- 1 Background
- 2 Employees: Past and Present
- 3 Affiliations
- 4 Controversial Marketing Strategies
- 5 Tactics to Subvert Tobacco Control Campaigns and Policies
- 5.1 Discrediting Science and Scientists
- 5.2 Using Freedom of Information Requests to Counter Health Campaigns
- 5.3 Fabricating Support through Front Groups
- 5.4 Corporate Political Advertising
- 5.5 Hospitality for UK Members of Parliament
- 5.6 Direct Lobbying of Decision Makers: Access to Confidential Information
- 5.7 Corporate Social Responsibility Initiatives
- 5.8 Intimidating Governments with Litigation or Threat of Litigation
- 6 Next Generation Products
- 7 TobaccoTactics Resources
- 8 Relevant Link
- 9 TCRG Research
- 10 Notes
Imperial Tobacco is a transnational tobacco company that is headquartered in Bristol, United Kingdom (UK). It is the fourth largest tobacco company in the world, after Philip Morris (PMI), British American Tobacco (BAT), and Japan Tobacco International (JTI), and excluding the Chinese National Tobacco Corporation (CNTC).
Its parent company, Imperial Tobacco Group was rebranded to Imperial Brands in February 2016, and consists of five companies: Imperial Tobacco, ITG Brands, Tabacalera, Fontem Ventures, and Logista.
The company has no relationship to Imperial Tobacco Canada, which is a subsidiary to BAT.
In 2016 Imperial Tobacco operated in 160 countries, selling cigarettes, Roll Your Own (RYO) tobacco, smokeless tobacco, cigarette paper, and cigars. Its main brands are Davidoff, Gauloises Blondes, JPS, West, Fine, News, Winston, Bastos, Lambert & Butler and Parker & Simpson.
Employees: Past and Present
From May 2010 Alison Cooper has been the Chief Executive Officer (CEO) of Imperial Brands.
A full list of the company’s leadership team can be accessed at Imperial’s website.
Other persons that currently work for, or have previously been employed with, the company:
Roberto Ascoli | Ken Burnett | Helen Clatworthy | Fernando Domínguez | Robert Dyrbus | Gareth Davis | Louise Day | Kevin Freudenthal | Roberto Funari | David Haines | Michael Herlihy | Nikos Mertzanidis | Peter Middleton | Susan Murray | Iain Napier | Matthew Phillips | Walter Prinz | Michiel Reerink | Richard Ross | Berge Setrakian | Alessandro Tschirkov | Mark Williamson | Malcolm Wyman | Waldemar Zegar
In 2017, Imperial Tobacco was a member or supporter of the following organisations:
Asia Pacific Travel Retail Association (APTRA) | Associate Parliamentary Corporate Responsibility Group | Confederation of European Community Cigarette Manufacturers | Euraffex/ European Affairs Expertise | European Cigar Manufacturers Association (ECMA) | European Rolling Papers Association (ERPA) | European Smoking Tobacco Association | European Travel Retail Confederation (ETRC) | Industry and Parliament Trust (see Rosemary Brook) | Kangaroo Group | MARQUES | Public Affairs Council | Tobacco Industry Platform | Tobacco Manufacturers' Association | Wirtschaftsrat
The company used to be a member of:
Imperial Brands has worked with the following public relations companies:
- Aspect Consulting lobbied for Fontem Ventures in the UK in 2017
- Bell Pottinger lobbied for Imperial in the UK and Brussels from 2010 to 2016
- FTI Consulting named Imperial Brands on its client list in 2016
In May 2012, the Tobacco Control Research Group (TCRG) at the University of Bath asked Imperial Tobacco to disclose which think tanks the company was funding, and had funded over the last few years. The company replied that it did "not wish to participate in your research".
In response to a specific query made in 2014 in regards to Imperial Tobacco’s engagement with the Institute of Economic Affairs (IEA), a UK-based right-wing think tank, Imperial's Head of Regulatory Science, Steve Stotesbury, replied: “We [Imperial Tobacco] have been supporters of the IEA for many years, stretching back well over a decade”.
Imperial Tobacco also held historical links with the Democracy Institute, a think tank based in the UK and US. In 2006 the company funded a book published by the Democracy Institute, which argued there was no evidence that graphic health warnings on tobacco, food, and alcohol packaging would work.
