:00:18. > :00:21.generations with the allure of their deadly product and use any device
:00:22. > :00:25.they can to attract new customers. They have a track record of not
:00:26. > :00:28.being trustworthy. They've twisted the evidence and tried to
:00:29. > :00:34.consistently undermined policy and they continue to try and maximise
:00:35. > :00:38.profits. Now there's a new product, electronic cigarettes, that the
:00:39. > :00:45.industry hopes will rebrand its image. We've been given rare access
:00:46. > :00:48.to be 80, the world's second largest tobacco company, which says it is
:00:49. > :00:56.committed to harm reduction by developing safer products.
:00:57. > :01:01.E-cigarettes and tobacco harm production is central to our
:01:02. > :01:05.business model. It is far from a publicity stunt. It's a very clear
:01:06. > :01:09.commercial intent and the right thing to do for society to stop but
:01:10. > :01:13.some health campaigners see e-cigarette is a cynical smoke
:01:14. > :01:16.screen. I think they will use e-cigarettes to present a mob of
:01:17. > :01:23.nine face to the public and they will use it as a marketing tool. --
:01:24. > :01:31.a more benign face. Marketing is what makes its millions so while it
:01:32. > :01:32.puts on a face in the West, it's a different story in the developing
:01:33. > :01:35.countries. I've spent nearly forty years
:01:36. > :01:37.investigating the tobacco industry and seen how little has changed
:01:38. > :01:40.in the developing world. The industry claims it markets
:01:41. > :01:43.responsibly, but the claim often seems as hollow
:01:44. > :01:49.today as it did way back then. In East Timor,
:01:50. > :01:52.one of the poorest countries in the world, we found cigarette companies
:01:53. > :01:58.selling their brands dirt-cheap. Young people are smoking more and
:01:59. > :02:07.more each year, especially boys. And we investigate how,
:02:08. > :02:11.across the globe, the industry uses its legal muscle to crush any
:02:12. > :02:16.opposition that stands in its way. They hope that use of the law can
:02:17. > :02:20.bully small countries out of taking action on smoking and introducing
:02:21. > :02:26.measures that those companies fear. So has the industry really turned
:02:27. > :02:29.over a new leaf, or is it still intent on burning
:02:30. > :02:49.tobacco and seducing the young? And these are no
:02:50. > :03:03.ordinary cigarettes. They're electronic or e-cigarettes,
:03:04. > :03:07.based on nicotine. Because they're tobacco-free,
:03:08. > :03:11.they can legally be used in pubs, offices and most places where real
:03:12. > :03:18.cigarettes are banned. To the tobacco industry,
:03:19. > :03:22.these devices are revolutionary. They could save thousands
:03:23. > :03:25.of lives and even make smoking The irony is they're based
:03:26. > :03:37.on the drug that was once One puff,
:03:38. > :03:42.and they'll soon be in my grasp. If we're able to take consumers
:03:43. > :03:56.and give them the nicotine that they enjoy, the pleasure they derive
:03:57. > :04:00.from nicotine in lower harm, a safer product, then that has to be the
:04:01. > :04:03.right thing to do I'm a non-smoker, and needed
:04:04. > :04:06.a guide to lead me through the haze Oliver Kershaw is the founder of an
:04:07. > :04:15.online forum dedicated to promoting He doesn't smoke regular
:04:16. > :04:21.cigarettes any more. He gets his kick
:04:22. > :04:24.from inhaling nicotine vapor. I don't really know how to smoke,
:04:25. > :04:33.but I'd be interested just try one. The nicotine is contained within
:04:34. > :04:40.a small cartridge inside here, and as you puff on it, an automatic
:04:41. > :04:46.switch will feed through to a small heating coil which will heat the
:04:47. > :04:56.solution and produce the vapour. The range of devices is astonishing,
:04:57. > :05:08.from the classic cigarette to more They're all based on liquid nicotine
:05:09. > :05:12.that comes in every flavor under the sun - from tobacco to toffee,
:05:13. > :05:15.from cherry to chocolate. What is the popularity
:05:16. > :05:19.of these devices? It's a drop in the ocean compared
:05:20. > :05:22.to the overall tobacco sales. But the central thing is the
:05:23. > :05:27.explosion in interest right now. My first reaction was how strange to
:05:28. > :05:30.go into a pub and see clouds But not everyone hails
:05:31. > :05:35.the revolution. You've been vaping,
:05:36. > :05:39.I've had the odd vape. By law we can do it wherever we like
:05:40. > :05:48.because in private establishments like pubs, it's at the discretion
:05:49. > :05:51.of whoever runs the pub. They've said their staff are
:05:52. > :05:55.confused, they don't know As a society,
:05:56. > :06:00.I suppose we have to adjust to a new form of behaviour that we are
:06:01. > :06:05.not quite au fait with yet. It's estimated just over two million
:06:06. > :06:08.vapers currently use e-cigarettes in the UK, three times
:06:09. > :06:14.the number of two years ago. Well, that was a really interesting
:06:15. > :06:20.experience and I did learn a lot. What's astonishing is
:06:21. > :06:22.the vast variety, the mind-boggling But in
:06:23. > :06:29.the end how successful these devices will be and how e-cigarettes will be
