Marlboro Adverts Target Youth in Southeast Asia

This report, titled “You’re the Target,” was issued on March 12, 2014 by the Campaign for Tobacco-Free Kids, Alliance for the Control of Tobacco Use Brazil, Corporate Accountability International, Framework Convention Alliance, InterAmerican Heart Foundation, and Southeast Asia Tobacco Control Alliance. This report exposes how Philip Morris International’s (PMI) ‘Be Marlboro’ marketing campaign “draws on youth-oriented images and themes that suggest to young people across the globe that they should “BE a Marlboro” smoker. The campaign has expanded to more than 50 countries despite being banned by a German court for targeting teens and generating similar complaints in other countries.

Download the file here: Be Marlboro Campaign_Southeast Asia_7 Mar 2014