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Marlboro maker accused of ‘exploiting’ young people with new global ad campaign

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Anti-tobacco campaigners have condemned a global advertising campaign for Marlboro by Philip Morris International (PMI), saying the company is being duplicitous in claiming it wants to end cigarette sales. The “I AM Marlboro” campaign – which experts on the tobacco industry said appeared designed to attract young people – includes billboards, TV ads and online content. Roadside stands selling Marlboro cigarettes in the Philippines have run competitions to win a scooter or campaign-branded merchandise by buying the cigarettes. An Indonesian television advert shows young adults climbing mountains and rehearsing in a rock band. PMI has filed or owns campaign-related trademarks in about 20 countries, including Indonesia, Morocco, Bangladesh and Germany. PMI’s chief executive, Jacek Olczak, said three years ago that “cigarettes belong in museums”, and that the company was shifting towards alternatives such as vapes.…

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