:06:30. > :06:37.will depend on smokers themselves. The first e-cigarettes were produced
:06:38. > :06:40.by small independents with no links But very quickly the big tobacco
:06:41. > :06:45.companies saw their potential. E-cigarettes one
:06:46. > :06:48.of the most exciting innovations in And I think the current e-cigarettes
:06:49. > :06:59.do appeal to many cigarette smokers. BAT was the first tobacco company to
:07:00. > :07:04.launch an e-cigarette in the UK. At its research labs in Southampton,
:07:05. > :07:08.it's committed to harm reduction, and is spending ?160 million every
:07:09. > :07:10.year on improving new, E-cigarettes don't perform
:07:11. > :07:19.particularly well yet, but I'm convinced that with
:07:20. > :07:21.technology they will improve and provide an increasingly
:07:22. > :07:23.consumer-acceptable alternative to British American Tobacco believes
:07:24. > :07:32.nicotine is no more harmful than The safety of nicotine is
:07:33. > :07:39.very similar to caffeine. There are round 100 toxicants
:07:40. > :07:42.in cigarette smoke, and it is those toxicants that are the cause
:07:43. > :07:44.of the real serious diseases But unlike caffeine, which is
:07:45. > :07:50.only mildly addictive, nicotine Professor Sir Cyril Chantler headed
:07:51. > :08:00.a Government inquiry He is one of the country's leading
:08:01. > :08:05.paediatricians, and has studied and experienced
:08:06. > :08:09.the effects of nicotine on smokers. And it's addictive both
:08:10. > :08:14.psychologically, but it's And we know understand far better
:08:15. > :08:21.than we did before the effect, the mechanisms on the brain,
:08:22. > :08:24.receptors that lead to that level I know personally it's
:08:25. > :08:32.very difficult to give up. How did a doctor
:08:33. > :08:42.and a paediatrician become Well, if I knew then what I know
:08:43. > :08:52.now, I wouldn't have started. For the tobacco industry,
:08:53. > :08:55.producing a safer way of delivering a nicotine hit could, with
:08:56. > :08:58.the right product, hit the jackpot. A tremendous number of people will
:08:59. > :09:01.simply adapt to it because they So that combination to be able to
:09:02. > :09:10.have this near monopoly on a delivery
:09:11. > :09:13.of an addictive product used by over a billion people, extraordinary
:09:14. > :09:20.in terms of profitability. There's no guarantee there's
:09:21. > :09:23.a king's ransom to be made, but the industry knows it ignores
:09:24. > :09:28.the vaping revolution at its cost. It's seen what's happened to other
:09:29. > :09:31.companies left high and dry Digital cameras wiped out most of
:09:32. > :09:39.Kodak's business almost overnight. All of the tobacco companies talk
:09:40. > :09:44.in terms of Kodak moments. That the technology changes
:09:45. > :09:47.and either you change as a company to move with this new technology or
:09:48. > :09:53.you risk getting left behind. So swift has been the rise
:09:54. > :09:56.of e-cigarettes that regulation has The result is a free-for-all with
:09:57. > :10:02.advertisers having a field day. It's absolutely reminiscent of
:10:03. > :10:16.the heyday of tobacco advertising. It's about lifestyle,
:10:17. > :10:19.it's about being cool, it's about It's the sports sponsorship, the
:10:20. > :10:29.product placement in music videos. This is the stuff of dreams
:10:30. > :10:31.for the tobacco companies. We haven't had
:10:32. > :10:34.a tobacco advertisement or a cigarette advertisement,
:10:35. > :10:38.at least in the UK, since 1965. This is an exciting moment
:10:39. > :10:41.if you're a tobacco company. I think it's a more sombre moment
:10:42. > :10:46.if you're in public health. BAT was the first tobacco company to
:10:47. > :10:49.advertise its e-cigarette on British It's as glossy
:10:50. > :10:54.as any cigarette ad used to be - not surprising when the campaign
:10:55. > :11:03.cost several million pounds. It's not legal to advertise or use
:11:04. > :11:05.product placement for conventional cigarettes in the
:11:06. > :11:08.UK, and there are plans to extend But
:11:09. > :11:17.at the moment it's a free-for-all. Lily Allen, a celebrity role model
:11:18. > :11:23.for the young, claims her provocative video is meant to be a
:11:24. > :11:27.parody of misogyny, but it's also an advert for E-Lites, currently one of
:11:28. > :11:39.the UK's best selling e-cigarettes. It is extremely explicit, very cool,
:11:40. > :11:43.and in that, right in the middle of it is
:11:44. > :11:47.a placement for an e-cigarette. It's positioning e-cigarettes
:11:48. > :11:52.as a very attractive, fashionable, I'm personally worried
:11:53. > :11:58.about the advertising of them because it might cause confusion
:11:59. > :12:01.in young people's minds about I have absolutely no doubt that
:12:02. > :12:09.e-cigarettes are the most brilliant marketing device for tobacco that
:12:10. > :12:15.we've seen in a long, long time. I see e-cigarettes as, if you like,
:12:16. > :12:19.a weapon of mass distraction. A means for the tobacco companies of
:12:20. > :12:28.distracting us from what we actually need to do, and we know we should
:12:29. > :12:37.do, to reduce smoking. The concern among many anti-tobacco campaigners
:12:38. > :12:41.is that e-cigarettes could once more make cigarettes socially acceptable.
