School of Tourism, Bournemouth University, Dorset House, Talbot Campus, Fern Barrow, Poole, Dorset BH12 5BB, UK.
Tob Control. 2012 Nov;21(6):529-35. doi: 10.1136/tc.2011.043448. Epub 2011 Aug 5.
Sponsorship of Formula One (F1) motor racing, which has been used as an indirect medium of tobacco advertising for several decades, was prohibited by the 2005 European Union Tobacco Advertising Directive. Most F1 tobacco sponsorship of motor racing in the EU has since ceased, with the exception of the Scuderia Ferrari team, which continues to be funded by Philip Morris. In 2007, the Marlboro logo on Ferrari cars and other race regalia was replaced by an evolving 'barcode' design, which Ferrari later claimed was part of the livery of the car, and not a Marlboro advertisement.
To determine whether the 'barcode' graphics used by Ferrari represent 'alibi' Marlboro advertising.
Academic and grey literature, and online tobacco industry document archives, were searched using terms relevant to tobacco marketing and motorsport.
Tobacco sponsorship of F1 motor racing began in 1968, and Philip Morris has sponsored F1 teams since 1972. Phillip Morris first used a 'barcode' design, comprising red vertical parallel lines below the word Marlboro on the British Racing Motors F1 car in 1972. Vertical or horizontal 'barcode' designs have been used in this way, latterly without the word Marlboro, ever since. The modern 'barcode' logos occupied the same position on cars and drivers' clothing as conventional Marlboro logos in the past. The shared use of red colour by Marlboro and Ferrari is also recognised by Philip Morris as a means of promoting brand association between Marlboro and Ferrari.
The Ferrari 'barcode' designs are alibi Marlboro logos and hence constitute advertising prohibited by the 2005 EU Tobacco Advertising Directive.
一级方程式赛车（F1）的赞助商，几十年来一直被用作烟草广告的间接媒介，已于 2005 年被欧盟烟草广告指令所禁止。此后，欧盟大多数 F1 赛车的烟草赞助商已停止赞助，法拉利车队是个例外，它继续由菲利普莫里斯资助。2007 年，法拉利车上的万宝路标志和其他赛车服装已被一个不断变化的“条形码”设计取代，法拉利后来声称这是赛车外观的一部分，而不是万宝路的广告。
确定法拉利使用的“条形码”图形是否代表万宝路的“借口”广告。
使用与烟草营销和赛车运动相关的术语，对学术和灰色文献以及在线烟草行业文件档案进行了搜索。
一级方程式赛车的烟草赞助始于 1968 年，菲利普莫里斯自 1972 年以来一直赞助 F1 车队。菲利普莫里斯于 1972 年首次在英国赛车汽车 F1 车上使用了“条形码”设计，由红色垂直平行线组成，位于 Marlboro 字样下方。此后，这种垂直或水平的“条形码”设计一直以这种方式使用，后来不再使用 Marlboro 字样。现代“条形码”标志在汽车和车手服装上的位置与过去传统的万宝路标志相同。万宝路和法拉利都使用红色，菲利普莫里斯也承认这是促进万宝路和法拉利之间品牌联想的一种手段。
法拉利的“条形码”设计是万宝路的借口标志，因此构成了 2005 年欧盟烟草广告指令所禁止的广告。
