Bats African Footprint With Links

FOREWORD Deborah Arnott Director

BAT’S AFRICAN FOOTPRINT Since British American Tobacco first set foot in Africa in 1908 it has been the continent’s dominant force in tobacco production and consumption. To mark this 100th anniversary, Action on Smoking & Health examines BAT’s heavy footprint on Africa. has a virtual monopoly in parts of Africa, both in terms of

amongst the world’s biggest tobacco producers. In 2005 the BAT

tobacco manufacturing and sales of cigarettes. In ten

sponsored Tobacco Grower of the Year award went to a newcomer to the

African countries BAT has more than a 90% share of the cigarette

industry, Monica Chinamasa, the wife of Zimbabwe’s Justice Minister,

market. This report examines some of the health, social and economic

Patrick Chinamasa, who, with her husband, had been accused of seizing

impacts of BAT’s activities in Africa over the past century. Although the

the farm two years’ earlier.5

BAT

full effects of rising tobacco consumption - namely a steep rise in smoking-induced illness and premature death - will not be felt until well into the 21st century, Africa is already in the grip of a major tobacco epidemic. There can be no doubt that, if left unchecked, BAT’s heavy footprint on the African continent will continue to wreak havoc on the

Most tobacco growers do less well out of their involvement in the industry. In Kenya today BAT provides loans for seeds, pesticides and fertilisers and buys back the product at a price of their choosing. To quote one farmer, “The loan the tobacco firm provides is really weighing down on us. Actually, after the deduction you get nothing”.6 There are

health and welfare of its people.

echoes of post-slavery America, where former slaves

“The loan the

found themselves bonded by debt as “share croppers”,

(MDGs) that are designed to help the world’s poorest

tobacco firm provides

materials and in return forced to sell the product to their

people. The production and consumption of tobacco in

is really weighing

BAT’s presence in Africa is also undermining the achievement of the Millennium Development Goals

Africa directly runs counter to at least three of the eight goals, namely to eradicate extreme poverty and hunger, to combat diseases such as AIDS, malaria and 1

tuberculosis, and to ensure environmental sustainability.

In fact, effective tobacco control is key to helping achieve

down on us. Actually, after the deduction you get nothing”

2

all of the Millennium Development Goals. Currently subSaharan Africa is not on track to meet any of the MDGs

3

borrowing money from the land owners for seed and former masters. BAT’S FOOTPRINT ON AFRICAN YOUTH. BAT Chairman Jan Du Plessis claims: “We work with farmers through our leaf growing programme to try to eliminate child labour.” It’s true that BAT and other tobacco corporations fund the Swiss based “Eliminating Child Labour in Tobacco Growing Foundation”.7 However

and, as this reports illustrates, BAT’s heavy footprint on Africa is hindering

neither BAT nor the Swiss based charity would disclose how much BAT

the continent’s ability to make progress in these important policy areas.

contributes. The foundation’s entire income for 2006 was only 2.8 million Swiss Francs per year (US$2.7 million), around half the salary paid to

BAT’S FOOTPRINT ON AFRICA’S HEALTH.

BAT Chief Executive Paul Adams and one fifteenth of the amount the

It is impossible to be certain how many deaths are caused by tobacco in

industry earns from unpaid child labour in Malawi alone.

Africa because many countries do not collect the information. However,

A similar sleight of hand can be seen in BAT’s duplicitous approach to

based on an analysis of BAT sales in its Africa & Middle East region, it is

tackling youth smoking. BAT’s corporate strategy recommends

estimated that current rates of consumption will lead to at least 100,000

investment in high profile youth smoking prevention strategies that stress

deaths each year.

a minimum age for smoking. Given that so called “youth prevention

BAT has also exerted indirect health consequences on the people of Africa. In Uganda, for example, there are 12 million cases of malaria every year, killing 110,000 people. Despite claims that it does not use political and economic leverage, BAT joined forces with other big businesses to block a government malaria prevention programme to treat farm workers’ homes with pesticides because of fears that the chemicals

strategies” which stress the adult nature of smoking have been found to increase youth smoking, the industry can claim corporate responsibility and stimulate under age sales at the same time. The other side to the strategy is an aggressive marketing campaign which purports to target young adults over 18, precisely the group which provides aspirational role models for underage smokers.

used might contaminate their crops . The businessmen claimed exports

Despite the heavy toll that tobacco has wreaked on African society, at

worth more than £200m (US$400m) and 600,000 Ugandan jobs could

the close of BAT’s first century in Africa, the continent is rich in hope,

be lost if crops were threatened.4

because Africa is now standing up to BAT. Across the continent

BAT’S SOCIAL AND ECONOMIC FOOTPRINT.

communities are organising against the tobacco giants and the WHO Framework Convention on Tobacco Control is being implemented. Africa,

2

Zimbabwe is gripped by famine and corruption that leaves it scarcely able

it seems, may be deciding precisely where on BAT she intends to leave

to feed itself yet intervention by BAT means that the country remains

her own foot print.

“We should not be depressed simply because the total free world market appears to be declining. Within the total market, there are areas of strong growth; particularly in Asia and Africa . . . It is an exciting prospect . . .” ~ BAT 3

Photograph: Andrew Kerr

Adinbode Oluwafemi Environmental Rights Action Friends of the Earth Nigeria Board member for the African region of the Framework Convention Alliance

AFRICA FIGHTS BACK To the tobacco industry, Africa is the continent of today and the future. We are the only trophy left in the tobacco industry’s reckless globalization of deaths, diseases and poverty associated with its products.

