Advertising cigarettes isn’t an easy game for manufacturers. In fact
it is actually illegal within the UK and many other countries around the
world. The Tobacco Advertising & Promotion Act 2002 was enforced in
November of that year in the UK, and most cigarette advertising came to
an abrupt end on 14th February 2003. This included all billboards and
printed publications. By July of 2005 came a slow ‘phasing out’ period
for other methods of promotion, (e.g. direct mail and sponsorship) and
most advertising is now banned on the internet with regards to
cigarettes.
Following the legislation, manufacturers instead focused their
efforts on using the actual cigarette packet as a weapon in their
marketing efforts as well as relying on the display of their products in
shops and supermarkets to attract the eye of customers and bring in
sales.
Unfortunately though for cigarette companies, The Health Act 2009 was
then introduced by the government and as a result, from 6 April 2012,
tobacco displays at the point of sale were banned across England in
supermarkets and will also be banned in smaller shops from 6 April 2015.
Despite all this, it has not stopped the creators of smartphone apps
from conjuring up slightly naughty and free-to-obtain pro-smoking apps
that researchers now warn could influence youngsters into lighting up.
This is on top of an ever-growing number of films that are depicting
their stars with cigarettes and also risk encouraging kids to smoke,
which we reported back in July.
The latest warnings come from researchers led by Nasser BinDhim at
the University of Sydney’s School of Public Health in Sydney, Australia.
The authors comment: “These apps could also easily attract teens and
children due to their high-quality graphics and availability under the
‘Game’ and ‘Entertainment’ categories in the app stores. Pro-smoking
apps that show that smoking is ‘cool’ in a cartoon game, and provide a
chance to explore the available cigarette brands and even simulate the
smoking experience with high-quality, free apps could potentially
increase teens’ risk of smoking initiation.”
The study authors conducted their study by browsing around the
popular Apple App store and Android Market. Keywords searched included
‘cigarette’, ‘smoke’, ‘smoking’, ‘cigar’ and ‘tobacco’. To their
amazement, they found 107 apps that they argue encourage people to smoke
and also breach advertising bans and promotion of tobacco products.
Their research has recently been published in the Tobacco Control
medical journal. In particularly, the most popular apps were for smoking
simulation. In total, there were 42 smoking-related apps discovered on
the Android Market, which had been accessed more than 11 million times.
On the Apple App Store, 65 apps were available for download.
One particular app that caused shock for researchers was a cartoon
game called ‘Puff Pass’. In that game, users have to click on the
characters that then begin to smoke and subsequently pass the cigarette
on to other characters in the game.
The apps were first discovered back in February of this year and were
available to download under the retail categories health and fitness,
entertainment and games and lifestyle.
Cancer Society national tobacco control adviser Skye Kimura hit out
at the tobacco companies attempting to manipulate young minds, saying:
“More young people are using smartphones regardless of their demographic
or economic makeup…So really it’s just about the industry manipulating
the youth market again and finding ways to get around our legislation
and the loopholes to advertise the products.”
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