While the ban previously covered the majority of above-the-line media channels when it was introduced in 1996, agencies suggested tobacco companies have become adept at sidestepping the regulations through sales promotions, sponsorships and limited print campaigns.
Anna Fan, director of media planning at Guangdong Advertising, said it was expected that the ban would mainly affect mainland-based tobacco companies which continued to advertise in newspapers. “They are using other channels to promote themselves, which includes diversifying product ranges,” she said.
But Maggie Choi, managing director, Greater China, of the Omnicom Media Group, noted that tobacco has been banned in the majority of ATL channels for a while.
“It’s certainly not one of the top categories among spenders,” she said.