F

OR the past two decades, the tobacco companies have intensified

incorporates all the provisions of the treaty. Besides, several other

market expansion strategies in several African countries. They have

countries such as Nigeria and Ghana have completed draft national

used music to target youths and children. They organised fashion

legislation. These draft bills provide for a comprehensive ban on

shows to lure women into smoking. They offered kids free cigarettes on

tobacco advertising, sponsorship and promotion, periodic increases in

the streets and for a very long time undermined efforts by governments

taxes to reduce consumption, warning messages to include pictures, a

to put in place effective tobacco legislation. They actively participated

ban on smoking in public places, and mass education to discourage youth smoking initiation.

in the smuggling of tobacco products into the continent. Worse still, tobacco companies persuaded some African governments to promote tobacco cultivation as a major source of foreign earnings. And in recent years, the tobacco industry has resorted to using Corporate Social Responsibility (CSR) to massage its image and cover its tracks. The result of the tobacco industry onslaught is evident in rising smoking rates, particularly among young people and women, and increasing tobacco related deaths and diseases. Tobacco leaf dependent

The tobacco industry promised jobs but

resistance to the tobacco industry across the continent is the litigation in Nigeria. In April 2007, the Lagos State

government

in

South

West

Nigeria,

in

brought deaths; they

conjunction with Environmental Rights Action/ Friends

promised wealth but

of the Earth, Nigeria (ERA/FoEN) filed a suit against a number of tobacco companies. In the lawsuit, the

escalated poverty. Africa is outraged.

economies like that of Malawi and Zimbabwe rank among the world’s poorest. The tobacco industry promised jobs but brought deaths; they promised wealth but escalated poverty. Africa is outraged.

4

However, one of the milestones in the burgeoning

plaintiffs are seeking special, punitive damages to the sum of $26 billion from the defendants including British American Tobacco, Philip Morris International and the Tobacco Institute.

Since the filing of the suit by the Lagos State government, Nigeria’s Federal Government and four other states have filed similar suits against tobacco companies. The Nigerian suit (a replica of similar

The World Health Organisation’s (WHO) initiated - Framework

cases in the United States) and increased pressure by tobacco control

Convention on Tobacco Control (FCTC) provides a unique platform for

groups provide strong evidence that Africa has decided to fight back.

the mobilization of African governments and civil society groups for

There is no doubt that the tobacco industry’s heavy footprint on Africa

organised resistance against the tobacco industry.

will take a long time to erase but Africans are now standing up to the

National legislation is undergoing review in countries like South Africa.

industry and are full of hope that the tobacco scourge will be wiped

Kenya has introduced a comprehensive tobacco control law which

from this continent over the course of this century.

CONTENTS

Executive summary ............................................................................. 6 BAT’s Scramble for Africa ................................................................... 7 BAT’s footprint on society ..................................................................... 9 BAT’s advertising and promotion footprint ........................................... 10 Covering their tracks – BAT’s CSR “marketing favourite” ................... 14 BAT’s footprint on the environment .................................................... 20 BAT’s footprint on child labour ............................................................. 21 Links and further information ............................................................... 22 References ......................................................................................... 23 ASH receives core funding from Cancer Research UK and the British Heart Foundation. This report was funded by Cancer Research UK Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow, Center for Tobacco Control Research and Education, University of California, San Francisco.

5

“Throughout the continent, tobacco manufacturers are building brands to gain market share before the markets go dark, and if the statistics are anything to go by, they are succeeding.” World Tobacco September 2007.8

EXECUTIVE SUMMARY BAT is the second biggest cigarette multinational in the world and is dominant in Sub Saharan Africa with over a 90% market share in eleven African countries.9,10 BAT claims to be “a responsible company” but in Africa BAT is: Aggressively marketing cigarettes contrary to the WHO’s

Gardens Kew, to run projects in Africa to improve BAT’s image

Framework Convention on Tobacco Control directive for a

and sway public opinion.

comprehensive ban on tobacco advertising, promotion and sponsorship.11 Tactics include:

Running counter productive youth smoking prevention programmes that encourage children to see smoking as

Running competitions that require participants to buy

something to aspire to in adulthood and that it is OK for over

cigarettes in exchange for a chance to win exciting

18 year olds to smoke.

prizes such as cars.

Taking advantage of poor African tobacco farmers who

Issuing invitations to youth orientated music events that

regularly end up in debt to BAT rather than making a decent

would appeal to teenagers.

living.

Running high profile HIV, youth smoking prevention, child

Claiming credit for projects to reduce child labour but failing to

labour and other greenwash programmes1 in Rwanda, Malawi,

address the fundamental problem of poverty among tobacco

Nigeria, Cameroon and Kenya as a promotional tactic, to

farm workers.

deflect criticism and to avoid regulation.

Putting tobacco farmers and their families at particular risk

Seeking out partnerships with respected environmental Non

from tobacco growing which is both unhealthy and

Governmental Organisations (NGOs) such as Earthwatch,

environmentally damaging, with problems ranging from

Fauna and Flora International and the Royal Botanical

pesticide exposure to nicotine poisoning.12

1. ‘Greenwash’ has been defined as disinformation disseminated by an organization so as to present an environmentally responsible public image. Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow, Center for Tobacco Control Research and Education, University of California, San Francisco.

