Why ban indirect advertising?
• Indirect advertising for cigarettes includes those advertisements which, while not specially mentioning the tobacco product, tries to circumvent the advertising ban by using brand names, trademarks, emblems or other distinctive features of tobacco products. In the European Union, France was the first country where tobacco companies evolved the art of indirect advertising, in answer to the law of 1976, known as “la Loi Veil”, which restricted their activities. The French marketing magazine, “Stratégies” explained in 1984 the process as follows: “Camel has clearly developed methods of communicating its brand, in spite of legal restrictions. () Camel uses lighters as an alibi or Camel Adventure Tours, which achieves and strengthens the image of the brand” (20). The Loi Evin of 1991 strengthened the provisions on indirect advertising, but did not disarm the tobacco industry. The French Justice Department discovered on 2 February 1995 in the headquarters of RJ Reynolds France internal doc
