Authority Stands Firm on Tobacco Ad

Source from:  iafrica.com Tue, 11 Mar 2008 03/12/2008

The Advertising Standards Authority has rejected an appeal by British American Tobacco against an earlier ruling that it was guilty of tobacco advertising. The decisions stem from a complaint lodged by veteran anti-tobacco activist Ken Sheppard against brochures announcing the discontinuation of the company's Benson and Hedges line, and its replacement by Kent. Tobacco advertising is illegal in South Africa, though point-of-sale signs are permitted indicating the availability of tobacco products and their price. According to the ASA, BAT said in its appeal that its two brochures, one for retailers and one for consumers, were not designed to promote a tobacco product. The one for consumers was not made available to "the public", but was rather intended for use on a "one-on-one basis upon the consent of the consumer". The ASA's advertising standards committee said the first brochure clearly communicated to retailers the pending migration of the product. "However the second brochure, which is glossy and contains extensive information, amounts to advertising," the committee said. "The appeal is therefore dismissed and the appellant forfeits its appeal fee." Enditem