Exposure to ‘smokescreen’ marketing during the 2018 Formula 1 Championship.

Journal article


Barker, A., Opazo Breton, M., Murray, R.L, Grant-Braham, B and Britton, J. 2019. Exposure to ‘smokescreen’ marketing during the 2018 Formula 1 Championship. Tobacco Control. 28, pp. e154-e155. https://doi.org/10.1136/tobaccocontrol-2019-055025
AuthorsBarker, A., Opazo Breton, M., Murray, R.L, Grant-Braham, B and Britton, J.
Abstract

Tobacco advertising and sponsorship in Formula 1 (F1) racing, which was banned in Europ and internationally by the Federation Internationale de l'Automobile since 2006 continues to this day through the Philip Morris sponsorship of Ferrari, thought to be worth $160 million (£124 million) annually. Although Marlboro advertising and related barcode alibis disappeared from Ferrari cars after 2010, during the 2018 championship, Philip Morris introduced a new marketing campaign, Mission Winnow, with text and logo branding on Ferrari cars and uniforms. Philip Morris states that Mission Winnow promotes their drive towards alternatives to traditional cigarettes and does not advertise tobacco products. However, the branding is strongly reminiscent of the Marlboro Chevron logo, and the trademark details for Mission Winnow include tobacco products. We argue that Mission Winnow is ‘smokescreen’ marketing, covertly advertising tobacco products,8 with much in common with Philip Morris’s earlier Marlboro barcode livery. We have quantified the tobacco content in the 2018 F1 Championship to assess compliance with regulatory restraints and to estimate audience exposure to this smokescreen marketing. We measured all tobacco contents shown on screen during the UK F1 race broadcasts (including both prerace and postrace footages) shown on Channel 4 for all 21 races during the 2018 championship, using 1 min interval coding. The coding method includes recording the presence or absence of audio-visual tobacco content during every 1 minute interval of footage in four categories: ‘actual use’ (actual smoking shown on screen), ‘implied use' (any inferred use without actual use being shown on screen), ‘paraphernalia’ (the presence onscreen of tobacco or other related materials) and ‘brand appearance’ (the presence of clear and unambiguous branding).A total of 3396 intervals were coded, and tobacco content occurred in 281 (8%) of them. Tobacco content consisted of seven intervals, where a no-smoking sign can be seen, one verbal mention by a presenter of ‘Philip Morris’ and branding in 281 intervals. Only two brands were identified: Marlboro, which was seen on screen 67 times in 21 intervals, mostly during prerace and postrace broadcast footages (typically historical footage showing branding on cars or track signage, or in photographs of vehicles, drivers or team members) and once on an audience member’s clothing in a montage shown before an advertisement break; and Mission Winnow, which appeared in five races broadcast after the launch of the brand at the Japanese Grand Prix in October 2018, occurring 668 times in 261 intervals on Ferrari vehicles, clothing and equipment. We estimated UK audience exposure using viewing data, UK midyear population estimates for 2017 and our content analysis to estimate gross and per capita impressions by age group, using previously reported methods. Historical footage of Marlboro advertising in races delivered an estimated 37 million (95% CI 34.14 to 41.51) gross impressions to the UK population, including 1.2 million (95% CI 0.92 to 1.48) to children, while Mission Winnow branding on Ferrari cars in the final five races of the season resulted in 438 million (95% CI 395 to 481) gross impressions being delivered to the UK population, including 14 million (95% CI 10.81 to 17.49) to children. This study demonstrates that, despite the ban on tobacco advertising in F1, tobacco content and branding were shown in UK broadcast footage of the 2018 F1 Championship and delivered millions of impressions of Philip Morris tobacco logos or trademarks (Marlboro and Mission Winnow) to both children and adults in the UK. In addition to the individual F1 race events, Channel 4 broadcast a range of qualifying race and pre-event and postevent programmes. Since we limited the present analysis to the broadcast programmes containing the actual race as specified by Channel 4 and did not code F1 races and related content broadcast in the UK through Sky Sports F1, our analysis probably underestimated the total numbers of Philip Morris tobacco impressions delivered through F1-related programming in the UK. Furthermore, since the F1 Championships are international events with global audiences, the UK exposure figures probably represent a very small proportion of the true total global exposure. As of February 2019, however, exposure to tobacco marketing in F1 is no longer limited to Philip Morris products, since the McLaren team has now started to carry new smokescreen marketing from British American Tobacco, which has launched its ‘A Better Tomorrow’ brand, also purporting to promote reduced risk products and bearing similarity to ‘Lucky Strike’ branding. It appears that, despite prohibition, tobacco advertising in Formula 1 racing broadcast is alive and well.

