Monitoring Tobacco Ads on Media

　　Related: Guangzhou Bans Tobacco Sales on World No Tobacco Day

 

　　Today marks the World No Tobacco Day - An event endorsed¹ by the World Health Organization highlighting health risks associated with smoking.

 

　　This year there are calls for a ban on tobacco advertising², promotion³ and sponsorship.

 

　　But the Beijing Center for Disease Control and Prevention isn't sure if it will work in China.

 

　　Zhou Jingnan has more details.

 

　　What do Chinese people think about tobacco advertising? Here are some views from the street:

 

　　"I have never seen a tobacco advertisement. I don't smoke. It's not something that concerns me."

 

　　"No one in my family smokes. I've probably seen tobacco ads, but I don't remember any right now."

 

　　"I think I've seen tobacco ads before. I remember seeing Hongtashan ads on TV. And during basketball matches tobacco sponsorship is everywhere."

 

　　"There are a lot of tobacco ads. For example, the Zhongnanhai ads on TV. It spreads like a virus. Almost everyone in my class knows these ads. I'm thirteen and in junior school."

 

　　The Health Education Bureau at Beijing Center for Disease Control and Prevention recently monitored tobacco ads for one week earlier this month. During that time, four were broadcast 117 times, totaling 855 seconds on 32 TV channels across China. Information about the health risks of tobacco appeared far less.

 

　　Liu Xiurong is head of the Health Education Bureau.

 

　　"Our study shows the frequency of tobacco ads appearing on TV has dropped."

 

　　However tobacco companies are finding new platforms from which to advertise.

 

　　"They have turned to new media. Almost all tobacco companies have their own websites and micro blogs. They use new strategies like direct ads, indirect ads, brand extension, sponsorship… and more."

 

　　The Health Education Bureau says tobacco companies use spaces at promotional events, museums and charities to advertise themselves.

 

　　Liu says up till now Chinese law didn't touch tobacco ads on new media.

 

　　"Advertising laws in China are too old to cope with the current situation. Modernization⁴ is needed if you want to solve the problem."

 

　　The World Health Organization says tobacco kills nearly 6 million people each year. More than 5 million of these deaths are from direct tobacco use and over 600 000 from second-hand⁵ smoke. Nearly 80% of the world's one billion smokers⁶ live in low- and middle-income countries.

 

　　However, only 19 countries, representing 6% of the world's population, have comprehensive bans on tobacco advertising, promotion and sponsorship.

 

　　For CRI, this is Zhou Jingnan.

1 endorsed   

vt.& vi.endorse的过去式或过去分词形式v.赞同( endorse的过去式和过去分词 )；在（尤指支票的）背面签字；在（文件的）背面写评论；在广告上说本人使用并赞同某产品

参考例句：

• The committee endorsed an initiative by the chairman to enter discussion about a possible merger. 委员会通过了主席提出的新方案，开始就可能进行的并购进行讨论。 来自《简明英汉词典》
• The government has broadly endorsed a research paper proposing new educational targets for 14-year-olds. 政府基本上支持建议对14 岁少年实行新教育目标的研究报告。 来自《简明英汉词典》

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

4 modernization   

n.现代化，现代化的事物

参考例句：

• This will help us achieve modernization.这有助于我们实现现代化。
• The Chinese people are sure to realize the modernization of their country.中国人民必将实现国家现代化。

5 second-hand   

adj.用过的，旧的，二手的

参考例句：

• I got this book by chance at a second-hand bookshop.我赶巧在一家旧书店里买到这本书。
• They will put all these second-hand goods up for sale.他们将把这些旧货全部公开出售。

6 smokers   

吸烟者( smoker的名词复数 )

参考例句：

• Many smokers who are chemically addicted to nicotine cannot cut down easily. 许多有尼古丁瘾的抽烟人不容易把烟戒掉。
• Chain smokers don't care about the dangers of smoking. 烟鬼似乎不在乎吸烟带来的种种危害。