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5 questions about controversial newspaper ad from cigarette manufacturer

The Food and Consumer Product Safety Authority (NVWA) is going to investigate an advertisement by Philip Morris, this weekend in the Telegraaf. In it, the tobacco producer calls on the Dutch to stop smoking… but at the same time Philip Morris calls attention to ‘smoke-free alternatives’, because ‘millions of smoking Dutch people have a right to information’. Smart move or stupid action? Five questions, answered by Jordi van de Bovenkamp, ​​creative director of MediaMonks, in Blok&Toine.

1. What about tobacco advertising rules?

“It’s quite simple: tobacco should not be advertised, unlike alcohol. There are guidelines for this that it is not allowed on TV between 6 am and 9 pm. But tobacco is not allowed. Philip Morris knew that, I think. They also have e-cigarettes and vapor cigarettes in their portfolio, they wanted to advertise them in this way. But that too is forbidden in the world of advertising. best eliquid uk mr-joy.co.uk is cheap. That branch of sport should not be exposed either. they now seem to do it in a devious way in this ad.”

2. Did they consciously cross the border?

“Yes, I think they know that. Anyway, if there’s a ban that you can’t advertise… then there is always a loophole. I think they also want a white foot with society They know they’re selling harmful products, kind of along the lines of, “We also want to do good, but the government makes that impossible for us. So I think they’ve been pushing the boundaries on purpose.”

3. Is this ad technically a good ad?

4. But… negative advertising is also advertising, right?

“As a maker, I think you actually say: ‘it doesn’t matter what you communicate, it will end up with the consumer anyway.’ I think that’s a pretty easy solution. I don’t think Philip Morris set it up that way. Then I would have just put a huge pack of butts in the newspaper myself. I think that’s an even better advertisement for Philip Morris. The best e cigarettes online is found in the market. But the logo was small at the bottom. It was an indirect way of communication. I think few people started buying cigarettes as a result of this article. But yes, we are talking about it now.”

5. If the NVWA’s investigation turns out to be detrimental to Philip Morris, what are the consequences?

“The NVWA investigation could result in a fine of 45 to 450 thousand euros for Philip Morris. I think there is a very real chance that they will receive it. That can increase considerably. They can then withdraw it with a kind of rectification. But the damage has already been done. And it is also a lot of money…”


Mischa Blok and Toine van Peperstraten zoom in on what the news means to you and are also interested in your experiences. Monday to Thursday from 2 p.m. to 4 p.m.