It keeps growing ... and
growing ... and growing....
Canadian Tobacco Advertising
Independent research shows that Canadian
tobacco companies are now spending more on advertising than they were before Parliament
re-introduced restrictions on cigarette promotions in the 1997 Tobacco Act.
ACNielsen produced estimates of tobacco
promotion in measured media for the years 1988 to 1998. Measured media include:
- daily newspapers,
- magazines,
- out-of-home (billboard & transit),
- radio and television.
This survey showed:
- Canadian tobacco industry spending on
advertising has climbed steadily in the 1990s, and is now as high as it was in 1987
(before there were any legal restrictions).
- 1998 expenditures are more than 450% higher
than those 5 years earlier.
- Sponsorship advertising by tobacco companies
has increased and is higher in 1998 than in any year for which data is available.
- Sponsorship promotions in 1998 are 380%
higher than 5 years previously.
- The highest spending per capita is in Quebec
(Ontario has the second highest). The lowest spending per capita is in Prince Edward
Island.
| Year |
Tobacco
Advertising Expenditures |
Note |
|
| 1987 |
$29,452,000 |
No legal
restrictions, but industry maintained a voluntary code which banned television & radio
advertising. |
| 1988 |
$33,464,000 |
Tobacco
Products Control Act Passed. Tobacco advertising banned; sponsorship loophole identified
and used by industry. |
| 1989 |
$12,929,000 |
|
| 1990 |
$5,628,000 |
Tobacco
Products Control Act provisions come fully into force |
| 1991 |
$5,115,000 |
|
| 1992 |
$4,452,000 |
|
| 1993 |
$6,930,000 |
|
| 1994 |
$8,829,000 |
|
| 1995 |
$12,802,300 |
Supreme Court
strikes down Tobacco Products Control (Sept 21, 1995) |
| 1996 |
$22,177,900 |
Tobacco Act
introduced (December 1996) |
| 1997 |
$28,065,300 |
Tobacco Act
comes into force (April, 1998) |
| 1998 |
$32,143,200 |
Total
expenditures estimate based on six month figure January - June, 1998 |
Total expenditures would have been much
higher, as the media which were measured do not include direct mail, weekly newspapers,
retail promotion, on-site promotion, etc. |
For more details on tobacco industry
expenditures, contact us at psc@cctc.ca. |
