WITCO stops advertising on radio, tv and print media

West Indian Tobacco Company Limited (WITCO) has stopped advertising its brands on television, radio and in the print media as part of its implementation the marketing standards in TT. Launched in September 2001, the international marketing standards set down detailed guidance on all aspects of tobacco marketing from print, billboards and electronic media to promotional events, packaging and sponsorship. One important aspect of the standards relates to advertising of tobacco products.

British American Tobacco (BAT), Philip Morris and Japan Tobacco, united by the shared belief that the nature of the product they sell requires that they market it responsibly. This was the first time that a formal comprehensive protocol of this kind has been agreed. The IMS lays down the minimum rules to be followed across the full range of tobacco marketing activity, including restrictions on print and broadcast advertising, sponsorship and packaging of tobacco products. WITCO, as a subsidiary of BAT, is a signatory to the IMS. In all instances, this protocol exceeds TT’s regulatory requirements. In its 2002 annual general report WITCO said: “In implementing the IMS in TT, we believe that we are taking concrete positive steps towards addressing genuine public concern about the marketing of tobacco products.”

WITCO said by adopting these standards, they may in some instances be placed at a competitive disadvantage if competitor companies do not adopt the standards. “However, we feel that we have a duty to ensure that we promote and distribute our tobacco products in a responsible manner.” In general, the standards are intended to cover all actions and communications by or on behalf of the company to consumers who have the aim of encouraging them to select one brand of tobacco products over another. WITCO said another significant aspect of the standards relates to health warning. In this regard, the standards require that, with certain exceptions, advertisements shall contain a clearly visible health warning which covers 15 percent of the branded area.