Learning Objectives: Participants will be able to identify certain aspects of tobacco marketing, future plans, and corporate responsibility efforts by using a web site analysis approach.
Abstract: Introduction -- The TIME Project uses a variety of methods to monitor tobacco industry advertising and promotional efforts in California. Recently, tobacco industry web sites were reviewed and summarized to understand the tobacco corporate character and emerging marketing plans following the 1998 Tobacco Master Settlement Agreement (MSA).
Methods -- In October 2001, the TIME Project began mapping the websites for six major tobacco corporations, noting company net sales, number of employees, percent market share, target audience, new marketing strategies, overall image and tone. The website map is updated quarterly.
Results -- Each tobacco corporation, on its website, takes a distinct approach in addressing critical issues such as smoking health hazards, environmental tobacco smoke and federal regulation. Most tobacco companies provide information about their youth prevention smoking campaigns, and a link to the MSA document while continuing to make anti-government regulation statements. For example, the animated website of Brown and Williamson, a tobacco corporation with 12% of the cigarette market share, encourages smokers to join the “My Voice Counts” program that works to restrict government regulation through political action. At the same time, they claim that ETS does not cause disease. Results from all six sites will be presented.
Discussion -- This website mapping approach provides information that can be used to monitor certain aspects of tobacco marketing, future plans, and corporate responsibility efforts the industry currently supports.
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