Youth Smoking Prevention

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Despite the best efforts of society, youth smoking continues to be a real problem worldwide. Our position has always been very clear: minors should not smoke. It is wrong for minors to smoke, and we do not engage in any activities whatsoever designed to encourage minors to become smokers. Smoking is, and should be, an adult choice.

What JTI is doing about the youth smoking problem

Minors should not smoke. We are committed to youth smoking prevention. We have instigated, and participate in, ongoing prevention programs around the world. Most often, youth smoking prevention programs are run in conjunction with our industry competitors. When achievable, programs are also designed and launched in collaboration with governments, parent associations, educators and other local partners. The aim of these programs is to help stop children smoking. Not to look good or seek credit, but simply because it's the right thing to do.

Youth smoking prevention and marketing

Some argue that minors start smoking as a result of advertising, but our advertising is not directed at kids. Youth smoking needs to be seen in the broader context of adolescent behavior and society in general. Causes depend on the country, region or culture, but there are some factors that are consistently present. They include peer pressure, parental or family influence and the desire to appear 'cool,' independent and more 'adult,' factors that also influence other risky behaviors associated with youth. Curiosity, experimentation, and resistance to parent or adult injunctions are also important features of youth behavior that have an impact on youth smoking.

Nevertheless, we recognize the concerns that society has about tobacco advertising. In other words, youth smoking prevention also means that JTI takes a responsible approach to how our products are marketed and sold around the world. We want to demonstrate that commitment through action not just words. In this context, JTI has adopted a set of standards that govern our marketing activities around the globe.

The standards impact on marketing practices in many countries around the world. They cover all aspects of marketing including print, billboards, electronic media, promotional events, packaging and sponsorship. In countries where the standards exceed existing voluntary or legal restrictions, we are committed to work with regulators to see the standards incorporated into law, or into agreements that ensure effective local implementation. In countries where existing arrangements are more restrictive, those existing agreements or laws will of course continue to be followed.

Where we go from here

Youth smoking is a complex issue, with many different factors at play. To be truly successful in eventually reducing youth smoking, we need to form partnerships with others in society, including kids themselves. We cannot do it on our own.

No doubt some people will criticize our efforts, because they don't trust a tobacco company or do not believe that we are serious or sincere. But we will stick to our commitment. We believe kids shouldn't smoke, and we're prepared to do something about it.

We want to be judged on the merits of the programs and campaigns that we participate in. We do not have all the answers, but we will listen and learn, to do better and to do more, in conjunction with interested parties.

In sum, we will support youth smoking prevention through whatever relationship or activity is effective and acceptable to our stakeholders in helping to stop children smoking. This is what society, and JTI's employees, expect of us.