Marketing of Tobacco Products in Australia: Dealing with the Emerging Regulations

Abstract

Liberal western, democratic traditions provide ‘freedom of choice’ to consumers. This doctrine is also extended to commercial organisations in developing their marketing and promotional strategies. Some products, tobacco in particular, have continued to attract a high level of social and legislative scrutiny in the industrialised countries. There is an argument that tobacco products are excessively harmful to the society–particularly the vulnerable and disadvantaged. As a result governments have a bigger responsibility and a significant role to play in regulating such goods and services. The Australian Federal Government has recently introduced a bill into Parliament. It aims to lay down very stringent guidelines and restrict the promotional options for tobacco product marketing in Australia. This real and evolving case study looks into the challenges faced by the marketers.