Will the Marlboro man survive the tobacco advertising onslaught?

摘要

The Friday night reveller wearing Camel boots, Marlboro jeans, Pall Mall Export shirt and of course, as a finishing touch, Dunhill for men fragrance, illustrates how tobacco brands have permeated the accessory market. Things are set to change. Tobacco companies will find advertising increasingly difficult due to new tobacco legislation that has recently been enacted or is on the horizon in most European countries. This article examines the status of legal developments in the UK against the background of developments in Europe. The key question is whether use of tobacco branding on non-tobacco products will be completely banned or whether the industry will still enjoy some marketing freedom.