6

BAT’S SCRAMBLE FOR AFRICA “We should not be depressed simply because the total free world market appears to be declining. Within the total market, there are areas of strong growth; particularly in Asia and Africa… It is an exciting prospect . . . ” 13 ~ Statement from a 1990 internal BAT document, made available to the public due to a legal settlement requiring BAT to provide public access to its document archives.14. 15

BAT

has historically held a virtual monopoly over cigarette

BAT sells its cigarettes in over 38 African countries although it is

sales in many African regions where Britain formerly

difficult to get an exact picture as BAT itself refuses to release this

controlled colonies; in 1912 BAT was among the world’s 12 richest

information and smoking prevalence data is difficult to obtain.28, 30, 31

companies.17 BAT continues to reap benefits from this colonial legacy

The large number of cigarette brands that BAT markets across the

today maintaining a stranglehold on Africa’s cigarette markets and is

continent indicates the extent of its promotional agenda. Brands

responsible for over 90% of cigarette sales in the following countries: Ghana = approx 99%.18 Kenya = approx 92%.19 Malawi = approx 91%.20 Mauritius = approx 98%.21 Nigeria = approx 92%.22 South Africa = approx 94%.23, 24 Sierra Leone = over 98%.25 Uganda = approx 90%.26 Zambia = over 99%.27 Zimbabwe = approx 99%.28

include:

Slides from a presentation to shareholders by BAT South

Sportsman 555 Bristol Ransom Life Craven A Camel Impala Crown Bird Intore Safari Score Crescent & Star Albany Tom Tom

Gladstone Satin Leaf Paul Revere Sweet Menthol Royal Standard Three Rings Dunhill Players Kent Lucky Strike Pall Mall Peter Stuyvestant Rothmans

Cartier Consulate Embassy Royals John Rolfe Winfield Lexington Gauloises Satin Leaf Vogue Gunston Courtleigh London Mills

Slide from a BAT South Africa investor presentation,

Africa in 2007 which illustrates BAT’s growth in sales in Africa, the

showing how BAT is focusing on selling “premium brands” to

world’s poorest continent, and other developing countries.16

smokers under the age of thirty.16

Global Drive Brands

Diversified Brand Portfolio

The Engine of BAT Volume & Value Growth Pall Mall

Dunhill

Kent

Lucky Strike 125 Bn

Global Volume(Billions)

120

113 Bn 79 Bn

100 80

114 Bn

93 Bn 79 79 Bn Bn

85 Bn

60 40

Focus on International and Premium brands, Lights and adult smokers under the age of 30 (ASU30) Global Drive Brands Dunhill Kent Lucky Strike International brand

20

Peter Stuyvesant 0

1999

2000

2001

2002

2003

2004

2005

Right Markets, Volume and Brands Generate Volume, Value and Consumer Share 2005

Markets

4

Overall Market Company Profile (% Company Volume Trend Vol.) Since 2000

E Europe

Up

19%

Asia Pacific

Up

24%

Middle East

Up

6%

Africa

Up

Total Growing

6% 56%

Total Declining

44%

Latin America

Down

16%

American Pacific

Down

17%

W Europe

Down

11%

Source: shipments database

This dominance appears to be paying off for BAT as profits in its “Africa and Middle East region” grew by £2 million (US$ 4 million) to £470 million in 2007 and sales in South Africa and Nigeria were particularly strong.32 For the six months ending June 2007, British American Tobacco Kenya announced pre-tax profits and gross turnover growing by 26% to 7.08 billion Kenyan Shillings ( US$ 107,358,125), up from KES 5.6 billion (US$84,916,031) the previous year.33 BAT Uganda predicted it would double export earnings in the financial year ending 2008 and achieve earnings worth $58 million. Shareprices are also rising as the company posted half year profits of 31 million Ugandan Shillings.34 In Nigeria in 2006, BAT’s market share and cigarette sales grew, especially its Benson & Hedges and Pall Mall brands, resulting in higher profit for BAT.35 7

8

BAT’S FOOTPRINT ON SOCIETY As BAT increases cigarette sales and profits in African countries in the quest to become the global leader of the tobacco industry, the increasing numbers of smokers across Africa are having a huge impact on health-care costs as well as lost productivity due to tobacco related illnesses and premature deaths.

D

UE to the limited reach of health care and surveillance it is difficult

According to a Ghana Health Service Demographic Survey in 2003 the

to estimate the number of tobacco deaths in Africa. However

most economically disadvantaged region in Ghana is also the region

according to Sir Richard Peto, Professor of Medical Statistics at the

with the highest incidence of smoking. Over 14% of students at junior

University of Oxford, “One death results from every tonne of tobacco

secondary schools had smoked cigarettes.47

which makes 1 million cigarettes. If BAT continues selling 100 billion

“In developing countries, among poor families, the proportion of

cigarettes a year in Africa and the Middle East, this will in the long run

household expenditures used to purchase tobacco products can easily

cause 100,000 deaths per year.”

represent up to 10% of total household expenditures.” Report of the

SMOKING RATES

Secretary-General, United Nations Economic and Social Council

African countries are experiencing the highest increase in tobacco use

(2004).2

During the 1990s, total tobacco

In 2007 US media company, Forbes, calculated that the loss of income

demand in Africa grew by a record 3.5 percent per year, compared to

per smoker per year in Namibia was about US$448.61. With just over

an average annual increase of around 1.7 percent across all developing

1 million smokers, the national income loss equates to about $461

amongst developing countries.

nations.

