bar-Zeev. Similarly, for regular cigarette brands, 87% of advertisements were targeted at the Haredi population—a surprising finding given the company’s repeated claims that it is only interested in marketing its products to existing smokers. Dr. Bar-Zeev adds: “We expected that the company would focus on populations with the highest rates of smoking in Israel—men in the Arab sector—and not on the population which has hardly any smokers.”
In the wake of the study findings, the previous Knesset assembly decided to cancel the exception for advertising in the printed press, but deferred implementation of this step for seven years. In discussions, a series of additional restrictions were decided upon for this interim period, including prohibitions on the use of coupons, on the use of QR codes, and on featuring cigarette packs which do not carry the mandatory plain packaging in adverts in the printed press. However, Dr. Bar-Zeev concludes that this is merely “a drop in the ocean,” as the study has proved that the tobacco companies bypass such restrictions, and find creative ways to continue marketing their products and getting a new generation of smokers addicted to them. The researchers argue that only a full and immediate ban on all forms of advertising, combined with strict enforcement of the law, can stop this happening.
The academic articles presenting the study findings are available here:
http://dx.doi.org/10.1136/tc-2022-057585
http://dx.doi.org/10.1136/tc-2022-057671