used by manufacturers to either expand the
promote its brand names or images by
indirectly,” they are considered as a “means
brand’s traditional market boundary or to
connecting cigarette brands with totally
of tobacco advertising and promotion” and
avoid the immense cost of launching a new
different products or services, such as
should be prohibited as recommended in the
brand in the market.9 It may also be used to
clothes, boots, or travel. These techniques
Guideline.14
save a value-declining trademark or make
are designed to maintain public awareness
Similar marketing techniques compared
use of the residual value of a trademark.
of the so-called “values” or “images” linked
Despite the possibility of diluting the original
to the original tobacco product.
stretching and brand sharing should be
brand or trademark,
—————————————————
distinguished from other indirect advertising
10
brand extension
As a form of indirect advertising, brand
to marketing tobacco products or are
These advertising methods called “brand stretching” and “brand sharing” will frustrate the effectiveness of tobacco advertising ban if no ban or restrictions are imposed to counteract the negative effects on tobacco control.
utilized by the tobacco industry. The tobacco
—————————————————
by the FCTC in a separate section. Article
company often applies cigarette brand
According to the Guideline, “brand
1(g) defines “tobacco sponsorship” as “any
names, logos, or other distinctive elements
stretching” has been defined as a situation
form of contribution to any event, activity
of cigarette brands to non-tobacco products
where “a tobacco brand name, emblem,
or individual with the aim, effect or likely
aiming at circumventing a comprehensive
trademark, logo or trade insignia or any other
effect of promoting a tobacco product or
ban on direct tobacco advertising activities.
distinctive feature (including distinctive
tobacco use either directly or indirectly.”
These advertising methods called “brand
color combinations) is connected with a
Therefore, sponsorship aims at regulating
stretching” and “brand sharing” will frustrate
non-tobacco product or service in such a
the contribution to any “event, activity or
the effectiveness of tobacco advertising ban
way that the tobacco product and the non-
individual” while brand stretching and brand
if no ban or restrictions are imposed to
tobacco product or service are likely to be
sharing focus on the promotional efforts done
counteract the negative effects on tobacco
associated.”
on the products or services through branding.
is generally considered to be a legitimate business practice with no need for regulatory interventions if no significant public interests are involved such as marketing based on fraud or misleading information. However, such genuine business practices could raise health concerns when they apply
12
techniques, such as sport sponsorship, free sample distribution, product placement, packaging, and point of sale display, etc. These new techniques are outside the coverage of this article even though they share similar characteristics as forms of indirect marketing strategy. First, sport sponsorship has been covered
control. Based on such understanding, the
As for “brand sharing," it is defined as
Sponsorship and advertising/promotion
Conference of Parties to the FCTC at its
a situation where “a brand name, emblem,
can be distinguished by promoting tobacco
third session adopted the Guideline, which
trademark, logo or trade insignia or any other
product or use through different objects or
explicitly regulate brand stretching and brand
distinctive feature (including distinctive color
media, i.e., either via events, or products, or
sharing of tobacco products.
combinations) on a non-tobacco product or
services. The former refers to sponsorship
B. The Concept of Indirect Advertising:
service is connected with a tobacco product
while the latter refers to advertising.
Brand Stretching and Brand Sharing
or tobacco company in such a way that the
Secondly, the technique of providing a
Brand stretching and brand sharing
tobacco product or company and the non-
“free sample” is often utilized to distribute
are two indirect advertising methods
tobacco product or service are likely to be
tobacco products in places where young
that the tobacco company creatively uses
associated.”13
people gather most and disguised as a
to circumvent a direct ban on tobacco
To the extent that brand stretching
consideration for conducting a market
advertisements. In other words, the tobacco
and brand sharing are used with “the aim,
research. For tobacco companies, giving free
industry, instead of focusing on advertising
effect or likely effect of promoting a tobacco
samples of tobacco products actually costs
tobacco products, shifts its strategy to
product or tobacco use either directly or
little but immensely helps to recruit new
11
62
Currents 24.2 2021