:12:42. > :12:47.E-Lites were launched in 2009. They may not be owned by a tobacco
:12:48. > :12:50.company, but they're being marketed 30 years ago I filmed
:12:51. > :12:59.John Player Special girls doing exactly the same kind of thing at
:13:00. > :13:04.an amusement park in Scarborough. Free draw for cigarette
:13:05. > :13:09.smokers to win a Lotus. Little appears to have changed
:13:10. > :13:13.except of course the cigarettes. E-Lites cigarettes, guys,
:13:14. > :13:16.would you like to try one? And do you want to try
:13:17. > :13:22.and stop smoking? I've just had a serious chest
:13:23. > :13:29.complaint, so I've got to stop now. E-Lites are at the top
:13:30. > :13:31.of their league, and sponsor Worcester Warriors rugby
:13:32. > :13:33.team who, unfortunately, On match day I talked to one of
:13:34. > :13:42.E-Lites' founders, Adrian Everett. Last year he spent nearly ?5 million
:13:43. > :13:48.on marketing, Just looking around
:13:49. > :13:55.at all the advertisements for E-Lites, and it's going to be
:13:56. > :13:58.on television as well, it's like going back 50 years when you could
:13:59. > :14:02.advertise cigarettes on television. When you're building a brand
:14:03. > :14:04.for smokers, You're associating a cigarette,
:14:05. > :14:09.albeit an e-cigarette with Aren't you normalising the habit
:14:10. > :14:17.of smoking? There have been criticisms
:14:18. > :14:20.of electronic cigarette sponsorships Because it's such a new market and
:14:21. > :14:27.a new product, one of the fastest ways to reach a larger audience is
:14:28. > :14:32.through sport sponsorship. But for the tobacco industry it
:14:33. > :14:38.could be a win-win situation. Advertising its e-cigarettes may
:14:39. > :14:41.attract more vapers, but if vaping does normalise the smoking
:14:42. > :14:44.habit, then that's potentially more When you see advertisements
:14:45. > :14:55.for e-cigarettes, what hits you about them is that it
:14:56. > :15:02.normalises the habit of smoking. I don't believe that our advertising
:15:03. > :15:05.or even our e-cigarettes will I think the opposite is true,
:15:06. > :15:10.actually, in that offering cigarette smokers this safer alternative will
:15:11. > :15:13.be a good thing for public health. It's likely to lead to more people
:15:14. > :15:18.quitting cigarette smoking and migrating to safer alternatives
:15:19. > :15:25.like e-cigarettes. E-cigarettes now threaten
:15:26. > :15:28.an unprecedented split in the anti-tobacco lobby,
:15:29. > :15:31.which for so long has been united Many don't trust
:15:32. > :15:37.the industry's motives. They fear e-cigarettes could be
:15:38. > :15:42.a gateway for the young into There's a danger,
:15:43. > :15:46.particularly with the very evocative marketing of these things, they get
:15:47. > :15:51.children interested in the use of nicotine and thereby smoking as well
:15:52. > :15:55.as e-cigarettes, but use nicotine But other health campaigners welcome
:15:56. > :16:00.the potential of e-cigarettes to save lives by encouraging smokers to
:16:01. > :16:05.quit conventional cigarettes. If they show signs through deeds not
:16:06. > :16:10.just words that they're moving into these products and they're trying to
:16:11. > :16:15.change their business into a nicotine business that is far, far
:16:16. > :16:19.less harmful to health, then I think that's something that should be
:16:20. > :16:21.cautiously welcomed I mean the problem is, if you just
:16:22. > :16:27.shut them out of everything and say they're just unequivocally
:16:28. > :16:30.and unambiguously evil, they always have been and they always will be,
:16:31. > :16:38.there's nowhere for them to go. There's no doubt e-cigarettes
:16:39. > :16:42.are helping lifelong addicts. As we saw in last week's programme,
:16:43. > :16:45.Dianne Marshall finally stopped smoking when she was diagnosed with
:16:46. > :16:49.lung cancer for the second time. You say you're not smoking now,
:16:50. > :16:55.you've finally stopped. I'm all right, thank you, I use
:16:56. > :17:03.me vaper, my vaporiser like this. With just vapour in,
:17:04. > :17:07.it's got nicotine in which is actually what you become
:17:08. > :17:13.addicted to when you're smoking. So how would you describe that
:17:14. > :17:18.and what it's done for you? Well, it's helped me
:17:19. > :17:21.a lot cos it's helped me to stop Dianne is typical
:17:22. > :17:36.of many smokers who've given up with the help of e-cigarettes, to
:17:37. > :17:43.the satisfaction of many doctors. Dr John Ashcroft, a GP, is so
:17:44. > :17:46.convinced of their benefit he's even gone into the e-cigarette business
:17:47. > :17:49.himself and opened his own shop. It's right next door to his surgery,
:17:50. > :17:55.situated in one of the most deprived areas of Derbyshire where
:17:56. > :17:58.adult smoking rates are almost twice I think these are
:17:59. > :18:09.the greatest invention that we've I spent 20 years trying to stop
:18:10. > :18:15.people smoking and trying to help them, and all of a sudden patients I
:18:16. > :18:21.have prescribed tablets, nicotine replacements, and have gone back to
:18:22. > :18:25.smoking, have come along having But are you saying to
:18:26. > :18:31.your patients that these are safe? It's surprising to hear a doctor
:18:32. > :18:41.saying any cigarette is safe. His shop, which opened last year,
:18:42. > :18:44.is an Aladdin's cave of e-cigarette products
:18:45. > :18:50.and all that goes with them. You are not using it
:18:51. > :18:54.as a means to stop smoking? I haven't had a fag for months since
:18:55. > :18:59.I've had it, never touched a fag. Will you reach the point where
:19:00. > :19:03.you actually stop vaporising? But isn't the danger that
:19:04. > :19:10.if young people start using these things, we are breeding a whole new
:19:11. > :19:14.generation of nicotine addicts. I guess that's always a risk,
:19:15. > :19:18.but I haven't seen any evidence What I've seen is people stopping
:19:19. > :19:26.and using electronic cigarettes. Recent research suggests that
:19:27. > :19:29.nearly all e-cigarette users There's no evidence
:19:30. > :19:34.so far they're a gateway But, with tobacco claiming one
:19:35. > :19:42.victim every five minutes in the UK, No one is more aware
:19:43. > :19:48.of the risks associated with conventional cigarettes than
:19:49. > :19:51.Professor John Britton. He's campaigned against tobacco
:19:52. > :19:55.for years. E-cigarettes and other nicotine
:19:56. > :19:58.delivery devices that are sort of in development are an immensely
:19:59. > :20:00.powerful potential tool for the good The problem is it will take many
:20:01. > :20:08.years before we know whether We don't know that,
:20:09. > :20:14.and at the moment the problem with the whole e-cigarette market is the
:20:15. > :20:17.complete lack of regulation, which has the strength on the one hand
:20:18. > :20:21.that it opens the market up to a lot But on the other hand it's very hard
:20:22. > :20:27.personally to recommend a product But what we do know about
:20:28. > :20:33.the way that electronic cigarettes work is that they cannot conceivably
:20:34. > :20:38.be as hazardous as tobacco. If e-cigarettes could come in
:20:39. > :20:43.and take half the cigarette market, or perhaps even more then it would
:20:44. > :20:46.make huge inroads amounting to hundreds of millions
:20:47. > :20:52.of avoided premature deaths. And that would be one
:20:53. > :20:55.of the biggest public health Despite e-cigarettes' small market
:20:56. > :21:00.share, tobacco companies like BAT remain
:21:01. > :21:03.confident about the future of less Some investment analysts say they
:21:04. > :21:17.will overtake conventional cigarettes in the next decade, but
:21:18. > :21:47.others in the anti-tobacco lobby believe this is all a smokescreen to
:21:48. > :22:15.hide the industry's real agenda. companies are several decades.
