Tobacco Sponsorship and Advertising in Sport
Tobacco sponsorship of sporting organisations, teams, and events in Australia has been banned because of the ethical and public health considerations surrounding tobacco products.
In 1962 the Royal College of Physicians of London published the first comprehensive report on smoking and health, presenting evidence that smoking is a major health hazard. Two years later, the United States Surgeon-General issued a substantial report drawing similar conclusions.
Background
In the United States the first attempts to restrict cigarette advertising in broadcast media came under a ‘fairness doctrine’ that required broadcasters to air anti-cigarette advertising if they wished to carry pro-cigarette advertising. The result of this strategy was that cigarette manufacturers withdrew from television advertising, but continued for several years to deliver their product messages through sponsorship. Ultimately, sports organisations, teams, and events adopted the position that sponsorship by tobacco companies was unethical.
In Australia, tobacco advertising has been banned from television since 1976. State Governments have also responded to the health risks of cigarette smoking by supporting alternative messages, such as ‘quit smoking’ campaigns; similar campaigns have continued for many years as a central strategy in health promotion.
Tobacco in Australia provides an index of research on the detrimental health effects of smoking and exposure to cigarette smoke. The weight of research underpins the decision by sporting organisations to break all ties with tobacco products. Health promotion sponsorship of sporting organisations and sports events was initially used as a replacement for tobacco sponsorship.
VicHealth action agenda for health promotion, VicHealth, (2013). Reduction (and elimination) of tobacco use is still seen as a health promotion issue and this report lists ‘prevention of tobacco use’ as a high priority. Tobacco smoking is still the leading single preventable cause of disease and death. The less people smoke and are exposed to harmful second-hand smoke, the greater the health gains across the community. To achieve these gains, organisations such as VicHealth have targeted young people, encouraging them to not take up smoking. Sport is a good vehicle for reaching young people and delivering the anti-smoking message. VicHealth and other organisations also continue to build the evidence base that supports anti-smoking; to know what works and ensure that this knowledge is translated into action.
Quit Now, Australian Government, Department of Health. The Quit Now campaign provides information on the health risks of smoking, and what individuals can do to reduce or eliminate their dependence on tobacco use.
Further information
- 1.7 MB), Foweather L, Trigwell J and McGee C, Liverpool John Moores University and Liverpool City Council (2014). Sport contexts provide an opportunity to deliver healthy activity and health promotion messages en masse, in an environment that is fun. The Smokefree Sports project ran a school-based programme for over 1000 Year 5 children in 32 Liverpool primary schools. This is the largest smoking prevention intervention to use sport in the United Kingdom. Over half of children (57.4%) reported to have at least one family member that smokes; 18% had at least one friend that had experimented with smoking; and 40% were exposed to second hand smoke at home or in cars. In response to the program, 87.5% did not intend to smoke, with a higher proportion of girls stating they would not take up smoking. Intention to smoke or not to smoke was significantly linked to family smoking status. Evidence suggests that smoking patterns begin prior to experimentation with the development of attitudes, beliefs and intentions to smoke. When findings from previous research are considered in line with those from the current study, it is apparent that 9-10 year old children represent an important cohort for primary prevention.
Reviewed by: Australasian Sport Information Network
Last updated: 01 January 2019
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