36

However, according to the latest WHO estimates, tobacco

consumption in Africa is increasing by 4.3% a year.37

million.48 Researchers in 2003 found people from across the social spectrum in

Kenya is one of the ten heaviest smoking countries in the world.38

Niger spending substantial proportions of their incomes on their smoking habit with students spending 40% and manual

According to the Kenyan Ministry of Health up to 15% of under 15 year olds now smoke and approximately 45%

labourers spending 25% of their respective incomes on

of 18 to 30 year olds.

If BAT continues

cigarettes.49

One in five young Nigerians smokes cigarettes, while the

selling 100 billion

HEALTH IMPACT

number of young female smokers rose ten-fold during

cigarettes a year

of death in the world.50

in Africa and the

attributable deaths in South Africa concluded that about

39

2

the 1990s.

About 50% of Ugandan men smoke and according to the 2002 Global Youth Tobacco Survey, smoking rates of

Tobacco is a risk factor for six of the eight leading causes

8% of all adult deaths were caused by smoking.51

Middle East, this

13 to 15 year olds top 33% in some parts of Uganda.40, 41 Tobacco use among young people in Malawi is on the rise. In 2005 the Global Youth Tobacco Survey of 13 to 15 year-olds found over 19% of boys smoked while the rate among girls had risen to 16% from 10% in 2001.42, 43

A 2004 study of tobacco

However, data on the effects of tobacco are largely

will in the long run

lacking across Africa and studies are needed throughout

cause 100,000

occurrence of specific diseases, and to monitor the

deaths per year.”

ECONOMIC IMPACT The WHO has observed that people who smoke tend to be poorer and that cigarettes contribute to this poverty through loss of income, loss of productivity, disease and death.2

the continent to assess the effects of tobacco on the evolution of the epidemic. There is growing evidence of an association between smoking and the spread of tuberculosis. A 2005 South

African study found areas of Cape Town experiencing high rates of TB where 82% of TB sufferers were smokers or ex smokers.52 Dr Peter Ormerod of the British Thoracic Society commented: “This study supports other evidence showing an association between

In Egypt, where BAT reported particularly strong sales in recent years,

smoking and TB risk. …People who smoked would

more than 10% of household expenditure in low-income homes is spent

therefore be more at risk of acquiring TB.”

44, 35

53

South Africa

on tobacco.

is burdened by one of the worst TB epidemics in the world with an

Malawi is one of the poorest countries in the world and people from its

estimated 180 507 cases in 1997, amounting to 419 per 100 000 of the

most disadvantaged communities are more likely to smoke.45,46

total population.54

9

ADVERTISING AND PROMOTION FOOTPRINT The tobacco industry strongly opposes, and lobbies heavily against tobacco adver tising and promotion bans because they are highly effective in reducing tobacco use. Peter Stuyvesant advert outside a sports club in Blantyre, Malawi. Photograph: Peter Luckham, April 2006.

Pall Mall shop sign. Photograph: Folorunsho Moshood, Educare Trust, Nigeria, 2008

Screengrab from The Daily Times 2007

2008 promotion for a ticket to Metro Groove party, available on purchase of a pack of Pall Mall.

10

2008 Pall Mall cigarette advert for a BAT competition in Nigeria. “Buy a pack of Pall Mall and win an instant gift + a raffle ticket for a chance to WinBig.” Photographs: Folorunsho Moshood, Educare Trust, Nigeria, 2008

D

ESPITE the massive socio-economic and health burden smoking is placing on African societies, BAT continues to market cigarettes

here, as elsewhere, by associating its brands with glamour, style,

entertainment as well” According to the Daily Times, “The customers stand a chance of winning various prizes. They will be required to buy one pack of Pall

vitality, beauty, sport, sexual allure, celebrity, contemporary fashion

Mall Embassy or Kings to enter the competition.”

and modern living - methods it claims to have voluntarily given up using in the UK thirty years ago.55 Furthermore, BAT has been found to be in breach of its own weak marketing code by allowing its

In 2007 BAT Kenya’s communication manager told the tobacco industry journal, World Tobacco that BAT

cigarettes to be sold singly rather than in packs of 10 or 20. 55 In Nigeria, advertisements were even produced detailing the price of 1, 2 or 3 “sticks”.56 Following ASH’s protestations in 2007, BAT acknowledged that it had begun an investigation into the alleged marketing breaches but has failed to report publicly on its findings. Because BAT cannot be trusted to keep within even its own marketing codes of conduct in countries where advertising bans are partial or not fully implemented, only a comprehensive ban will protect people from its marketing tactics and reduce tobacco consumption. In 2000, a global review of the effect of tobacco advertising bans on consumption concluded that “. . . a comprehensive set of tobacco advertising bans can reduce tobacco consumption but a limited set of advertising bans will have little or no effect.” 57, 58

“... has cushioned itself from the business impact of the enactment of the [smoke-free] law by adopting self regulation in advertising and marketing, to ensure a smooth transition that will not hurt our bottom line.” 8

The grand prize of a million Malawi Kwacha was equal to over US$7,255 - forty two times the average annual Gross National Income in Malawi.59 Other prizes included HiFis, TVs, bicycles, T-shirts, caps, shopping vouchers, travelling bags, key rings and packets of cigarettes.60 UGANDA BAT is also using promotional events to market brands in Uganda. Jay, a Kampala based blogger reported on a “festive and colourful” Dunhill launch at Speke Resort, Munyonyo in 2006.61 Jay, a smoker himself, writes: “Besides young Ugandans smoke to [sic] much already and they are starting younger. We do not need more temptations for those impressionable wannabes. I am waiting to see what coolness they will associate Dunhill with. I can already see the yuppies displaying their shiny Dunhill packets at counters from SteakOut to Silk Royale.”