:22:16. > :22:18.Despite the rhetoric, they are still promoting their lethal products as
:22:19. > :22:24.heavily as they can, especially in developing countries. With ever
:22:25. > :22:28.increasing regulation and smoking declining in the West, the
:22:29. > :22:35.developing word offers the industry vast and hugely profitable new
:22:36. > :22:38.markets. Eight out of ten of the world's 1 billion smokers live in
:22:39. > :22:42.low income and middle-income countries, where restrictions are
:22:43. > :22:44.often limited or virtually nonexistent. Here, e-cigarettes are
:22:45. > :23:04.nowhere to be seen. I flew to East Timor, the country
:23:05. > :23:09.with one of the highest smoking rates in the world. It's just a few
:23:10. > :23:13.hundred miles from the northern tip of Australia. In comparison with
:23:14. > :23:16.Australia, which has some of the strictest anti-smoking laws on the
:23:17. > :23:21.planet, East Timor has virtually none.
:23:22. > :23:28.I went to see how cigarette companies exploit a wide-open market
:23:29. > :23:32.where nearly half the population is under 15.
:23:33. > :23:39.East Timor is one of the poorest countries in Southeast Asia and it
:23:40. > :23:44.is a different world. Here, a packet of 20 costs less than ?1. You can
:23:45. > :23:53.smoke anywhere you want to and advertising is everywhere.
:23:54. > :23:59.The motion of tobacco control has yet to hit East Timor. Here, the
:24:00. > :24:02.industry has free rein, with no restrictions on advertising and the
:24:03. > :24:08.Marlboro cowboys still riding the range.
:24:09. > :24:13.Young people are smoking more and more each year, especially young
:24:14. > :24:24.male people. It's a very serious problem. 61% of young males smoke
:24:25. > :24:37.every day. Legislation is nowhere. This package is $1. One US dollar.
:24:38. > :24:40.That is less than ?1. And health warnings are useless, too, because
:24:41. > :24:47.half the adult population cannot read. I also noticed that a lot of
:24:48. > :24:59.the schools I walked past had empty packets. They sell individual
:25:00. > :25:11.cigarette will stop --. One cigarette is 10 cents. For is 25
:25:12. > :25:14.cents. And who buys them? Everybody. The absence of legislation or
:25:15. > :25:21.restrictions give the industry carte blanche to seduce young smokers.
:25:22. > :25:27.Last year, these posters appeared all over the capital. They are
:25:28. > :25:35.advertisements for a cigarette brand. They show a pretty cool
:25:36. > :25:45.looking guy dressed in black leather sitting across a motorbike, and the
:25:46. > :25:47.slogan is proud of yourself. What is interesting is that none of these
:25:48. > :25:52.posters contained any health warning. After protests from health
:25:53. > :26:02.campaigners, the posters were taken down, and then put up again, this
:26:03. > :26:05.time with a small health warning. But the health lobby does have a
:26:06. > :26:14.friend in a high place. The Prime Minister's Australian wife, a
:26:15. > :26:17.committed anti-cancer campaign. Tobacco companies are targeting
:26:18. > :26:22.young people who are conscious of image, conscious of the cool factor,
:26:23. > :26:44.if you like. How old? Ten, 11. Part of the problem is that smoking
:26:45. > :26:51.is as much a part of East Timor's culture as cockfighting. I notice a
:26:52. > :27:03.lot of people are smoking. Why is that?
:27:04. > :27:33.Despite being an unrepentant smoker himself, Arthur is concerned about
:27:34. > :27:37.the young. Have you noticed more and more young people beginning to smoke
:27:38. > :27:51.over the last few years? Absolutely. Ten, 11 years.
:27:52. > :28:00.And smoking is part of East Timor's revolutionary culture, too. The
:28:01. > :28:06.guerrilla leader who helped lead to independence was incarcerated here.
:28:07. > :28:15.Cigarettes kept him going when he was fighting in the bush. The former
:28:16. > :28:21.insurgent is now the Prime Minister, seeing off his wife and children on
:28:22. > :28:27.the morning school run. Are you still smoking? Unfortunately. I have
:28:28. > :28:35.to say unfortunately because sometimes you would like to quit.
:28:36. > :28:43.And the Prime Minister follows the tobacco industry's line on
:28:44. > :28:46.advertising, opposing any ban. Looking around, there are
:28:47. > :28:51.advertisements for cigarettes everywhere, by the roadside, on all
:28:52. > :29:17.the posters. Do you have plans to ban advertising of cigarettes?
:29:18. > :29:24.I remember tobacco companies using 40 years ago.
:29:25. > :29:29.What happens in East Timor's schools is scandalous.
