![]() ![]() The rules, of course, do not single out Marlboro. While there is "more that could be done" to prevent youth smoking, she added, the Clinton proposals infringe upon the "rights of adults to make free choices in a free marketplace." Our ability to compete would be severely curtailed," said Ellen Merlo, a senior vice president of Philip Morris U.S.A. "This goes way beyond anything we've ever faced before. Not surprisingly, Philip Morris, which has grown with Marlboro to become the world's largest tobacco marketer, has joined the fight against the rules. They would ban such powerful advertising tools as brand-name merchandise giveaways and sponsorships of sports events and the use of color in outdoor advertisements, while curtailing others, like print advertising and displays in stores. ![]() ![]() The proposed regulations are indeed tough, perhaps the most stringent since 1964, when the surgeon general declared smoking a health hazard. Now, in an effort to discourage children from taking up smoking, the Clinton administration is taking aim at the advertising that is so vital to a business where image is all.īut the enduring symbolic power of the Marlboro Man suggests just how difficult it will be for those curbs to alter consumer behavior in any meaningful way, at least for a generation or two. ![]()
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