61

NIGERIA: MALAWI: Folorunsho Moshood from the Nigerian Educare Trust says: BAT held a series of Pall Mall promotion shows across Malawi in 2007

“The presentation of Metro Groove happened at venues across

and 2008 to which the entertainment section of The Daily Times of

Nigeria in 2007. The prize was a ticket to attend a groove where

Malawi gave further publicity. (Photograph page10)

BAT supplied cigarettes… Many young people attended the

After the Pall Mall Embassy show, a BAT representative said, “Much as

Metro Groove at Cotton’s Club, one of the largest club houses in

this is a promotion, we also know that our customers need

Ibadan, Nigeria’s third largest city.62

11

Foloronsho Moshood also reports that BAT supported shops are springing up across Ibadan. These photographs are of a parade of shops opposite the Cultural Centre in Mokola district:

“The name of each shop in the area doubles up as a Pall Mall banner and the whole street is covered in BAT branding and advertising. The children featured in my photographs were visitors to the Cultural Centre and many secondary schools are also located around this area. The closest Oba Akinbiyi High School One is about three hundred meters away.”

Pall Mall promotions on umbrellas, table cloth, chairs, & awnings. School students in check shirts. Photographs: Folorunsho Moshood, Educare Trust, Nigeria, 2008

12

Photograph: Laura Seay

Photograph: http://www.flickr.com/photos/aardvark/465519676/in/set-21576000 98409014/)

DEMOCRATIC REPUBLIC OF CONGO: Above: Young man wearing a BAT branded Sportsman t-shirt in The Democratic Republic of Congo in 2007. KENYA: Left: BAT Sportsman branded cigarette stall in Kenya 2007. SOUTH AFRICA: Below left: ASH uncovered the slide on BAT’s website revealing how in South Africa BAT is specifically researching and targeting the black community which it refers to as “black diamonds” in a cynical bid to increase premium brand sales and dominate the market.16 UGANDA: In 2007 the tobacco industry journal World Tobacco noted that BAT in Uganda is “…quite aggressive in the promotion and marketing of its products”. The journal reported BAT’s widespread advertising and

Black diamonds, the drivers of our economy

frequent competitions in the press.8

Black middle class grown by 30% in one year 2.6 million

Rights Organisation, Uganda,

According to Jackie Tumwine from the Health and Environmental

“Low female smoking rates in Africa are due to the social and cultural taboo against women smoking... The

Spending power of black diamonds risen from R130 billion to R180 billion

tobacco industry is steadily breaking these cultural norms through aggressive and deceptive promotion of

2% of South Africa’s black population account for 54% of all black buying power vs 10% accounting for 43% 15 months ago

cigarettes as symbols of

empowerment, equality,

glamour, modernity, sophistication and Western style independence.” Source: Unilever Study

Below: BAT Embassy adverts in a restaurant in 2007.

Photographs: Jackie Tumwine, Health and Environmental Rights Organisation (HERO), Uganda

13

COVERING THEIR TRACKS: BAT’S CSR “MARKETING FAVOURITE” “I hope it is not immodest to say that we have been something of a trailblazer for CSR in Africa.” BAT chairman Jan du Plessis 63

T

HROUGH voluntary Corporate Social Responsibility (CSR)

key health, socio-economic, human rights and environmental impacts

programmes

of cigarettes.66, 67, 68

BAT

environmental impacts.

purportedly

addresses

its

social

and

BAT has established a Corporate and

The slide (below) from a BAT South Africa Investor presentation to

Regulatory Affairs Department (CORA) to oversee a CSR agenda that

financial services company Citigroup illustrates how BAT uses CSR

promotes BAT as engaged in contributing to “Civic Life and

projects to make itself attractive to investors and to convince them of its

Empowerment” by encouraging branches around the world “to enrich

social and environmental credentials.16

public and community life.” 64, 65

Internal BAT documents have been made available to the public due to

It is well documented that the gap between BAT’s CSR goals and their

a legal settlement that required tobacco companies to provide public

actual impact is stark. BAT’s reported achievements sit uneasily

access to its document archives.14,15 In the archives ASH found

alongside aggressive cigarette marketing and do little to address the

documents that illustrate the real thinking behind BAT’s CSR strategy.

“Corporate social responsibility schemes are a current tobacco industry marketing favourite.” Tobacco industry journal, World Tobacco.8

The above slide is from a BAT South Africa Investor presentation

14

Today’s reality

Terms of reference British American Tobacco

Public opinion

The anti-smoking movement

To drive the development of a pro-active global reputation management strategy To agree the CORA strategy To agree key deliverables To agree the responsibilities of: -

The end markets

-

The regions

-

The centre

What we want to achieve

Understanding Stakeholders - Research Model British American Tobacco

Public opinion

The anti-smoking movement Identify stakeholders and understand the level and nature of their influence. Classified according to three criteria: Their impact on the business Their hostility/sympathy towards tobacco Their willingness to change their views

Extracts from BAT Corporate and Regulatory Affairs (CORA) roadmap, 2000.69

Understanding Stakeholders - Research Model

Decision-makers Individuals and institutions whose decisions will have a direct and immediate impact on our ability to achieve profitable growth over the next five years Influencers Individuals and institutions who have no immediate impact on our ability to achieve profitable growth but who, nonetheless, expert influence over the views and activities of decision makers or other influencers

15

The BAT exhibition hall at the Jua Kali exhibition in Uganda. Photograph: Jackie Tumwine, 2006

F

OR BAT it was essential the CORA strategy be mobilised on a

In 2007 in Nigeria and Rwanda BAT also gained considerable publicity

consistent basis worldwide. To this end the roadmap was

for sponsorship of an HIV/AIDs conference and donated US$6000

presented to regional managers in Africa in 2000 to be adopted,

(£3000) to People Living with HIV/AIDs.73 Previously ASH and other

70, 71

planned and driven forward into the 21st century.