:29:30. > :29:32.I've witnessed first-hand teachers who smoke
:29:33. > :29:40.writing "A" and then they have people repeat "A",
:29:41. > :29:43.and while they repeat "A", they have a puff and then
:29:44. > :29:52.The whole school system has absolutely no
:29:53. > :30:07.East Timor's hospitals are not yet full of patients suffering
:30:08. > :30:13.as its young people, increasingly addicted to Western cigarettes,
:30:14. > :30:20.Traditionally, tuberculosis is the biggest killer -
:30:21. > :30:25.a disease Dr Dan Murphy has been treating for the past 20 years.
:30:26. > :30:30.But now he's concerned about a future epidemic.
:30:31. > :30:33.How do you think young people regard smoking?
:30:34. > :30:36.The young people are learning that what they're supposed to do
:30:37. > :30:38.to be western and advanced is to smoke cigarettes
:30:39. > :30:42.and so young people, if they have access to enough money,
:30:43. > :30:49.Now we have to change their whole way of thinking
:30:50. > :30:53.and start worrying about tomorrow, the next day.
:30:54. > :30:59.How do you see East Timor's smoking future?
:31:00. > :31:03.Well, I'm afraid we're going to have to go through a phase of
:31:04. > :31:08.learning the hard lesson that been seen throughout poor countries.
:31:09. > :31:15.He should stop. I recommend that he stop.
:31:16. > :31:23.is genuinely committed to tackling the smoking problem?
:31:24. > :31:28.These are the major lobbyists in our country.
:31:29. > :31:40.They can make it seem like it's not what we are talking about -
:31:41. > :31:43.it's a something that's a pleasure, something that adds
:31:44. > :31:45.to your life and puts meaning on your life.
:31:46. > :31:49.You're up against a machine of propaganda
:31:50. > :32:03.For cigarettes, for smoking, the images.
:32:04. > :32:06.In most of the world, government regulation has increasingly
:32:07. > :32:14.but the industry continues to find ingenious ways to seduce smokers.
:32:15. > :32:20.It has a long tradition of spending billions targeting new customers.
:32:21. > :32:23.In the past it even used children's cartoons to sell cigarettes.
:32:24. > :32:27.Gee, we ought to do something, Fred.
:32:28. > :32:37.Let's take a Winston break. That's it!
:32:38. > :32:39.For decades, iconic ads like these
:32:40. > :32:43.were the daily wallpaper of our lives.
:32:44. > :32:50.The international passport to smoking pleasure.
:32:51. > :32:54.They were everywhere. Some Benson and Hedges ads were surreal,
:32:55. > :33:00.All were designed to convince us that cigarettes were desirable,
:33:01. > :33:12.The Marlboro Cowboy is one of the most powerful images
:33:13. > :33:14.in cigarette advertising history.
:33:15. > :33:16.It's helped make Marlboro the number-one brand in the world
:33:17. > :33:21.and corralled billions of dollars for Philip Morris.
:33:22. > :33:23.The Marlboro cowboy, like all cigarette ads
:33:24. > :33:29.in the majority of western countries, is now banned.
:33:30. > :33:31.No, you don't see many wild stallions any more.
:33:32. > :33:35.But Philip Morris, the world's biggest tobacco company,
:33:36. > :33:38.has invested millions developing the Marlboro Cowboy's successor -
:33:39. > :33:46.that pushes advertising restrictions to the limit.
:33:47. > :33:50.Be Marlboro is aimed unashamedly at young people, telling them
:33:51. > :33:55.not to shilly-shally around but to be decisive - be Marlboro.
:33:56. > :34:03.This worldwide campaign was launched in Germany in 2011,
:34:04. > :34:05.where cigarette advertising is still allowed
:34:06. > :34:11.And videos were soon on the internet,
:34:12. > :34:19.The ads feature images of sex, freedom and adventure.
:34:20. > :34:22.The subliminal message is, "Take risks".
:34:23. > :34:26.Dietmar Jazbinsek is one of the campaigners who challenged
:34:27. > :34:31.Phillip Morris says the young people featured
:34:32. > :34:37.are all over 30 - but that's not how they strike health campaigners.
:34:38. > :34:41.you will see someone with typical teenage clothing.
:34:42. > :34:45.You will see someone jumping in the river or lake
:34:46. > :34:49.but what you can't see is the face of the photo model.
:34:50. > :34:51.And this makes it easy for teenagers
:34:52. > :34:54.to identify with the person depicted.
:34:55. > :34:57.In our view they are specially designed to appeal to
:34:58. > :35:14.But Philip Morris say that they don't aim these
:35:15. > :35:15.advertisements at under-age smokers.
:35:16. > :35:19.They say that all their photo models are 30 years and older.
:35:20. > :35:22.In reality, they use every trick to make the outer appearance
:35:23. > :35:27.of these models something which resembles to a teenager.
:35:28. > :35:34.and internet videos showed a high degree of sophistication.
:35:35. > :35:40.The whole slogan is an encouragement to start smoking.
:35:41. > :35:43."Don't be a maybe." This means, "Take a risk,"
:35:44. > :35:47.and everyone, even if he's 14 years old, has heard in school
:35:48. > :35:51.or by his parents that it's a risk to start smoking,
:35:52. > :35:53.so take this risk, start smoking -
:35:54. > :35:58.that's the main message of the Be Marlboro campaign.
:35:59. > :36:01.A German court responded to the health lobby's concerns
:36:02. > :36:07.Philip Morris objected and is taking legal action to fight
:36:08. > :36:14.that Be Marlboro does encourage adolescents to smoke.
:36:15. > :36:19.Phillip Morris had also rolled out Be Marlboro across the rest
:36:20. > :36:24.of the world - in countries where cigarette advertising is allowed.
:36:25. > :36:28.We can find the same, or similar, cigarette advertising
:36:29. > :36:33.in Switzerland, in Greece, in Russia in Brazil and Indonesia.
