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SMOKING IN PUBLIC SPACES IN MILAN A question of clean air and freedom of choice Abstract This paper will investigate the controversies of smoking in public spaces in Milan, Italy. We will present controversial experiences in the following public spaces: university patio, bus stops, train stations, cafés, public buildings and schools. The structure presents first a brief timeline of tobacco, a recent example of the strategies of tobacco advertising, a selection of smoking bans and finally the experiences of a smoker to explore the boundaries and tolerance of the bans.
History Tobacco leaves were brought to Europe by Christopher Columbus in 1492, after he received them as gifts from native Americans. But it was just in the middle of 16th century that tobacco started to be popular. First produced to pipe-smoking, chewing, and snuff, it was the mechanization of its manufacturing in the 1880s that helped grow the market for cigarettes. The peak of tobacco consumption was during WWI and WWII, when packs of cigarettes were sent to the troops along with their daily ration. It was in 1912 the first reported connection between lung cancer and smoking, but only in the 50s, with the publishing of the article "Cancer by the Carton," in Reader’s Digest - followed by many other publications condemning smoking- that the selling of cigarettes dropped. The tobacco industry reacted by creating supposedly healthier versions, with filters and low-tar reductions, which made the sales increase again. In the 70s the tobacco companies suffer a series of lawsuits limiting their advertising, marketing and enforcing them to print a health warning on their products. After years of pressure from health organizations and academic studies, in 1997 it is the first time a tobacco company CEO admits on trial that cigarettes and tobacco related products cause cancer.
1492 Tobacco is brought to Europe
1916-1945 Cigarettes are largely distributed to troops in WWI and WWII 1912 First reported association between smoking and lung cancer
1950s-60s Tobacco companies create supposedly healthier versions of its products to raise sales
1952 “Cancer by the Carton” article in Reader’s Digest make cigarettes’ sales drop
1997 First time a tobacco company CEO admits on trial that tobacco can cause cancer
1970s A series of lawsuits restrict the activity of the tobacco industry
Society’s view through advertising Going through contemporary tobacco advertisement, in 2011, there was a controversial mass media campaign promoting the cigarette brand Marlboro. It started in Germany and ran in 64 countries worldwide. First campaign billboards appeared in Germany with a large black lettered ‘MAYBE’ written on a white background with the MAY crossed out with a red cross. The billboards were not 1
attributable to anyone, as the intention was to arouse people’s interest. Later the ads developed by showing two options and then the slogan “Don’t be a maybe. Be Marlboro”, further on with images of young people in real life situations where, in the words of Senior Vice President of Marketing and Sales Frederic de Wilde “Marlboro encourages them to be decisive, trust themselves and follow their inspiration”. The campaign included also promotional events in night clubs, adverts in cinemas and even online videos. The campaign faced legal challenges in Brazil, Guatemala, Germany and Switzerland. In 2016 the campaign evolved in a “You Decide” campaign to lessen the harm of the previous one, both campaigns were developed by the advertising agency Leo Burnett, the same that developed the Marlboro Man in 1954.
“Be Marlboro” campaign (2011)
“You decide” campaign (2016) It is interesting to notice in which ways smoking has been shown in the media, and especially smokers as people that are “rule breakers”, or people with a strong character, unique, that follows their own desires despite other people’s expectations. It is crucial to understand how the tobacco industry still survives 2
and renovates itself even though many public policies were taken to ban its use, production and marketing. It is particularly appealing for young people entering into adult life, as one part of the growing process apart from their parents rather than obeying what they have been told to do. With the upscaling of social media use it gets more difficult to control the replication of images depicting “digital influencers” smoking and the possible return of glamorization of smoking in the same way it was in the past, but now as a “lifestyle”, not directly sponsored by the tobacco industry but inherited from the old heavy marketing.
Smoking restrictions In cigarettes per day world ranking, Italy occupy the 41st position with 1493.3 cigarettes per person. The first position is taken by Andorra with 6398.3 cigarettes per person but this figure is not quite clear as Andorra has a duty-free policy that makes it easier to get tobacco. Eastern European nations dominate the chart with a few exceptions. The country with the less number of cigarettes per person is Brunei in position 182. While countries like Austria loosen their law regarding smoking - in 2018 it scrapped a smoking ban in bars and restaurants that was scheduled to come into force in May 4- others, like Hawaii, proposed that in 2024 the smoking age should be 100 years old to buy cigarettes. Tobacco industry plays an important role by pushing against smoking bans with powerful lobbies mainly on developing countries, taking advantage of the possibility to sue under international treaties. Some countries with a National "smoke-free" legislation covering all public indoor areas (sometimes with specific exceptions) are Australia, Canada, Brazil, South Africa, Spain, the UK and Ireland. It is a fact that although the number of smokers is declining only in veryhigh HDI countries; in the rest of the world, the number of smokers is increasing.
