CIM's Mark Scott explains how the UK Prime Minister's anti-smoking campaign should encapsulate shirt sponsorship of e-cigarettes, particularly in football.
Last Wednesday, Rishi Sunak was asked about a football shirt emblazoned with the logo of an e-cigarette company. Despite vaping and smoking regulations being high on the Prime Minister's political agenda in recent days, he has given non-committal responses suggesting that what goes on the front of the shirt should be left to each club's discretion. did.
The question was set in the context of the Conservative Party's Tobacco and Vaping Bill, whose main aim is to create a “smoking generation”.
But more relevant to marketers is the bill's second objective, which introduces new powers to restrict e-cigarette flavors and packaging to make them less appealing to children. , this is something we have repeatedly asked for.
With such strong legislation in the works, it is concerning that the Prime Minister this week showed no desire to support a ban on the sale of e-cigarettes in football. As a national sport, soccer attracts large audiences and is popular with many young children. With children's use of e-cigarettes on the rise, it would be unacceptable for children's favorite players and teams to be wearing e-cigarette brands on their kits every weekend.
Sports and sponsorship have a disturbing history when it comes to advertising. While football shirts have long been dominated by logos of alcoholic beverages and, more recently, gambling companies, Formula 1 cars have become synonymous with tobacco brands. Although some progress has been made, lessons must be learned if the government is serious about protecting children from the dangers of vaping.
More generally, there is an open debate about whether there is a place for marketing e-cigarettes and tobacco products. What is clear is that any campaign or partnership needs to be firmly targeted at adults who can make informed decisions.
Clear government-backed regulation would shine a spotlight on the great work that major bodies like the FA are doing in investing in football from the grassroots all the way to national teams, rather than sponsorship deals, which many find offensive. It may be helpful to guess.
Our view, shared by the vast majority of the general public, is that e-cigarette regulations should be consistent with the marketing of cigarettes and other tobacco products. Our research shows that four out of five people (79%) support rules for e-cigarette products, which would mean no advertising and simple packaging, similar to cigarettes. A similar proportion (81%) agree that regulations to prevent the sale of e-cigarettes to 11-year-olds to 17-year-olds should be strengthened.
My hope is that there will be further government regulations in the future, taking into account the health implications. Comprehensive measures are essential to protect children. As well as supporting the measures outlined in the Cigarettes and Tobacco Products Bill, we urge the Government to go further with the proposed restrictions, whether by introducing legislation on sporting goods, football, etc. calls for the restriction to be extended to a wider range of areas. Remove advertising from spaces where children are likely to be present, such as soccer fields.
