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Tobacco promotion restrictions – An international regulatory impasse?

Janet Hoek (Department of Marketing, Massey University, Palmerston North, New Zealand, and)
Robert Sparks (School of Human Kinetics, The University of British Columbia, Vancouver, Canada)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 June 2000



The promotion of tobacco products has received detailed attention. However, this research has focussed on the effects of tobacco advertising or sponsorship, and how restrictions on promotion activities affect demand. By contrast, comparatively few studies have examined the regulatory implications of variations in the guidelines or statutes governing tobacco promotions. In this paper we analyse the issues arising from inconsistencies in international tobacco promotion regulations and the proposals designed to address these. We conclude that because the development and application of consistent regulations infringes on the economic interests and traditions of civil liberties in some nations, the prospects for implementing internationally adhered to protocols is gloomy. A more practical solution may be to control the conditions of sale of tobacco products as these are more readily circumscribed by domestic regulation.



Hoek, J. and Sparks, R. (2000), "Tobacco promotion restrictions – An international regulatory impasse? ", International Marketing Review, Vol. 17 No. 3, pp. 216-230.




Copyright © 2000, MCB UP Limited

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