In Europe, United Kingdom unlike Italy has decreased the smoking rate. Taking the World Health organization report as a source in comparing policies and 3
actions taken by both, it is showing how public policies can affect the number of smokers. Overall it shows UK has more strict policies against tobacco with powerful measurements shown in the dark color tone.
UK’s policies to diminish tobacco use
Italy’s policies to diminish tobacco consumption Through this document it is noticeable that in the UK there are more smoking-free laws that are strictly applied, meanwhile in Italy there is a possibility of having designated rooms for smokers but they will be pointless without control. The compliance is measured in a score of 0—10. In the UK , the scores are all 10, meaning high compliance, whether in Italy the document presents a series of stars meaning that designated smoking rooms (DSRs) are permitted under the law and all technical requirements are mandated. The compliance, however, is not shown. This may imply that if there is no data probably there is no monitoring.
Smoking bans being held in Milan A recent proposal, from February of this year, of banning smoking in the bus and tram stops is being discussed currently in Milan, this type of ban has been approved in the Italian province of Trento. There, the fine is doubled if in the presence of a pregnant woman, lactant babies and children under 12 years old.
Newspaper headline of the proposal from Municipio 2 (an administrative body of some districts in Milan) to ban smoking in bus and tram stops
Previous bans were also approved in other open spaces, like parks and universities: 4
Newspaper headline about ban smoking near children in parks from September of 2012
Newspaper headline about ban smoking in universities (even in open spaces) from March of 2018
Nonetheless, the bans are not completely effective, as some headlines suggest:
This article shows that just one fine was applied in one year in the courtyard of hospitals and it is frequent to see many people smoking there.
Newspaper headline of school that decided to create a special area in the courtyard for smokers
Even in schools the prohibition did not stop young people from using the toilets to smoke for example, so the school decided to create a specific place for them to smoke. According to the article, 37% of milanese teenagers between 15 and 16 years are smokers. With such a high rate of young smokers the situation can escalate to very conflictual points in schools, such as in the following example: 5
The school (Liceo Donatelli Pascal) decided to close the courtyard during the breaks to prevent students from smoking for two weeks until the students, that are accused of breaking the smoking rules, change the behaviour. The measure was highly criticized by the students as a measure that restricts their freedom.
Smokers vs Non-smokers: an issue of freedom and rights The issue that emerges from this theme goes beyond whether is smoking bans enough/effective to fight the tobacco epidemic, but also the question of freedom from the addicts is set in the table. The debate between freedom for smokers and none/anti smokers will never be settled. On the one side anti-smokers claim smoking should be banned as it is not only bad for smokers themselves but also bad for everybody else. They are ruining their own health and everybody else’s, polluting the atmosphere in public. Also the great number of diseases that could be caused such as ( lung cancer, heart disease, liver cancer, vision loss and many more). And also smoking on the long term have various side effects for instance ( brain damage, loss of sense of smell and taste, etc.). Smoking is dangerous because it also threatens the second-hand smokers with a number of health risks (3 times the risk of getting lung cancer in later life compared to people who live with non-smokers). Nevertheless, the price that non-smokers pay for a bit of clean air that should be a basic right for every human being. On the other smoky corner, the pro-smokers are demanding for the right to smoke. They claim that there are some good consequences in smoking and they validate their opinion with some researches stating that smokers are less likely to gain weight because smoking increases the metabolism that burn more calories. Another research revealed that smokers have less chance to die from a heart attack because they usually have it in early ages that allow the body to defend and fight it back, but non-smokers usually have it in older age due to eating junk food without enough exercises which make their bodies fails to survive it. Another point is that smokers can avoid knee-replacement surgery, surprising results from a new study have revealed that men who smoke had less risk of undergoing total joint replacement surgery than those who never smoked because knee-replacement surgery was more common among joggers and the obese; smokers rarely jog, and they are less likely to be obese. Studies and analysis revealed that cigarettes are inelastic products, no matter how expensive it gets and the amount of taxes they add, people still consume it and the demand never decreases, at the end neither side should win the debate because they both have the freedom of individual choice whether to 6
enjoy a healthy environment without smokers or for individuals smokers that should be free to choose their own lifestyle including the risks that may entail. But what it has been done to somehow satisfy both sides is to introduce a type of regulation through behavior (nudging smokers) with the concept of not to ban smoking but to regulate it. Many countries already using some tools such as written messages through the cigarette pack for example (smoking causes lung cancer) and sometimes combined with a terrifying picture. In Australia for example the message must cover 30% of the front and 90% of the back of the box. As we showed above other countries banned tobacco advertisements in general. Recently in the UK, a new regulatory intervention is used by focusing on the environment, some of the new tobacco measures have been established to ‘nudge’ citizens and consumers towards beneficial directions without restricting freedom of choice. Although individuals are still making choices, a mix of common wisdom, collective choice and public initiative slightly changes the statistical outcomes of the many individual choices. Those awareness of health risks of passive smoking shifted the debate from the right of smokers to the right of nonsmokers.