:36:34. > :36:40.I can't see how you can quarantine 15-to-18-year-olds
:36:41. > :36:47.if you're marketing for the appeal of your particular brand,
:36:48. > :36:59.And there is a lot of evidence from various cases in the past
:37:00. > :37:08.between advertising and young people starting to smoke.
:37:09. > :37:10.Philip Morris declined to be interviewed but said it only
:37:11. > :37:15.markets its cigarettes to adult smokers, to encourage them
:37:16. > :37:21.to switch brands, and does everything it can to ensure this.
:37:22. > :37:24.And young people are at the heart of the World Health Organisation's
:37:25. > :37:28.Framework Convention on Tobacco Control.
:37:29. > :37:32.The Convention is a series of tough and wide-ranging objectives
:37:33. > :37:37.that most countries have signed up to, including the UK.
:37:38. > :37:43.if the recommendations are to mean anything.
:37:44. > :37:57.And the industry is always ready to exploit any loopholes.
:37:58. > :37:59.Argentina has one of the highest smoking rates
:38:00. > :38:11.as do a quarter of all teenagers between 13 and 15.
:38:12. > :38:18.And 100 smokers a day die prematurely. It's a rich market.
:38:19. > :38:28.Philip Morris has around a 70% share and BAT around 20%.
:38:29. > :38:33.Argentina has paid lip service to the Framework Convention.
:38:34. > :38:35.Its government signed up a decade ago,
:38:36. > :38:45.There are restrictions on smoking and restrictions on tobacco.
:38:46. > :38:49.although you can smoke in the street,
:38:50. > :38:51.and there are restrictions on advertising -
:38:52. > :38:53.the only place you're allowed to advertise cigarettes
:38:54. > :39:02.National law says advertisements should not be visible
:39:03. > :39:09.Just walking down one of the city's main shopping streets,
:39:10. > :39:14.For tobacco industry, advertising at the point of sale is crucial.
:39:15. > :39:17.In Argentina they expanded the point of sale,
:39:18. > :39:21.taking advantage of a loophole in the legislation,
:39:22. > :39:25.selling cigarettes in many other places
:39:26. > :39:30.which allowed them to put advertisements also in these places
:39:31. > :39:32.and the visibility of this advertising increased
:39:33. > :39:39.The law also prohibits smoking in enclosed public places.
:39:40. > :39:45.but at night-time, it's a different story.
:39:46. > :39:48.What did you find when you carried out research
:39:49. > :39:56.In the city of Buenos Aires we evaluated 40 discos
:39:57. > :40:18.but, strictly in the interests of research, I thought I'd better
:40:19. > :40:25.hit the city's nightspots and breathe in the atmosphere.
:40:26. > :40:27.In the clubs, you'd never guess there were
:40:28. > :41:04.restrictions on smoking and advertising.
:41:05. > :41:07.Because cigarettes can be bought behind the bar, Philip Morris
:41:08. > :41:12.maximises the opportunity to advertise around the club.
:41:13. > :41:16.They told us Argentinian law permits cigarette advertising
:41:17. > :41:18.including nightclubs and pool halls,
:41:19. > :41:25.And said that local laws allow advertising inside kiosks to
:41:26. > :41:41.there was a blatant advertisement for BAT's Pall Mall.
:41:42. > :41:44.I went to a couple of clubs and in one of the clubs,
:41:45. > :41:49.there was a large advertisement for your brand Pall Mall
:41:50. > :41:53.in the middle of the club, in the middle of the dance floor.
:41:54. > :41:58.And yet advertising in Argentina is by and large banned,
:41:59. > :42:01.so what's that advertisement doing there?
:42:02. > :42:03.I'm not clear on the absolute specifics
:42:04. > :42:10.I will check out what the regulations are
:42:11. > :42:13.and I will discuss them with our local company management.
:42:14. > :42:16.But let me say that BAT is absolutely committed to
:42:17. > :42:23.BAT's local management said the advertisement complied with
:42:24. > :42:32.Philip Morris was radiating from the wall
:42:33. > :42:41.My night on the town showed just how blatantly cigarette companies
:42:42. > :42:44.can exploit the law to promote their brands
:42:45. > :42:51.And what about a bar with "no smoking" warnings on the wall?
:42:52. > :42:57.There is a sign on the wall that says smoking is prohibited.
:42:58. > :43:08.So why are you smoking when you shouldn't be?
:43:09. > :43:18.And when they do, when inspectors come round
:43:19. > :43:27.and see you smoking, what do they say?
:43:28. > :43:40.It's illegal to smoke, so why do you smoke in here?
:43:41. > :43:46.In there, there are lots of young people smoking.
:43:47. > :43:49.They're all breaking the law, they know they are breaking the law
:43:50. > :43:55.but they couldn't care less, because the law is simply isn't enforced.
:43:56. > :43:58.And it's not just a question of the law.
:43:59. > :44:09.Why hasn't the government increased the price of cigarettes?
:44:10. > :44:17.that consumption goes down as the price of cigarettes goes up.
:44:18. > :44:19.The only reason is tobacco industry lobby.
:44:20. > :44:23.From 24 provinces, we have 7 are tobacco growers.
:44:24. > :44:27.And the lobby in the congress is many times developed through
:44:28. > :44:31.these governors, with the argument that any increase in tobacco price
:44:32. > :44:34.or any other tobacco control policy
:44:35. > :44:39.will damage their regional economies,
:44:40. > :44:43.It was the same argument that I'd heard from BAT nearly
:44:44. > :44:48.35 years ago when I made a film about their operations in Brazil.
:44:49. > :44:53.Tobacco is also a crucial part of Brazil's economy.
:44:54. > :44:56.The fact is that if the third world were to discourage
:44:57. > :44:59.the growing of tobacco, the people who would suffer in the long term
:45:00. > :45:05.would not be the farmers but the big tobacco companies.