KeywordsFormula 1; Smoking ; tobacco advertising
Year2019
JournalTobacco Control
Journal citation28, pp. e154-e155
PublisherBMJ Journals
ISSN1468-3318
Digital Object Identifier (DOI)https://doi.org/10.1136/tobaccocontrol-2019-055025
Web address (URL)https://tobaccocontrol.bmj.com/content/28/e2/e154?rss=1&int_source=trendmd&int_medium=cpc&int_campaign=usage-042019
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online30 May 2019
Publication process dates
Accepted26 Apr 2019
Deposited24 Jun 2022
Permalink -

https://repository.derby.ac.uk/item/973xv/exposure-to-smokescreen-marketing-during-the-2018-formula-1-championship

Download files


Publisher's version
e154.full.pdf
License: CC BY 4.0
File access level: Open

  • 61
    total views
  • 18
    total downloads
  • 0
    views this month
  • 0
    downloads this month

Export as

Related outputs

A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem
Murray, R., Leonardi-Bee, J., Barker, A., Brown, O. and Langley, T. 2024. A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem. Alcohol and alcoholism. 59 (4). https://doi.org/10.1093/alcalc/agae045
Tobacco, e-cigarette and alcohol content in popular UK soap operas: a content analysis to explore changes in social norms and scene location over time
Scott, N.J., Murray, R.L., Barker, A.B., Critchlow, N., Best, C. and Semple, S. 2024. Tobacco, e-cigarette and alcohol content in popular UK soap operas: a content analysis to explore changes in social norms and scene location over time. Drugs: Education, Prevention and Policy. pp. 1-7. https://doi.org/10.1080/09687637.2024.2341006
A content analysis of tobacco content in season 1 of ‘And Just Like That’
Alexander B. Barker, Jaspreet Bal, Rachael L. Murray and Barker, A. 2023. A content analysis of tobacco content in season 1 of ‘And Just Like That’. Journal of Public Health. pp. 1-4. https://doi.org/10.1007/s10389-023-01975-5
A content analysis of alcohol imagery in season 2 of The Kardashians
Barker, A., Scott, C. and Sharpe, E. 2023. A content analysis of alcohol imagery in season 2 of The Kardashians. Journal of Public Health. pp. 1-4. https://doi.org/10.1007/s10389-024-02198-y
Have yourself a ‘merry’ little Christmas: Alcohol adverts and alcohol content within adverts in the run up to Christmas
Barker, A., Thorley, R. and Murray, R.L. 2023. Have yourself a ‘merry’ little Christmas: Alcohol adverts and alcohol content within adverts in the run up to Christmas. Public health in Practice. 6, pp. 1-2. https://doi.org/10.1016/j.puhip.2023.100390
The 1975: Is tobacco promotion through music making a comeback?
Barker, A. 2023. The 1975: Is tobacco promotion through music making a comeback? BMJ Tobacco Control. 32, pp. 271-274. https://doi.org/10.1136/tc-2023-058068
Response to Ofcom Letter (1) – 15/07/2022 & Response to Ofcom Letter (2) – 27/02/2023
Barker, A. and Murray, R.L. 2023. Response to Ofcom Letter (1) – 15/07/2022 & Response to Ofcom Letter (2) – 27/02/2023. Journal of Public Health. pp. 1-3. https://doi.org/10.1093/pubmed/fdad019
The effect of alcohol marketing on people with, or at risk of, an alcohol problem: A rapid literature review
Murray, R.L., Leonardi-Bee, J., Barker, A., Brown, O. and Langley, T. 2022. The effect of alcohol marketing on people with, or at risk of, an alcohol problem: A rapid literature review. Glasgow, Scotland Alcohol Focus Scotland.
REALISING OUR RIGHTS: How to protect people from alcohol marketing
Barker, A. 2022. REALISING OUR RIGHTS: How to protect people from alcohol marketing . Glasgow, Scotland Alcohol Focus Scotland.
The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia
Tamire, M., Barker, A., Getachew, S., Murray, R.L., Amedala, R., Britton, J., Deressa, W. and Fogarty, A. 2022. The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia. Harm Reduction. 19 (11), pp. 1-7. https://doi.org/10.1186/s12954-022-00591-y
Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health
Allayed, K., Murray, R.L., Britton, J. and Barker, A. 2022. Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health. BMC Public Health. 22 (908), pp. 1-11. https://doi.org/10.1186/s12889-022-13233-6
Impact of Smoking and Vaping in Films on Smoking and Vaping Uptake in Adolescents: Systematic Review and Meta-Analysis
Hassanein, Z., Barker, A., Murray, R., Britton, J., Agrawal, S. and Leonardi-Bee, J. 2022. Impact of Smoking and Vaping in Films on Smoking and Vaping Uptake in Adolescents: Systematic Review and Meta-Analysis. Health Education & Behavior. https://doi.org/10.1177/10901981221086944
