The technique exploits a loop-hole whereby cigarette makers can market to consumers if they request information.
The British American Tobacco-owned brand this week starts the promotion for its Royals cigarettes. This invites smokers to call Rothmans with the answers to questions contained in 11 million packs and also offers money-off their next purchase.
Rothmans will then be able to exploit the opportunity to market to consumers directly by promoting other brands and products. Under the forthcoming Tobacco Advertising and Promotion Bill, cigarette companies will not be able to send communications to customers unless they specifically request information on each individual occasion.
The promotion offers a range of prizes including holidays and marks a new battleground for tobacco. The Bill is likely to receive Royal Assent early in 2003.
_1.jpg)
.jpg)
