[Intl-tobacco] Australia: Philip Morris fashion promo breaches anti-tobacco laws

[Robert Weissman]

B&T Marketing and Media/ B&T Weekly
11/0/02
http://www.bandt.com.au/articles/c4/0c0122c4.asp

Philip Morris fashion promo breaches anti-tobacco laws
 Danielle Veldre


 PHILIP Morris and an associated company Wavesnet have pleaded guilty to
breaching anti-tobacco advertising laws over the sponsorship of a
fashion parade by cigarette brand Alpine in 2000. Wavesnet was a company
set up by Philip Morris=92 former agency of record Mojo Partners.

 Mojo has since resigned the Philip Morris business and Wavesnet has
been closed.

 Executive director of the Advertising Federation of Australia (AFA)
Lesley Brydon said the court case had "raised the fact that we need more
specific guidelines [on tobacco advertising]".

 She also said the AFA did not have strict rules on tobacco advertising
and the AFA Code of Ethics=97which states: "Don=92t break the law. Don=92t
bend the law. Think beyond legal argument to moral argument=97the spirit
of the law. Don=92t stretch the truth. Don=92t look for loopholes"=97was on=
ly
a guideline and encouraged agencies to make individual choices about the
accounts they accepted.

 Director of Brown Melhuish Fishlock=97which produces anti-smoking
advertising for the Federal Government=97Paul Fishlock was unequivocal
about the ethics involved in accepting money from a tobacco client for
its ad account, saying it was tantamount to an undertaking to flout the
Federal legislation.

 "It=92s an ethical issue," Fishlock said. "I=92m all for finding new ways
to advertise a product, but I don=92t think the industry=92s time should be
spent doing that for tobacco companies."

 St James Ethics Centre executive director Dr Simon Longstaff said aside
from ethical concerns about advertising tobacco products, action by an
agency that could land it in legal trouble did not have the client=92s
best interests at heart.

 The magistrate presiding over the case, John Andrews, will deliver his
decision on the penalty on Friday, November 8.

 Philip Morris has pleaded guilty to one count of breaching the
legislation and Wavesnet has pleaded guilty to two. Each count carries a
fine of $11,000.

 4 November 2002