A David and Goliath story: tobacco advertising and self-regulation in Australia

Abstract

A small group of health workers succeeded in getting the largest tobacco advertising campaign in Australia banned by testing a clause in the advertising industry's voluntary code of self-regulation. The group complained about a series of cigarette advertisements that featured an Australian entertainer who was popular with the young. Though the tobacco company denied the entertainer's major appeal to the young, the chairman of the Advertising Standards Council ruled that the campaign did breach the code. The delay before the complaint was adjudicated--18 months--contrasted with the speed with which a series of antismoking advertisements had been withdrawn after complaints by a tobacco company's advertisers. MOP UP's victory in this case contains several lessons for people interested in restricting the promotional activities of multinational tobacco companies.