Exposure to tobacco, alcohol and ‘Junk food’ content in reality TV programmes broadcast in the UK between August 2019 - 2020.
Barker, A., Bal, J., Ruff, L. and Murray,R. 2022. Exposure to tobacco, alcohol and ‘Junk food’ content in reality TV programmes broadcast in the UK between August 2019 - 2020. Journal of Public Health. pp. 1-8. https://doi.org/10.1093/pubmed/fdac046
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report
Barker, A. 2022. Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report. Geneva World Health Organization.
A content analysis of ‘junk food’ content in children’s TV programmes: a comparison of UK broadcast TV and video-on-demand services
Alexander B Barker, Megan Parkin, Shreesh Sinha, Emma Wilson, Rachael L Murray and Barker, A. 2022. A content analysis of ‘junk food’ content in children’s TV programmes: a comparison of UK broadcast TV and video-on-demand services. Journal of Public Health. pp. 1-8. https://doi.org/10.1093/pubmed/fdac067
Content analysis of Netflix and Amazon Prime Instant Video original films in the UK for alcohol, tobacco and junk food imagery
Alfayad, K., Murray, R.L., Britton, J. and Barker, A. 2021. Content analysis of Netflix and Amazon Prime Instant Video original films in the UK for alcohol, tobacco and junk food imagery. Journal of Public Health. pp. 1-8. https://doi.org/10.1093/pubmed/fdab022
Smoking and health 2021: A coming of age for tobacco control?
Barker, A. 2021. Smoking and health 2021: A coming of age for tobacco control? London Royal College of Physicians.
A content analysis and population exposure estimate of Guinness branded alcohol marketing during the 2019 Guinness Six Nations
Barker, A., Bal, J. and Murray, R.L. 2021. A content analysis and population exposure estimate of Guinness branded alcohol marketing during the 2019 Guinness Six Nations. Alcohol and Alcoholism. 56 (5), pp. 617-620. https://doi.org/10.1093/alcalc/agab039
Response to Houghton’s letter: ‘Minimizing assessments of alcohol advertising in the Six Nations Rugby Championship’.
Barker, A., Bal, J. and Murray, R.L. 2021. Response to Houghton’s letter: ‘Minimizing assessments of alcohol advertising in the Six Nations Rugby Championship’. Alcohol and Alcoholism. 56 (5). https://doi.org/10.1093/alcalc/agab053
Quantifying alcohol audio-visual content in UK broadcasts of the 2018 Formula 1 Championship: a content analysis and population exposure.
Barker, A., Opazo Breton, M., Thomson, E., Britton, J., Grant-Braham, B and Murray, R.L 2020. Quantifying alcohol audio-visual content in UK broadcasts of the 2018 Formula 1 Championship: a content analysis and population exposure. BMJ Open. 10 (8), pp. 1-8. https://doi.org/10.1136/bmjopen-2020-037035
Tobacco and tobacco branding in films most popular in the UK from 2009 to 2017
Barker, A., Cranwell, J., Fitzpatrick, I., Whittamore, K., Allayed, K., Hardy, A., Murray, R.L and Britton, J. 2020. Tobacco and tobacco branding in films most popular in the UK from 2009 to 2017. Thorax. 75, pp. 1103-1108. https://doi.org/10.1136/thoraxjnl-2020-214743
Tobacco and alcohol content in soap operas broadcast on UK television: a content analysis and population exposure
Alexander B Barker, John Britton, Emily Thomson, Rachael L Murray and Barker, A. 2020. Tobacco and alcohol content in soap operas broadcast on UK television: a content analysis and population exposure. Journal of Public Health. 43 (3), pp. 595-603. https://doi.org/10.1093/pubmed/fdaa091
Quantifying tobacco and alcohol imagery in Netflix and Amazon Prime instant video original programming accessed from the UK: a content analysis.
Barker, A., Smith, J., Hunter, A., Britton, J. and Murray, R. 2019. Quantifying tobacco and alcohol imagery in Netflix and Amazon Prime instant video original programming accessed from the UK: a content analysis. BMJ Open. 9, pp. 1-5. https://doi.org/10.1136/bmjopen-2018-025807
Experience of identity change in people who reported a diagnosis of multiple sclerosis
Barker, A., Smale, K., Hunt, N., Lincoln, N.B. and das Nair, R 2019. Experience of identity change in people who reported a diagnosis of multiple sclerosis. International Journal of MS Care. 21 (5), pp. 235-242. https://doi.org/10.7224/1537-2073.2018-069
Corrigendum: A content analysis of tobacco and alcohol audio-visual content in a sample of UK reality TV programmes
Alexander B Barker, John Britton, Emily Thomson, Abby Hunter, Magdalena Opazo Breton, Rachael L Murray and Barker, A. 2019. Corrigendum: A content analysis of tobacco and alcohol audio-visual content in a sample of UK reality TV programmes. Journal of Public Health. 42 (3), pp. 561-569. https://doi.org/10.1093/pubmed/fdz088
