Giving Tobacco Marketers a Red Card: Q&A With TERM Team About Tobacco Marketing and the 2022 FIFA World Cup  

Silvia Dini: We observed marketing for a series of World Cup game viewing parties that were sponsored by football media platforms owned by the tobacco companies Gudang Garam and Djarum. These events were presented with partners in technology and media at an entertainment center in Yogyakarta and a chain of national mini markets. We also observed marketing for an event series connected to the World Cup that Djarum’s football media platform “Super Soccer” created, called “Soccerphoria.” The series took place on four dates in November and December 2022, in four major cities; it featured concerts by famous singers, and displayed Djarum limited-edition World Cup cigarette packs that were designed by local artists.

Neha Garg: Lionel Messi, who led his country (Argentina) to victory in this last World Cup, is considered a legend in India. The marketing we observed used his name and fame to link the tournament to products and the tobacco company behind them. This included memes such as “You Don’t Messi With the Best” to promote smokeless tobacco, DS Group’s Chingles gum and a play on Messi’s title as the GOAT (greatest of all time) to promote ITC Ltd.’s chips. There was also a composite photo that was originally taken for a Louis Vuitton campaign that features Messi and Cristiano Ronaldo (Portugal) that was doctored into an ad for a new snack menu at Miraj Group’s Miraj Cinemas.

Silvia Dini: We actually saw that same composite photo being used in Indonesia by an account associated with Djarum that focuses on photography. This account is called “LensA Community,” with attention drawn to the “L” and “A” in the logo to create associations with Djarum’s LA cigarette product line. TERM has uncovered a series of these accounts that focus on general interests (e.g., scooters, lifestyle) and subtly connect them with tobacco through logos that match different cigarette brands and via content that is shared, such as posting images of tobacco products or featuring people smoking.

Benjamín González Rubio: By far the most egregious example of this in Mexico was a doctored image of our beloved national team goalkeeper, Guillermo Ochoa, that was used by an electronic cigarette retailer to promote its products. Ochoa is pictured holding an electronic cigarette with smoke coming out of his nose that has the colors of the Mexican flag (green, white and red); the caption reads “Let’s Go Mexico!” (¡Vamos México!). Thus, electronic cigarettes are being connected with a national hero and national pride.   

What recommendations do you have to curb the marketing that was uncovered on social media platforms in your country?

Silvia Dini: It’s clear that Indonesia, which currently has weak restrictions on tobacco advertising, promotion and sponsorship, needs to regulate these activities in line with WHO recommendations, including in sports. Tobacco companies should not be permitted to link their products with sports, which represent health and social cohesion. It was also concerning to see limited edition World Cup cigarette packaging and electronic cigarette devices. Ideally, we’d have plain packaging policies for all tobacco products, which are known to reduce use, but for now, we are pushing for larger warnings on cigarette packs.

Neha Garg: There needs to be coordination among stakeholders to address marketing restrictions for health-harming products, including tobacco and ultra-processed foods. This is true at the national level as well as at the international level, where international tournaments are still welcoming sponsorships from and partnerships with ultra-processed food companies, despite the fact that these products are increasingly linked to noncommunicable diseases.

Benjamín González Rubio: Mexico recently banned the sale of electronic cigarettes, but TERM is still seeing these products being marketed for sale, especially by retailers. It’s important to monitor, report and act on this marketing, to help ensure that policies are fully implemented.