The Use of Sponsorship‐Linked Marketing by Tobacco Firms: International Public Policy Issues

Worldwide, the marketing and promotion practices of tobacco firms are coming under scrutiny. Although tobacco advertising in traditional media such as television has been banned in most countries for many years, the use of nontraditional media such as sponsorship has only recently come into question. This paper analyzes how sponsorship‐linked marketing programs function like advertising in promoting tobacco products. The various marketing tactics utilized by international tobacco firms are discussed as are policy recommendations for governments, businesses, households, and communities that seek to reduce tobacco promotion in their environments.