NGOs have uncovered how BAT’s internal documents reveal aims to

By 2007 the tobacco industry Journal World Tobacco noted BAT using CSR schemes in Uganda to improve its image and as a means of “deflecting criticism and unwanted regulation” in addition to its use as a “marketing favourite”.8

encourage tobacco farmers groups to “Target WHO's blind spots on key primary health priorities, such as HIV/AIDS prevention and malaria.” 67, 74 In Malawi BAT attracted publicity for donating prizes to its distributors

Examples include BAT’s annual sponsorship of the East African exhibition for local craftspeople, known as Jua Kali. This serves a

as a reward for selling the most cigarettes in the most places. The rewards included motorbikes as well as cash prizes. The Daily Times newspaper reported a BAT representative as saying “The motor bikes

number of purposes for BAT:

have been provided based on coverage and business growth and we Jua Kali is a place where BAT can advertise itself and its brands, it attracts substantial press coverage for BAT, and

want you to use them for its intended purposes and that is to grow your businesses further.” 75

it is used as a venue where BAT can meet, greet and impress local In Zimbabwe in 2005 BAT gave a “Tobacco Grower of the Year”

politicians.

award to Monica Chinamasa, the wife of Zimbabwean Justice Minister, In 2007 BAT used many similar CSR events as advertisements and as opportunities to influence and impress dignatories. In Uganda BAT also solicited media attention for hosting and sponsoring the Commonwealth Business Forum where BAT representatives met heads of state and ministers.72

Mr. Patrick Chinamasa. Two years’ earlier, in September 2003, it was reported that the Minister and his wife. had seized the Tsukumai Farm, forcing off the owners with threats of violence.5 BAT presented Mrs Chinamasa with the Zimbabwe $24 million prize (US$1000) and trophy as the 2004/2005 top grower at a ceremony in Harare.76

Dunhill adverts featured inside the BAT exhibition hall. Photograph: Jackie Tumwine, 2006

16

YOUTH SMOKING PREVENTION STRATEGY A number of BAT’s CSR campaigns in Africa focus on what BAT refers to as “Youth Smoking Prevention”. However, there is no evidence that such schemes decrease smoking among young people but there is evidence that they can be counter-productive.77, 78 Such schemes encourage children to see smoking as an adult activity and therefore something to aspire to. They also give the impression that cigarette addiction is a youth issue and that once a young person reaches 18 it is acceptable to smoke. Despite BAT’s purported stance on youth smoking prevention it is clear that because so many long term smokers die in middle age, the tobacco industry is in perpetual need of new young customers.

launched the campaign.79 Meanwhile BAT and other tobacco companies currently face lawsuits in Nigeria for targeting young and underage smokers by sponsoring events such as pop concerts and of promoting the sale of individual cigarettes. Although Lagos recently withdrew a lawsuit, the tobacco industry still faces similar suits from the federal government and two other states are hoping to recover the costs incurred in treating smoking-related diseases.81, 82 Even as these court cases are getting underway and despite BAT’s purported intentions regarding youth smoking prevention, in 2008 BAT is displaying adverts and competitions

with

youth

appeal by shops near schools.

NIGERIA “Nigeria’s

[youth

smoking

prevention] campaign reached over 100,000 sale points, with

Poster downloaded from BAT website.80

posters and stickers...” 79 -boasts BAT’s website and takes the

Screengrabs of extracts from

opportunity to publicise the

BAT’s Corporate and

Nigerian minister responsible

Regulatory Affairs Guidelines

for youth development who

for West Africa 2001-2002. 71

BAT Gambia Youth Smoking Prevention billboard. Photograph: Paul Hooper, 2005.

Pall Mall display case next to sweets displayed near schools in Nigeria complete with BAT designed ‘Youth Smoking Prevention’ logo.62 Photograph: Folorunsho Moshood, Educare Trust, Nigeria, 2008

17

BAT Corporate and Regulatory Affairs (CORA) strategy document from 2000.69

Where to focus?

ENVIRONMENTAL STRATEGY

Much pressure emanates from labour/human rights and environments NGOs NGO engagement will start in these clusters

The following extracts from an internal presentation reveal how a strand of BAT’s CSR involved a calculated strategy to collaborate with NGOs in order to gain public support for its environmental policies.

