Smoking out the competition

Lebanon’s days as a liberal haven for tobacco advertising may be numbered, in light of a petition signed by 10 MPs that urges the parliamentary health committee to outlaw all forms – above- and below-the-line – of tobacco advertising. However, established industry giants – such as Philip Morris, British American Tobacco and Japan Tobacco International, widely regarded as the ‘big three’ players in the global tobacco game – are fighting back as they seek to engineer a partial ban. They agree with outlawing tobacco advertising on television as part of their commitment to “responsible marketing” but stand accused of constructing a strategy that will harm emerging brands. If they get their way, the market leaders will be able to continue with almost all below-the-line activities and a handful of above-the-line ones (such as limited print and cinema advertising) to ensure a continued presence in the local market, while effectively curbing