Ferrari accused of “subliminal” tobacco advertising 30/04/2010 |
|
| |
| |
Ferrari has been accused of using “subliminal” tobacco advertising on its Formula 1 cars.
The Times newspaper reports that leading doctors are demanding an immediate government inquiry into the team’s $1bn relationship with the maker of Marlboro cigarettes.
The red, white and black barcode featured on Ferrari’s cars and its drivers’ overalls is designed to remind viewers of a packet of Marlboro cigarettes, it is claimed. Under EU legislation, it is an offence for a tobacco company to sponsor sporting events.
A spokesman for the European Public Health Commissioner said he thought that Marlboro’s approach constituted potential subliminal marketing.
John Britton, a Fellow of the Royal College of Physicians and director of its tobacco advisory group, added: “The barcode looks like the bottom half of a packet of Marlboro cigarettes. I was stunned when I saw it. This is pushing at the limits. If you look at how the barcode has evolved over the last four years, it looks like creeping branding.”
Gerard Hastings, director of the Centre for Tobacco Control Research, said: “I think this is advertising. Why a barcode? What is their explanation?”
In September 2005, Philip Morris, the maker of Marlboro, extended its financial backing of the Ferrari team until 2011, despite the ban on cigarette branding on cars racing in the European Union. The contract is understood to be worth $1bn over 10 years and Philip Morris said Ferraris would not carry Marlboro branding where there was a ban.
A spokesman for the Italian car maker said: “The barcode is part of the livery of the car – it is not part of a subliminal advertising campaign.”
Asked about the Philip Morris contract, he added: “$100m [a year] is not a correct figure. We do not disclose the figure – the figure you mention, it is lower.”
|
| Back |
| |
| |
|
|
 |
Advertisement
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
