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The Outing of Philip Morris: Advertising Tobacco to Gay Men

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  • Smith, E.A.
  • Malone, R.E.

Abstract

Objectives. This case study describes the events surrounding the first time a major tobacco company advertised in gay media. Methods. We analyzed internal tobacco company documents, mainstream newspapers, and the gay press. Results. Philip Morris was unprepared for the attention its entry into the gay market received. The company's reaction to this incident demonstrates that its approach to the gay community both parallels and diverges from industry strategies toward other marginalized communities. Conclusions. The tobacco industry's relationship to the gay community is relatively undeveloped, a fact that may provide tobacco control advocates an opportunity for early intervention. The gay community's particular vulnerabilities to the industry make development of gay tobacco control programs crucial to reducing gay smoking prevalence and industry presence in the community.

Suggested Citation

  • Smith, E.A. & Malone, R.E., 2003. "The Outing of Philip Morris: Advertising Tobacco to Gay Men," American Journal of Public Health, American Public Health Association, vol. 93(6), pages 988-993.
    • Handle: RePEc:aph:ajpbhl:2003:93:6:988-993_6
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    Cited by:

    1. Anderson, Stacey J. & Pollay, Richard W. & Ling, Pamela M., 2006. "Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers," Social Science & Medicine, Elsevier, vol. 63(8), pages 1973-1985, October.
    2. Veronica Acosta-Deprez & Judy Jou & Marisa London & Mike Ai & Carolyn Chu & Nhi Cermak & Shannon Kozlovich, 2021. "Tobacco Control as an LGBTQ+ Issue: Knowledge, Attitudes, and Recommendations from LGBTQ+ Community Leaders," IJERPH, MDPI, vol. 18(11), pages 1-12, May.
    3. Joseph G. L. Lee & Adam O. Goldstein & Leah M. Ranney & Jeff Crist & Anna McCullough, 2011. "High Tobacco Use among Lesbian, Gay, and Bisexual Populations in West Virginian Bars and Community Festivals," IJERPH, MDPI, vol. 8(7), pages 1-12, July.
    4. Joseph G. L. Lee & Adam O. Goldstein & William K. Pan & Kurt M. Ribisl, 2015. "Relationship Between Tobacco Retailers’ Point-of-Sale Marketing and the Density of Same-Sex Couples, 97 U.S. Counties, 2012," IJERPH, MDPI, vol. 12(8), pages 1-21, July.
    5. Yachao Li & Bo Yang & Bryan Chen, 2021. "LGB Tobacco Control: Do Health Belief Model Constructs Predict Tobacco Use Intentions Differently between LGB and Heterosexual Individuals?," IJERPH, MDPI, vol. 18(13), pages 1-12, June.

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