Controversial Marketing Strategies
Targeting Women and Girls
In 2011, the tobacco industry introduced cigarette packs to the market that were specifically designed to attract female consumers.
Imperial Tobacco launched its Richmond SuperSlims, promoted as “the first superslim brand in the value-price cigarette sector”. At the time, The Grocer retail magazine reported that the pack was embossed with a "stylish pink design", and that it was "clearly designed to appeal to female smokers".
It is worth noting that plain packaging legislation introduced in Australia in late 2012, and in the UK in May 2016, does not address the size of the cigarette stick and its use as a marketing vehicle to target specific consumer demographics. The legislation bans slim cigarette packs, but not slim individual cigarette sticks.
- For more information on tobacco companies' efforts to market its product to female consumers, go to Targeting Women and Girls.
Pre-empting Plain Packaging Legislation in Australia
In September 2012, a few months before plain packaging legislation was introduced in Australia, Imperial Tobacco Australia changed the packaging of its Peter Stuyvesant cigarette pack to show a ripped pack exposing plain packaging underneath (see image 1). The accompanying slogan said “it’s what’s on the inside that counts”.
The Australian Health Minister criticised Imperial’s marketing campaign, saying that “diseased lungs, hearts, and arteries are the reality of what is happening on the inside to a smoker”.
- For more detail on Imperial’s “it’s what’s on the inside that counts” campaign, go to Plain Packaging: Imperial Tobacco Australia Pre-empts Legislation
Complicity in Tobacco Smuggling
Imperial Tobacco has claimed that tobacco control legislation, in particular plain packaging, might lead to unprecedented levels of illicit tobacco trade. The company has made these claims in its Submission to the 2012 UK Consultation on standardised packaging and its Submission to the 2014 UK Consultation on standardised packaging. In 2016, ahead of the introduction of plain packaging in the UK, Imperial Brands launched a ‘Suspect it? Report it!’ anti-illicit trade campaign.
In January 2017, Imperial Tobacco collaborated with the National Federation of Retail Newsagents (NFRN) to “educate independent retailers and UK smokers about the growing trade in illegal tobacco”. The collaboration saw 50,000 packs branded with Imperial’s ‘Suspect it? Report it!’ campaign distributed to retailers, containing infographics, posters and stickers.
In contrast to Imperial's campaign, which portrays the tobacco company as the victim of illicit trade, there is strong historical evidence of Imperial Tobacco’s complicity in facilitating the smuggling of their own cigarettes. For example, genuine Imperial Tobacco brands accounted for more than half of the 17 billion cigarettes smuggled into the UK in 2002. The company claimed ignorance when it was questioned about over-supplying countries notorious for smuggling at the Commons Public Accounts Committee, to which Imperial Tobacco’s chief executive was told: “One comes to the conclusion that you are either crooks or you are stupid, and you do not look very stupid.”
Internal documents from Gallaher (now part of JTI), released through litigation, refer to Imperial Tobacco's “highly aggressive" smuggling activities in the 1990s, blaming Imperial’s smuggling for Gallaher's weakening position in the UK market.
- For more information on Imperial's involvement in smuggling, see Imperial and Gallaher Involvement in Tobacco Smuggling or read our article Tobacco industry rallies against illicit trade – but have we forgotten its complicity? published in The Conversation, 16 March 2015.
Tactics to Subvert Tobacco Control Campaigns and Policies
Imperial Tobacco has strongly opposed tobacco control legislation and regulations, including plain packaging in Australia and the UK, and the Tobacco Products Directive (TPD) in the European Union (EU). The company has used a variety of strategies and tactics to influence tobacco control policies, and subvert existing regulations.
Discrediting Science and Scientists
The tobacco industry has long tried to undermine science and legitimate anti-tobacco messages from scientists to get around, weaken, or discredit tobacco control legislation. According to one tobacco executive, "doubt" was the best means "to compete with a body of fact and establish controversy”.
In 2011, Imperial Tobacco strongly criticised a study commissioned by the UK Department of Health, which concluded that England’s smoke-free 2007 legislation had positive benefits for public health. The study also concluded that the legislation had no obvious negative impacts on the hospitality industry, contrary to claims made by the tobacco industry.
Imperial Tobacco criticised the three-year review as being "lazy and deliberately selective", and furthermore accused the study’s author, Professor Linda Bauld, of having a conflict of interest due to her links to the charity Action for Smoking and Health (ASH).
