Take the Marlboro Teen Fashion Quiz | Campaign for Tobacco-Free Kids
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Take the Marlboro Teen Fashion Quiz

March 12, 2014

As revealed by a report issued today by the Campaign for Tobacco-Free Kids and other international public health groups, Philip Morris International (PMI) is conducting a global marketing campaign for its best-selling Marlboro cigarettes – called “Be Marlboro” – that uses themes and images sure to appeal to youth.

The campaign has spread to more than 50 countries despite being banned by a German court for targeting teens and generating similar complaints in other countries.

“Be Marlboro” ads feature attractive young people partying, falling in love, playing music and engaging in adventure sports such as snowboarding and surfing – in short, things youth around the world aspire to do.

PMI claims that it doesn’t market to kids. But we couldn’t help but notice that the “Be Marlboro” ads are strikingly similar to the ads of brands that do market to youth, including popular teen clothing brands like American Eagle, Abercrombie & Fitch, Hollister and Urban Outfitters.

Take this quiz and see for yourself whether PMI is marketing to kids.

Click on the image or on the right arrows to see the answers (or click on the left arrow to move back)

Philip Morris International should end this campaign

Just like the Marlboro Man campaign, the “Be Marlboro” campaign uses themes and images that are sure to appeal to teens around the world and lure them into a deadly addiction. We need urgent action to stop this campaign before it further fuels the global tobacco epidemic.

If PMI is serious about not marketing to kids, it should immediately end this campaign. Governments should also stop this campaign by enacting and enforcing comprehensive bans on tobacco advertising, promotion and sponsorship.

Check out this slideshow of 'Be Marlboro' advertisements from around the world as well as our new report, 'You're the Target,'.