Controversies and boundaries of smoking prohibitions In a country like Italy - where the number of smokers is still high - smoking bans in public spaces are not that effective, as mentioned before. Here we are illustrating to which extent the smoking prohibitions are followed and if not, the tolerance of non-smokers in these environments. The order of places is connected to the level of intolerance (from least to most intolerant), they are the university patio, bus stops, train stations, cafĂŠs, public buildings and schools. THE PATIO The patio is one of the most distinct spaces occupied by Architecture students in Milan. It is a semi-open, semiunderground working space wherein chainsmoking is a commonplace activity witnessed every day of the week. This is the primary reason why the majority of users who occupy this area are smokers, especially during the warmer months. There is adequate ventilation in this shared space; however, there are still instances in which non-smokers find it bothersome to work next to smokers. In this case, the controversy is never raised - due to the greater number of smokers as opposed to non-smokers. These 7
special circumstances of young people / hard-working students along with all the elements that the youth carry, leads the controversy out of the strict boundaries of the law. In the eventuality that this issue is raised by concerned individuals, this can be resolved by the students themselves without the interference of any kind of authority. Furthermore, the common aim and interests of the students provide an opportunity for more creative dialogue about the smoking controversy, in comparison to the controversies generated in other public spaces (i.e. bus stops, train stations, etc). Area selected for the controversial experience: Politecnico di Milano, Leonardo Da Vinci Campus, Building 11, Area: Citta Studi BUS STOPS Bus stops are in the process of turning into the next “outdoor public nonsmoking area” in Italy. Thus far, the only controversy that is created is when smokers stand at a crowded bus stop and under the shade of the stop’s roof: the problem arises when the smoke is directed towards the rest of the waiting passengers or if it is captured inside the bus stop. In cases of very few passengers waiting at the bus stop, this issue rarely comes up. Still, in instances like this, people appear to be very tolerant of smoking due to the general perception that this space is considered an “outdoor area”, smoking is allowed even if it becomes annoying. Furthermore, bus stops are the first areas that raise the paradox of smoking in public spaces. Even if people are bothered by smoking taking place under the bus stop it can easily be solved by stepping out of this specific space. A general controversy and tension may still hang in the air but the legal controversy is taken out of the picture at that point. The questions that rise in this instance are as follows: Which are the actual spaces where people can or cannot smoke? Can this controversy be solved solely by the law and by spatially defining the nonsmoking space? Which is the proper moral attitude for both smokers and nonsmokers in these situations? Areas selected for the controversial experience: Bus stop in Viale Stelvio - Via Lario, Area: Isola Bus stop in Piazza Monte Falterona, Area: San Siro 8
TRAIN STATION As in any waiting occasion, smokers exercise their habit on the platforms of train stations. The usual reaction they encounter is the signal of a station’s guard that smoking is forbidden. The controversy in this case arises because these platforms are normally located outdoors (in most cases, covered by long linear roofs) creating a general feeling that smoking is permitted. Furthermore, the rest of the waiting passengers do not seem bothered by the smoking because of the absence of a no-smoking law. Nonetheless, train stations change their entire attitude towards smokers during the evening hours when the area’s control becomes more lax. Areas selected for the controversial experience: Garibaldi Train Station Lambrate Train Station CAFE_RESTAURANT Nowadays, it is quite common to come across cafes and restaurants providing a separate outdoor section for their smoking clients. In these cases, smoking is isolated and solves any kind of controversial issues. However, there does appear to be some kind of controversy in the case of outdoor tables. Most smokers prefer to enjoy their drink or meal in these specially allocated areas, even in the winter season, and are rarely met with bad reactions from other customers. It is as if the rest of the clients expect this type of behaviour in these situations and that is the reason why the smoking issue is almost never debated. Areas selected for the controversial experience: Iter Cafe, Area: Navigli Cafe Adelaide, Area: San Siro