:45:06. > :45:09.Argentina is the second-largest tobacco grower in South America -
:45:10. > :45:15.that's why the tobacco lobby is so powerful.
:45:16. > :45:18.In Buenos Aires, tobacco has the ear of government
:45:19. > :45:22.and has a million political and economic reasons for doing so.
:45:23. > :45:25.That's the number of people employed in the industry,
:45:26. > :45:32.Tobacco has little time for the Framework Convention.
:45:33. > :45:36.Buenos dias, senor. Peter Taylor, BBC.
:45:37. > :45:50.the World Health Organisation Framework Convention?
:45:51. > :45:53.TRANSLATION: For the union and in defence of our jobs,
:45:54. > :45:59.I have to say we are against that framework,
:46:00. > :46:05.because it would affect our source of employment.
:46:06. > :46:09.Isn't the health of the citizens of Argentina more important
:46:10. > :46:15.than the commercial interests of the tobacco industry?
:46:16. > :46:17.TRANSLATION: Obviously I worry for all the Argentineans' health,
:46:18. > :46:23.but we're talking about a product that is always destined for adults.
:46:24. > :46:25.I believe that adults should decide for themselves
:46:26. > :46:36.If the climate for tobacco is friendly in Argentina,
:46:37. > :46:45.the climate in neighbouring Uruguay is distinctly hostile.
:46:46. > :46:50.So hostile that Philip Morris is suing Uruguay -
:46:51. > :46:59.its government claimed originally for an estimated ?2 billion.
:47:00. > :47:03.But Philip Morris says that's wildly inflated
:47:04. > :47:05.and the true figure is $25 million.
:47:06. > :47:07.The reason is because Uruguay has the most stringent
:47:08. > :47:09.anti-smoking legislation in South America
:47:10. > :47:12.and was the first country on the continent
:47:13. > :47:16.to ban smoking in enclosed public places.
:47:17. > :47:20.Unlike Argentina, the law is strictly enforced.
:47:21. > :47:23.No-one smokes in the covered market in Montevideo -
:47:24. > :47:31.one of the capital's gastronomic must-visits.
:47:32. > :47:33.But when the government increased health warnings
:47:34. > :47:39.Philip Morris took legal action - claiming the warnings infringed
:47:40. > :47:45.its intellectual property rights and commercial freedom.
:47:46. > :47:47.Uruguay is a relatively small country,
:47:48. > :47:53.so they hope that use of the law can bully small countries out of taking
:47:54. > :47:58.action on smoking and introducing measures that those companies fear.
:47:59. > :48:03.They want to prevent the domino effect.
:48:04. > :48:06.This is one of the old tobacco kiosks in central Montevideo.
:48:07. > :48:08.And here are all the cigarette packets,
:48:09. > :48:13.and here are all the 80% warnings on the front and back.
:48:14. > :48:16.When you look at these, you can understand why Phillip Morris take
:48:17. > :48:19.such strong objection to the 80% of the warnings
:48:20. > :48:29.and why they want to teach Uruguay a lesson.
:48:30. > :48:33.The architect of Uruguay's anti-tobacco legislation was
:48:34. > :48:36.Professor Tabare Vazquez, who was president at the time.
:48:37. > :48:43.TRANSLATION: We have more than 1,000 deaths per year
:48:44. > :48:47.due to lung cancer caused by tobacco.
:48:48. > :48:50.For us, smoking is the worst pandemic
:48:51. > :49:04.Why did you introduce warnings on packs that cover 80% of the pack?
:49:05. > :49:07.TRANSLATION: We wanted to impact strongly on people's consciousness,
:49:08. > :49:11.to make them understand even more clearly
:49:12. > :49:21.The campaign featuring the new larger health warnings
:49:22. > :49:29.was devised by one of Uruguay's leading ad agencies.
:49:30. > :49:32.TRANSLATION: For women there are some designs talking about looks
:49:33. > :49:43.For men, the designs are linked to impotence.
:49:44. > :49:46.Phillip Morris's legal onslaught on Uruguay is also aimed
:49:47. > :49:55.TRANSLATION: I think they used Uruguay as a guinea pig,
:49:56. > :50:03.and took it to an international court to serve as a warning to other
:50:04. > :50:09.countries in the area that are starting to follow Uruguay's path.
:50:10. > :50:30.TRANSLATION: We are confronting a giant,
:50:31. > :50:36.like the fight between David and Goliath.
:50:37. > :50:55.Maybe there will be a second time.
:50:56. > :51:00.Professor Vazquez is running for President again later this year.
:51:01. > :51:02.He's probably the last person Philip Morris
:51:03. > :51:12.wants to see in the Presidential Palace.
:51:13. > :51:20.And Phillip Morris has already voted with its feet.
:51:21. > :51:23.In 2011, Phillip Morris closed down its factory
:51:24. > :51:32.Phillip Morris had had enough - it upped sticks and left.
:51:33. > :51:41.And left Uruguay with an expensive legal action.
:51:42. > :51:44.Phillip Morris told us the notion of litigation serving
:51:45. > :51:47.as deterrent to others is laughable,
:51:48. > :51:49.saying that since they lodged their claim,
:51:50. > :51:59.more than 30 countries have increased tobacco regulation.
:52:00. > :52:04.But the tobacco industry's legal offensive doesn't stop at Uruguay.
:52:05. > :52:07.Australia, too, is fending off a legal attack on the same
:52:08. > :52:10.intellectual property rights grounds -
:52:11. > :52:14.a year and a half after it introduced plain packaging.
:52:15. > :52:18.can spend any amount of money they like,
:52:19. > :52:23.First, the faint hope that they might actually get a win,
:52:24. > :52:25.but second, it can be a distraction and delay.
:52:26. > :52:29.Legal cases take years and years and years.