Over the last seven years, following through on its long term strategy to engage with “reasonable NGOs” BAT has fostered relationships with the Earthwatch Institute, Fauna & Fauna International, Royal Botanic Gardens Kew and The Tropical Biological Association to particular effect.83 In 2008 BAT’s Biodiversity Partnership boasts of supporting 43 projects, many in Africa.84, 85 A number of the projects are ecologically themed “volunteering and training” opportunities for BAT employees. BAT uses such projects as a way of promoting its biodiversity credentials while boosting staff morale and skills.85 Screengrab 2008 86 “… this year the fellowship programme received official recognition as an important contributor to employees’ progress within the British American Tobacco leadership framework.” BAT statement on Malawi project.86 Other BAT biodiversity projects in Africa include Mountain Gorilla conservation programmes in Rwanda, Great Ape Habitat Conservation Programmes in Nigeria and Cameroon and a project to enhance the conservation of Lake Victoria in Kenya.87 The WHO has observed that when BAT and others in the industry devote portions of profits to CSR projects, the companies are often disguising other aims: “…socially responsible initiatives, so-called by transnational tobacco companies, sit side by side with their continued involvement in aggressive advertising and sponsorship campaigns directed at young people, financial pressures they impose on countries that attempt to limit tobacco marketing, their deliberate deception in many developing countries concerning the dangers of second-hand smoke, and attempts to actively undermine the tobacco control activities of the World Health Organization .” – WHO (2004)2

18

Short and medium term strategy Short term strategy is to commence substantive engagement with well-respected and reasonable NGOs, centrally and at end market level - and to brand and communicate it Aim is to show that BAT is acting responsibly on social and environmental agendas in order to maintain its “licence to operate” Outcome from above is build and grow partnerships with NGOs and get their third party verification/support for BAT’s achievements and standards of business integrity

Concrete steps towards environment partnerships Earthwatch already in place Through this, developing partnerships with four other NGOs:- Fauna & Flora International - Wildcru - Royal Botanical Gardens Kew - Tropical Biological Association

Screengrab from the Kenya Broadcasting Corporation 2007 91

INFLUENCING GOVERNMENTS

documents in the public domain. The first claim - that they do not use

“The law was actually drafted by us but the Government is to be congratulated on its wise actions.” BAT Regional Director, Norman Davies on the Kenyan government’s passing of a tobacco law designed to stop poaching and out of season growing. 88

political leverage to support their commercial interests - is contradicted by BAT internal documents. One, on influencing stakeholders defines decision makers as those who will “have a direct and immediate impact on our ability to achieve profitable growth over the next 5 years”.

The archives of BAT’s rival Philip Morris include an article from the Sunday Times dated 14 May 1990 about BAT’s expansion in Africa. Above the headline “Africa - Ashtray of the World” a Sunday Times “Insight” team report noted, “Francis Kabui started smoking because everyone in the adverts wore shoes. Today he is dying of cancer.” 89 Alongside the article, an internal BAT memo shows that the very next day the Public Affairs Department issued a strong rebuttal.90

In Kenya, BAT has been found to benefit from political connections that include close relationships with successive presidents.10 These relationships have been used to influence, dilute and delay Kenya’s health laws.10 For example, in the 1990s BAT used contacts to encourage the government to draft laws compelling farmers to sell tobacco to BAT rather than to other leaf purchasers.10 As BAT was already paying farmers less than other companies, these laws ensured farmers’ pay remained poor.

The PR team denied that BAT uses economic and political leverage to support its marketing. They denied that their advertising played on the “desires of people in the third world to mirror western sophistication”; they even denied the proof that smoking cigarettes caused disease at all. The second and third of these denials can be refuted through

In 2004 BAT was still found entertaining ministers in Kenya when it and other tobacco companies were exposed in the press for inviting over 90 MPs to an exclusive coastal resort to discuss proposed tobacco legislation.92

19

BAT’S FOOTPRINT ON THE ENVIRONMENT A 1999 World Bank funded study estimated that forest removal related to tobacco was estimated to be approximately 41,900 hectares annually. In Malawi, Zimbabwe, Zambia, Tanzania, Uganda, Burundi, Ethiopia, Morocco, Tunisia, Togo and Nigeria the situation was close to criticality. 93

M

ALAWI has one of the highest rates of deforestation in the world

“Most of the species used – such as acacia, eucalyptus, ipil ipil, neem

and tobacco growing is a contributing factor. In 1999 over 26%

and shishu – grow quickly to provide the small farmers with a

of Malawi’s total annual deforestation

sustainable fuel source for cooking and

was related to tobacco production.93, 94

tobacco-curing.” 97

In 2004 New Internationalist magazine

What the Social Report fails to mention

interviewed a Kenyan tobacco farmer

is that eucalyptus trees lower the water

who

of

table, adversely affect the nutrient cycle

deforestation in the area where he lives:

and soil properties, and that growing

“We were never told that tobacco

large quantities of such trees in place of

growing would clear the forest that we

indigenous trees has a monumental and

relied upon for firewood. Today the land

anti social effect upon the natural African

is bare. The trees were cleared to meet

habitat.98, 99

the high demand for wood fuel required

BAT is aware these fast growing trees do

in tobacco curing and a local stream - a

not promote biodiversity but has done

spoke

about

the

effect

major source of water - has gone dry due to deforestation.” 95 BAT makes much of its environmental

little to redress the difficulties they Photographs: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow, Center for Tobacco Control Research and Education, University of California, San Francisco. 2006

high profile small-scale schemes such as one in Chile which returned eighty

credentials and is keen to boast of

20

caused. Although BAT has run a few

reforestation projects both on its own and other CSR websites.96

hectares of its eucalyptus plantations back to indigenous woodland,

In its 2004 Social Report BAT boasts of a tree planting programme of

such schemes are a drop in the ocean compared to the 267,000

more than five million eucalyptus trees in Uganda while the Ethical

hectares of fast growing plantations BAT has been responsible for over

Performance website notes that in BAT’s reforestation programmes:

the last thirty years.97, 100

BAT’S FOOTPRINT ON CHILD LABOUR John Mhango, president of the Malawi Congress of Trade Unions says:

