In October the Tobacco Institute of Japan, an organization of domestic and foreign cigarette companies, will institute self-imposed limitations on weekend television and radio advertising. The TIJ is taking this step in consideration of the recent rise in anti-smoking sentiment among the public. Since 1990 members of the TIJ have voluntarily refrained from showing cigarette ads on television between 5:00 AM and 10:54 PM. Radio commercials can be broadcast anytime, but limits are imposed on the number that can be run.
In March 1995 these restrictions were further tightened in response to a Ministry of Health and Welfare report that focused on preventing smoking among minors and included regulation of cigarette advertising. Starting in October, no cigarette commercials will be televised between 5 AM on Saturday and 10:54 PM on Monday or broadcast on the radio between 5 AM Saturday and 5 AM Monday. The TIJ will also reduce the total amount of advertising on both TV and radio by 30% by 1998.
In addition, no new signs advertising cigarettes can be placed outdoors within a 100 meter radius of any elementary, junior, or senior high school, and existing signs are to be taken down by 1998. Furthermore, health and underage smoking warnings displayed during commercials will be extended from the current 1.25 seconds to 2 seconds, and warnings printed on cigarette packs will be made more visible.
Despite increasingly tough competition between international and domestic manufacturers and uncertain prospects for growth in demand, cigarette companies jointly regard the current policy as an inevitable response to growing anti-smoking sentiment.
(The above article, edited by Japan Echo Inc., is based on domestic Japanese news sources. It is offered for reference purposes and does not necessarily represent the policy or views of the Japanese Government.)