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PUBLIC BUILDINGS’ BALCONIES Public balconies, including the ones without any kind of roof, typically ban smoking by using signage/warnings. However, smoking is a very common phenomenon in these locations since it takes place outd. That is the reason behind the tolerance of nonsmokers, even if the nosmoking sign is hung on the wall next to them. In these cases the controversy is raised by the authorities’ suggestions which can become very strict and demanding. Moreover, under these circumstances, one of the most fascinatingly sarcastic paradoxes can be identified: the non-smoking sign typically refers to the built outdoor space/public balcony, but not to the outdoor staircase that connects it. The ambiguity that is created is quite significant from the moment that the smoker obeys the authority’s direct restrictions and steps outside of the balcony, on the first staircase’s steps. From a legal standpoint the issue is settled, but the actors remain confused as to whether or not they can complain about the smoking. Area selected for the controversial experience: Politecnico di Milano, Leonardo Da Vinci Campus, Building 3, Area: Citta Studi
SCHOOL ENTRANCE This controversy is not characterized by the spatial conditions/ boundaries of the nonsmoking area, neither there is one. In this case, the smoking controversy is raised due to the existence of children in these public infrastructures. The smoker who is waiting to pick up his/her child is usually noticed by the majority of the parents even if there is no law to legally ban this action at that space. It is probably one of the least outdoor public spaces in Milan where smoking is morally banned 10
and heavily criticized. This controversial case is so strong that even smokers passing by these places are getting mean looks if not critiques, from the parents who are standing. Areas selected for the controversial experience: Istituto di Istruzione Secondaria Statale Ettore Conti, Area: San Siro Scuola Primaria Leonardo da Vinci, Area: Citta Studi
Conclusions To summarize, analysing the facts and experiences it seems clear that smoking bans are not the best tool to use when controlling the use of tobacco, especially when the number of smokers is high. They reinforce the message transmitted by cigarettes advertising -that if you use tobacco you are a “rulebreaker” - and accentuate the conflicts between smokers and non-smokers. In Milan, smokers being a majority in specific spaces, raises the question of which extent it is ethical to restrict a public space, on the other hand, it is proven that passive smoking can harm people’s health, so it becomes an activity that directly affects other people. The only feasible solutions seems to strongly enhance the nudging measurements and fight tobacco industry in its point of sale, by increasing the price, making the packages less attractive and strongly banning propaganda.
References: History: https://files.tobaccoatlas.org/wpcontent/ uploads/2018/03/TobaccoAtlas_6thEdition_LoRes.pdf History: https://tobaccofreelife.org/tobacco/tobacco-history/ “Be Marlboro” campaign description : https://tobaccotactics.org/index.php/Be_Marlboro:_Targeting_the_World's_Bigg est_Brand_at_Youth#After_Be_Marlboro_came_you_DECIDE “Be Marlboro” campaign analysis: https://www.tobaccofreekids.org/assets/global/pdfs/en/yourethetarget_report.p df Brazilian response to “Be Marlboro” campaign: http://www.propaganda.blog.br/act-lanca-campanha-line-respondendomarlboro/# axzz5pA9xmF90 Brazilian agency fines “Be Marlboro” campaign: http://g1.globo.com/economia/midia-e-marketing/noticia/2014/08/procon-dizqueanuncio-estimula-fumo-entre-os-jovens-e-multa-empresa.html Articles about smoking bans in Milan Proposed smoking ban in bus and tram stops: http://www.milanotoday.it/attualita/divieto-fumo-pensiline-bus.html Same ban in Trento: https://www.trentinotrasporti.it/en/news/2511-attenzione-divieto-difumo-alle-pensiline-del-servizio-urbano-di-trento Smoking ban in parks: http://www.milanotoday.it/cronaca/divieto-fumo-parco-giochiottobre.html Smoking ban in universities: http://www.milanotoday.it/cronaca/divieto-fumo-iulm.html
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Non respected ban in hospitals: https://milano.repubblica.it/cronaca/2017/06/26/news/milano_gli_ospedali_fumofree_restano_nel_primo_anno_soltanto_una_multa-169105385/ Non respected ban in school: http://www.milanotoday.it/cronaca/fumo-linguisticomanzoni.html Extreme measure to prevent smoking in schools: https://www.milanotoday.it/attualita/divieto-fumo-donatelli-pascal-cortile-chiuso.html Health benefits of smoking: https://www.livescience.com/15115-5-healthbenefitssmoking-disease.html World Health Organization reports on tobacco epidemic and policies by country: https://www.who.int/tobacco/surveillance/policy/country_profile/en/ Smoking panorama data: https://www.telegraph.co.uk/travel/maps-and-graphics/world-according-totobaccoconsumption/ https://ourworldindata.org/smoking https://www.nytimes.com/2018/03/18/world/europe/austria-smoking-ban.html https://www.theguardian.com/society/2015/mar/18/bloomberg-gatesfoundationfund-nations-legal-fight-big-tobacco-courts
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