If since 1971 in the United States, the tobacco industry can no longer advertise on television, that is about to change. But if American companies in the tobacco industry will finally be able to run advertising spots, it will not be to promote their products, quite the contrary.
BIG TOBACCO WILL HAVE TO PAY FOR ANTI PROMOTION!
In 2018, US companies in the tobacco industry will finally be able to spend a commercial on television, a fact that was no longer allowed from 1971. But this right, they get it not to value their brands, but on the contrary, to convince the public that buying cigarettes seriously harms health. Yes, RJ Reynolds, Philip Morris, Lorillard or even Altria, will have to pay to do the anti-promotion of their products.
This is the conclusion of a standoff between the US government and the tobacco industry for 18 years. In 1991, the Bill Clinton administration sued these companies to recover the money the taxpayer spent on health care costs to treat diseases caused by tobacco. Justice ended up agreeing with the government, and forcing the four groups to pay their "anti-publicity". It took 18 years of appeals for the powerful cigarette lobby to finally come to fruition, but it will not be without one last burst of rebellion. 
While posting in several press releases their common intention to comply with the company's requirements, the spot that these companies funded could serve as an example of what should not be done in TV advertising. This one simply presents a warning message written in black on white and pronounced by a neutral voice off. Without energy, without dynamism or creativity, we are far from thinking that the spot can challenge. It will still be broadcast 5 once a week for 1 year, to reach 260 projections in total.
This news demonstrates the ability of a state (at least that of the US) to compel an advertiser to pay to deconstruct his image. The government understands the principles of "engagement" and loyalty that bind consumers to brands and attack them. However, forcing the brands to pay for the commercial hit to hurt them is also to let them control creativity and media buying. Here, the tobacco lobby in the United States has used its knowledge of TV advertising to do the exact opposite of the usual recommendations and thus minimize the impact of this message. A fact that does not rejoice associations against smoking.
Source : Lareclame.fr
