Ad industry organizations are waving their freedom of speech banners in an effort to fight the federal government’s proposed tobacco control legislation, Bill C-71.
The bill would severely restrict tobacco companies from publicizing their sponsorship of sports and cultural events, although it stops short of an outright sponsorship ban.
The Institute of Canadian Advertising (ica) has formed the Coalition for Commercial Freedom of Speech while the Outdoor Advertising Association of Canada (oaac) has mounted a national transit shelter and billboard campaign designed to generate consumer awareness of the issue.
The ica is extending invitations to other advertising and media associations to join forces with the Coalition and the oaac is trying to drum up industry support using direct mail and trade advertising.
Both the ica and the oaac acknowledge the health risks of smoking and are well aware that individuals in the industry may not approve of the use and advertising of tobacco products, but say the larger issue is freedom of speech.
Rupert Brendon, president of the Institute of Canadian Advertising, says the bill effectively bans the right to advertise tobacco and tobacco-sponsored events in Canada.
He says the ica believes there is no concrete, accepted evidence that an advertising ban will decrease the consumption of tobacco and that Health Minister David Dingwall has offered no evidence to the contrary.
In response to the outcry from cultural and sports events which rely heavily on tobacco sponsorship, the Minister has since suggested that the impact of the bill might be softened by delaying when it would take effect.
Meanwhile, Health Canada feels it has some supporters in the industry and has sweetened this year’s Radio Impact Awards by asking agencies to submit 30-second anti-smoking spots to the contest.
The winning spot will net $1,000; honorary mentions will receive $250 and certificates of merit, $100.
