** The company wiped the ball and was accused of disguising it through Hope School.

“At present, not only direct advertising has not been completely eliminated, but indirect advertising is still in abundance. The lack of relevant laws has allowed tobacco companies to take advantage of the hurdles and wipe the ball.” Wu Yiqun, deputy director of the newly explored Health Development Research Center, recently pointed out "Daily Economic News (Weibo)" said.

Wu Yiqun said that if the list of products listed in Article 13 of the WHO Framework Convention on Tobacco Control is listed as a form of advertising, it can be considered that almost all tobacco companies have done so. Disguised tobacco advertising.

In addition to direct advertising on highways, the Internet, etc., tobacco companies also make disguised tobacco advertisements through donations, sponsorships and other public welfare activities, and registration of cultural companies of the same name. However, there are no relevant laws in the country to restrict the advertisements in this area.

For the revised "Interim Measures for the Administration of National Tobacco Advertising," several smokers suggested that the relevant government departments should implement the "World Health Organization Framework Convention on Tobacco Control" (hereinafter referred to as the "Convention"), prohibiting all forms of tobacco advertising, promotion and sponsor.

Tobacco company hits the ball

According to Wu Yiqun, Tsinghua University’s Institute of Health Communication organized personnel to collect and collect tobacco advertisements, promotions, and sponsorships. They found that tobacco advertisements, promotions, and sponsorships that violated the laws and regulations and violated the Convention were found in food, clothing, entertainment, education, sports, There are various aspects such as public welfare, and some are still hidden.

“What I'm most saddened to see is the establishment of a tobacco hope school under the name of a company or brand. It looks like the tobacco companies are doing charity. In fact, they are planting even worse seeds.” Wu Yiqun said, “For example, people accused of tobacco control generally believe that A typical example is that in the Sichuan Tobacco Hope Primary School's teaching building, not only is there an obvious 'China Tobacco' logo, but on a stone slab downstairs there is also written 'Aspiration to Contribute Society, Tobacco Helps You Become Talented.'"

This reporter learned that there are many Hope Primary Schools under the title of Tobacco, such as Zhongnanhai Ai Xin Primary School, Hongyun Group Caiyuan Hope Primary School, Hongta Hope Primary School, Anhui Zhongyan Hope Primary School, and similar “Furong Xuezi” student fund. It was donated by Hunan Zhongyan Industrial Company.

Wu Yiqun said that these tobacco companies donated donations to public schools, teenagers, and disaster-stricken areas in the name of charity and public welfare, and organized public welfare activities. Actually, tobacco companies are disguised as advertisements while they are exempt from taxes, and they have a strong induction effect on youngsters' smoking. "If the tobacco company really wants to do a public good, it can be done in a low-key manner and it can also achieve the effect of helping people."

In addition, last year, Shanghai Tobacco (Group) Co., Ltd. published a large number of "China" and "Panda" cigarette public interest fraud statements in prominent positions in the media, and announced the group's phone, which was also questioned by tobacco control officials as an "upgraded" disguised tobacco advertisement. .

Wu Yiqun believes that not only direct advertising is not completely eliminated, but indirect advertising is still flooding. “For example, many well-known tobacco companies have publicized their brand names through the registration of a cultural company of the same name. This is the case with the advertisements of the “Shando Manmade Peak” broadcast by Hongta Group in CCTV.”

At present, China’s laws only stipulate that direct tobacco advertising be banned in five types of media (broadcasting, movies, television, newspapers, periodicals) and four types of venues (all types of waiting rooms, theaters, conference halls, and sports competition venues), and that there should be no outdoor and Internet advertising. Restrictions, there is no clear definition of disguised tobacco advertising, so that tobacco companies can play a big game. As a result, trademarks or product names that are the same or similar to tobacco companies often appear on billboards at station exits, at the back of airport baggage carts, and on highways and streets. For example, “Honghe Group’s warm reminder, please pay attention to traffic when traveling. Safety" and so on.

On the Internet, tobacco advertising is also everywhere. There is a website called “Yueyue.com”, which claims to be the home of smokers. It has a detailed analysis of the price and quality of each cigarette, as well as a sharing article on the taste of smokers.

Profit drive is the root cause of advertising impediment. For the widespread phenomenon of disguised tobacco advertising, Jiang Yan, deputy director of the Tobacco Control Office of the Chinese Center for Disease Control, said that the country only bans direct tobacco advertising and does not currently prohibit disguised tobacco advertising, so even if tobacco companies do It will not be punished. "But the effect of disguised tobacco advertising is the same as that of direct advertising."

Jiang Yan and others did a survey. In Beijing, there was an ad with the advertisement “Shandong Peak”, which was done by the Hongta Mountain Mountaineering Association. After they removed the mountaineering association, they found eight advertisements for the youngsters. The survey was conducted with adults. As a result, 80% of people thought that it was a tobacco advertisement.

Although the disguised tobacco advertisements have attracted widespread attention, they have not been banned for many years. As for the reasons for this, many industry experts believe that besides tobacco companies, they are mainly driven by profits.

"Tobacco companies have huge profits. They have invested a lot of energy and hope to use the media to expand their brand awareness. Under the drive of high advertising costs, the media will also work with tobacco companies to adopt alternative ways to publish these disguised advertisements." Wu Yiqun said.

Typical examples are Phoenix Satellite TV. Many tobacco companies, such as "Lotus King", "Red Eagle" and "Red River", have named many famous TV programs. However, Jiang Yan told reporters that we couldn't actually ban Phoenix TV because it was an overseas TV station and we couldn't control it. “But Phoenix TV has no tobacco advertising in places like Hong Kong and New York. There are many cities in the Mainland,” Jiang Yan stressed.

For the "Interim Measures for the Administration of National Tobacco Advertising" that is being revised, many smoke control people have also put forward their own proposals. Jiang Hao said that he hoped that the relevant government departments could completely ban any form of tobacco advertising, promotion and sponsorship, clean up all existing tobacco advertisements and disguised tobacco advertisements, and include the Internet in the scope of "media."

Wu Yiqun also suggested that he hopes that the spirit of the WHO Framework Convention on Tobacco Control can be fully implemented in the revision, and direct advertising and indirect advertising can be defined like the "Convention".

On January 4, the university teacher Zhu Xiaofei and her attorney Huang Jinrong, who had filed an administrative lawsuit against the disguised tobacco advertisement, met with relevant officials of the Beijing Municipal Administration for Industry and Commerce at Beijing No. 1 Middle School. The two parties exchanged opinions. “The Industry and Commerce Bureau listened to our views on this matter and expressed their ideas. They think that many issues are not immediately banned, because they need to take into account the interests and requirements of all parties, and they also want to be able to widely listen to disguised opinions. Various opinions on tobacco advertising." Zhu Xiaofei said.