FOCUS: Greater China - Tobacco net tightens with new controls in Hong Kong

Tobacco companies in Hong Kong are likely to significantly increase their spending in below-the-line activities from the beginning of this year, when all tobacco ads were banned from all magazines and newspapers. From 1990, the government has put in place a series of anti-smoking measures including banishing tobacco ads from television and radio and outdoor signages. After the print legislation comes into force, tobacco companies will be completely isolated from the mainstream media. However, they will likely throw more money into sponsorship campaigns since the holding companies for tobacco brands can still sponsor sports and cultural activities. In addition, they are expected to conduct more pin-point target marketing campaigns, especially through direct mail activities.

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