Alcohol audio-visual content in Formula 1 television broadcasting
Barker, A., Britton, J., Grant-Braham, B. and Murray, R.L. 2018. Alcohol audio-visual content in Formula 1 television broadcasting. BMC Public Health. 18, p. 1155. https://doi.org/10.1186/s12889-018-6068-3
Social Identity in People with Multiple Sclerosis: An Examination of Family Identity and Mood
Barker, A., Lincoln, N.B., Hunt, N. and das Nair, R. 2018. Social Identity in People with Multiple Sclerosis: An Examination of Family Identity and Mood. International journal of MS Care. 20 (2), pp. 85-91. https://doi.org/10.7224/1537-2073.2016-074
A systematic review and meta-analysis assessing the effectiveness of alternative listening devices to conventional hearing aids in adults with hearing loss.
Maidment, D., Barker, A., Xia, J. and Ferguson, M. 2018. A systematic review and meta-analysis assessing the effectiveness of alternative listening devices to conventional hearing aids in adults with hearing loss. International Journal of Audiology. 57 (10), pp. 721-729. https://doi.org/10.1080/14992027.2018.1493546
Population exposure to smoking and tobacco branding in the UK reality show ‘Love Island’
Alexander B Barker, Magdalena Opazo Breton, Joanne Cranwell, John Britton, Rachael L Murray and Barker, A. 2018. Population exposure to smoking and tobacco branding in the UK reality show ‘Love Island’. Tobacco Control. 27 (6), pp. 709-711. https://doi.org/10.1136/tobaccocontrol-2017-054125
Content analysis of tobacco content in UK television
Barker, A., Whittamore, K., Britton, J. and Cranwell, J. 2018. Content analysis of tobacco content in UK television. Tobacco Control . 28 (4), pp. 1-5. https://doi.org/10.1136/tobaccocontrol-2018-054427
A content analysis of alcohol content in UK television
Barker, A., Whittamore, K., Britton, J., Murray, R.L. and Cranwell, J. 2018. A content analysis of alcohol content in UK television. Journal of public Health. 41 (3), pp. 462-469. https://doi.org/10.1093/pubmed/fdy142
Coping together with hearing loss: a qualitative meta-synthesis of the psychosocial experiences of people with hearing loss and their communication partners
Barker, A., Leighton, P. and Ferguson, M. 2017. Coping together with hearing loss: a qualitative meta-synthesis of the psychosocial experiences of people with hearing loss and their communication partners. International Journal of Audiology. 56 (5), pp. 297-305. https://doi.org/10.1080/14992027.2017.1286695
Social identity in people with multiple sclerosis: a social identity approach to the role of the family in identity reconstruction
Barker, A. 2016. Social identity in people with multiple sclerosis: a social identity approach to the role of the family in identity reconstruction. PhD Thesis
Recovery is no laughing matter - or is it?
Barker, A. 2016. Recovery is no laughing matter - or is it? Mental Health and Social Inclusion. 20 (3), pp. 167-173. https://doi.org/10.1108/mhsi-02-2016-0006
Effectiveness of alternative listening devices to conventional hearing aids for adults with hearing loss: a systematic review protocol
Maidment, D., Barker, A., Xia, J. and Ferguson, M. 2016. Effectiveness of alternative listening devices to conventional hearing aids for adults with hearing loss: a systematic review protocol. BMJ Open. 6, pp. 1-6. https://doi.org/10.1136/bmjopen-2016-011683
Comparing individual and group intervention for psychological adjustment in people with multiple sclerosis: a feasibility randomised controlled trial
das Nair, R., Kontou, E., Smale, K., Barker, A. and Lincoln, N.B. 2016. Comparing individual and group intervention for psychological adjustment in people with multiple sclerosis: a feasibility randomised controlled trial. Clinical Rehabilitation. 30 (12), pp. 1156-1164. https://doi.org/10.1177/0269215515616446
Changes to identity following a diagnosis of multiple sclerosis: A narrative analysis
Barker, A. 2014. Changes to identity following a diagnosis of multiple sclerosis: A narrative analysis. PsyPag 2014. Kent 09 - 11 Sep 2014 https://doi.org/10.6084/m9.figshare.3173035.v1
Social identity in people with multiple sclerosis: A meta-synthesis of qualitative research
Barker, A. 2014. Social identity in people with multiple sclerosis: A meta-synthesis of qualitative research. Social Care and Neurodisability. 5 (4), pp. 256-267. https://doi.org/10.1108/scn-05-2014-0009