How the admen hooked a new generation of smokers

SMOKERS ARE "stupid", "irrational" and "illogical" according to the advertising firm that helped hook an entire generation of smokers.

Leaked documents, kept secret for nearly 25 years by British American Tobacco, reveal the "contempt'' felt by the advertising moguls for the teenagers they were trying to persuade to smoke.

The documents, dating back to 1975, recommend that cigarettes be linked with adult initiation rites such as "shaving" and "wearing a bra". And they suggest that smoking be linked to taking illegal drugs, having sex and drinking beer.

They show that Ted Bates and Co, the firm that framed ads for brands such as Lucky Strike, wanted to get teenagers to smoke by creating "a situation based on the day-to-day life of young smokers".

The strategy, based on a series of focus groups with young people carried out by a market research company, concluded that smokers "have to face the fact that they are illogical, irrational and stupid".

BAT, the second largest tobacco multinational in the world, will face stiff questioning about the leaked documents when it holds its AGM this week.

Anti-smoking campaigners say the papers show that cigarette advertising is based on utter contempt for customers.

"This document gives a rare peep into what's really going on in the minds of people pushing tobacco to young people," said Clive Bates, director of Action on Smoking and Health. "This shows that all they really care about is making money."

The comments have also been condemned by the De-partment of Health which last year launched a pounds 110m anti-smoking campaign. It says the documents prove their view that much of tobacco advertising has been aimed at children.

"We have consistently said that the tobacco industry targets children in advertising. Cigarette manufacturers have consistently denied it," said a Department of Health source. "Anyone who thinks it's clever to take up smoking will be interested to know that the industry thinks they are a mug."

The report, "What Have We Learned From People", was conducted for Ted Bates and Co from a market research firm and presented to Brown & Williamson, a subsidiary of BAT, as a way of promoting Viceroy cigarettes for non- smokers and people who used competing brands.

The advertising document offers advice on how to make cigarettes appeal to young people. It says: "In the young smokers' mind, a cigarette falls into the same category with wine, beer, shaving, wearing a bra (or purposely not wearing one), declaration of independence and striving for self-identity ... Thus, an attempt to reach young smokers should be based on the following major parameters:

"Present the cigarette as one of the few initiations into the adult world. Present the cigarette as part of the illicit pleasure category of products and activities.

"In your ads create a situation taken from the day-to-day life of the young smoker but in an elegant manner have this situation touch on the basic symbols of the growing-up, maturity process. To the best of your ability (considering some legal constraints), relate the cigarette to pot, wine, beer, sex, etc."

Brown & Williamson said that it never implemented the company's recommendations and did not agree with its views.

"We didn't request any advertisement based on this strategy. No advertisements were ever published. It has nothing to do with our views," said Brendan Brady, a spokesman for Brown & Williamson. "It was an outside agency. We eventually fired Ted Bates and Co".

A new law banning tobacco advertising in Britain is expected to be published next month.

News
Netherlands' goalkeeper Tim Krul fails to make a save from Costa Rica's midfielder Celso Borges during a penalty shoot-out in the quarter-final between Netherlands and Costa Rica during the 2014 FIFA World Cup
newsGoalkeepers suffer from 'gambler’s fallacy' during shoot-outs
News
people
Travel
travel
Arts and Entertainment
Sydney and Melbourne are locked in a row over giant milk crates
artCultural relations between Sydney and Melbourne soured by row over milk crate art instillation
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Arts and Entertainment
Adèle Exarchopoulos and Léa Seydoux play teeneage lovers in the French erotic drama 'Blue Is The Warmest Colour' - The survey found four times as many women admitting to same-sex experiences than 20 years ago
filmBlue Is The Warmest Colour, Bojack Horseman and Hobbit on the way
News
Two giraffes pictured on Garsfontein Road, Centurion, South Africa.
i100
Environment
View from the Llanberis Track to the mountain lake Llyn
Du’r Arddu
environmentA large chunk of Mount Snowdon, in north Wales, is up for sale
News
Kenny Ireland, pictured in 2010.
peopleBenidorm, actor was just 68
News
i100
Arts and Entertainment
arts + ents
News
Morrissey pictured in 2013
people
News
people
News
A scene from the video shows students mock rioting
newsEnd-of-year leaver's YouTube film features playground gun massacre
News
i100
Life and Style
The director of Wall-E Andrew Stanton with Angus MacLane's Lego model
gadgetsDesign made in Pixar animator’s spare time could get retail release
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Trainee Recruitment Consultant - Manchester - Computer Futures

£18000 - £23000 per annum + Commission: SThree: Computer Futures (an SThree br...