“Child labour is an evil practice that contributes to Malawi’s poverty rates. Most of these children are denied schooling and grow up illiterate and uneducated. How can they contribute to real economic development?” 103

A

LTHOUGH tobacco farming is not unique in its use of child labour, these children are put at particular risk because growing tobacco

is both unhealthy and environmentally damaging with problems ranging

and Mozambique ranging from school construction to education projects. However none of these initiatives addressed the problem of low

from pesticide exposure to nicotine poisoning.101

earnings of adult tobacco workers, or genuinely

Malawi, where tobacco exports account for over

implemented ECLT’s stated efforts to improve

70% of export earnings, also has the highest

labour standards and raise “working conditions of

incidence of child labour in Sub Saharan

the plantation worker”.

Africa.102

Most tellingly, the ECLT had a budget of just $2.3

BAT chairman, Jan du Plessis boasts of tackling

million over four years from 2002, compared to

child labour problems, saying:

nearly US$40 million in economic benefit the

“We work with farmers through our leaf growing

major tobacco multinationals’ receive through the

programmes to try to eliminate child labour, but

use of unpaid child labour in Malawi over the

we know this is not enough. So three years ago

same period.104, 105

we established the pioneering Elimination of

The research concluded multinational tobacco

Child Labour in Tobacco-growing Foundation, in

companies are using child labour projects to

partnership with the International Tobacco

“enhance corporate reputations and distract

Growers Association and the trades unions in

public attention from how they profit from low

our sector. It now includes all the main

wages and cheap tobacco”. 104

multinational dealers

and

tobacco the

manufacturers International

Organisation advises its Board.” 7

and

Labour

Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow, Center for Tobacco Control Research and Education, University of California, San Francisco. 2006

The real reasons for BAT’s engagment with child labour issues are found in the internal CORA roadmap from BAT’s document

In 2006 researchers examined the Eliminating Child Labour in Tobacco

archives rolled out in 2000. BAT wants to be seen as “proactive,

(ECLT) programme that du Plessis credits BAT with establishing, and

front-footed and already being recognised as such by other

found it had established projects in Malawi, Tanzania, Uganda, Zambia.

main partners.” 69

Child labour: Next major milestone

Conference on child labour and tobacco growing in october Involvement of unions, growers, governments, multilateral bodies, NGOs BAT proactive. front-footed and already being recognised as such by other main partners

2008 Screengrab from BAT website where BAT advertises helping establish the “Eliminating Child Labour in Tobacco Growing Foundation”

21

Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow, Center for Tobacco Control Research and Education, University of California, San Francisco.

LINKS AND FURTHER INFORMATION Environmental Rights Action/Friends of the Earth Nigeria

Essential Action

Environmental Rights Action/Friends of the Earth Nigeria (ERA) is a Nigerian advocacy non-governmental organisation founded on January 11, 1993 to deal with environmental human rights issues in Nigeria.

Essential Action is a US corporate accountability campaign group that helped launch Global Partnerships for Tobacco Control in 2000 to support and strengthen international tobacco control activities at the grass roots level.

www.eraction.org

http://www.essentialaction.org/

People against drug dependence and ignorance - Nigeria

The Framework Convention Alliance for Tobacco Control

Attaining societal advancement via promoting and protecting the rights to health and meaningful existence.

Made up of almost 300 organizations representing over 100 countries around the world which are working to support the signing, ratification and effective implementation of the Framework Convention on Tobacco Control (FCTC) and related protocols.

www.paddi.globalink.org/

Educare Trust - Nigeria An Education and Health NGO based in Ibadan, Nigeria’s third largest city, with outreach in several other parts of the country. www.educaretrust.org/ National Council against Smoking - South Africa The National Council against Smoking’s (NCAS) mandate is to improve public health by promoting non-smoking. www.againstsmoking.org/

The Tanzanian Tobacco Control Forum A non-profit organisation with the vision of enhancing public health through effective control of tobacco use. PO Box 33105 Dar Es Salaam, Tanzania. Tel: + 255 732 924088 The Environmental Action Network LTD - Uganda The Environmental Action Network (TEAN) aims to institute public interest legal actions to protect the environment and promote the right to a clean and healthy environment. http://tean.globalink.org/

Sidewalk Radio Collage of videos about the tobacco industry in Africa http://www.sidewalkradio.net/

www.fctc.org/

World Health Organisation (WHO) Framework Convention on Tobacco Control http://www.who.int/gb/fctc/

WHO Report on the Global Tobacco Epidemic, 2008. The MPOWER package www.who.int/tobacco/mpower/en/index.html

World Bank - Economics of tobacco control http://web.worldbank.org

Guernsey Adolescent Smokefree Project Guernsey Adolescent Smokefree Project (GASP) is a local charity whose aim is to reduce smoking amongst the young people of Guernsey. GASP runs a project to support children who work in the tobacco industry in Malawi. www.gasp.org.gg/

Tobacco and poverty: A vicious circle World Health Organisation brochure outlining the vicious circle of tobacco and poverty: who pays, who benefits and why tobacco control is a necessity. www.who.int/tobacco/resources/publications/wntd/2004/en/

British American Tobacco Documents Archives 22

http://bat.library.ucsf.edu

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