:52:30. > :52:34.then we faced a full range of legal actions,
:52:35. > :52:37.both domestically and internationally.
:52:38. > :52:45.or to scare us off or I think, in some instances, to try to
:52:46. > :52:52.scare other countries off from following Australia down this path.
:52:53. > :52:54.Ireland plans to introduce plain packaging later this year
:52:55. > :52:59.and may be next in line for a visit from the industry's lawyers.
:53:00. > :53:03.The Health Minister has no illusions.
:53:04. > :53:06.I can tell you, I'm 100% convinced they're going to take legal action.
:53:07. > :53:11.that many barristers around this town
:53:12. > :53:15.have been retained by the tobacco industry,
:53:16. > :53:18.so that we won't be able to avail of their services,
:53:19. > :53:21.but we anticipated that so we have retained the best of people
:53:22. > :53:26.But on what grounds could the tobacco industry,
:53:27. > :53:29.cigarette companies, take legal action against your government?
:53:30. > :53:31.They will argue that we are interfering with
:53:32. > :53:35.It would be an extraordinary society that would put
:53:36. > :53:39.the intellectual property rights of multinationals over
:53:40. > :53:42.the right to life of citizens and children particularly.
:53:43. > :53:47.This is a nation that stands on its own two feet
:53:48. > :54:00.And the threat of legal action is likely to cross the Irish sea
:54:01. > :54:07.The Government says it's minded to legislate
:54:08. > :54:10.but has started a further round of consultation to show everything
:54:11. > :54:17.to head off any potential legal challenge.
:54:18. > :54:21.Plain packaging inherently involves the taking of what belongs to us,
:54:22. > :54:28.Governments simply taking something which is not theirs
:54:29. > :54:31.and taking that property as if it were their own.
:54:32. > :54:34.If the Government does go ahead, will BAT be taking legal action?
:54:35. > :54:39.international or UK trade legislation, then we reserve
:54:40. > :54:45.the right to take legal action if we think it's appropriate.
:54:46. > :54:49."Intellectual property rights" are high-sounding words to defend
:54:50. > :54:55.the most deadly consumer product on the planet.
:54:56. > :54:57.Critics say it's hypocritical for an industry that
:54:58. > :55:00.talks of corporate responsibility, and professes to care
:55:01. > :55:06.about children, to attack legislation designed to defend them.
:55:07. > :55:09.You see smoking packets and there's pictures on them
:55:10. > :55:14.about lungs and children not breathing the smoke.
:55:15. > :55:17.That's why anti-smoking groups often talk to young children -
:55:18. > :55:24.the industry needs to recruit as smokers.
:55:25. > :55:29.If they smoke, it's really bad for them.
:55:30. > :55:32.Making these programmes, I've been struck by just how much
:55:33. > :55:35.the industry has changed in the West,
:55:36. > :55:40.not least by publicly accepting that smoking kills.
:55:41. > :55:46.the 100 known toxicants in cigarette smoke.
:55:47. > :55:54.and that's why smoking presents such a risk to health.
:55:55. > :55:58.But in the rest of the world, the industry continues to seduce
:55:59. > :56:01.hundreds of thousands of young people every year.
:56:02. > :56:04.We have a duty of care to our young people and our children
:56:05. > :56:08.and we should do everything we can to encourage them
:56:09. > :56:14.not to do something they will regret in later life.
:56:15. > :56:17.I wish the tobacco industry would just accept it.
:56:18. > :56:21.They're decent people, so why don't they just
:56:22. > :56:24.do their very best to help us all
:56:25. > :56:30.reduce the risk of young people starting to smoke?
:56:31. > :56:33.I've been struck by the tenacity of both sides fighting the war.
:56:34. > :56:36.The industry never gives ground unless forced to
:56:37. > :56:40.and the health lobby never gives up.
:56:41. > :56:42.The tobacco industry cannot be trusted
:56:43. > :56:45.and I think we need to be very skeptical about what they do
:56:46. > :56:52.today and in the future, including with new developments.
:56:53. > :56:56.The industry is hoping to turn the tide
:56:57. > :56:58.with e-cigarettes and harm reduction -
:56:59. > :57:00.but it knows that conventional cigarettes will probably continue
:57:01. > :57:04.to produce the lion's share of its profits for many years to come.
:57:05. > :57:10.I am extremely hopeful and extremely excited about the next 100 years.
:57:11. > :57:14.I think that the future is about tobacco harm reduction,
:57:15. > :57:17.whilst conventional cigarettes will remain
:57:18. > :57:19.the mainstay of our business for a long time.
:57:20. > :57:22.It's now almost 40 years since I began investigating smoking
:57:23. > :57:29.Since then around 100 million smokers have died prematurely
:57:30. > :57:35.I remember summing up my thoughts all those years ago,
:57:36. > :57:37.when the risks were just beginning to register
:57:38. > :57:41.You make programmes on smoking
:57:42. > :57:44.because you feel very strongly about the subject.
:57:45. > :57:49.All we can do as television journalists
:57:50. > :57:51.is to make the public aware of something.
:57:52. > :57:59.The next step is up to the smoker himself and to the government.
:58:00. > :58:01.I never imagined back then that today, despite all
:58:02. > :58:05.that's known about smoking's dreadful toll of death and disease,
:58:06. > :58:09.the tobacco industry would be going from strength to strength -
:58:10. > :58:13.with billion-dollar profits and a billion customers worldwide.
:58:14. > :58:18.And it seems there's no immediate likelihood of that changing.
:58:19. > :58:50.That's the burning paradox of the seduction of smoking.
:58:51. > :58:54.as Britain's museums open up... at night.
:58:55. > :58:58.Join us as we celebrate our ever-changing museums and galleries
:58:59. > :59:04.Walk through the new Sam Wanamaker Playhouse