Wednesday, July 8, 1987 - North Shore News Why the proposed Government legislation banning tobacco advertising deserves a sensible Even by The Federal Government hes preposed legislation banning all Canudian pobagee advertising, promotion and brand sponsorship. Whether or not you smoke, ifyou're a Canadian who cares about civil liberties. you owe it to yourself te examine this issue and come to your awn conclusions. A VIOLATION OF THE CHARTER OF RIGHTS AND FREEDOMS? Never in the history of Canada has a legid product been totally denied the right to adver- tise. Bi C-5 bE denies tobacco manulacturers the right te provide information through adver- tising und the consumer the right to receive it. So the proposed legislation may well be a direct violation of the Charter of Rights. Many Canadians believe banning advertising for a legal predict iin violation of Canada’s Charter of Rights and Freedoms REASONABLE CONSTRAINTS YES. OUTRIGHT CENSORSHIP NO. Nobody questions the need for reasonable constraints on tobacco advertising. Tobacco advertising has been controlled through a voluntary industry code for more than 20 years. Under the voluntary code, tabacce manu facturers withdrew from television and radio advertising. They limited expenditures, included povernment health warnings and ensured that outdoor advertising would not appear adjacent to primary and secondary school areas. Within the last year the industry has further offered to climinate peeple from all advertising and enlarge and modify Health and Welfare messages in advertising and on packages. With this record of co-operation and control, is outright censorship really necessary? WHAT ADVERTISING DOES AND DOESN'T DO. ‘Today's tobacco advertising is designed to encourage current smokers to try one brand over another, That's all advertising does. [t doesn't get people to startsmoking and it doesn't get them to smoke more. In countries where tobacco advertising has been banned, such as Norway, Sweden, Finland and Singa- pore, consumption has not declined, and in some cases, has actually increased. Advertising also doesn't encourage young people to start smoking, A recent study of Canadian children undertaken by the respected Children’s Research Unit of the United King- dom shows clearly chat advertising has little, if any, influence. OBS LOST FOR NOTHING. There is ample evidence to suggest that Bil] C-51 will not achieve its aims. What it will achieve is massive economic dislocation. Up to 2,500 people in Canada's adverusing and media industries stand to lose their jobs anc many other industries will feel the economic impact. With tobacco brand sponsorship oudawed, organizations such as the Royal Canadian Golf Association. Tennis Canada, the Canadian Equestrian Federation and many major opera companies, dance companies, cheatre com- panies and symphoay orchestras could lose up to $10 million a year in sponsorship grants Allin all, a heavy price to pay for ineffective legislation second look. people who don’t smoke. TOBACCO ADVERTISING TODAY. WHO'S NEXT? Ifthe rights inherent in the Charter of Rights and Freedoms can be conveniently trampled upon in the tobacco advertising issue, whose rights will be denied next? Will alcoholic beverage advertising be nade illegal? Will advertising for certain food products be outlawed? Will trade unions be told that they can't plead their case through advertising because the Government doesnt want Canadians exposed to their ideas? Once we start down the road of banning information, where do we stop? bra study conducted among Canadian children by the highly respected Children’s Resear h Unit af the United Kingdom, the sayth that tehacca advertising encourages young people ta smoke was shattercd Amung the mapar findings: © Peer pressure, parental rele models and socia-cconem te status die the primary influences leading to smokurg amony voung praple © Advertaute was cited ay an influence by less than 2% of the young people surveved © Cigarette cnsumption among young people rs substantially hagher mt Norway than at Canada labacca advertising has been panned mm Norway sine 1975 If you're concerned about this basic point of principle, or il you'd like more information on the proposed tobacco advertising ban, we urge you to write to P.O. Box 80, Station “H". Montreal. Quebec, H3G 2K8. Canadian Tobacco Manufacturers’ Council ¢ Committee af Concerned Tobacco Area Municipalities © Ontario Fluc-C ured Tobacco Growers’ Marketing Board ¢ National Association of Tobacco and Confectionery Distribuiors ¢ Bakery, Confectionery and Tobacco Workers International Union © LE W.ALL. © Nova Scotia Fluc-Cuted Tobacco Growers Marketing Board © New Brunswick Flue-Cured Tobacco Growers’ Association @ Association of Canadian Advertisers © Smokers Freedom Society © PEL, Tobacco Commodity Marketing Board ¢ Office des producteury de tabac jaune du Québec