Financial Control Manager - Regulatory Reporting

£400 - £550 per day: Orgtel: Financial Control Manager - Regulatory Reporting ...

Lead Application Developer

£80000 - £90000 per annum + competitive: Progressive Recruitment: I am current...

Senior Networks Architect

£65000 per annum + 15% Pension, Health, Travel & Bonus: Progressive Recruitmen...

Day In a Page

Dress the Gaza situation up all you like, but the truth hurts

Robert Fisk on Gaza conflict

Dress the situation up all you like, but the truth hurts
Save the tiger: Tiger, tiger burning less brightly as numbers plummet

Tiger, tiger burning less brightly

When William Blake wrote his famous poem there were probably more than 100,000 tigers in the wild. These days they probably number around 3,200
5 News's Andy Bell retraces his grandfather's steps on the First World War battlefields

In grandfather's footsteps

5 News's political editor Andy Bell only knows his grandfather from the compelling diary he kept during WWI. But when he returned to the killing fields where Edwin Vaughan suffered so much, his ancestor came to life
Lifestyle guru Martha Stewart reveals she has flying robot ... to take photos of her farm

Martha Stewart has flying robot

The lifestyle guru used the drone to get a bird's eye view her 153-acre farm in Bedford, New York
Former Labour minister Meg Hillier has demanded 'pootling lanes' for women cyclists

Do women cyclists need 'pootling lanes'?

Simon Usborne (who's more of a hurtler) explains why winning the space race is key to happy riding
A tale of two presidents: George W Bush downs his paintbrush to pen father’s life story

A tale of two presidents

George W Bush downs his paintbrush to pen father’s life story
Restaurateur Mitch Tonks has given the Great Western Pullman dining car a makeover

The dining car makes a comeback

Restaurateur Mitch Tonks has given the Great Western Pullman dining car a makeover
Gallery rage: How are institutions tackling the discomfort of overcrowding this summer?

Gallery rage

How are institutions tackling the discomfort of overcrowding this summer?
Louis van Gaal has £500,000 video surveillance system installed to monitor Manchester United players

Eye on the prize

Louis van Gaal has £500,000 video surveillance system installed to monitor Manchester United players
Women's rugby: Tamara Taylor adds fuel to the ire in quest to land World Cup

Women's rugby

Tamara Taylor adds fuel to the ire in quest to land World Cup
Save the tiger: The day America’s love of backyard tigers led to a horrific bloodbath

The day America’s love of backyard tigers led to a horrific bloodbath

With only six per cent of the US population of these amazing big cats held in zoos, the Zanesville incident in 2011 was inevitable
Samuel Beckett's biographer reveals secrets of the writer's time as a French Resistance spy

How Samuel Beckett became a French Resistance spy

As this year's Samuel Beckett festival opens in Enniskillen, James Knowlson, recalls how the Irish writer risked his life for liberty and narrowly escaped capture by the Gestapo
We will remember them: relatives still honour those who fought in the Great War

We will remember them

Relatives still honour those who fought in the Great War
Star Wars Episode VII is being shot on film - and now Kodak is launching a last-ditch bid to keep celluloid alive

Kodak's last-ditch bid to keep celluloid alive

Director J J Abrams and a few digital refuseniks shoot movies on film. Simon Usborne wonders what the fuss is about
Once stilted and melodramatic, Hollywood is giving acting in video games a makeover

Acting in video games gets a makeover

David Crookes meets two of the genre's most popular voices