- For further information on Imperial Tobacco’s attempts to discredit Professor Bauld, and the subsequent hate campaign by others that followed, visit our page on Professor Linda Bauld.
Using Freedom of Information Requests to Counter Health Campaigns
In February and March 2011, acting on behalf of Imperial Tobacco, Bell Pottinger, persistently requested access to research data that supported an anti-RYO tobacco health campaign run by a regional charity.
- For more information on Imperial's vexacious Freedom of Information (FOI) requests, go to the FOI: SmokeFree South West page.
Fabricating Support through Front Groups
Imperial Tobacco has used front groups to oppose tobacco control legislation. Front Groups are organisations that purport to serve a public cause while actually serving the interests of a third party, and obscuring or concealing the connection between them.
For example, Imperial Tobacco Australia (in collaboration with PMI and BAT) financed the Alliance of Australian Retailers (AAR) to oppose the introduction of plain packaging in Australia. The AAR claimed to represent the owners of local corner stores, milk bars, newsagents and service stations, but did not reveal that it was financed by tobacco companies and run by tobacco company executives and a public relations company. The purpose of the AAR was to argue that plain packaging would cause economic damage to small Australian retailers.
- For more information on this front group, and Imperial Tobacco Australia’s involvement, visit the Alliance of Australian Retailers page.
Corporate Political Advertising
In June 2012, Imperial Tobacco attempted to influence UK Members of Parliaments’ (MPs) views on the plain packaging debate by running an anti-plain packaging advertising campaign in The House magazine, a magazine designed for MPs (see image 2). The company did not reveal itself as the funder anywhere on the front page advertisement.
- For more information on Imperial Tobacco's ad, and the debate it sparked, see Imperial Tobacco Promotes Opposition to Plain Packaging.
Hospitality for UK Members of Parliament
Imperial Tobacco also provided hospitality to MPs in the 1990s, including:
- Jacqui Lait MP and her husband attended the 1999 Scotland v England rugby match courtesy of Imperial Tobacco
- MPs attended a 1998 and 1999 Lords v Commons Clay Pigeon Shoot at Highclere Castle sponsored by Imperial Tobacco
- Conservative MPs Ian Taylor and John Townsend attended the 1997 rugby international England v New Zealand at Twickenham, courtesy of Imperial.
- In 1995, Imperial gifted a lunch and two tickets for the Men’s Singles final at Wimbledon to Liam Fox, at the time the MP for North Somerset
Our page on Tobacco Industry Hospitality for UK Members of Parliament provides more detail on gifts and hospitality provided to MPs by Imperial Tobacco and other tobacco companies.
Direct Lobbying of Decision Makers: Access to Confidential Information
Political lobbying is legal in most countries, and an acknowledged part of the democratic process. In the financial year 2014-2015, Imperial Tobacco reported to have spent €400,000 - €499,000 lobbying EU institutions, employing five fulltime equivalent staff in its Brussels office.
Lobbying disclosure records by Conservative Members of European Parliament (MEPs) show, that in 2011 and 2013 Imperial Tobacco met with UK MEPs Giles Chichester, Ashley Fox, Emma McClarkin, and Anthea McIntyre to discuss the revision of the TPD.
Imperial Tobacco and other tobacco companies were given several opportunities to share their views on the TPD review with the European Commission’s Health directorate, DG SANCO, and Health Commissioner John Dalli. But Imperial Tobacco also lobbied other directorates on the TPD. In 2011, Bell Pottinger tried to broker access to officials in DG Trade and the Secretariat General on its behalf (for more details see Bell Pottinger and Tobias Ghersetti pages). In July and September 2012, Imperial Tobacco attended meetings with DG ENTR (Enterprise and Industry) as part of a delegation with CECCM, and in October 2012 the company directly met with DG Trade.
With the exception of DG SANCO, EU officials were not systematically transparent about their contact with Imperial Tobacco and other tobacco companies. Some meetings only became public knowledge due to FOI requests. For more information on the lack of transparency around the TPD review process, go to our page on EU Tobacco Products Directive Revision.
Documents released by the UK Department of Health reveal that Imperial Tobacco had access to confidential information from the European Council concerning the TPD. Despite the Department of Health asking the company to explain how it came into possession of this confidential information, Imperial refused to disclose its source.
