CODES OF ETHICS

FOR
ADVERTISING
 SECTION 14. CIGARETTES AND
TOBACCO PRODUCTS
1. Advertisements should not suggest that smoking is
essential to social success or acceptance, that smoking is a
genuine symbol of adulthood or that refraining from
smoking is a sign of weakness.
2. Advertisements shall not claim directly or indirectly that
smoking is necessary for work and relaxation.
3. Cigarette and tobacco product advertisements should not
depict the act of puffing, inhaling or exhaling smoke or
having a lit cigarette in the mouth. Radio advertisements
shall not depict, by use of sound effects, the pleasure and
attraction of smoking.
4. Cigarette/Tobacco advertisements should not feature or
promote excessive smoking. Neither shall advertisements
seek to encourage non-smokers to smoke, or exaggerate
the attraction of smokers or otherwise seek to persuade
people to start smoking.
5. Advertisements should not suggest that smoking bring
about therapeutic, sedative, tranquilizing or stimulating
effects or that smoking enhances sex appeal.
Advertisements shall not claim directly or indirectly any
health advantage of one cigarette brand over other brands.
6. All cigarette advertisements should carry, at the end, the
statement, “GOVERNMENT WARNING: CIGARETTE
SMOKING IS DANGEROUS TO YOUR HEALTH.” (Refer to
Appendix I - AdBoard ACRC Guidelines for Screening of
Cigarette/Tobacco advertisements).
7. Advertisements for cigarettes and tobacco products will not
be aimed at or directed to minors as the target audience.
8. Advertisements shall not exploit the youth younger than 18
years of age who are especially vulnerable, whether on account
of their youth or immaturity, or as a result of any physical, mental
or social handicap in any form of cigarette advertising.
9. Models and talents who are minors or appear to be minors
and those who portray authority figures or roles meant to appeal
especially to minors (e.g., folk or comic book heroes,
war/national heroes, law enforcers) will not appear in such
advertisements.
10. No advertisements on cigarettes shall appear in any
children’s programs, or in children’s magazines, or publications
directed specifically to children and minors.
11. Cigarette advertising in television should not be aired in
programs whose audiences are predominantly below eighteen
(18) years of age.
REPORTED BY:

SHEENA P. TUPAS 4/BSBA/A