LeGresley Eric M, Muggli Monique E, Hurt Richard D
Tobacco Control Consultant, Ottawa, Ontario, Canada K1Z 1C7.
Eur J Public Health. 2006 Oct;16(5):505-8. doi: 10.1093/eurpub/ckl041. Epub 2006 Apr 6.
Though the cigarette companies have long publicly denied paying for product placement in films, the documentary evidence from the 1950s-1980s overwhelmingly suggests otherwise.
Approximately 800,000 pages of previously secret internal corporate British American Tobacco Company documents were reviewed at the Minnesota Tobacco Document Depository from March 2003 through May 2005. Documents were also searched online at the various tobacco document collections between February 2004 and November 2004.
A small collection of internal corporate documents from British American Tobacco show that in the late 1990s the company evaluated investing in a movie destined for Eastern Europe. By being an investor, BAT could influence the alteration of the movie script to promote BAT's brands, thus providing marketing opportunities without a clear violation of movie product placement restrictions.
Future protocols to the WHO Framework Convention on Tobacco Control should seek to curtail more than just payment for tobacco product placement. More restrictive provisions will be needed to hinder creative strategies by the tobacco industry to continue tobacco promotion and trademark diversification through movies.
尽管烟草公司长期以来一直公开否认在电影中为产品植入付费，但20世纪50年代至80年代的书面证据却有力地表明事实并非如此。
2003年3月至2005年5月期间，在明尼苏达烟草文献存放处查阅了约80万页英美烟草公司此前保密的内部文件。2004年2月至2004年11月期间，还在各种烟草文献收藏库中进行了在线搜索。
一小批英美烟草公司的内部文件显示，在20世纪90年代末，该公司评估了对一部面向东欧的电影进行投资。通过成为投资者，英美烟草公司可以影响电影剧本的修改以推广其品牌，从而在不明显违反电影产品植入限制的情况下提供营销机会。
《世界卫生组织烟草控制框架公约》的未来议定书应寻求不仅限制为烟草产品植入付费。还需要更严格的规定来阻碍烟草行业通过电影继续进行烟草推广和商标多样化的创新策略。
