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Reality Check is a youth-led anti-tobacco movement that exposes the deceptive marketing practices of the tobacco companies and empowers teens to stand up against them and make a change.

Reality Check is NOT against smokers. It is about getting people to understand how tobacco companies manipulate people into smoking and getting hooked.

 

Exposing Big Tobacco….

Five ways the Tobacco Company targets youth to begin smoking

1. Sponsorship

Tobacco companies sponsor events, individuals, teams, and facilities by providing financial support for activities, promotions, and services. In turn, they earn brand recognition by being listed as a sponsor or attaching their brand name to the event. As a result, tobacco brands gain association with the sporting events music concerts, and other programs.

The Tobacco companies also contribute financially to the events, venues and organizations through corporate giving. Although less visible, their support targets museums, dance troupes, university research and community organizations.

2. In Store Advertising

Tobacco companies have greatly intensified their marketing efforts in stores. There efforts are intended to increase demand, ensure an ever-present supply for the addicted customer and entice new customers. Stores in New York State have and average of 17 tobacco ads displayed.

Many stores receive payments and/or discounts in exchange for prime placement of product and signage. In-store marketing of cigarettes increase smokers’ daily consumption by cueing smokers to light up, reduces current smokers’ resolve to quit and encourages former smokers to resume smoking.

3. Promotion

Tobacco companies bar and nightclub promotions targets young adults 18-24, that are susceptible to become smokers. Tobacco companies entice bar owners with financial incentives and bar paraphernalia. They also recruit new smokers with cigarette-sponsored sweepstakes, contests and even hire people to mingle with the crowd to promote their brands and products.

Tobacco companies have not limited themselves to bars and clubs. They also host freestanding exhibitions as tents, booths, and walk in vehicles at fairs, parades, concerts, and other family events. Although admission to these exhibits is restricted to those 21 and older, the exhibits are usually located in high traffic areas such as midways and attract the attention of youth and young adults.

4. Magazines

Tobacco advertising in magazines glamorizes and normalizes tobacco use. Tobacco companies advertise in popular magazines including Rolling Stone, Ebony, Newsweek, Time, People, and Sports Illustrated.

5. Movies

Tobacco companies have taken advantage of the powerful influence movies have on people’s behavior to popularize and normalize smoking. Despite legally binding pledges from tobacco companies to stop paying cash for brand placement, tobacco brands still appear in movies.

Portrayals of smoking in movies promote the same themes as other tobacco advertising: rebellion, independence, sexiness, wealth, power and celebration. Rarely do movies depict the realities of smoking – characters suffering from smoke related disease and the effects of secondhand smoke.

Scientific research confirms that on-screen smoking strongly influences young people to start smoking. Seventy- five percent of PG-13 rated movies and 40% of movies rated G and PG contain tobacco images.

 

Questions?

Contact Kathleen Kohl at klk89@cornell.edu at 585-786-2251.