- More detail on the controversy surrounding Imperial's access to confidential government information, can be found on Imperial Receives Inside Information from the European Council.
Corporate Social Responsibility Initiatives
To help rehabilitate its image as a responsible business that "acts with integrity and lives its values", Imperial Tobacco ran a number of Corporate Social Responsibility (CSR) initiatives. These initiatives not only attempt to rehabilitate the company's image, but also make it easier for the company to gain access to decision makers.
To make it easier for smokers to smoke whilst travelling, yet be seen to comply with smoke-free legislation, Imperial Tobacco launched its Smoking Allowed campaign in 2011, aimed at providing smoking shelters across UK airports. Apart from supporting smokers, Simon Clark, the director of Forest, suggested that the campaign also “challenges the Orwellian ‘denormalisation’ of smoking”.
In 2013, Imperial Tobacco co-founded the Love Where You Live campaign in the UK, aimed at encouraging individuals, companies and local groups to clean up after themselves (image 3). The campaign gave Imperial Tobacco the opportunity to partner with government, who supported the project. More information on this CSR initiative can be found on the page CSR: Imperial and Love Where You Live.
Intimidating Governments with Litigation or Threat of Litigation
Imperial Tobacco has legally challenged tobacco control regulations in the UK, EU and Australia, including:
- The Tobacco and Primary Medical Services (Scotland) ACT 2010. The company argued that the ban on tobacco display and cigarette vending machines falls outside the legislative scope of the Scottish Parliament. This challenge was dismissed by the Supreme Court in December 2012, but delayed the introduction of the display ban by 2 years.
- The Tobacco Plain Packaging Act 2011 (Australia). Imperial Tobacco unsuccessfully challenged the legality of standardised packaging legislation in Australia. For more information, go to Australia: Challenging Legislation.
- The Standardised Packaging of Tobacco Products Regulations 2015 (UK). Imperial first threatened with litigation against the UK Government in 2012, if the Government were to implement plain packaging legislation. Following the passage of the legislation in March 2015, Imperial Tobacco and others launched a legal action, which it lost in May 2016 (the day before the legislation was due to come into force).
- The 2014 EU Tobacco Products Directive (TPD). Imperial Tobacco formally supported a legal challenge brought by PMI and BAT to invalidate the TPD as a whole, or various provisions within it. This legal challenge was dismissed in the European Court of Justice in May 2016. More details can be found on the page TPD: Legal Challenges.
Next Generation Products
To improve the tobacco industry’s sustainability, tobacco companies are investing in tobacco and nicotine products that, unlike cigarettes, could have growth potential in developed markets. These products are often referred to as Next Generation Products (NGPs), and are often linked to tobacco companies’ harm reduction strategies.
- More detail about Imperial's snus investments can be found on the Cigarette Companies Investing in Snus page.
Although Imperial Brands continues to hold snus interests, the focus of its NGP investment switched to e-cigarettes in 2012, with the establishment of its new subsidiary, Fontem Ventures. This new company's sole focus is to help promote and develop NGP products.
Fontem Ventures sells e-cigarette Blu, which it acquired in July 2014 through the merger between US tobacco companies Reynolds and Lorillard. The company reported that Blu held a 16% UK market share in 2016, making it the number two of the UK market.
In 2014 and 2015 Imperial also sold the Puritane e-cigarette through pharmacies, but a check in 2017 suggested that this product was no longer available.
- For more information on Imperial’s e-cigarette business, visit E-Cigarettes: Imperial Tobacco and E-cigarettes: At The Pharmacy.
Once consumer acceptance is achieved, the company plans to expand to other markets.
- Cigarette Companies Investing in Snus
- E-Cigarettes: Imperial Tobacco
- E-cigarettes: At The Pharmacy
- Targeting Women and Girls
- Plain Packaging: Imperial Tobacco Australia Pre-empts Legislation
- Imperial and Gallaher Involvement in Tobacco Smuggling
- Linda Bauld
- FOI: SmokeFree South West
- Alliance of Australian Retailers
- Corporate Political Advertising on Plain Packaging
- Tobacco Industry Hospitality for UK Members of Parliament
- Imperial Receives Inside Information from the European Council
- CSR: Imperial and Love Where You Live.
- Smoking Allowed
- Australia: Challenging Legislation.
- TPD: Legal Challenges
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