TOBACCO COUNCIL ADDS RESTRICTIONS TO AD CODE
By Adnews Staff
The Canadian Tobacco Manufacturers' Council has amended its voluntary advertising code. Under new regulations, the code restricts the size and prominence of tobacco trademarks on sponsorship advertising and the placement of such advertising. Other changes prohibit the placement of tobacco product advertising in computer games and ban manufacturers from paying to have their products seen in films, videotapes of films, TV programs or computer games. The CTMC released its voluntary advertising code early this year. Under the deal the three CTMC member companies are obliged to have all ads ok'd by a tribunal funded by the CTMC. The code only allows ads to target adults and no lifestyle advertising is allowed. It prohibits tobacco trademarks on non-smoking items except for things such as T-shirts connected with events sponsored by tobacco companies. Ads for sponsored events may not show products or packages, they may only display the tobacco firm's name or trademark. Ads have to include government health messages which will be attributed to Health Canada. The Tobacco Products Control Act, which was made law by the former Conservative government, was effectively struck down in Canada's Supreme court last year. The Liberal government is in the process of resurrecting the act, which prohibited all tobacco advertising. The three member companies of the CTMC are: Imperial Tobacco Ltd., RJR Macdonald Inc. and Rothmans, Benson & Hedges Inc.