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Tobacco has exercised the interest of the nation since Elizabethan times, and the inhalation of its smoke for pleasure has become very widespread. It was not until the mid‐twentieth century, however, that its effects upon health were suspected. It is now widely accepted that tobacco smoke is implicated in a range of dangerous diseases, although the tobacco industry sometimes argues that the link is not proven. The arguments about the conflicting needs of a large, world‐wide industry and the health and prosperity of individuals and society are complex, and often influenced by conflicting vested interests. Government's involvement in the issues is further complicated by its reliance upon large tobacco revenues. The link between advertising and increased smoking, either by existing or new smokers, is not proved by research, although there are strong indications that it exists. The behaviour of most parties involved, including the tobacco companies, indicates that they share the belief of a link. Voluntary controls upon tobacco advertising have had some effect, in that, for example, advertising in the U.K. is no longer overtly directed at children, but various anti‐smoking lobbies believe voluntary control to be ineffective. The present British government has toyed wth the possibility of statutory control, but faces stiff opposition from back‐benchers and within the cabinet; it is also probably philosophically opposed to such measures. More research is needed into the link between advertising and smoking behaviour.

Describes the legal environment of advertising regulation in Switzerland as it affects children; there is a patchwork of federal and self‐regulatory codes, but although the constitution protects children’s physical, mental and moral development, there is no law specifically relating to advertising to children. Outlines restrictions on advertising in specific media and products: television and radio, where tobacco and alcohol advertising are banned; cinema, where tobacco is not advertised before pm; tobacco and alcohol, which can be advertised if this is socially responsible and not aimed at children under 18; medicine, where advertising is restricted to over‐the‐counter products; books and magazines, where alcohol and tobacco advertising are banned, as are pornography and violence; and toys. Concludes that advertising to children is very liberal in Switzerland, and the system of self‐regulation works well.

Tobacco sponsorship of sports has increasingly been cast as a public issue on the grounds that it supports pediatric smoking by circumventing advertising restrictions and communicating positive brand information to children(28,31,32). Research on tobacco sponsorship effects on children is as yet inconclusive, but growing evidence suggests that sponsorship is an effective medium for building cigarette brand awareness and image among under‐aged youth. Research in this area has been inconclusive in part because it lacks a unified framework in which the various contributions of sponsorship to brand knowledge and use can be analysed holistically. This paper proposes that the brand equity concept(1,2,18) provides such a framework. The paper reviews previous research on tobacco sponsorship and children, and presents findings from a study that assessed the relative contribution of sponsorship to brand awareness among fourteen year‐olds (n=366) in Dunedin, New Zealand. The value of sponsorship‐derived cigarette brand knowledge among youth is expressed in terms of Keller's(18) concept of customer‐based brand equity. The study found that children's awareness of tobacco brands and tobacco sponsorships varied according to their smoking experience, sports interests and gender. Cigarette brands with the strongest event associations were those that sponsored events that had a high appeal for the youth in the study. The brands with the highest unaided recall levels were those that were prominently shown in point of purchase displays in stores frequented by the youth, and included those with the highest sponsorship profiles. The research demonstrates that tobacco companies can achieve significant brand recall among children through sport sponsorship, as well as interest‐based (lifestyle) segmentation and targeting benefits, and brand positioning (personality) benefits. The findings have implications for public policy and industry practice. In policy terms, if the goal of tobacco advertising prohibitions is to denormalise smoking by restricting the positive promotional imagery of cigarettes, then sport sponsorship and point of purchase displays need to be incorporated into advertising legislation. In terms of industry practice, the fact that tobacco sponsorship reaches and influences under‐aged youth stands to be a matter of concern for any entity that does not want this social burden. It is recommended that corporations considering involvement in a tobacco‐sponsored event should evaluate the reach of the event and the potential effects of its promotions on youth. Where a youth‐interest connection has been demonstrated for the event, corporations should weigh the social risks and costs of the sponsorship. For non‐tobacco related entities these costs include the potential negative impacts of tobacco‐linked event cross‐promotions on their own brands and corporate image.

There has been a long debate about whether there is a link between tobacco advertising and children′s smoking. Reviews the evidence for such a link drawing on a wide range of academic research that has adopted three approaches to the problem: studies of consumer response; studies using econometric methods; and studies of the impact of advertising bans. Preaches the conclusion that, within the inevitable confines of social science research, it is no longer tenable to deny that cigarette advertising does influence children′s smoking.

A dynamic oligopoly model of the cigarette industry is developed to study the responses of firms to various antismoking policies and to estimate the implications for the policy efficacy. The structural parameters are estimated using a combination of micro and macro level data and firms’ optimal price and advertising strategies are solved as a Markov Perfect Nash Equilibrium. The simulation results show that tobacco tax increase reduces both the overall smoking rate and the youth smoking rate, while advertising restrictions may increase the youth smoking rate. Firm’s responses strengthen the impact of antismoking policies in the short run.

Faced with ever-increasing advertising restrictions, sponsorship of sports has been an important promotional avenue for tobacco companies in North America and around the world. This paper examines the corporate sponsorship objectives and strategies of tobacco companies, based primarily on historical documents from the British-American Tobacco Co., which has operations in over 80 countries. The documents are part of the Guildford Depository located in Guildford, England. It contains over six million pages of corporate documents for the British-American Tobacco Company (BAT) from a 40-year span (early 1950s to mid 1990s). Tobacco company sponsorship practices include developing sponsorship evaluation guidelines, extensive prepromotion and post-promotion of sponsored events, making full use of the event site for sponsorship identification, ensuring that sponsored events are televised, and using an extensive array of public relations practices to ensure news coverage of a sponsored event. Other sponsors could benefit from emulating the sponsorship practices of tobacco companies.

This paper aims to examine the role played by collecting in a productive academic career.

The methodology is autobiographic and bibliographic recollections about the collecting of advertising books, notes, advertisements, documents and ephemera.

Collecting facilitated diverse forms of activities and academic contributions: many scholarly papers, archives, illustrated presentations, museum displays, documentary films, art gallery shows, theatrical productions, governmental reports, CDs, DVDs, web sites, and much involvement in litigation and regulatory hearings.

The scale and variety of results may be limited to domains with a clear public interest and contemporary regulatory activity.

The paper offers a unique demonstration of the potential for antiquarian interests and hobbies to be of academic value and public interest.

In Chapter 3, the author will problematise the youth smoking epidemic within SEA, in order to justify why the regional impacts of the tobacco trade on youths are worrisome. The author will present the major youth smoking trends in SEA, for the purpose of illustrating how the presence of tobacco products has adversely affected regional youths to a concerning degree. The author, next, will highlight the causes of the youth smoking epidemic, namely susceptibility and positive advertising. The author follows by emphasising the national and regional costs of youth smoking, by arguing how such a lifestyle results in negative consequences in relation to the delinquency itself. Lastly, the author will recommend policies for tobacco control that SEA governments should consider to contain the epidemic of youth smoking. It is noteworthy that all SEA governments have some degree of tobacco control policies in place. However, many lack the implementation of comprehensive national tobacco control strategic plans and tightened law enforcement endeavours to specifically target the problem of youth smoking. Therefore, the outputs of this chapter should contain scholarly values that are conducive to the betterment of policy-making.